Shopify is a software based on subscription model that provides a platform for anyone to sell their products using various channels - online, offline in person, on social media, etc. The online eCommerce platform Shopify allows its users, who are an online store owners, to literally broadcast their product catalog on the worldwide audience.
This is done by using the services of marketplaces, shopping and comparison engines. Such marketing platforms provide shops of any scale with a global audience, and promote their products in various ways. This can be advertisements on websites, promotional posts on affiliate network. It can also be a product placing on the special shopping pages that some of such platforms provide. Such pages mimic an online eShop by providing visitors with the product filters to narrow the product search.
Your shopify store gives you technical ability to make a bulk product listing on these global marketplaces and obtain a multichannel sales to increase your profits. You can easily integrate your shops' product catalog on such platforms as Google Shopping, Facebook Dynamic Ads, ShareASale, Bing Shopping, Pinterest, Walmart Marketplace and dozens of others.
The integration into the shopping and comparison engines is done by using a shopify shopping feeds.What is shopify shopping feed? These shopping feeds in Shopify are basically a file of CSV, XML, TXT or other file type that contains formatted and explicit data on the products you want to place on the external marketplace. This file then is being exported to the marketplace. For example, you can export shopify to google shopping feed.
You can place your shopify shopping feed on a number of marketing channels in order to promote sales. The Shopify platform provides three main ways to create a shopify shopping-feed.
The first option to create a shopify feed is to use an API connection, which is provided by some marketplaces. For example a Shopify store can be integrated with this method into a Google Merchant Centre to provide a shopify google shopping feed. The advantages of such method is that it is relatively easy to use and that you can be confident regarding the consistent update of your google shopping feed shopify. The main disadvantage of such method is that google shopping data feed shopify will not be optimized, and that can lead to missing some sales.
Shopping feed exporting is a second available option to incorporate your product feed into the external shopping engine. For example, in shopify manual google shopping feed can be created and exported into Google Shopping. By using a shopify apps shopping-feed creation process can be automated, and apps can provide the necessary options on the feed optimization.
The last third option to make a shopify export shopping feed of your store is to use external services for data feeds. Each such service offers individual pricing and provides the necessary functions to adapt the product feed of your store to the requirements of multiple shopping engines. Because such services provide different packaging of functions it is better to make a thorough research on them before opting in.
The shopify feed should be accurate and relevant to attract the interest of the shopping engine visitors. There are several general recommendations of best practices to obtain an optimized shopify product feed. Here are some situations that if occurred can lead to the data feed to be named as one of poor quality.
Marketplaces and shopping engines know nothing about the inventory of your store. All they know about your Shopify store is the information you upload to them through the shopping feed. When such feed contains products that are unavailable for sale because they are out of stock such products can be displayed to a wide audience of the shopping engine service.
Because the shopping feed is the only information source for the shopping engine to make a decision on your products, the product feed must match the requirements of the shopping service. Otherwise, your products may fall into the irrelevant category of the shopping engine, and they can be declined.
The optimized product feed should have correct product categories for the items it proposes. It should provide all necessary attributes and keywords on the products that are planned to be sold on the marketplace. To avoid product disapproval when creating the product feed you need to thoroughly read the shopping service specification, use audit tools that are provided by the service.
When the product feed contains incorrect or misleading product attributes the visitors of the shopping engine may get irrelevant results when searching for product they need. Accurate product description and attributes allow shoppers to get items they are interested in buying.
The example of such misleading description is when a person is looking a product that is for adult audience, but receives the products for children. It can happen in many categories of products: clothing, food, furniture, cosmetics, etc. Or the shopper may seek shoes for cold weather, but he will be shown shoes for a warm weather.
The optimized product feed will state the comprehensive information regarding products in the most clear way possible.
The best shopify shopping feed will always provide shopping engines and customers with a relevant prices on the products in your shopify store. The errors on price rarely occur when the feed is first time uploaded to the shopping engine servers.
The misconfigurations in product process happen later when the product feed is already uploaded, and the shop activates a sale or changes prices some other way. In order to get a feed with correct prices you need to constantly monitor changes in your shop and make relevant updates to the feed.
The first thing that catches attention of the shopper when he visits the shopping engine or marketplace is the titles of the exhibited products. Sometimes a shop can have suboptimal titles and product description that don't supplement the positive impression a shopper should get on the product in order to make a purchase.
You can find online lots of articles with the advices on how to enhance the description and titles of your products to make a positive influence on the customer's decision to buy from you. Try to include the most valuable information on a product in the title. For example, a book store can include in the title not only the name of the book, but its author and book format. Additionally, use relevant keywords, include search queries people are using that are related to your products. remove the keywords that are nonessential to your product.
One of the most popular shopping engines to export your shopify feed is Google Shopping. In fact, if you are using the Google Shopping service you can reuse the feed created for it in other popular marketplaces and shopping engines, like Facebook Dynamic Ads or Microsoft Bing Shopping.
The task of shopify feed optimization for the Google Shopping is rather hard if it is done manually. Much easier way is to use an advanced app for shopify to generate a shopping feed for this service.
One of the best Google Shopping feed option for Shopify is the Omega Commerce Shopping Feeds application. It allows to create an optimized product feed for the Google Shopping engine in several clicks.
Using the option of category mapping a product catalog of the shop can be placed exactly in the Google Shopping categories it needs to bee placed. Google Shopping allows a limited number of items per one product feed file, and this is also covered by the Omega Shopping Feeds application. Use the function Max Number of Items per File to limit the quantity of included products in the feed.
You can apply filters in order to exclude some products from the feed. Using this option a shop can fill the product feed with the items it needs to exhibit on the shopping engine. For example, it can be items with high margin and profitability.
The default product feed can be generated with Omega Shopping Feeds in a few clicks. Use additional time and create an optimized product feed that has all necessary customizations to provide the most effective results for your shop. Add variables and conditions, use programmatic logic with liquid tags to generate the effective shopping feed. Include in the feed any additional data field on the product your store provides.
Track the effectiveness of your shopping campaign with the help of the Google Analytics. Add tracking codes directly to the product links in the feed to get the statistics on clicks directly in the Omega Shopping Feeds interface.
Using the Omega Shopping Feeds a store owner can easily keep its feed actual and relevant with automatic update option. The automatic upload can happen via the FTP/SFTP by the schedule, or via the URL to the feed which will be automatically fetched by Google.