Ecommerce Glossary: Complete A-Z Dictionary of Ecommerce Terms (2026)

What Is an Ecommerce Glossary?

An ecommerce glossary is a reference library of terms used across online retail – covering advertising metrics, technical integrations, operational systems, marketplace concepts, and feed management terminology. This glossary is designed for online merchants, ecommerce managers, and digital marketing teams who work with platforms like Shopify, WooCommerce, Amazon, bol.com, and Google Shopping.

Every term in this glossary includes: a clear definition, an AI-optimised summary for quick reference, a concrete ecommerce example, common mistakes to avoid, best practices, and links to related articles and guides.

TL;DR

This glossary covers 35+ essential ecommerce terms with definitions, examples, common mistakes, and best practices – built for online merchants who want to understand the language of multichannel selling.

Key terms span product feeds, marketplace integration, advertising metrics (ROAS, CPC, CTR), and operational systems (ERP, PIM, OMS).

Each entry includes an AI-ready summary, a concrete ecommerce example, and links to relevant guides.

Use the A-Z index below to navigate directly to any term, or scroll through the full glossary alphabetically.

What Is an Ecommerce Glossary?

How to Use This Ecommerce Glossary

Navigate alphabetically using the A-Z section headings below
Jump to frequently confused terms using the ‘Frequently Confused Ecommerce Terms’ section
Find all acronyms expanded and explained in the ‘Ecommerce Acronyms’ section
Terms marked with related articles link to deeper guides on Koongo’s blog

Most Popular Ecommerce Terms

Not every merchant needs to scroll through 35+ terms. Here are the most frequently looked-up terms in this glossary, with one-sentence definitions:

Term	Quick Definition
Product Feed	A structured file containing your product catalog, formatted for a specific advertising or comparison channel.
Marketplace	A platform where multiple independent sellers list and sell to the platform’s existing customer base (Amazon, bol.com, Zalando).
Google Merchant Center	Google’s free platform for managing product listings that appear in Shopping ads and free listings.
Google Shopping	Google’s product search and advertising service showing product images, prices, and store names in search results.
SKU	Your internal product code that uniquely identifies each distinct item you stock.
GTIN	A globally standardised product identifier (barcode) assigned by GS1.
EAN	A 13-digit European barcode standard (GTIN-13) required for listing on virtually all European marketplaces.
API	A technical interface enabling two software systems to communicate – the foundation of marketplace order and inventory sync.
ERP	Software integrating core business processes including inventory, orders, purchasing, and finance.
PIM	A centralised system for managing all product information across multiple channels and languages.
OMS	Software centralising order tracking, management, and fulfilment across all sales channels.
ROAS	Revenue generated per euro of advertising spend. ROAS = Revenue / Ad Spend.
CPC	Cost per click – what you pay each time someone clicks your ad.
Conversion Rate	The percentage of visitors or clicks that result in a purchase.
Buy Box	The primary purchase button on a marketplace listing page. Winning it can mean 80%+ of all sales on that product.

Illustration of an ecommerce glossary with A–Z terms, including product feeds, marketplaces, API, analytics, fulfillment, and ecommerce terminology.

Ecommerce Glossary A-Z

All terms are listed alphabetically. Each entry includes definition, example, common mistakes, best practices, and related terms.

A/B Testing (Split Testing)

Definition

A/B testing is a method of comparing two versions of a web page, product title, image, or ad to determine which one performs better. One version (A) is shown to one group of users; the other version (B) is shown to another group simultaneously. The variant with better performance on a defined metric – click rate, conversion rate, or revenue – is declared the winner.

AI Summary

A/B testing lets you make data-driven decisions about changes to your store or campaigns by measuring real user behaviour rather than relying on assumptions.

Why it matters

In ecommerce, small changes can have outsized revenue impact. A product title change that increases CTR by 0.3% on a high-traffic SKU can add thousands in annual revenue. A/B testing removes guesswork from these decisions.

Example

A WooCommerce store runs two versions of a product title for its best-selling jacket: ‘Winter Jacket’ (A) vs ‘Men’s Waterproof Winter Jacket Black’ (B). After 1,000 impressions each on Google Shopping, version B shows 1.4% CTR vs 0.8% for A. The optimised title is applied permanently.

