What are Product Feeds and Why They Are Important For Your Ecommerce Business

What Are Product Feeds And Why They Are Important For Your Ecommerce Business

  • Aug 05, 2020
  • 812 words
  • 3 minutes read
Photo by Clark Street Mercantile on Unsplash 

Do you usually stay late at night thinking about how to boost product exposure, increase sales, and maximize your return on investment?

As an entrepreneur, you have a lot of options on how to promote your products depending on your preferences. You can go for traditional advertising or play with various digital marketing techniques.

If you’re into the eCommerce business, numerous advertising options await you. You can choose to employ influencer marketing, affiliate marketing, search engine marketing, or display advertising to get your products noticed and attract potential buyers.

While those marketing strategies will certainly work and drive conversions and sales, there is a particular step that you shouldn’t miss for your thriving eCommerce business and that is distributing a product feed to drive quality traffic to your online store.

What is a Product Feed

Product feed, also known as a product data feed or shopping feed, is a CSV, txt or XML files containing lists of products and their attributes. It is composed of all the information about a merchant’s products including titles, descriptions, images, links, prices, sizes, colors, and materials.

Product feeds are used to distribute and sync product information from a retailer’s website to multiple online marketing and distribution platforms for the purpose of displaying product listings.

The online distribution channels that use product feeds include comparison shopping engines (CSEs), online marketplaces, retargeting channels, and affiliate networks.

Examples of feed-based comparison shopping engines that rely on product feeds include Google Shopping and Bing Shopping.

Remarketing channels are also completely feed-based and include channels like Google Shopping Dynamic Remarketing and Facebook Dynamic Product Ads.

Affiliate partners that ingest shopping feeds include Commission Junction and eBay Pepperjam.

Online marketplaces like Amazon or eBay allow merchants to upload product feeds manually by listing products one at a time, or with automated product feeds.

Why Are Product Feeds Important For Ecommerce Businesses

Amazon products

Your products have to be everywhere because your competitors’ products are everywhere. Thus, it is important to have a product feed on shopping channels and marketplaces.

Shopping sites and online marketplaces use your product data as an indicator of your campaign quality. Some platforms look at the data in your feed to draw conclusions as to whether to show your product for a specific search query.

Product data feed contains all your product information and while it looks like a mere list of your products and their attributes, it actually does more than that.

Your product feed plays an important role in having your products discovered by customers. Your product data feed can exponentially drive your site’s traffic. Your shopping feed has the potential to drive success in your business depending on how you optimize it to your advantage.

By having an optimized shopping feed, you allow your products to be on top of people’s searches. People love to use price comparison channels to get a great deal, so it’s vital to submit a product data feed of your store CSEs and marketplaces so that shoppers can come to you to make a purchase

While product data feeds vary in content and structure, the goal remains the same, that is, deliver fresh, relevant, accurate, comprehensive information so that shoppers can make a buying decision.

If you want to increase the visibility of your products, product feeds are the most effective way to distribute your product information.

How Product Feeds Work

Productfeed in a spreadsheet

A product feed allows an e-commerce site to transfer its catalog to comparison shopping engines, marketplaces, affiliate platforms, etc. 

This process not only saves time but also optimizes the selection of listings to export to those channels, as the catalog retains the specificities of each product. It eliminates the need to adapt product listings to the destination sites.

A shopping feed allows marketers to optimize the product characteristics as needed, highlight the desired products, optimize the search ranking of product description listings, and publish information on promotions and discounts.

Through a product feed, marketing channels can pick up the seller’s catalog with all of its specificities and adapt it to their presentation style.

What matters most is that the product’s information is regularly updated to reflect any changes in pricing or availability.


The world of eCommerce is getting more competitive, thus, a well-planned product marketing strategy is vital to stay on top of the game.

The options to market your products online have increased considerably and now that you have a foundation on product feeds, it’s time to get started.

The internet is constantly growing and changing, so product feeds are becoming more and more important to make sure that your products are everywhere they can be. 

Keep up with the competition and learn the faster way to optimize and distribute your product feeds to leading shopping sites and marketplaces.

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