Navigating the Omnichannel Retail Landscape with Product Feed Management

The digital landscape has transformed dramatically. What began as simple web presences and independent marketing channels has evolved into a synchronised physical and digital ecosystem. The proliferation of online selling channels—from social media shops and online marketplaces to affiliate websites and mobile shopping apps—has introduced a complex data management challenge.

Each channel demands unique product data fields and integration requirements which must be met to function within a cohesive selling strategy.

The stakes are profound. Forrester research suggests companies can earn hundreds of millions in incremental revenue with just a single-point increase in customer experience. A Harvard Business Review study of 46,000 shoppers confirmed what innovators have long known: the magic happens when technology meets deep customer understanding.

Today’s retailers know that customers fluidly navigate and interact with multiple touchpoints before making a purchase. It's not just about having a presence; it's about crafting a seamless, intelligent customer journey that feels personalised and effortless.

Product feed management is the unsung hero of modern commerce, turning raw data into strategic marketing gold. Having a robust method of managing your product feeds powers a scalable selling strategy across your channels and pushes the boundaries of what's possible in omnichannel retail. 

This article delves into the essentials of product feed management and explains how it can revolutionise your approach to selling.

What is product feed management?

Every sales channel uses structured data to display your products to customers. This data, which includes product titles, images, descriptions, categories, and more make up your product feed. How your products show up online, whether within a marketplace, a comparison shopping engine, social media platforms, or search engines ultimately depends on how you manage your product feed. 

Effective data feed management involves uploading complete product information, managing inventory and stock levels and monitoring performance metrics. Successful ecommerce managers optimise their data feeds continuously to increase conversions, visibility, and traffic.

Why product data feed management is important

Omnichannel represents the future of retail, and data feed management plays the crucial role of syncing all those touchpoints. Data feed management connects the dots in your omnichannel strategy. The rise of  BOPIS (Buy Online, Pickup In-Store) behaviour post-Covid has only increased. Savvy retailers embrace an omnichannel approach to differentiate themselves from online-only retailers. 

Keeping product data in-sync across channels prevents overselling and stockouts. Accurate stock availability strengthens your brand messaging, whether a customer is browsing your website or checking your Facebook shop. What if a customer arrives at your physical store only to find the online item they bought unavailable? That tarnishes your brand and loses you the sale. Proper feed management stops you from confusing customers with conflicting details. 

With optimised data feeds, your product information will be consistent, up-to-date, and more likely to result in sales across all your channels. Your omnichannel efforts will be more cohesive, resulting in a smooth customer journey.

Channels that use product feeds

Every ecommerce business uses different channels to market and sell its products successfully; they don't need to use every one. That would be cost-prohibitive. However, the HBR study (referenced above) showed that the more channels customers use, the more valuable they are to the business. "They spent an average of 4% more on every shopping occasion in the store and 10% more online than single-channel customers," researchers wrote.

With that in mind, the following channels can be used as part of a multichannel strategy and are powered by product feeds.

Marketplaces.

Marketplaces like Amazon and eBay have become the town square for sellers to showcase their products. They present a simplified version of direct-to-consumer selling, where third-party merchants can list and sell their products directly to customers. Transactions are handled right on the platform without needing a separate website.

Whether you're new to ecommerce or looking to grow your brand, this online channel allows you to tap into a pool of shoppers who already know and trust the platform.

Social media.

Social media has transformed how brands and consumers connect, offering a direct path to shopping through in-app features. Platforms like Facebook, Instagram, and TikTok enhance brand visibility and simplify the buying journey with shoppable posts, "buy now" buttons, and in-app branded stores. These tools enable businesses to engage audiences and convert social media interactions into sales.

Search engines.

Search engines like Google and Bing offer powerful tools for ecommerce businesses to attract customers through both organic and paid channels. Product feeds power Google Shopping ads, enabling detailed and visually appealing product displays in search results. Additional advertising options, such as display ads and local inventory ads, make search engines a versatile channel for driving traffic, boosting sales, and enhancing brand visibility.

Affiliate networks.

An affiliate network like Rakuten and AvantLink connects retail marketers with publisher affiliates (essentially anyone who runs a website). The marketer creates campaign assets the affiliate uses to promote the marketer's products and earns an affiliate commission when a visitor clicks on their affiliate link and buys the product on the affiliate's product page.

Data feed management benefits

Imagine you have 12 subject matter experts in a room. Each expert manages a different sales channel — your online store, Instagram and Facebook Shops, Google Shopping, and online marketplaces like Walmart, eBay and Etsy. Now imagine each expert has to manually update product information, inventory and pricing on each platform and speak to each other simultaneously. Noisy mayhem ensues.

A data feed management platform is like having one genius expert by your side.

Synchronise and centralise data management.