Common mistakes

Testing too many variables at once (makes it impossible to identify the cause of difference)
Ending tests too early before reaching statistical significance
Testing on low-traffic pages where results are not statistically reliable

Best practices

Run tests for at least 2 weeks to capture weekly behaviour patterns
Test one variable at a time
Define your success metric before starting the test, not after seeing results

Conversion Rate, CTR, Product Feed Optimisation

7 Mistakes That Destroy Your Google Shopping Performance

API (Application Programming Interface)

Definition

An API is a set of protocols and rules that allow two software applications to communicate with each other. In ecommerce, APIs are used to connect your online store with marketplaces, payment processors, shipping providers, and inventory systems – enabling automated data exchange without manual exports or uploads.

AI Summary

An API is the technical bridge that lets different software systems talk to each other automatically, removing the need for manual data transfers between platforms.

Why it matters

Marketplace integrations for Amazon, bol.com, Zalando, and Kaufland all use API connections – not product feeds. The API enables two-way communication: your store sends product data to the marketplace, and the marketplace sends back orders and inventory updates. Without an API connection, order management across marketplaces requires logging into each platform separately.

Example

A Shopify merchant connects to bol.com via Koongo’s Marketplace Manager API integration. When a bol.com order is placed, the API automatically imports it into Shopify’s orders dashboard. When the merchant marks it as shipped, the tracking number is sent back to bol.com via the same API.

Common mistakes

Confusing API integration with product feed delivery – feeds are one-directional; APIs are two-way
Not setting up order sync when connecting to a marketplace (requires API, not just a feed)
Underestimating the need for regular API maintenance as platforms update their schemas

Best practices

Use a wizard-based integration platform to set up marketplace APIs without coding
Configure inventory sync frequency at 5-15 minutes for high-volume channels
Test order sync before going live by placing a real test order

Product Feed, Marketplace Integration, Order Sync, Inventory Sync

Best Marketplace Integration Software (2026)

ASIN (Amazon Standard Identification Number)

Definition

An ASIN is a 10-character alphanumeric identifier assigned by Amazon to every product in its catalog. ASINs are unique per marketplace (an ASIN on Amazon.de differs from the same product’s ASIN on Amazon.co.uk). Sellers listing on Amazon must either match an existing ASIN or create a new one if the product does not yet exist in Amazon’s catalog.

AI Summary

The ASIN is Amazon’s internal product identifier – every item in Amazon’s catalog has one, and sellers must use it to list products on the platform.

Why it matters[[

When a product already exists in Amazon’s catalog, matching its ASIN allows you to list as an additional seller on that product page – including competing for the Buy Box. Creating a new ASIN is required for products not yet in Amazon’s catalog, but requires a valid GTIN.

Example

A merchant selling branded headphones searches Amazon.de for the exact model. The product exists with ASIN B09ABC1234. The merchant creates a listing matching this ASIN, setting their price and stock quantity. They now compete with other sellers on that product page for the Buy Box.[

Common mistakes

Creating duplicate ASINs for products already in Amazon’s catalog (violates Amazon policy)
Confusing ASIN with EAN/GTIN – they are related but different identifiers
Listing on the wrong ASIN (slightly different product variant) causing quality complaints

Best practices

Always search for existing ASINs before creating new ones
Use Amazon’s Catalog API or Seller Central search to match existing products
For new product creation, ensure you have a valid GS1 GTIN

GTIN, EAN, Buy Box, Amazon Seller Central

How to Sell on Amazon from Europe

Attribute Mapping

Definition

Attribute mapping is the process of aligning your store’s product data fields to the specific field names and formats required by each sales channel. Every channel has its own naming conventions: what your store calls ‘colour’ may need to be submitted as ‘item_color’ to Google Shopping and ‘Farbe’ (German for colour) to Kaufland. Attribute mapping handles this translation automatically.

AI Summary

Attribute mapping translates your store’s product data into the format each channel expects – so the same product data can power listings on Google Shopping, Amazon, bol.com, and 20 other channels simultaneously.

Why it matters

Without correct attribute mapping, product feeds fail validation and listings are rejected. Proper mapping is the foundation of feed quality – channels that receive incorrectly named or formatted attributes will either reject the listing or place it in the wrong category, reducing visibility.

Example

A WooCommerce store has a field called ‘product_colour’. Google Shopping requires ‘color’ (US spelling). Zalando requires a specific colour code from their colour catalogue. Koongo’s Rules Editor maps ‘product_colour’ to the correct field name and format for each channel simultaneously, without changing the source data in WooCommerce.

