How can you implement successful PXM in e-commerce?

All these elements together make up an effective PXM - one that truly improves the customer experience and the company's business results. And the benefits of good PXM cannot be overstated. First of all, e-commerce companies notice an increase in the sales conversion rate thanks to effective product experience management (PXM) - customers, having access to complete and convincing information about products, are more willing to add them to the cart and finalize online purchases. At the same time, customer loyalty and satisfaction increase – a positive product experience builds trust in the brand and makes customers come back for more. What's more, improving the quality of product information often means fewer returns – because customers know exactly what to expect from a product, they are less likely to be disappointed and decide to return it. Research shows that investing in product information management (PIM/PXM) translates into higher conversion rates and fewer returns. In addition, consistent product data facilitates expansion into new sales channels and markets, and internally, it streamlines team work (less chaos in descriptions, fewer questions from the service department about product details). In short, well-implemented PXM means satisfied customers, more sales and more efficient operations.

3. PXM integration with existing e-commerce systems

PXM implementation usually requires integration of the PIM system with the e-commerce platform, ERP system and DAM to ensure a smooth and automatic flow of product data. This can be your online shop (e-commerce platform), ERP system (from which, for example, stock levels are retrieved), DAM system (image library) or other databases. The aim is to create a coherent e-commerce ecosystem with central product information management that enables real-time data updates across all channels.

Here are some tips on how to successfully carry out the integration:

• Start by mapping product data between PIM, ERP and online shop – define the key fields (e.g. name, description, price, images) and plan their synchronization. E.g. product name, short description, long description, price, availability, images, technical attributes, etc. Make sure that you have the right fields for all the information you need in the new PXM system. Sometimes it may be necessary to adjust the data schema (e.g. adding a field for a unique product identifier used in the shop). Plan the field mapping: which PXM field corresponds to which field in the shop database, etc.
• Use the available integrations or APIs: Check if the tool you have chosen offers ready-made connectors to your e-commerce platform. Many popular systems have plugins to improve integration with Shopify, Magento, WooCommerce, etc. If there is no ready-made integration, use the API - most modern PIM/PXM have REST API or GraphQL, which will allow developers to create a connection. It is important that the integration is automatic and bidirectional where necessary (e.g. prices can be sent from the ERP to the PXM, and descriptions from the PXM to the shop).
• Test on a small data sample: Before synchronizing the entire product catalog, run an integration test on a few products. Check whether the information appears correctly in all channels. For example, do the descriptions retain their formatting, do the photos assign to the right products, do the Polish characters not “bush out”, etc. The tests will allow you to identify problems (e.g. a missing field, differences in coding, delays) and fix them before you import the data in bulk.
  
• Consider performance and update schedules: If you have a large database, think about how and how often the data will be updated. Does the integration work in real time (any change sent immediately) or rather in batches (e.g. hourly synchronization, or triggered manually after a series of changes)? Make sure that the system can handle the load – e.g. importing 10,000 products at once. Sometimes it is better to break down such operations into batches. Set schedules, e.g. prices and stock levels update every 15 minutes, and descriptions once a day if they have been changed. This will prevent possible overloads.
  
• Don't forget about other systems: PXM can also integrate with marketing automation systems (e.g. product data for emails), with tools for creating printed catalogs, with mobile applications, etc. Make a list of all the places where product information goes and make sure they have access to the new “source of truth.” Perhaps you can eliminate the need to manually update something in a separate system through automatic integration.
  
• Training and documentation: After the technical integration, make sure the team is familiar with the new workflow. For example, now the description is changed in the PXM system and not directly in the shop panel – everyone should be aware of this so as not to overwrite changes. Create a brief instruction on how to enter data so that it goes where it should.
  

Integration can be a technical challenge, but it is essential for PXM to work. Done right, it will make your sales channels “connected to an IV drip” with up-to-date product data - every change will immediately refresh the information for your customers. Once the basics are in place, it's time to focus on what the customer will see, i.e. the product content.

4. Optimize product content

This is probably the most creative and customer-facing stage of PXM implementation. Optimizing product content is all about improving all the elements of product presentation to make them as effective and appealing as possible for the recipient. Key areas of content optimization include:

• Write product descriptions that sell – start with a sentence that grabs attention and presents a specific benefit. Use simple language, bullet points and interwoven key phrases to improve the visibility of your product on Google. Try to include answers to potential customer questions in your description. Good practices include dividing the text into shorter paragraphs, using bullet points to list features or benefits, and adding subheadings if the description is longer. Also, remember SEO - weave naturally important keywords to improve the visibility of the product in search engines, but not at the expense of readability for humans.
  
• Highlight the technical data of the products in the form of easy-to-read tables and lists. Customers in an online shop must be able to easily find information such as dimensions, material, and conformity. This increases trust and reduces the number of returns. If certain features require explanation (e.g. technology, abbreviation), add a brief explanation in parentheses or in the FAQ section on the product page.
  
