On marketplaces, your product data drives sales more than price. See what each platform requires, from Allegro attributes to Zalando photos.
Author: Borys Terlecki · marketplace sales and implementations at Commercraft · updated: September 2026
In short
On a platform it is the data structure that sells: a complete, correct record lands in the right categories and filters, attaches to existing product cards and builds trust.
The EAN code is the product's passport, the platform uses it to recognise whether the product already exists, and attributes are the real search criteria.
Every platform has its own fields and limits, so one clean source of data (for example a PIM) mapped to each channel replaces copying between them.
Product data sounds like a topic for a warehouse worker, but in reality it is one of the most underrated sales levers on marketplaces. It is the data the algorithm uses to decide whether to show your product, and the customer to decide whether they find it and buy it. Organized data means fewer returns, more views and faster entry into new markets. We will show you what makes a good data standard. Well-organized product data standards are one of the most underrated sales levers on marketplaces.
On a platform it is not a sales rep that sells but the data structure. A complete, correct product record lands in the right categories and filters, attaches to existing cards and builds customer trust. An incomplete or incorrect record simply disappears from the results, even if the product is great. That is why order in your data is an investment that pays off in visibility.
Most marketplaces are built on a catalog, and the key to it is the unique EAN code (usually EAN-13). The platform uses it to recognize whether a product already exists (in which case you add your offer to the card) or whether a new one needs to be created. Importantly, on many platforms each variant, size, color, requires its own unique code. A mess in EANs is one of the most common reasons an offer is rejected.
Attributes are not fields to fill in ‘because the system requires it’, but real search criteria. Size, material, color, compatibility, intended use, the more fully and correctly you fill them in, the more often the product appears in the right filters. Every skipped attribute is a potentially lost group of customers who simply will not find you.
a unique identifier (EAN/GTIN), separate for each variant,
the correct category and a complete set of required attributes,
a title consistent with the platform’s standard,
photos that meet the technical requirements,
a description and bullet points tailored to the channel,
logistics data (weight, dimensions) and compliance information (e.g. GPSR).
Every platform has its own requirements, different fields, different categories, different limits. The key is to maintain a single, clean source of data (e.g. in a PIM) from which the data is mapped to each channel’s format. That way adding a new platform or market is a matter of mapping rather than rewriting the whole catalogue from scratch.
When entering Germany or Austria, a localization layer is added: translation of attributes and descriptions, local units and language requirements for compliance information. An organized data standard turns expansion into a repeatable process rather than a heroic effort with every new market.
We organize product data and build a standard that works across many channels and markets, from EANs and attributes, through categorization, to localization for DACH. Clean data means more views, fewer returns and faster expansion. Want to organize your catalog before you move into new markets? Write to us.
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Borys Terlecki – marketplace sales and implementations at Commercraft. He previously worked on the operator side of marketplace platforms (Mirakl, Munich) and today onboards brands on marketplaces in Poland and the DACH region and runs their accounts.
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