The role of PIM systems in marketplace platforms
- What is a marketplace and why does it dominate
- Challenges of Product Management on Multiple Marketplaces
- PIM System – central source of truth
- AI revolution in content management for marketplace
- Practical application of AI in daily work
- Integration with popular marketplaces
- Key benefits of implementing PIM for the marketplace
- The future of marketplace trading with PIM
- Summary
- FAQ – Frequently Asked Questions
Sales on marketplaces have become an integral part of e-commerce strategy. Allegro, Amazon, eBay, and new sales platforms already generate over 60% of global online sales. However, managing products on multiple marketplaces simultaneously is a logistical challenge that, without the right tools, can turn into an operational nightmare. In this article, we will show how a PIM system radically changes the way product information is managed in a multichannel environment.
What is a marketplace and why does it dominate
Marketplace – what exactly is it? It is a marketplace platform that connects many sellers with buyers in one place. Unlike a traditional online store, a marketplace allows thousands of sellers to offer their products on a shared platform.
Sales platforms like Allegro in Poland or Amazon globally have revolutionized online commerce. According to the latest research, online sales platforms already account for 67% of total e-commerce sales in Europe. These numbers show that having a presence on the marketplace is no longer an option – it's a necessity.
Challenges of Product Management on Multiple Marketplaces
Each marketplace platform has its unique requirements for product data. Amazon requires different attributes than Allegro, eBay has its own categories, and specialized industry marketplace platforms may require certificates or technical specifications.
The problem becomes particularly complicated during product data updates. When selling on five platforms with a catalog of 1000 products, a single global change may require up to 5000 individual operations. Additionally, each marketplace imposes different requirements:
- Allegro – title length limit of 75 characters
- Amazon – restrictive guidelines regarding photo quality
- Industry platforms – extensive technical specification forms, often difficult to automate.
PIM System – central source of truth
PIM marketplace is a solution that addresses the fundamental problem of multichannel sales. The PIM system functions as a central repository of all product data, from which information is automatically distributed to individual sales platforms.
In practice, this means that the product is described only once in the PIM system. The system automatically transforms this data according to the requirements of each marketplace. The Marketplace PIM also eliminates the problem of work duplication – instead of updating the product on 10 platforms, one change in the PIM system is sufficient.
AI revolution in content management for marketplace
Artificial intelligence fundamentally changes the way products are prepared for sale. Combined with a PIM system, AI can automatically adjust product descriptions and data to meet the requirements of different channels – which is crucial when it comes to sales platforms like Allegro, marketplace platforms, or other online sales platforms. This makes the product implementation process significantly faster and less prone to errors.
The most important functions supported by AI are:
- automatic shortening of descriptions to character limits and formatting according to the guidelines of a given platform,
- creating different versions of descriptions – e.g., technical bullet points for Amazon or marketing versions for Allegro,
- automatic completion of attribute fields required by platforms,
- recognizing information from descriptions, photos, and names – e.g. color, material, compatibility, dimensions, model.
Such capabilities are offered by getName.ai – a tool that, in combination with the marketplace PIM system, enables achieving over 95% accuracy in product data recognition. In the context of increasing demands posed by sales platforms, automation based on AI and PIM integration is becoming not a luxury, but a necessity. It is an ecosystem requiring full data compliance, which can no longer be effectively achieved manually.
Practical application of AI in daily work
Imagine the process of adding a new product – e.g., a dress – to five different marketplace platforms. Traditionally, this means manually filling out about 50 fields on each platform, which is up to 250 attributes. Thanks to AI integration with the PIM system, it is enough to upload product photos and a basic description. getName.ai automatically analyzes this data and extracts all the necessary information, e.g.:
- that it's a dress in the "boho" style,
- dominant color is "sea blue",
- material: "100% viscose",
- pattern: "paisley".
The system additionally identifies dozens of other attributes required by various marketplaces. It does not generate descriptions – it intelligently maps data to the appropriate form fields of each platform.
Additionally, AI recognizes industry context, which significantly increases recognition accuracy. If you sell premium clothing, it will detect typical materials and finishes; in the case of electronics, it will identify the model, technical parameters, and compatibility with other devices. This makes preparing product data for sale on multiple platforms incomparably faster and more accurate.
Integration with popular marketplaces
The integration of the PIM system with marketplace platforms is most often achieved through API integration or intermediary platforms. Direct connectors to marketplaces are rare – most PIM systems require an additional tool for communication.
Intermediary platforms like Base (formerly BaseLinker) have become the standard in the industry. They act as a bridge between PIM and sales platforms, translating data formats and managing synchronization. Base (formerly BaseLinker) supports Allegro, Empik Marketplace, Morele, or Erli, while also enabling expansion to Amazon or eBay.
API marketplaces are in constant evolution – sales platforms regularly change their requirements. Using intermediary platforms has an additional advantage – they handle the integration updates when changes are made in the marketplace. What is it and why does it matter? It's an external sales platform that imposes its own operating rules and requires ongoing technical adjustments.
Key benefits of implementing PIM for the marketplace
Research shows that companies often use marketplaces - in this case, PIM reduces product management time by an average of 73%. Process automation saves hundreds of work hours per month.
Main benefits:
- automatic generation of product feeds,
- bulk operations on thousands of products,
- scheduling updates,
- dynamic pricing management on different platforms: e.g. higher margin in own store, competitive prices on Allegro, promotional on outlet platforms,
- synchronization of inventory levels in real-time – which prevents the phenomenon of overselling.
Thanks to the aggregation of sales data from all marketplace platforms, the PIM system enables accurate ROI measurement. The user gains insight not only into revenues but also into real costs, such as commissions or logistics – and this allows for better business decisions.
The future of marketplace trading with PIM
Marketplace platforms currently account for over 60% of global e-commerce sales, and their share is steadily increasing. AI and machine learning in PIM systems will automatically optimize product listings for each platform by analyzing which keywords generate the highest conversion on a given marketplace.
Integration with tools like getName.ai is just the beginning – the future lies in systems that will predict trends and automatically adjust the product offering. PIM is evolving towards commerce orchestration platforms, automating entire sales processes.
Summary
Effective sales on marketplace platforms require a professional approach to product information management. A PIM system is not a luxury, but a necessity for companies that take multichannel sales seriously. Process automation, data centralization, and intelligent information distribution are the foundations of success on modern sales platforms.
Do you want to learn how a PIM system can optimize your sales on the marketplace? Check out our solutions:
Contact usand discover how we can help transform your multichannel sales.
FAQ – Frequently Asked Questions
The main challenges are the unique data requirements of each marketplace platform, the necessity for manual updates (e.g., 5000 operations for 1000 products on 5 platforms), and specific limits and formats (e.g., titles on Allegro, photos on Amazon).
The PIM system functions as a central repository where the product is described only once. It automatically transforms data according to the requirements of each marketplace platform, eliminating duplication of work and ensuring consistency of information across the entire PIM marketplace environment.
AI, e.g., in getName.ai, automatically adjusts product descriptions and data to the requirements of marketplace platforms (shortening, formatting, attribute completion), recognizes information from photos and names (color, dimensions), achieving over 95% accuracy and drastically speeding up offer preparation.
Implementing PIM for the marketplace reduces product management time by approx. 73%. Benefits include automatic feed generation, bulk operations, update scheduling, dynamic price management, and real-time inventory synchronization, which prevents overselling.
The future of commerce on marketplace platforms is the increasing share of PIM (over 60% of global e-commerce sales). PIM systems with AI will automatically optimize listings for SEO, analyze keywords, and predict trends, evolving into commerce orchestration platforms that automate entire sales processes.