• Make sure you have high-quality product photos in your online shop – showing the product from different angles, in use and close-up. Lifestyle photos and the ability to zoom in on details are a good addition. Make sure the photos are large enough and can be enlarged in the gallery. Avoid poor-quality catalog photos or photos where the product is hardly visible. Consider implementing interactive product presentations online, such as 360° views, virtual fittings (AR) or configurators. They help the customer make a decision and increase conversion.
• Video materials: multimedia can significantly increase engagement - customers like to see the product “in action”. Add a product video to your e-commerce site – e.g. a presentation of the product's features, a video review or an unboxing video. These types of materials increase sales by up to 30% and reduce returns. For example, one shop noticed that products with a presentation video sold 6–30% better than those without a video. Videos also build trust (the company is not afraid to show the product in real life) and reduce the number of returns because the customer knows better what to expect. Of course, video production requires more effort, but even simple videos recorded with a smartphone, such as unboxing or a presentation of functions, can be valuable to the customer.
  
• Interactive elements and rich content: Depending on the industry, consider implementing modern solutions that will make the experience stand out. For example, in the furniture or fashion industry, configurators (the customer can “design” a product variant) or augmented reality (AR) are popular, allowing you to see what a sofa looks like in the living room through your phone screen. Such features are impressive and increase the chance that the customer will fall in love with the product before buying it. Of course, not every online shop needs AR – choose what makes sense for your products.
  
• Maintain a consistent communication style in product descriptions in the online shop - this strengthens brand identification and the professional perception of your offer. Establish a uniform tone of voice for the descriptions - e.g. whether you write in “you” or “you”, whether the style is relaxed and enthusiastic or more formal. Try to make all descriptions sound consistent, as if they were written by one person (even if a team is behind it). This builds professionalism. Also use branding elements - e.g. unique icons for product features, colors consistent with corporate identity, etc. - to make product pages unique.
  
• Make sure you have a complete product page in your online shop – including descriptions, photos, specifications, FAQs, PDF files, recommendations for related products and comparison sections. The more information, the higher the conversion rate.

When optimizing your product content, think like a customer. Put yourself in the customer's shoes and think about their experience: after reading the description and looking at the photos, would you buy this product yourself? What might you be missing? The aim is to create product pages that are so complete and convincing that the customer does not need to think or look for information elsewhere. This is the core of PXM - a well-rounded experience around the product.

6. Testing and continuous optimization

PXM implementation is a process that never really ends. E-commerce and customer expectations are constantly changing, so the last but very important step is to adopt a continuous improvement approach. This means regularly testing, measuring results, and making improvements to the product experience.

How do you do this in practice?

• Monitor the performance indicators of product content in the online shop, e.g. conversion rate, time on site, number of clicks on “add to cart”, and changes after editing descriptions. Monitor the conversion rate on product pages (did it increase where you improved the content?), time spent on the page, bounce rate or number of additions to the shopping cart. Also look at hard data such as the sales of a particular product before and after changes. If you have implemented a PXM system, it may also offer analyses - e.g. where there is a lack of data, which products do not have photos, etc., which will suggest further actions.
  
• Implement A/B tests for product descriptions in e-commerce to compare different versions of texts, images and headlines. Test individual variables and analyze which variants increase conversion. For example, you can test two variants of the product description - one shorter, the other longer; or two different main images - the product on a white background vs. in use. Customer traffic is randomly divided and each group sees a different variant, and after a while you compare the results (conversions, “Add to Cart” clicks, etc.). A/B testing allows you to discover customer preferences. It is important to test one variable at a time, otherwise you will not know what caused the difference. There are tools for A/B testing (e.g. Google Optimize - although its free version was discontinued in 2023, there are other solutions), but even with a simple manual analysis, you can compare something by dividing the assortment in half and observing the results.
  
• Collect opinions and feedback: Don't stop at quantitative data. Listen to your customers - whether through in-store feedback, emails to customer service or even post-purchase surveys. If, despite improvements, you receive feedback that something was missing from the product information, take it as a valuable hint. You can add a “Was the description helpful?” button or a comment option to the product page - engaged customers will sometimes point out that, for example, “there is no information on whether product X contains ingredient Y”. Such comments are worth their weight in gold.
  
• Analyze website behavior: Use analytics tools to observe how users behave on product pages. Heatmaps showing where they click and how far they scroll, recordings of user sessions (e.g. tools like Hotjar) or even Google Analytics can reveal interesting things. For example, if most users do not scroll down to the end of the description because the most important information is at the top, that is OK. But if you see that almost no one clicks on the “Technical Specifications” tab, maybe it is better to show the specifications right away without tabs? Or vice versa - if the FAQ section is frequently viewed, it may be worth adding more questions and answers. Observe and react.
  
• Update and enrich content: The world is changing, and so are your products. Make sure to update content whenever something changes in your product range – a new product version, a modified composition, a new quality certificate – all this information needs to be communicated to your customers. In addition, expand on the content regularly. For example, you can plan to review the top 50 best-selling products every quarter and consider what else you could add (e.g. new photos, a video with an influencer review, etc.). Or you can focus on products that are not selling as well and try to improve their presentation to make them more attractive.
  
