Defining e-commerce catalog management
E-commerce catalog management is the organization of a complete product list into consistent and accurate catalog data for easy real-time access across all digital sales channels.
In fact, it's a crucial customer-first sales strategy that can make or break merchants.
Over the years, catalogs have of course evolved. They're more function than fashion now. Remember the iconic, oversized Sears print catalogs? Today, we're finger-swiping through digital catalogs, and these catalogs can be spread across numerous platforms where we're met with bots or virtual concierges to keep us engaged with the brand.
But one thing hasn't changed from old-school print catalogs: Merchants must create and curate accurate product information to build a brand, attract customers, and provide a positive experience.
Essential features of an e-commerce catalog management system
The method for tracking products also has evolved. It's gone from manually logging jillions of hand-written entries into ledgers, to data entry into thousands of Excel spreadsheet cells, to out-of-the-box software platforms. Now, we're down to distilling mass volumes of inventory data with the click of a button.
All this, of course, underlines the need for a quality e-commerce product catalog management system. It must organize, standardize, and publish product data in a specific way across sales channels.
It also must move beyond what legacy e-commerce platforms provide. It must embrace the omnichannel experience and sell across multiple channels.
Manufacturers, wholesalers, or distributors should make sure their e-commerce catalog management systems accurately provide product names, descriptions, prices, hierarchy, suppliers, and other associated details while considering search engine optimization (SEO), site navigation, and consumer confidence. If possible, businesses should identify a product information management tool, or PIM system, to streamline product catalogs and standardize data to suppliers.
For logistical purposes, it must manage catalogs for different audiences and track inventory across multiple channels. Oh, and it also must be available 24/7, adaptable, and scalable.
Why do you need e-commerce catalog management?
Just as in traditional old-school shopping, convenience is an integral part of an effective customer experience. Navigating the process successfully could mean expansion to new channels and new suppliers.
That means the buying process must be clear and offer intuitive navigation. It should be next-to-impossible to order incorrect products. You want to foster brand loyalty with unfailing customer satisfaction, because, as the old saying goes, you don't get a second chance to make a good first impression.
Poor catalog management can lead to imprecise or insufficient information on a product and poor data quality. This results in lost sales, low conversion rates, and a customer's hesitation to purchase. It also could mean more returns, which lead to slow and reverse revenue streams and can damage brand loyalty.
A customer who clicks away from your site’s product pages and visits one of your competitors might never return. On a B2C level, losing a customer can be tough. Losing a B2B customer, which can be a high-volume supplier or retailer, can mean a substantial loss.
Keep in mind the industry disruption that was caused by the Covid pandemic. The early stages in particular provided valuable lessons on supply-chain techniques and sales strategies. It changed the way customers do business, shopping for everything from apparel and cosmetics, to home furnishings and beyond, through e-commerce. This highlights why it's important to ensure customers have all the relevant product details so they'll feel confident when making purchases online.
When McKinsey surveyed B2B decision-makers in 2024, they found that buyers’ comfort with remote and self-service spending continues to rise, with 73% willing to spend over $50,000 online, compared to 59% in 2022.
7 e-commerce catalog best practices
What are the best practices of e-commerce catalog management? Here are a few that stand out:
Map and manage the process
Break down silos. Make sure internal and external stakeholders know the catalog management process. Specify roles and authorization flows for database updates. When appropriate, make knowledge of the process an open-source proposition for wholesalers, or external stakeholders who might want to add products. Internal stakeholders need to understand the guidelines for product descriptions and imaging when documenting new products.
Use SKUs for inventory management
Track real-time inventory counts and automate reorder point notifications by using stock-keeping units (SKUs) to monitor stock levels.
Build and sustain trust with high-quality data
Customers should be comfortable shopping on your e-commerce site. Be sure the product has comprehensive and current information in the correct formats. This includes technical specifications, high-quality images, videos, inventory availability, units of measure, and product applications.
Suggest associated and alternative products
We've all gone to check out at a brick-and-mortar retailer. Before you pull out the credit card to complete the transaction, products you might have forgotten or overlooked are within eyesight in the checkout area. It works the same way with online shopping. Customers should get choices or be encouraged to browse if they haven't found the exact product they seek. Don't be afraid to upsell and cross-sell with related and alternative products to increase average order value.
Be innovative
Potential customers can be unsure of what they want and need comparisons to narrow their focus on a merchant's vast product selection. But at the same time, customers can be frustrated by e-commerce sites that insist on exact descriptions of products. This can be remedied by being innovative with more intelligent search queries, intuitive drop-down navigation, or interactive bots.
Properly categorize products
Customers want dynamic search and sorting filters to determine their choices. This means making sure all product attributes such as descriptions and measurement units are tagged consistently, or risk a poor user experience. Consider integrating a digital asset management tool into your stack to help with this.
Follow the principles of modern e-commerce
In today’s fast-paced, omnichannel world, effective catalog management for ecommerce must accommodate integrations and customizations, and be flexible, scalable, and customizable.
Don't forget the traditional catalog
Just because it's a print product and arrived via snail mail doesn't mean it's ineffective or outdated. The online and offline catalogs should complement each other. Make the offline catalog an easy-to-read reference overview guide for a broader understanding of the products in the online catalog. Print catalogs should acknowledge their digital sibling with consistent branding, pricing, and packaging, and include QR codes for an interactive experience.
How Sitecore can help
Choosing e-commerce catalog management software for your business can be a tricky and time-consuming purchasing decision for any type of business, from single online stores to complex marketplaces. Sitecore offers comprehensive catalog management capabilities for users to manage product catalogs, update pricing, track and process orders, control inventory, or keep track of customer information.
Sitecore offers flexible options between a full-suite digital experience platform and composable commerce architecture, with Sitecore OrderCloud®. Based on your business environment and needs, you can pick the most suitable commerce platform to take full control of catalog management.
Find your commerce solution
To learn more about how Sitecore can help your e-commerce business, reach out to one of our experts.