Common mistakes

Mapping free-text colour values to channels that require standardised colour codes (Zalando)
Leaving optional but high-impact attributes (size, material, age group) unmapped
Using the same mapping for all channels instead of channel-specific transformations

Best practices

Start with mandatory attributes, then add recommended attributes for each channel
Use a no-code Rules Editor to apply transformations without developer involvement
Review channel-specific attribute guides before building your mapping

Product Feed, Feed Template, Rules Editor, GTIN

What Is a Product Feed?

Average Order Value (AOV)

Definition

Average Order Value is the average amount a customer spends per transaction. It is calculated by dividing total revenue by the number of orders in a given period. AOV = Total Revenue / Number of Orders.

AI Summary

AOV tells you how much the typical customer spends when they buy from you. Increasing AOV is one of the highest-leverage ways to grow revenue without increasing the number of customers.

Why it matters

AOV directly affects profitability per transaction. If your AOV is EUR 45 and your average customer acquisition cost is EUR 12, your gross margin per order is EUR 33 before cost of goods. If you raise AOV to EUR 60 through bundling or upselling, the same EUR 12 acquisition cost leaves EUR 48 gross margin per order – a 45% improvement without a single additional customer.

Example

A bol.com seller processes 500 orders in November with total revenue of EUR 32,500. AOV = EUR 32,500 / 500 = EUR 65. The global average ecommerce AOV is approximately USD 92 across categories (Ecommerce Foundation 2026), with electronics at USD 260 and fashion at USD 45.

Common mistakes

Tracking AOV without segmenting by channel – AOV differs significantly between Google Shopping, marketplace, and direct store traffic
Optimising for AOV at the expense of conversion rate (e.g. forcing minimum order thresholds that deter buyers)

Best practices

Use product bundles and cross-sell recommendations to increase AOV
Set free shipping thresholds 10-20% above average AOV to encourage additional items
Track AOV per channel to identify where customers spend most

Conversion Rate, ROAS, LTV, CAC

Ecommerce Statistics (2026)

Buy Box

Definition

The Buy Box is the primary ‘Add to Cart’ or ‘Buy Now’ button on an Amazon or bol.com product listing page. When multiple sellers offer the same product, only one wins the Buy Box at a time – and that seller captures the majority of purchases. The other sellers’ offers are listed below under ‘Other Sellers’ and receive significantly less traffic.

AI Summary

The Buy Box is the most valuable real estate on a marketplace product page – winning it can be the difference between capturing 80%+ of sales or almost none.

Why it matters

On Amazon, studies consistently show that the Buy Box winner captures 82-90% of all purchases on that product page. On bol.com, the Buy Box equivalent works similarly. For merchants selling products that also appear from other sellers, Buy Box share is often the most important operational metric after feed quality.

Example

Three sellers offer the same USB-C charger on Amazon.de: Seller A at EUR 12.99, Seller B at EUR 13.49, and Seller C at EUR 14.00. Seller A, who also has the best seller metrics and uses FBA, wins the Buy Box. Sellers B and C receive fewer than 10% of purchases combined despite being on the same page.

Common mistakes

Assuming lowest price always wins the Buy Box – seller metrics and fulfilment method also matter
Ignoring Order Defect Rate and Late Shipment Rate, which affect Buy Box eligibility
Not monitoring Buy Box share – losing it is often the first sign of a metrics problem

Best practices

Monitor your Buy Box percentage in Seller Central weekly
Use FBA or Seller Fulfilled Prime to improve Buy Box eligibility
Set competitive pricing rules but define price floors to protect margin

ASIN, Marketplace, Seller Metrics, FBA, Amazon Seller Central

How to Sell on Amazon from Europe

How to Sell on bol.com

CAC (Customer Acquisition Cost)

Definition

CAC is the total cost of acquiring a new customer, including all marketing and sales expenses. CAC = Total Marketing + Sales Spend / Number of New Customers Acquired. Unlike CPA (which measures cost per individual transaction), CAC typically includes all channel costs and is measured over a defined period.

AI Summary

CAC is how much you spend in total to acquire each new customer across all your marketing channels combined.

