Web Design for an online shop Depends on Good Information

There is not a lot of point in maintaining data within the system if you don't have a clear idea how you will use that information in web design. Some sort of classification and prioritising the information is needed to keep the whole online shop management system workable. 

There are very few products that are all things to all people and saleable through the online shop. 

Promotional materials should be used only for point-of-sale material and sales force support.

Evaluate the overall web design and decide what information is needed to adequatey manage the site - and then collect the appropriate information to meet that objective. The simpler the system, the more likely it will be to succeed.

When establishing a web design you need to ask what information is needed and why and what will I use the information for?

Most consumer purchases are made for emotional reasons, but for commercial or capital goods there is a greater component of rational and conscious choices. 

Unless you can justify a web design there is probably little value in implementing it. If some data is required in the in the future you should be able to obtain more up-to-date information at that time.