ecommerce, retail

How to Leverage Product Feeds to Boost your E-Commerce Business

Written by Tony Paul

I'm the Co-founder of Datahut. I've been helping companies solving their data extraction problems for the last six years. I'm a chess lover and an ardent fan of the lean startup. I write about Web Scraping, Online retail, Sales, Marketing Tips etc

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Aren’t we all familiar with such images?


As a retailer don’t you want your product to automatically pop-up in the list of suggestions for search queries? Don’t you wish to gain higher visibility across multiple channels? How gratifying it would be to have complete control over the content displayed for your product! 

A well-built product feed can accomplish the same for you. And that’s not all! From higher customer acquisition from price comparison sites to social networks, applications of an intelligently crafted product feed are endless in its scope. Get ready to turn those clicks into sales!

So What is Product Feed?

Today, in the era of a booming e-commerce industry, product feeds are the catalysts for creating a thriving online business. Product feeds are essentially structured data consisting of information that can be used to enrich existing product records or add new products to an assortment. It is the product information formatted in a way that Google and other search engines can understand and interpret it. XML, CSV, JSON or TXT  are popular formats used for producing product feeds.

One of the prime uses of product feed is to garner visibility. Google and various other shopping channels like  Nextag, Price Grapper etc. need formatted product information to enrich the consumer’s shopping experience. Consider a product feed as a gateway to reach out to your customers through multiple channels.

Additionally, merchants make use of product feeds to maintain an updated site, magnify site’s performance and holistically augment their B2B  e-commerce growth. They are also used to enrich existing product records with additional data or to add new products to an assortment.

What Should an Ideal Product Feed Contain?

Though product information submitted for a data feed varies according to the platform it is being displayed on, there are certain standard elements to it.  A typical product feed should be inclusive of the following-

  • Product Title – It is the first mark you establish on customers. It includes details like name of the product, model number, brand name etc. Make use of descriptive keywords to clearly convey what you want to sell. One should avoid using multiple synonyms or too many acronyms.
  • Product Description – Its role is to further introduce the product to the customers in a more elaborate way.  It includes information about the uses of the product, application, manufacturing date etc. The length of the description should be appropriate. Above all, the language used should be easy to comprehend and should appeal to the masses.
  • Product Category –  We have seen classifications like -Women’s Fashion>Clothing> Dresses, these are fundamentally the category of a product. Merchants generally have the liberty to provide one’s own classification. It can be inclusive of more than one “product type” attribute value if the product applies to more than one category.
  • Physical Attributes– It includes information about the product’s external dimensions, weight, color etc. The accuracy of information is of utmost importance.
  • Image– We are species of senses, visual being the most important of all. The image of the product is, without a doubt, the most important part of product feed. The image needs to be attractive and must clearly depict all the details of the product. Often, a white background is used to highlight the product.
  • Availability–  Terms like“in stock”, “out of stock “, “available for order”, “pre-order” are the standard terms a retailer can incorporate to show the availability of a product to consumers.
  • Price – The key thing to note here is that there should not be any discrepancy in the price displayed across various platforms. All submitted prices must exactly match the price showcased on your website. If the price varies across various countries then the conversion rate must be provided.

Importance of a Well-Defined Product Feed

“If you don’t exist in media, you don’t exist at all.”

E- Commerce operates as a multi-channel platform. Therefore, it becomes a dire need to ensure presence and visibility across various channels and a well-defined product feed aids you to establish that.

Homo Sapiens are information mongers to the core, especially when it comes to making a purchase. With the inception of Comparative Shop Engines i.e a platform to directly compare prices, features etc, it has further augmented the significance of having appropriate data feeds.

Above all, the way your product showcases itself for a consumer’s search query across various platforms would decide whether the “buy ” click converts to a sale or not.

The Right Product Feed Can Transform Your Sale Strategy

The scope of using a product feed is virtually limitless.


We all know that every search query goes through Google search engines. Google Shopping receives a whopping 150 million search inquiries every day. Google makes use of product feed to check if there’s a product that can be showcased as a consequence of search query in its product listing ads. Consequently, product feeds acts as a catalyst to tap the infinite marketing potential of Google.

Facebook (Dynamic Product Ads)

Facebook’Dynamicic Product Ads targets users based on past actions/searches on the advertisers website or other applications. FB makes use of product feeds to form DPA which  augments your sales. Its other services like FB pixels and App events further facilitates you to target people who intent to purchase your product.

Price Comparison Engines

Shopping trends have evolved with 65% of online shoppers spending at least 15 minutes on price comparison websites before making a purchase. Price Grapper, Google Shopping, Nextag are some of the popular price comparison engines. These engines provide a comparative  list  of different offers from online retailers for the specific product enquired . Once, a customer makes a decision to buy the product s/he gets redirected to the owner’s website. Retailers need to submit Product Feed to become a part of this list.

Online Marketplace

The market for online retail  has grown tremendously. In India alone it’s expected to become a 100$ billion industry by 2020.

Popularity of online marketplaces like Amazon, eBay, Walmart etc. is all time high. These sites make use of product feeds to display your product, if they are suitable for a search enquiry. You need to make sure that the attributes of your products  are written in a descriptive and an attractive manner to stand out from the rest.

Tracking Consumer Behaviour

It so happened that last Sunday you searched for a denim top, and today you are getting various ad suggestions for the same. Google tracks your behaviour and places ads at relevant platformers to tap into the potential buyer. 


While the above points elucidate the scope of product feeds in e-commerce businesses, there are various advantages of having well-defined data feed:

  1. Complete Control

Not being able to control the content of the product often results in flawed representation. But product feed ensures that your product garners the image that you wish to allot it. You not only gain holistic control over the product but also get an assured consistency across multiple channels.

  2.   Visibility across multiple channels

As stated earlier, absolutely no potential platform can be missed in e- commerce.  Through product feeds you ensure your presence in various online marketplaces, CSE’s , Facebook etc. It  helps you achieve the brand recognition you always aspired.

  3.   Easy to operate

Above all, it’s an easy and cheap marketing tool. Free Google services like “Google Base” allow you to submit feeds containing all sorts of information about your product. It serves as an efficient marketing strategy, in dual terms of efficiency and costs.

  4.   Real Time Information

Updating product feeds allows your customers to get hold of inventory changes. Customers can see what you have in stock. Labels like “in stock ”, “out of stock ” etc. are commonly used  to display the status of inventory. It further enlightens the retailer about the future demands and the changing trends

Setting Up the Right Product Feed

Software Services

We can make use of third party operation. There are a plenty of software services dedicated solely to the management and formation of feeds. Prime services includes automation of data feeds management, data formatting for PLA’S, shopping engines etc. They also provide comparative analysis of product information

Manual Operation

It includes downloading catalog product information to an online distribution channel. For any change/ formatting/alteration, new files are manually uploaded. It also includes manually typing the information but that’s only possible with a short product list.

Custom Integration

Many merchants are interested in adding an integration to their e- commerce software. It enables automation in creating and updating data feed. Often custom integration services work in the format of subscription services i.e. monthly charges are incurred.

Need help with your data management queries? Contact us at Datahut