What is PIM? (Product Information Management)

In the dynamic landscape of today’s global digital economy, effective product information management (PIM) has become a crucial differentiator for businesses navigating through the vast terrain of eCommerce. This article will dive into the world of PIM commerce, an increasingly pivotal area that leverages robust PIM systems to provide consumers with accurate, high-quality, and consistentRead More

what is pim

In the dynamic landscape of today’s global digital economy, effective product information management (PIM) has become a crucial differentiator for businesses navigating through the vast terrain of eCommerce. This article will dive into the world of PIM commerce, an increasingly pivotal area that leverages robust PIM systems to provide consumers with accurate, high-quality, and consistent product data across all touch points of their buying journey. We will explore how PIM commerce is reshaping the eCommerce industry, facilitating seamless omni-channel experiences, and fuelling business growth by increasing efficiencies and enhancing customer satisfaction.

What is PIM? (Product Information Management)

Product Information Management system (PIM) represents a set of practices and technologies employed by organizations to manage their product information. This system centralizes all product data, aiding in its management and distribution.

PIM operates by collating product data from a variety of sources. It then standardizes and enriches this data, before distributing it across multiple other sales channels and distribution channels. The goal is to ensure consistency and timeliness of product information across all channels, contributing to a seamless customer experience. The PIM software serves as a tool streamlining this process, acting as a single source of truth for all product data.

Importance of PIM in eCommerce

In the world of eCommerce, PIM plays a crucial role. With the rise of eCommerce platforms, multiple sales channels and the need for consistent and accurate product information, managing product data across ecommerce journey has become increasingly complex. PIM solutions help eCommerce businesses manage this complexity, ensuring that customers receive accurate and detailed product descriptions across all channels, thereby enhancing the customer experience.

Types of Data Managed by PIM

Technical Data

This is one of the key data types managed by PIM. Technical data encompasses product specifications and other product attributes used. It provides customers with precise information about the product, including size, weight, color, materials used, and more.

Emotional Data

Emotional data is also under the purview of PIM. This includes product stories, marketing materials, and other content that create a narrative around the product. Emotional data helps engage customers on a more personal level, influencing their purchase decisions.

Usage Data

PIM also handles usage data, which includes user guides, how-to videos, and other content that provides information about the product’s usage. This type of data is crucial in helping customers understand how to utilize the product effectively, leading to greater customer satisfaction and retention.

The Role of PIM in Managing Product Data Across Multiple Channels

PIM plays a crucial role in managing product data across multiple channels. In today’s omnichannel retail environment, customers expect consistent product information across all channels, whether they’re shopping online, in-store, or through a mobile app. PIM ensures this consistency by providing a centralized database for all product data, which can be easily distributed to all sales channels. This not only enhances the customer experience but also improves operational efficiency by reducing manual data entry (5).

Benefits of PIM

benefits of pim

Streamlining Product Catalog Management

The process of managing product catalogs can be complex, especially for businesses dealing with a vast range of products. As organizations grow, the number of products and their associated data also expands, leading to challenges in managing, updating, and ensuring consistency of product information. PIM systems provide a strategic solution to this, centralizing the product data management process.

Furthermore, the challenge becomes even more daunting for businesses operating in multiple markets, where product information must be accurate across different regions and languages. With a robust PIM solution, businesses can make changes centrally and push these updates across all sales channels. This ensures that all catalogs, no matter the market, remain accurate and up-to-date, enhancing customer experience and driving sales performance.

Increasing Speed to Market

Increasing Speed to Market pim

In today’s fast-paced retail world, time plays a crucial role. The quicker a business can get its products to market, the better it can compete. One of the most significant advantages of PIM is the ability to significantly increase speed to market for new products. With the centralized location of data in product information management software, businesses can quickly compile all the necessary information about a product, creating a comprehensive profile that can be readily accessed and used.

Not only does a PIM system gather information, but it also plays a pivotal role in enriching and distributing product information. Once a product’s data has been gathered and enriched, it can be distributed quickly across various sales channels. This streamlined process reduces the time it takes for new products to reach consumers, enhancing business responsiveness and agility in the competitive retail market.

Supporting Multilingual and Multiregional Operations

For businesses operating in multiple regions or countries, PIM can be a crucial tool. It supports multilingual and multiregional operations by allowing businesses to easily translate and adapt technical specifications and product information according to the local language and cultural preferences. This not only ensures compliance with local regulations but also makes products more appealing to the local market.

Boosting SEO Performance

A PIM system can also help in improving a company’s SEO performance. By enabling businesses to consistently manage and optimize product information and metadata, PIM helps create product pages that are more likely to rank highly in search engine results. This can lead to increased visibility, more website traffic, and ultimately, higher sales.

