What is a product XML feed for an online store?

In today's competitive world of e-commerce, it is imperative that online stores use all the tools available to effectively manage and present their products. One of these tools is undoubtedly the product XML feed, which allows the automatic exchange of information between the online store and various platforms such as price comparison engines, product search engines or advertising systems.

What is a product XML feed?

XML feed is a structured data file that contains information about your online store's products. This file is created in XML (Extensible Markup Language) format, which allows for easy readability and data transfer between different systems. The XML feed serves as a bridge between the online store and third parties such as:

• Price comparators (e.g. Heureka, Zboží.cz)
• Product search engines
• Advertising platforms (Google Shopping, Facebook Ads)
• Partner websites

Product XML feed content

• Product name
• Product Description
• Price
• Product code (e.g. EAN or SKU)
• Images
• Stock availability
• Product category
• URL link to the product on the online store

How does the XML feed work?

The product XML feed is generated automatically directly from the online store. The file is regularly updated to reflect any changes in the offer, such as price changes, new products, or stock updates. When the XML feed is uploaded to third-party platforms, these platforms regularly download it and update their databases to always display up-to-date product information.

For example, if you lower the price on a product in your online store, the XML feed will automatically reflect that change on all platforms that use the feed.

Why is the product XML feed important?

1. Automation and time saving: the XML feed automates the entry of products on different platforms, saving time and reducing errors.
2. Increase visibility: your products will appear on price comparison sites and search engines, which will attract new customers.
3. Optimization for marketing campaigns: XML feed is key for dynamic campaigns on Google Shopping and Facebook Ads, where it helps target relevant customers.
4. Up-to-date customer information: Regular updates to the feed ensure that customers have access to the latest product information.
5. Better competitiveness: you ensure that your products are easily comparable to your competitors and can offer better terms.

How to create and manage XML feed?

Creating an XML feed depends on the platform on which your online store exists. Most modern e-commerce systems, such as Shoptet, WooCommerce or Shopify, offer built-in tools for generating XML feeds. This makes it easy to set up feed export and regular updates.

If your online store runs on a custom system, you'll probably need a programmer to configure the feed according to the specifications of each platform where you'll upload it.

Key tips for optimising your XML feed

1. Proper data structure: each platform has different requirements, so it's important to follow them to avoid loading issues.
2. Regular updates: the feed should be updated as often as possible so that customers can see current pricing and availability.
3. Optimise titles and descriptions: titles and descriptions need to be clear, concise and contain keywords for better searchability.
4. Quality images: make sure the feed only contains high quality, high resolution images with proper links.

Conclusion

A product XML feed is an essential tool for any online store that wants to effectively nurture its products and expand its reach on online platforms. It provides automation, improves visibility and ensures customers have access to up-to-date information about the offer. At the same time, proper implementation of XML feed helps you optimise traffic and increase sales.

If your online store is not yet using a product XML feed, now is the time to fix it!