XML uploads/downloads of goods

Usually, conversion rates in online shops are significantly higher from users who have converted from shopping sites. For example, Yandex Market almost always beats any click advertising, search, social networks and any retargeting.

Why?

A user who enters the Market and goes to a particular category looks at the catalogue of all products, and only if he likes a particular product, he will go to the advertiser's site and only after that, the money will be deducted. If we compare it with offline sales, the client who came to the shop is a user on the general Market, and the user who went from the trading platform is a person who came to the cash register with the item.

Indeed, in almost all themes, people who entered the Market and subsequently passed to the shop - will order goods.

Trading platforms with the ability to upload their goods are becoming more and more. In this article we will make their review from the position of marketing and features of unloading.

To begin with, let's define the term. 

Trading platform (price-aggregator, product aggregator) - a site on the Internet, which provides an opportunity to choose products from different online shops in one catalogue.

Platforms can be divided into 2 types: pay-per-click and pay-per-commission.

A separate category is Google Merchant Centre, which is not a shopping site, but receives data from shops and shows products on Google search to the right of the results when you enter a thematic query.

Google Merchant Centre

The way it works is as follows. Google produces "Title+Photo+Price" adverts for topical queries. They can be shown above the search results or to the right of them.

It is set up via Merchant Campaigns in Google Adwords. Payment is made for each click. The price per click is low.

The result is there and it is comparable to regular ads in Google Adwords. Google Merchant Centre can be used in creating dynamic remarketing in Adwords.

The price list for most online marketplaces is an XML document . A special bot at regular intervals goes around the sites and "collects" all these documents.

Therefore, the goal of our work is to create a constantly updated XML-document, accessible by a certain link. 

However, even at this stage, differences are already emerging.

Some sites (for example, brandhub) support only csv or xls (table) formats, and it is necessary to upload the price list to the site manually every time.

Such files can also be generated automatically, as well as XML, but it is a completely different file structure.

Also, many sites support the format of the price list for Yandex.Market, it is called YML.

If you want to make uploads for one or two sites, you can safely buy a ready-made module and all the problems shift to the technical support of this module.

However, if you want to be everywhere and everywhere - it is better to have your own programmer who is aware of all the features of your site. And, having rewritten the upload from the standard one time, it will be much easier and faster to redo it on other trading sites (about 2 hours from YML to another XML, about 4-6 hours for the first csv/xls from XML). And any minor edits like "exclude the product with item 123 from the upload" will take only 10-15 minutes, because a person will know where and how things work.

AVSEO will make you a full upload to all the specified sites or any others. Our Internet marketing and support specialists will be happy to help you increase your sales. Contact us!