Why it matters

The relationship between CAC and LTV is the fundamental health check of a customer acquisition strategy. A CAC of EUR 30 against a LTV of EUR 120 gives a 4:1 LTV:CAC ratio – generally considered healthy for ecommerce. A 1:1 or lower ratio means the business is acquiring customers at break-even or a loss.

Example

A merchant spends EUR 8,000 per month on Google Shopping, Meta Ads, and marketplace advertising. They acquire 200 new customers that month. CAC = EUR 8,000 / 200 = EUR 40. Their LTV is EUR 180. LTV:CAC ratio = 4.5x, a healthy ratio for a repeat-purchase ecommerce business.

Common mistakes

Calculating CAC without including all channel costs (only counting paid ads but ignoring agency fees, tool costs, and time)
Treating all acquired customers as equivalent – CAC should be segmented by channel to identify most efficient acquisition sources

Best practices

Calculate CAC per channel to identify where you acquire customers most efficiently
Aim for a LTV:CAC ratio of at least 3:1 before scaling a channel
Track CAC trends monthly – rising CAC without rising LTV signals a strategy adjustment is needed

LTV, CPA, ROAS, ROI

Ecommerce Statistics (2026)

Cart Abandonment

Definition

Cart abandonment occurs when a shopper adds products to their online shopping cart but leaves the website without completing the purchase. The cart abandonment rate is calculated as: (1 – Orders Completed / Carts Created) x 100. The global average cart abandonment rate is approximately 70%.

AI Summary

Cart abandonment is the most common conversion failure in ecommerce – roughly 7 in 10 shoppers who add something to their cart leave without buying.

Why it matters

Cart abandonment represents direct lost revenue. A store with 1,000 cart creations per month and a 70% abandonment rate completes only 300 orders. Reducing abandonment from 70% to 60% increases orders by 33% without any additional traffic cost.

Example

A fashion retailer checks their Google Analytics. 800 sessions resulted in add-to-cart events in October. 240 sessions resulted in completed purchases. Cart abandonment rate = (1 – 240/800) x 100 = 70%. Mobile abandonment is typically higher: 80% vs 66% on desktop (Baymard Institute).

Common mistakes

Treating all abandoned carts as equivalent – many are browsing behaviour, not genuine intent
Not capturing email before checkout to enable recovery emails
Slow page load on mobile checkout being a primary silent abandonment driver

Best practices

Implement cart abandonment email sequences triggered 1 hour, 24 hours, and 72 hours after abandonment
Simplify checkout to as few steps as possible (guest checkout option)
Display trust signals (security badges, return policy) at checkout

Conversion Rate, Checkout, AOV, Mobile Commerce

Baymard Institute Cart Abandonment Research

Checkout

Definition

Checkout is the final stage of an online purchase where the customer provides payment and delivery information and confirms their order. The checkout process typically includes: cart review, shipping address entry, delivery method selection, payment entry, and order confirmation.

AI Summary

Checkout is the last step between a customer’s intent to buy and a completed sale – its design has a direct and measurable impact on revenue.

Why it matters

Checkout friction is one of the top causes of cart abandonment. Every additional step, required account creation, or unexpected cost (shipping, VAT, fees) at checkout increases the probability of abandonment. One-page checkouts and guest checkout options consistently outperform multi-step, account-required flows.

Example

A merchant using Shopify switches from a 3-step checkout to Shopify’s one-page checkout and enables Shop Pay (accelerated checkout). Over 60 days, checkout completion rate increases from 68% to 74% – a 9% improvement that directly increases revenue per 100 visitors.

Common mistakes

Requiring account creation before checkout (major abandonment driver)
Showing unexpected shipping costs or taxes only at the final checkout step
Not optimising for mobile checkout (80% of mobile users abandon carts vs 66% on desktop)

Best practices

Enable guest checkout
Show total cost (including shipping and taxes) as early as possible
Offer digital wallet options (iDEAL for NL, Bancontact for BE, Klarna for Nordic)

Cart Abandonment, Conversion Rate, Payment Methods, AOV

Ecommerce Statistics (2026)

Click-Through Rate (CTR)

Definition

Click-Through Rate is the percentage of people who click on a link or ad after seeing it. CTR = (Clicks / Impressions) x 100. In ecommerce, CTR is measured for Google Shopping ads, email campaigns, product listings, and organic search results.

AI Summary

CTR measures how compelling your ad, listing, or link is – what percentage of people who see it are motivated to click.