Enhancing Team Collaboration

Finally, PIM can greatly enhance team collaboration. By providing a central repository for product information, it ensures that all team members – from product managers and marketers to sales teams and customer service representatives – are on the same page. This not only improves efficiency but also helps deliver a consistent brand message across all touchpoints.

Challenges in PIM

Integration with Existing Systems

One of the major challenges in implementing a PIM system lies in its integration with other existing systems, such as ERP (Enterprise Resource Planning) and CRM (Customer Relationship Management) systems. Ensuring a seamless flow of data between these systems is essential, but it can be technically complex and requires a thoughtful approach to data modeling, system design and data management.

Data Governance

Another hurdle is the issue of data governance. With so much product information being managed centrally, it’s essential to define who has access to what data, how it can be used, and how it is maintained and updated. Setting clear data governance policies is crucial but can be difficult to establish and enforce.

Data Quality and Data Consistency

Ensuring the quality and consistency of data is also a significant challenge in implementing a PIM system. Poor data quality can undermine the effectiveness of the PIM system and lead to inaccurate product descriptions, errors in pricing, or other problems that can affect customer satisfaction and sales.

Adoption and Change Management

Implementing a new system like PIM often involves significant changes to established workflows and processes. Therefore, effective change management is critical to ensure user adoption and to minimize disruption to the business. Training staff to use the new system effectively and making sure they understand the benefits of the PIM system can be a substantial undertaking.

How PIM Helps Overcome These Challenges

Despite these challenges, a well-implemented PIM system can provide tools and features to help address them.

For instance, many PIM solutions come with built-in integration capabilities. These can help to facilitate connections with other systems, reducing the technical complexity of integration.

On the data governance front, PIM solutions often include features like user permissions and audit trails. These can help businesses enforce data governance policies and ensure that data is managed securely and effectively.

To ensure the quality and consistency of data, PIM systems often include validation rules and other data quality tools. These can help to identify and correct errors, improving the overall quality of the product information.

Finally, many PIM vendors offer comprehensive training and support services to help with the adoption of the system. By providing guidance and support throughout the implementation process, these vendors can help businesses overcome the challenges of change management and ensure a successful PIM implementation.

Relationship of PIM with Other Systems

PIM and ERP Systems

Product Information Management (PIM) systems often need to interact closely with Enterprise Resource Planning (ERP) systems. ERP systems oversee business operations, including inventory management, supply chain logistics, and financials. They provide a wealth of data related to product costs, suppliers, available stock, and more. Integrating PIM with an ERP system ensures that all this valuable data is consistent, up-to-date, and readily available for enriching product information. This integration allows companies to maintain a single source of truth for product data and business operations alike, improving efficiency and accuracy.

PIM and CRM Systems

PIM also needs to interface with Customer Relationship Management (CRM) systems. CRM systems are essential for managing customer interactions, tracking customer preferences, and analyzing sales trends. They hold critical customer-centric data, which, when combined with product information from a PIM, can enable highly personalized marketing and sales efforts. For instance, knowing a customer’s past purchases (data from CRM) and product availability (data from PIM) can help create targeted product recommendations. The integration between PIM and CRM ensures that every customer interaction is informed by accurate, detailed, and up-to-date product information, enhancing the customer experience.

PIM and DAM Systems

Finally, there’s a significant connection between PIM and Digital Asset Management (DAM) systems. DAM systems handle digital assets such as images, videos, documents, and other media files, which are often integral to product information. A picture, after all, can speak a thousand words about a product. Hence, integrating PIM with DAM ensures that all digital assets are synchronized with product data, enabling rich, media-enhanced product descriptions. This integration is particularly crucial for businesses operating in eCommerce, where detailed, visually appealing product images and detailed descriptions and can significantly influence purchasing decisions.

How PIM Integrates with Existing Infrastructure

PIM integrates with existing infrastructure through APIs (Application Programming Interfaces) and data connectors. These allow PIM to exchange data with other systems, ensuring that all systems have access to the same, up-to-date product data. This integration is crucial for ensuring data consistency and operational efficiency across the organization.

Factors to Consider When Choosing a PIM Solution

Integration Capabilities

The chosen PIM solution should have robust integration capabilities. It must be able to seamlessly connect with your existing systems such as ERP, CRM, and DAM. Smooth integration between multiple platforms ensures that product information flows consistently and accurately across all platforms. It’s also essential to consider future integrations as your business and technology infrastructure may evolve over time. Therefore, ensure that the PIM solution supports a wide range of common integrations.

Data Governance Features

Data governance is another critical factor to consider. The PIM solution should have features that allow for comprehensive data management, including quality control, access permissions, and audit trails. Good data governance ensures that your product information is accurate, consistent, and secure. It also allows you to define who has access to the data, how it can be used, and how it is maintained, helping to prevent data misuse and inconsistencies.

