Product Feed Management: The Key to Scaling Your Multichannel Ecommerce Strategy

What you’ll learn:

• Why smart feed management is the key to scaling omnichannel ecommerce and boosting retention

• How to keep your product listings accurate, optimised, and visible everywhere

• How to make marketplaces, social, search, and affiliates work harder for your business

• How automation and AI-powered workflows save time, reduce errors, and drive better results How BigCommerce + Feedonomics turn complex product data into a growth engine

Trying to sell across marketplaces, social media, and search ads without a centralised system feels like managing a dozen different teams who aren’t speaking to each other. Manual updates, inventory errors, and wasted time are just the beginning of the chaos.

And the stakes are higher than ever. In 2023, multichannel ecommerce sales hit $575.6 billion — more than half of all ecommerce, according to Capital One Shopping. On top of that, a 2024 survey shows the average ecommerce strategy now involves almost six different touchpoints. More ecommerce channels mean more complexity — and more chances for data to slip through the cracks.

But it doesn’t have to be that way. Product feed management is the mission-critical solution that streamlines your entire product catalogue, making sure your digital marketing efforts are profitable, scalable, and smart.

Here we’ll break down the essentials of product feed management and show how a product feed management tool can revolutionise your approach to selling.

What is product feed management?

At its core, a product data feed is a structured list of everything you sell — including product titles, descriptions, prices, SKUs, images, categories, and stock levels.

Think of it as your store’s DNA: it tells platforms like Google Shopping, Facebook, and Amazon exactly how your products should appear online.

Now, imagine updating hundreds (or thousands) of products across various channels — each with its own rules, templates, and formatting. That’s where product feed management steps in.

It’s the process of keeping all that data:

• Accurate and consistent (no mismatched prices or missing images)

• Optimised for different platforms (because Google Ads ≠ TikTok ≠ Amazon)

• Updated in real time, so customers always see the latest info

When your feed is optimised and synced, your listings perform better, your ads convert faster, and your team spends less time chasing down errors.

Why smart feed management is non-negotiable for growth

Omnichannel commerce has become the blueprint for modern shopping. Customers don’t just browse on one channel. They search, scroll, compare, and review before they buy. According to GWI, when consumers want more product info, most turn to social media (51%), social networks (46%), and consumer reviews (38%).

Without strong feed management, this experience can break down fast. Imagine a shopper clicks on your Instagram ad only to find that product is out of stock, or the price doesn’t match what’s listed on your website. That disconnect hurts both sales and trust.

Feed management keeps your product data accurate, synchronised, and optimised across marketing channels, so you can confidently scale without sacrificing data accuracy or customer experience.

Channels that use product feeds

Not every ecommerce business needs to sell on every channel, but choosing the right mix is critical. Here are the main players where optimised product feeds make all the difference.

Marketplaces.

Online marketplaces like Amazon, Walmart, and eBay are where a huge chunk of ecommerce happens, and that slice is only getting bigger. According to eMarketer, U.S. ecommerce marketplace penetration has surpassed 40% and continues to grow.

That means nearly half of all online shoppers are discovering and buying products through marketplace platforms — not your website. To compete, your product listings need to be accurate, optimised, and consistent across every marketplace you sell on.

Social media.

Social commerce isn’t slowing down. Platforms like Instagram, TikTok, and Facebook now offer in-app checkout, shoppable posts, and product tagging.

To stand out, your listings need:

• Eye-catching product images

• Optimised product titles and descriptions

• Real-time inventory accuracy

With a streamlined feed, your team can publish consistent product info directly to your social shops and convert likes into purchases.

Search engines.

Search engines like Google and Microsoft (Bing) are goldmines for high-intent shoppers. A clean, optimised product feed powers your Google Ads campaigns and Google Merchant Centre listings for maximum visibility. 

The better your feed, the higher your CTR (click-through-rate) and the stronger your ROAS (return on ad spend).

Affiliate networks.

Affiliate networks like Rakuten or AvantLink help expand your reach through partnerships with publishers and influencers. The marketer creates campaign assets, and the affiliate earns a commission when a visitor clicks their link and buys the product. A consistent, well-structured product feed ensures every affiliate promotion stays accurate and up-to-date.

Benefits of data feed management 

Let’s be honest. Managing multiple channels manually can feel like chaos. A product feed management platform is like having an extra expert on your team who handles all the tedious data work for you.

