Feed

What is a product feed?

A product feed is a file (typically XML or CSV) that contains structured data about your products. Each product is described using a number of fields, such as title, description, price, image, category, inventory status, GTIN, and more.

Feeds are used to export your product data from your online store to third-party services—primarily Google Shopping, price comparison sites, and advertising platforms. The service reads your feed regularly and updates its data accordingly.

Where are product feeds used?

• Google Shopping: Requires a product feed in Google Merchant Center to display Shopping ads in search results. The most important feed for most online stores.
• PriceRunner: Denmark’s largest price comparison site. Requires a feed with product data, prices, and shipping information.
• Facebook/Instagram Shopping: A product catalog used for dynamic ads, Instagram Shop, and Facebook Marketplace.
• Kelkoo: European price comparison site with a presence in Denmark.
• Partner-Ads: A Danish affiliate network that uses product feeds to match affiliates with products.
• TradeTracker: An international affiliate network with Danish support.

Product Feeds in Shoporama

Shoporama automatically generates product feeds for the most commonly used platforms:

• Google Shopping feed — Complete feed with multilingual and multi-country support. Includes all fields required by Google.
• Facebook product feed — Feed for Facebook’s product catalog for dynamic ads and Instagram Shopping.
• PriceRunner feed — With caching and variant support for Denmark’s largest price comparison site.
• Kelkoo feed — European feed with correct formatting.
• Partner-Ads feed — Feed for the Danish affiliate network.
• TradeTracker feed — For international affiliates.
• Klaviyo feed — Product feed for Klaviyo’s email marketing platform.
• General product feed — A flexible feed for other services.
• Google Product Ratings — Feed with product reviews for Google.

All feeds are updated automatically and include only active products with correct prices and inventory status. You can exclude individual products from specific feeds.

Important fields in a product feed

• title: Product title — should be descriptive and include important keywords (brand, color, size).
• description: Product description. Use the first 150 characters effectively, as they are often the only part that appears.
• price: Price including tax in the correct currency.
• sale_price: Sale price, if the product is on sale.
• image_link: URL to the high-resolution product image.
• availability: Stock status (in stock, out of stock, preorder).
• gtin: EAN/barcode — important for Google Shopping and price comparisons.
• brand: The product’s brand.
• product_type: Your internal categorization.
• google_product_category: Google’s standard category taxonomy.
• shipping: Shipping costs and delivery time.

Feed Optimization

A well-optimized feed can significantly improve your results:

• Titles: Include the brand, product name, and key attributes (color, size). “Nike Air Max 90 Black Size 42” performs better than “Running Shoes.”
• Images: Use high-quality product images on a white background. Google prefers this for Shopping ads.
• GTIN: Always add the GTIN when available. It significantly improves matching and visibility.
• Update Frequency: Ensure the feed reflects current prices and inventory status. Out-of-stock products listed as “in stock” create a poor user experience and can lead to rejections.