A product file is an absolute “must have” in any e-commerce activity.

It is difficult to imagine conducting large-scale campaigns in different fields without such a perfect tool an xml file.

Without product feed, execution of an effective campaign, even if within a single channel, would not only be a torture, but it would have many chances of success either. While it is possible to prepare an analogue file version, you need to be aware that during processing, the warehouse stock data may be modified, which means the resulting file will not be up-to-date. It will also entail consequences for the image and may give rise to suspicions that the company perhaps does not sell its products in a proper way.

What to do for the product file to be up-to-date at all times and how to create it?

The task is not too difficult. Depending on the platform we use to sell goods online, we can apply special plug-ins specifically designed for a particular programming type, which will enable easy generation of product files. Exporting products to file may take up to several minutes depending on how big a database we wish to upload into the product feed. It is also worth verifying whether or not another hosting company has time limitations. It may turn out that there is a time limit set for script execution so large files they might require splitting for the limit not to be exceeded. If we use the e-commerce platform, this problem should not be our concern.

How to best configure the product file? What should we pay attention to when developing a product feed?

The xml file is used in advertising campaigns. It supports e-shops in multi-channel sale. Therefore, the file should contain product data which are the most important for a particular product group. Let us not forget, however, that the file needs to contain a reference to product counterparts offered in the shop. Therefore, the file needs a space for an index, product ID. In addition, it should contain basic data including the name, url photos, price, link to the product card in the shop, and the GTIN number. The information referred to above is required by ad editors (Google, Facebook, affiliated networks or comparison websites). The file should also contain data concerning the weight (if relevant), quantity, category, colour or size. However, if we want our products to stand out in any way, it is worth a while to spend a little more to configure the feed. Product name is of particular importance. It should be as simple as possible and provide answers to user’s query data uploaded in the browser. Remember – a lot more users look for blue rather than azure blouses.

Do you pay for the product file plug-ins?

It depends. Prestashop has a perfect, free of charge module, which will allow you to manage the product files. WooCommerce also offers various plug-ins. You can also use free versions but if you want to have a more extensive control and quicker operation, you should decide on extended module versions – then we will have access to new functionalities, e.g. possibility of exporting the products into the format handling Facebook, Google, DoModi, or Arena.pl.

No technological knowledge or skills are required to create a product file. In the majority of cases, all you have to do is choose a proper plug-in and configure it according to your needs. Clicking on the “export” button concludes the entire process, thanks to which we will also be able to carry out our campaigns effectively in different channels.