"backgroundImage": "https://path/to/image.png",
"EN_US": "*bold* description"
"EN_US": "<div>\n<p><b>bold</b> description</p>\n</div>"
"photo": "https://path/to/photo.png",
"photoMedium": "https://path/to/photo-medium.png",
"twitter": "https://twitter.com/example",
"vendorId": "ZaZOqly9jKfdzHVYZdOw",
"website": "vendor.example.com",