As your ecommerce channels expand, you need a tool that synchronises data across multiple systems. Picture having your genius expert neatly organise your product data in one place — no more toggling between systems. And when you update any product details, they'll automatically sync across all your sales channels, saving you hours of tedious work. Since everything stays in perfect sync, you'll dramatically reduce data errors that can frustrate customers and hurt sales.This minimises product disapprovals and warnings that are triggered when prices on your website don't match those in your product feed, for example.

Here's the real game-changer: Your order data flows smoothly between your ecommerce platform and sales channels, making it easier than ever to stay on top of your business while delivering the excellent service your customers expect.

Improve product visibility, search accuracy, and relevance.

Feed optimisation is crucial because the growth of online marketplaces has exploded, and the competition is fierce. Product feed optimisation means going beyond the basics to make your listings stand out from the crowd.

You want the tool to fill in as many product attributes as possible to match a range of related search queries and enable marketplaces and search engines to more easily match and recommend your listings to customers.

When you optimise your product data for each sales channel, you'll naturally increase your visibility where it matters most. Think of it like your expert speaking 12 languages — whether selling on Google Shopping, Amazon or social commerce sites, your listings will automatically match their specific channel requirements and best practises. Your products stay compliant (and visible) across all your sales channels, making it easier for customers to find and buy from you.

Automate for efficiency.

Streamlined data flow means faster updates, quicker product launches, and improved responsiveness to market changes. You can get your products in front of customers faster and capitalise on shifts in buying trends. Automation leads to consistency across all channels, which builds trust and improves your brand reputation. Automating your product data management saves time and money because now you have one expert to do all the work.

A feed management platform can also automatically and accurately map your products to the proper product categories regardless of the marketplace you list on. 

Improve marketing performance.

Remember that you can A/B test your product feeds like any other marketing tactic. By experimenting with different product names, titles, descriptions, images and pricing strategies, you'll discover what makes your target audience click precisely — helping you build a feed that consistently drives higher conversion rates.

Your feed then becomes a font of actionable insights. You can analyse product performance across channels, identify best sellers or loss leaders, and shift your marketing dollars accordingly.

Safeguard your business through data governance.

Product listing safeguards mean a system is in place to catch inconsistencies in your data. A feed management platform can protect your business by triggering various responses to data changes, such as inventory buffers or alerts to spot discrepancies. This data governance protects your ecommerce business by setting conditions, fortifying against network outages and checking the overall health of your product feeds to help maximise performance.

Support an integrated omnichannel shopping experience.

The interconnectedness of the omnichannel experience allows you to do more with your data. Feed management platforms collect, optimise and transfer that data across all the touchpoints. This integrated approach helps you reach more relevant customers, deepen customer relationships and enhance brand loyalty.

How BigCommerce and Feedonomics support product data management

Unlock omnichannel growth with Feedonomics integration. Combine these two dynamic teams of industry experts to reach new heights for ecommerce success.

Seamless integration. 

Feedonomics simplifies product management for BigCommerce sellers by providing direct channel synchronisation. When you update product details in your BigCommerce store — whether it's pricing, inventory or descriptions — those changes automatically propagate across all connected sales channels. Automated syncing means less manual work and more consistent product information for your business.

Inclusive channel support and product feed optimisation.

Merchants can focus on their core business operations while maintaining optimal performance by seamlessly integrating with over 300 global marketplaces and advertising channels.

The service goes beyond simple data transfer, intelligently adapting product titles, descriptions and attributes to meet the unique requirements and best practises of top sales channels like Google Shopping and Amazon. This makes your product listings more compelling to customers, helps channels recommend your products to the right people, and can increase your conversion rate.

Order and inventory management. 

This system lets store owners see and manage all their orders in one place. Whether sales come from your website, social media or other platforms, everything shows up in a single dashboard. This single view makes it super easy to track what you've sold, update your stock, and get products shipped out quickly.

Dedicated support and maintenance.

Feedonomics offers a full-service feed management solution, including dedicated support from a team of feed specialists who handle everything from integration setup to ongoing feed maintenance. Their 24/7 support allows merchants to focus on their core business operations while maintaining optimal performance across all channels.

The final word

Think of product feed management as your genius marketing expert navigating the complex digital world. Just like a brilliant strategist who speaks multiple languages and understands each platform's unique rules, this expert seamlessly translates your product feeds across different sales channels. By optimising and synchronising product data, businesses can create a unified shopping experience that feels effortless to customers and drives meaningful engagement and growth.

Successfully deploying your marketing genius requires choosing the right strategic tools and keeping your data speaking the same language across platforms. By leveraging solutions like Feedonomics and integrating with platforms like BigCommerce, businesses can transform complex product data from a logistical maze into a powerful, streamlined marketing asset.

In this interconnected digital marketplace, product feed management acts as the ultimate translator — bridging sales channels, speaking to different platforms, and providing customers with a unified, trustworthy shopping experience that feels seamless and personalised.

FAQs about product feed management