Syndicating product content is often a minefield for brands.
Whether it’s navigating diverse retailer requirements, outdated product information, or deciphering information in spreadsheets and emails, it’s a huge victory just to obtain accurate, consistent product content on the digital shelf.
Brands need smarter solutions to activate their product content. Salsify’s Syndication solution gives them one.
Salsify was built from the ground up as a unified product experience management (PXM) platform, and its product content syndication solution is tightly coupled with an enterprise-grade product information management (PIM) solution. It harnesses artificial intelligence (AI)-powered automation to deliver engaging product experiences to consumers everywhere.
Here’s how Salsify Syndication helps brands get more accurate, channel-specific product content to every destination, get their products on the digital shelf faster, and grow their market share.
Content Syndication Challenges
Syndication, also referred to as product content activation or product data activation, is the process of sending product data to retail or distributor endpoints in a way that conforms to their standards and data taxonomy.
The goal is straightforward, but the process often isn’t. Brands face multiple challenges as product content moves from their internal systems to downstream channels.
Retailer and Distributor Requirements Constantly Change
Different trading partners have different data formats, attributes, and rules. Depending on the number of channels a brand sells through, this could mean managing hundreds or thousands of channel-specific requirements.
Retailers also regularly change their requirements — from adding new image guidelines to how titles must be formatted. For example, Amazon introduced new guidelines for product titles in January 2025.
All of this complexity makes it difficult for brands to ensure accuracy if they don’t have automated processes in place for their product content management.
Outdated, Inconsistent Content Doesn’t Properly Reflect Offerings
Product data is often siloed across systems and teams. Without unified governance or a central source of truth, brands risk delivering outdated, inaccurate, and inconsistent product content that doesn’t properly reflect their offerings, minimizing product discoverability and conversion.
Manual Processes Lead to Redundancies
Product information is often spread across spreadsheets, emails, and separate systems that don’t communicate with each other.
These silos prevent teams from accessing the data they need and from surfacing insights that could help them optimize product information across channels.
Manual processes also lead to redundancies that slow time to market, creating another barrier for brands trying to drive digital shelf growth.
Scaling Can Be Difficult
All of these challenges make it difficult for brands to scale and optimize their footprint across the digital shelf.
Brands should use AI-powered automation to manage product content across their life cycle and reliably get this information to retailer and distributor channels.
Salsify Syndication empowers them to do this efficiently.
Salsify Syndication: Transforming Product Content Activation for Brands
Salsify’s integrated syndication solution is a key pillar of Salsify Advance, the industry’s only unified PXM platform.
Salsify Syndication allows brands to treat every channel like a Tier 1 destination and connect with shoppers wherever they are.
Brands can use Salsify Syndication to:
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Govern their product information from a centralized location;
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Transform content to meet each channel’s specific requirements; and
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Syndicate content to each endpoint via the Salsify PXM network, a global network of commerce destinations.
The process is seamless, no matter how the endpoint wants to receive data.
The Keys To Unlocking Automated Syndication at Scale
The solution’s automated mapping and formula-driven transformation unlock automated syndication at scale, enabling you to programmatically transform your product information to meet each set of downstream requirements.
Salsify overlays universal properties onto core product data in the PIM one time and then automatically maps this data across each brand’s retail partners. The automated process means brands don’t have to manually set this up for each retailer, which simplifies and accelerates content syndication.
And with our AI-powered PXM assistant, Angie, you can easily write, analyze, and troubleshoot formulas using simple, conversational prompts, enabling you to set up channels faster and further tailor your content for each channel.
The Powerful Capabilities of Salsify Syndication
Through Readiness Reports within Salsify channels, brands can access the latest retailer requirements and ensure that their data is properly mapped and ready for syndication. This capability helps them reduce errors and ensure they always deliver the right data to each channel the first time.
Salsify Syndication has helped brands publish nearly 740 million products and reach more than 950 digital shelves globally. These brands have reaped several benefits, including:
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Growth in market share
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Reduced time to market
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Increased product content accuracy
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More agile, flexible ecommerce operations
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More engaging product experiences
Thousands of brands have used the powerful capabilities of Salsify Syndication to modernize their ecommerce operations.
Driving Results With Salsify Syndication
Ghirardelli has used Salsify Syndication to improve product content management for Walmart, Target, and Kroger.
The 173-year-old chocolate company, which launched its first ecommerce initiative in 2006, grappled with manual, inefficient processes that weren’t scalable. To overcome this, the company turned to Salsify’s integrated syndication solution to speed time to market on key channels, such as Walmart.
Using Salsify PXM, Ghirardelli quickly mapped its product content before using Salsify Syndication to prepare it for launch on Walmart. By abandoning manual processes, Ghirardelli can now get high-quality product content published on Walmart in as little as 30 minutes.
"We can manage a two-sided process with Salsify,” says Pam Perino, ecommerce content manager for Ghirardelli. “It's making sure content is accurate and we can quickly deliver it to our retailers. We're creating the experiences that a customer is looking for."
Kraft Heinz Delivers Better Product Experiences With Salsify Syndication
Kraft Heinz is also using Salsify Syndication to deliver better product experiences.
Before Salsify, the multinational food and beverage company dealt with growing digital shelf complexity. It had to manage 3,000 SKUs across thousands of retail locations and hundreds of ecommerce partners.
With such a complex ecommerce supply chain, Kraft Heinz needed an automated, scalable solution to optimize product content management. It found one in Salsify Syndication.
The solution allows the company to update product content on retailer channels in minutes rather than days. Its North American digital shelf team can now manage retailer updates seamlessly in line with seasonal campaigns, packaging and marketing changes, and new product launches.
"Today's consumers demand the most up-to-date, highest-quality product details before committing to a purchase,” says Halle Herzog, Kraft Heinz’s digital shelf lead. “Salsify unlocks content at scale for us as our central source of product truth, with workflows that drive the content development and delivery process across teams and syndication across all our retailer touch points.”
Lead the Digital Shelf With Salsify Syndication
Syndication isn’t just about publishing product content as quickly as possible, it’s about doing it accurately and consistently.
Manual processes, siloed data, and fragmented systems all make it difficult to activate and scale product content across retailer channels. But Salsify Syndication gives brands a way forward, one that powerfully brings together AI-driven automation, centralized governance, and the Salsify PXM network to help brands get their products to key retail destinations.
The digital shelf is only growing. Brands need purpose-built solutions like Salsify Syndication to help them better compete in today’s competitive commerce environment.
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