E-commerce has seen quite the development, leading not only to the creation of thousands of online stores, but also being the driving force behind the growing popularity of services like price comparison engines.
It’s also contributed to the appearance of ads with product pictures in Google search results. Today we can also present our offer to users of social networks – all thanks to product feed.
What is a product feed?
Product feed is simply an XML file formatted in a specific manner and containing all the information necessary to present a product – name, price, photo, description, size, color, or technological specifications.
Such a file allows you to easily display your product offer, even if it has thousands of items, at websites that will help to increase your sales and attract new customers to your store.
Where can we use product feed?
The popularity that product feed marketing has achieved in recent years is one of the reasons why more and more publishers decide to work on xml feeds. The most popular publisher so to speak among them is Google Shopping that displays products based on search results.
Thanks to a properly prepared feed our products are displayed in response to specific phrases entered by Internet users in search engines. This way we increase the chance that people interested in our store’s offer will visit our website eager to place an order.
But there’s more to product feed than Google Shopping. It’s also used to integrate price comparison engines into online stores. Thanks to such a feature we can display a full offer or a selection of products enabling an option to compare their prices with those of our competitors.
One of the most important places online where product feed can be of use is Facebook. The world’s most popular social networking site has enabled retailers to show Facebook users commercial offers, thus making it one of the key areas to reach new customers.
How to sell online using product feed?
To start displaying our offer on external sites we need to prepare an appropriate product feed for each of them. Google Shopping, Facebook, and price comparison engines alike have their own guidelines for the creation of product feed. That’s why you should make a separate file tailored to each service if you want to make sure that the entire integration process goes smoothly.
The next step is to upload the file to the system or to choose the path on your server to the location it’s to be uploaded from. And that’s it, more or less. Once the offer is accepted by the administrators, it will appear on the screens of a potentially interested audience.
Although at first glance this process seems very simple, it is worth remembering that the greatest difficulty comes when preparing the relevant product feeds – and this task can get quite time-consuming if we have a few hundred or a few thousand products in our offer.
What are the advantages of using product feed?
The use of product feed in e-commerce can be truly advantageous.
What’s most important is that it becomes possible to make our offer visible in more places, which makes our products accessible to a significantly larger group of Internet users.
Using product feed also makes it easy to edit individual items in the event of any changes. Opening a file, introducing changes, and then uploading the revised version to the server is much simpler and faster than editing each product even in the most user-friendly administration panel. Especially when we must make changes to a number of products or overhaul the whole offer.