Here’s what that looks like in action:

Centralised, streamlined workflows.

Instead of logging into multiple dashboards, you manage your entire catalogue from one place. Update a price or product image once, and those changes sync across every connected channel. No more duplicate work, inconsistent data, or frustrated customers.

Improve visibility and search accuracy.

An AI-powered feed tool can automatically fill missing attributes and map your products to proper product categories for better discoverability.

Example: A “running shoe” might automatically map to “Athletic Footwear > Men’s Running Shoes” in Google Shopping, increasing its chance to appear in the right search results.

Automation for speed and scale.

When your product data is automated, your team stops juggling spreadsheets and starts focusing on strategy:

• Agility in the market: When trends shift or demand spikes, automation enables your team to update listings and launch new products quickly, helping you stay ahead of competitors.

• Brand consistency and trust: Automated updates maintain consistency across marketplaces, ads, and your storefront, strengthening brand credibility and improving the customer experience.

• Built for scale: As your business grows, automation makes it easy to expand into new channels or regions without multiplying manual work.

Better 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.

Data governance and accuracy.

Built-in safeguards flag inconsistencies and prevent issues like overselling or product disapprovals. For example, if a product price doesn’t match your website, the system can automatically trigger an alert or pause that listing before it goes live.

A unified omnichannel experience.

When your product data flows seamlessly across systems, your customer experience does too. Every touchpoint — whether it’s your website, Google Shopping, Instagram, or in-store POS — tells the same story.

And the impact is significant: companies with strong omnichannel engagement strategies retain an average of 89% of their customers, compared to just 33% for companies with weaker engagement, according to Invespcro. Consistent, accurate product feeds ensure every interaction reinforces trust, strengthens loyalty, and keeps customers coming back.

How BigCommerce and Feedonomics support product data management

BigCommerce and Feedonomics together give retailers a powerful, end-to-end solution for managing product feeds at scale. Here’s how they make your data work harder for you:

Seamless integration. 

Feedonomics integrates directly with BigCommerce using robust API connections, creating a central hub for all your product data. When you update a price, description, image, or inventory level in BigCommerce, those changes automatically flow to every connected channel — marketplaces, social shops, and paid advertising platforms.

This integration lets your team focus on strategy and growth, rather than firefighting data discrepancies.

Optimised for each channel.

Every platform has its own rules, best practises, and channel requirements. Feedonomics automatically adapts your product feed to meet the specifications of each channel, from Google Shopping and Amazon to Microsoft Ads, Instagram, and TikTok.

• Titles, descriptions, and attributes are tailored to maximise visibility and engagement.

• High-quality product images and proper categorisation improve CTR and conversions.

• Marketplace-specific optimisations reduce errors and boost compliance.

This means your products aren’t just listed; they’re optimised to perform on every channel where your customers are shopping.

Centralised order and inventory management. 

All your orders (from your site, social shops, and marketplaces) appear in one dashboard. You can view stock levels, manage fulfilment, and monitor performance — all in one place.

By centralising management, merchants save hours every week and maintain a smooth, trustworthy shopping experience for customers.

Data-driven segmentation for smarter marketing.

Feedonomics’ analytics capabilities help you segment your products and campaigns by performance, channel, or audience behaviour. You can identify your top-performing SKUs, tailor promotions for different customer groups, and fine-tune your strategy for each marketing channel.

This data-driven segmentation helps ensure every dollar you spend drives measurable impact — and every shopper sees the right message at the right time.

Dedicated support and maintenance.

Feedonomics offers full-service support, pairing merchants with a team of feed specialists who handle everything from setup to ongoing maintenance.

• Initial onboarding ensures your product feed is structured, accurate, and optimised for every channel

• Ongoing monitoring identifies and resolves feed errors, keeping campaigns running smoothly

• 24/7 support allows your team to focus on marketing, sales, and strategy instead of troubleshooting

The final word

Think of product feed management as your behind-the-scenes hero, or your AI-powered ecommerce translator. It speaks every channel’s language, keeps your data consistent, and fuels ecommerce success by helping your marketing perform better with less manual effort.

By integrating BigCommerce and Feedonomics, you can turn your product data from a time-consuming challenge into a powerful, streamlined engine for growth. Your products get in front of the right shoppers, your campaigns perform better, and your team finally gets time back to focus on strategy, not spreadsheets.

FAQs about product feed management