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Getting your product feed right can boost visibility, engagement, and return on ad spend, making it a key part of your digital marketing playbook. Sure, smaller companies can manage their product feeds manually with something as simple as a spreadsheet, but as your operation grows to more SKUs and more distribution channels, it’s important to have a more sophisticated product feed management strategy and the tools to support it.
We’re Marpipe and since 2019 we’ve been helping companies unlock the full potential of their product feeds, powering hundreds of millions of dollars in ad spend with dynamic product ads. We’ve led the way in creative production and optimization as platforms like Meta, Snapchat, TikTok, and Pinterest continue to launch innovative ad solutions powered by product feeds. Plus, we’ve integrated our technology into a variety of leading product feed management tools—more on that later in this guide.
A product feed is essentially a digital inventory sheet. It’s a structured file that holds all your product data—titles, descriptions, prices, images, availability, and SKUs—ready to be distributed across e-commerce platforms. Think of it as the backbone of your online store’s presence on platforms like Google, Amazon, and Facebook.
Product feeds ensure that customers see accurate, up-to-date information about your products. That means fewer mix-ups, better engagement, and a higher chance of turning browsers into buyers.
Creating a product feed starts with gathering all the relevant details about your inventory and formatting them for different platforms. Whether you’re working with CSV, XML, or JSON files, the goal is to make sure your data is clear, accurate, and ready to use.
A well-optimized product feed does more than just keep your listings organized — it improves your chances of success selling goods or services online.
The product feed has become the key to distributing your products across multiple online retailers, marketplaces, ad platforms, and other commerce channels simultaneously. Achieving a streamlined distribution strategy simply wouldn’t be possible without exhaustive resources.
Additionally, by refining details like product titles and descriptions, ensuring data consistency, and using eye-catching imagery, you can increase visibility and engagement. Small tweaks and the ability to test & learn quickly can significantly boost click-through and conversion rates. Furthermore, enhancements like Marpipe’s enriched catalogs take things further by turning your product feeds into visually compelling ads at scale.
The key to effective product feed management is getting the basics right. Start by collecting every detail about your products to build the foundation for your feed—titles, descriptions, prices, images, availability, and SKUs.
Make titles clear. Keep them concise and straightforward. Avoid jargon that might confuse potential customers when your products show up alongside competitors.
Write engaging descriptions. Highlight the key features and benefits of your products. The more informative and relatable, the better.
Use high-quality creative. Visuals are everything. Show your product from multiple angles and ensure your images are sharp and appealing.
Get pricing right. Accurate, competitive pricing builds trust and avoids customer frustration.
Update availability regularly. Keep your inventory status current. You don’t want to be out of stock of a product, especially one supported with ads, and you don’t want to forget to mark a product as available when inventory is replenished.
Manage SKUs effectively. A unique SKU for every product ensures smooth tracking and inventory accuracy.
As e-commerce continues to evolve the role of product feeds has become even more critical.
Online commerce has become multi-channel with platforms like Google & Meta, retailers like Walmart and Target, and industry-specific marketplaces all converging around product feeds as their source of truth for the products that brands sell online. Apologies for the Lord of the Rings reference but think of online marketing as converging around one feed to rule them all.
Personalized advertising is another major factor in the growing importance of product feeds, as they’re the foundation for delivering dynamic product ads. With detailed product data, you can create single ad templates that dynamically insert key product information to produce ads and increase experimentation at scale.
Automation and efficiency is key, too. Using a feed management tool saves time, keeps data consistent, and ensures that your ads are always up-to-date. And, with mobile shopping on the rise, feeds optimized for mobile platforms are more important than ever.
The creative elements in your product feed can make a big difference. Here’s what you should focus on:
By incorporating these creative elements, you can transform your product feed into a powerful sales tool.
If your brand has outgrown the spreadsheet then it’s time to invest in a product feed management tool. Product feed management tools centralize the creation and validation of product feeds, integrate with platforms to ensure compliance and consistency, and offer additional insights and experimentation tools. Here are some of our top picks for product feed management tools in 2025:
Feedonomics: Feedonomics automates the distribution of product data across various platforms. With its user-friendly interface and advanced features, Feedonomics ensures your product information is always accurate and optimized for each channel. It's perfect for those who want a comprehensive solution, and its acquisition by Big Commerce means innovation is certain in its future.
Feedonomics has a 4.4 star rating on G2.
Rithum: Known for its robust integration capabilities, Rithum, formerly known as ChannelAdvisor, helps manage and optimize your product feeds across multiple e-commerce channels. It's ideal for brands looking to expand their reach and maintain consistency. The platform offers detailed analytics, empowering you to make informed decisions and drive better results.
ChannelAdvisor has a 4.2 star rating on Gartner.
DataFeedWatch: A versatile tool that offers flexibility in creating and optimizing product feeds. It allows you to customize feeds according to the requirements of different ad platforms. With its intuitive dashboard, DataFeedWatch makes it easy to monitor and adjust your feeds, ensuring they perform at their best.
DataFeedWatch has an impressive 4.7 star rating on G2.
Flexify: Designed specifically for Shopify users, Flexify simplifies the process of creating Facebook product feeds. It's a great choice for smaller businesses focused on social media advertising. Flexify offers seamless integration with Shopify, helping you manage and update your product information efficiently.
Flexify has a 4.3 star rating on Shopify.
All the tools we highlighted above have their strengths, but picking the right product feed management tool can make or break your e-commerce strategy. Here are the must-have features to look for:
A solid product feed management tool makes your work easier, keeps your data accurate, and helps you grow your business. Find one that checks all the boxes above, and you’ll be set up for success.
With the right product feed management tool, you can streamline your operations, enhance your ads, and drive more sales. It’s a small investment with big returns for your e-commerce strategy.