• Use the analytics function of the PXM (if available): Some PXM platforms offer dedicated analytics modules – e.g. indicating which products have missing information, where the description is too short, comparing your data with market benchmarks, etc. Use these tips. You may find that, for example, adding two additional photos to the electronics category clearly correlates with an increase in conversions, or that a certain category has a lot of returns due to a misunderstanding of dimensions - so maybe a better infographic with dimensions?
  
• Optimize your internal processes, too: Continuous optimization is not only about the customer frontend, but also about the backend. Observe how your team handles the new PXM tools. If there are delays or errors, think about how to improve the workflow. Maybe additional training is needed? Or maybe some fields in the PIM should be marked as mandatory so that no one forgets to fill in important information before publication? The information management process can also be improved.

The most important thing is to approach it with the mindset that there is always room for improvement. PXM is not a “set it and forget it” project, but rather a continuous process of adapting to customers. Companies that achieve the best results treat PXM as a permanent element of strategy, not a one-off implementation. Regular testing and optimization will bring your product experience closer to perfection over time - and this will translate into ever-increasing conversion, customer satisfaction and competitive advantage.

• • Lack of a clearly defined strategy and project owner – Companies often jump into PXM implementation without developing a concrete strategy: what do we want to achieve, which KPIs should be improved, who is responsible for what. This is a mistake. How to avoid it: Appoint a product owner or PXM coordinator at the start who will take responsibility for the project. Define goals (e.g. increase conversion by X%, reduce description creation time, reduce returns by Y%) and develop an action plan (roadmap of steps, similar to those described above). Involve key departments - IT, e-commerce, marketing, customer service - to work together. A clear strategy and division of roles will ensure that everyone is “playing for the same team”.
  • Insufficient quality and consistency of the input data - Implementing a super tool will not help if the product data is incorrect or incomplete. A common mistake is to import old, unverified data into a new system and “garbage data in PXM is garbage data for the customer”. How to avoid it: Before importing data into PIM/PXM, carry out a clean-up. Correct obvious errors, fill in missing key attributes (e.g. missing dimensions, photos), standardize the nomenclature (whether we write “cm” or “cm.” - a small but important detail for consistency). You can do a pilot on a smaller part of the assortment - refine the data, e.g. for one category - to see the end-to-end process, and only then scale it to the rest of the products. It is also important to establish data standards - e.g. formats for entering dimensions, dates, spelling of proper names - and train the team so that everyone sticks to these arrangements.
    
  • Wrong tool or implementation partner – Sometimes a company chooses a system that is too complex (and expensive) and does not use it later, or, conversely, a cheap compromise that does not meet the needs. Sometimes the implementation is led by an inexperienced team and the project is delayed or ends as a partial success. How to avoid it: Conduct a thorough requirements analysis before making a choice. List the functions you really need, how many SKUs you have, how many users will use the system, and which integrations are must-haves. Compare the available solutions based on this list. Ask for references from companies of a similar size. If you lack technical competence, consider involving an implementation partner (a company specializing in PIM/PXM implementation). When choosing a partner, check their experience – ask for case studies and references. Don't be afraid to ask detailed questions and request a demo of the solution using your data. It is better to take more time to choose than to struggle with a tool that doesn't suit your needs.
    
  • Skipping user tests and training – It is a mistake to assume that “it will work somehow” and to throw the whole team into the new environment without proper training after installing the system. This leads to frustration, data errors and a lack of acceptance for change. How to avoid it: Plan test phases – e.g. first, the project team tests everything on several products (scenarios: adding a new product, updating a description, publishing on the website, etc.), then do tests with future users (e.g. have content specialists try to enter a description in the new system and make comments). Solve any problems before the launch. Then, organize training sessions – preferably practical workshops – for everyone who will use the PXM. Give people time to get used to the tool. Also create documentation or abbreviated activity checklists so that everyone knows how to perform typical tasks. The better you prepare the team, the smoother the work will go after implementation.
  • Treating PXM as a one-off project - Many companies make the mistake of thinking that the work is finished after implementing the system and updating the descriptions once. Nothing could be further from the truth – the world of e-commerce is constantly evolving and resting on your laurels will quickly nullify the effects achieved. Change your mindset – PXM is a continuous process. Already at the planning stage, take into account that you will need constant resources (people, time) to maintain and develop product content. Establish regular reviews of content quality and monitor KPIs on an ongoing basis. Introduce PXM into the company culture: for example, reward the team for ideas on how to improve descriptions, share results (increased sales thanks to better content is a great motivation!). This will help you avoid a situation where everything goes back to the old habits after the initial rush.
    

In conclusion, successful PXM in e-commerce is a combination of technology, good data and great content, seasoned with a large dose of empathy towards the customer. Start with small steps, follow your plan consistently and observe the results. The first successes (e.g. an increase in conversions on piloted products) will give you wings for further activities. In today's competitive market, it is the product experience that can be the deciding factor in whether a customer chooses your product. Implementing PXM is a challenge, but also a huge opportunity. Seize it and you will quickly see the results in the form of satisfied customers and increased sales. Good luck!