Ease of Use

Ease of use is crucial for any technology solution. The selected PIM system should have an intuitive interface that’s easy to navigate, even for non-technical users. A user-friendly PIM can foster quicker adoption amongst your team, reducing training time and increasing productivity. Additionally, a good PIM system should be flexible enough to adapt to your business’s unique workflows and processes, rather than forcing you to adapt to it.


As your business grows, so too will your product data management needs. Hence, scalability is an essential aspect to consider when choosing a PIM solution. The system should be able to handle an increasing volume of data without compromising performance. It should also offer the flexibility to adapt to changing business needs, such as the addition of new product lines or expansion into new markets.

Cost and Vendor Support

cost and vendor support pim

Lastly, the cost of the PIM solution and the support provided by the vendor are important considerations. The cost should be in line with the features offered and your budget. Beyond the price tag, consider the reputation of the vendor, their history in the market, and their customer service quality. After all, you’d want to ensure that timely support is available should you encounter any issues. Good vendor support can make the difference between a successful PIM implementation and a challenging one.

Overview of Popular PIM eCommerce Softwares

Akeneo PIM

akeneo pim screenshot

Akeneo is a flexible, scalability-oriented PIM solution that offers extensive data management capabilities. It stands out for its user-friendly interface and its ability to handle complex catalog structures. It also supports multiple languages, currencies, and locales, making it an ideal choice for businesses operating in multiple markets.

Informatica PIM

informatica pim screenshot

Informatica offers robust PIM software that excels in data integration and data governance. It is known for its strong connectivity to various data sources and systems, making it ideal for businesses with diverse software ecosystems. Its advanced data governance features ensure high data quality and consistency across all channels.

Salsify PIM

salsify pim screenshot

Salsify is a PIM software that offers strong multi-channel distribution capabilities. Its standout feature is its ability to quickly syndicate product information to various eCommerce platforms and retailers. Salsify also provides AI-powered data enrichment features, allowing businesses to optimize their product content based on real-time analytics.


  1. What is PIM?

    PIM, or Product Information Management, is a system that centralizes all product data, making it easier to manage and distribute. It collects product data from various sources, standardizes and enriches this data, and then distributes it to various sales and distribution channels.

  2. Why is PIM important in eCommerce?

    PIM is important in eCommerce because it ensures that customers receive consistent and accurate product information across all channels. This enhances the customer experience and boosts sales. PIM also improves operational efficiency by reducing manual data entry and ensuring data consistency.

  3. What types of data does PIM manage?

    PIM manages a wide variety of data types, including technical data, emotional data, and usage data. This ensures that customers have all the information they need to make informed purchase decisions.

  4. What are the benefits of PIM?

    The benefits of PIM include improved data quality, enhanced customer experience, and facilitated distribution across multiple sales channels. PIM also integrates with other systems to ensure data consistency and improves operational efficiency by reducing manual data entry.

  5. What are the challenges in implementing a PIM software?

    Some of the challenges in implementing a PIM system include integrating PIM with other systems and managing data governance. However, many PIM solutions come with built-in integration capabilities and data governance features to address these challenges.

  6. How does PIM integrate with other systems?

    PIM integrates with other systems through APIs and data connectors. These allow PIM to exchange data with other systems, ensuring that all systems have access to the same, up-to-date product data.

  7. What factors should I consider when choosing a PIM solution?

    When choosing a PIM solution, consider the solution’s integration capabilities, data governance features, ease of use, scalability, cost, and the support provided by the vendor.

  8. Can you provide a real-life example of a company successfully implementing a PIM system?

    A global eCommerce brand successfully implemented a PIM system to manage product data across multiple channels. The PIM system improved data quality, enhanced the customer experience, and boosted sales.

  9. Why should businesses invest in PIM solutions?

    Given the significant impact of product data on customer experience and sales, it is imperative for businesses to invest in robust PIM solutions. These solutions manage product data effectively, integrate with other systems, and improve operational efficiency.

Lessons Learned and Best Practices

The case study highlights several lessons learned and best practices for implementing a PIM system. First, it underscores the importance of choosing a PIM solution that meets your specific needs. Second, it shows the value of integrating PIM with other systems to ensure data consistency. Third, it demonstrates the importance of data governance in managing product data effectively. Finally, it highlights the impact of PIM on customer experience and sales.


In conclusion, PIM is a crucial tool for managing product data in eCommerce. By centralizing product data, improving data quality, and facilitating distribution across multiple channels, PIM enhances the customer experience and boosts sales. It also integrates with other systems, such as ERP and CRM, to ensure data consistency across the organization. Therefore, investing in a robust PIM solution is not just a good business practice, but a necessity in today’s omni-channel retail environment.

Given the significant impact of product data on customer experience and sales, it is imperative for eCommerce businesses to invest in robust PIM solutions. These solutions not only manage product data effectively but also integrate with other systems to ensure data consistency. By investing in PIM, businesses can deliver a seamless customer experience, boost sales, and improve operational efficiency.

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