Why it matters

A low CTR on Google Shopping means your product listing is being shown but not clicked – costing you impression budget without generating traffic. On a 0.86% average Shopping CTR, improving to 1.2% on a high-impression SKU can double the traffic to your product page without increasing your bid.

Example

A merchant’s Google Shopping campaign shows a jacket 10,000 times in one month. 86 people click on it. CTR = 86 / 10,000 = 0.86% (exactly the global average). The competitor’s identical jacket from another seller gets 1.4% CTR because they have better product images and a more specific title including the colour and size range.

Common mistakes

Optimising CTR in isolation without tracking conversion rate (high CTR + low CVR = wasted budget)
Using the same product title for Google Shopping and bol.com – each channel has different optimal title structure
Not A/B testing images, which are the primary CTR driver in Shopping ads

Best practices

Include the most specific product attributes in your title (brand, type, key features, colour, size)
Use high-quality images on white backgrounds with the product filling 70%+ of the frame
Benchmark your CTR against Google Shopping’s average (0.86%) and set channel-specific targets

CPC, CPA, ROAS, Conversion Rate, Product Feed

Google Shopping Statistics 2026

Comparison Shopping Engine (CSE)

Definition

A Comparison Shopping Engine is a platform that aggregates product listings from multiple merchants, allowing consumers to compare prices, features, and availability across sellers. Examples include Idealo (Germany), Beslist.nl (Netherlands), Tweakers (Netherlands, tech products), and Prisjakt (Scandinavia). Merchants submit product feeds to CSEs to have their listings appear.

AI Summary

A Comparison Shopping Engine is a platform where shoppers compare products from multiple stores side by side – merchants submit product feeds to appear in the comparison results.

Why it matters

CSEs are particularly important in European markets where price-conscious shoppers actively compare before buying. Idealo is among Germany’s largest comparison platforms; Beslist.nl is a leading comparison and marketplace hybrid in the Netherlands. Appearing on CSEs captures high-intent buyers who are already deciding between options – they just need to see your price and store rating.

Example

A Dutch consumer searches for a specific coffee machine on Beslist.nl. Beslist shows results from 12 merchants, sorted by price and delivery speed. A merchant who submits their product feed to Beslist via Koongo’s Feed Manager appears in position 3 with a EUR 189 price and next-day delivery, generating 45 clicks in one week at no per-click cost.

Common mistakes

Listing on CSEs without monitoring their price against competitors (CSEs make price competition highly visible)
Submitting outdated feeds to CSEs (price and stock must be accurate or customers arrive at incorrect information)

Best practices

Update CSE feeds at least twice daily for price-sensitive categories
Monitor your price rank on CSEs for top-selling products
Include full product titles, accurate GTINs, and high-quality images for better CSE placement

Product Feed, CSV Feed, Beslist, Idealo, Marketplace

Selling on Beslist.nl

Conversion Rate (CVR)

Definition

Conversion rate is the percentage of visitors or clicks that result in a desired action – typically a purchase. Ecommerce CVR = (Number of Purchases / Number of Sessions or Clicks) x 100. The global average ecommerce conversion rate is approximately 1.6-2.0%, varying significantly by traffic source, device, and product category.

AI Summary

Conversion rate measures how effectively your store or product page turns visitors into buyers. Improving conversion rate is the highest-leverage activity in ecommerce because it multiplies the value of all your traffic.

Why it matters

A 1% improvement in conversion rate on 10,000 monthly sessions generates 100 additional orders without any additional traffic cost. If your average order value is EUR 60, that is EUR 6,000 in incremental monthly revenue – with no increase in ad spend.

Example

A merchant receives 5,000 sessions from Google Shopping in March. 97 orders are placed. CVR = 97/5,000 = 1.94%. The industry benchmark for Google Shopping conversion rate is 1.91% (OwlClaw 2026). Search ads convert at 3.17% on average because searchers are further along in their purchase journey.

Common mistakes

Comparing conversion rates across different traffic sources without segmenting (organic vs paid vs marketplace traffic convert at very different rates)
Optimising mobile CVR independently of mobile page speed (most mobile abandonment is speed-driven)
Not tracking micro-conversions (add to cart, product page views) to identify where the funnel breaks

Best practices

Segment CVR by device, channel, and product category to identify the highest-opportunity improvements
Reduce page load time to under 2 seconds on mobile
A/B test product page elements: hero image, price display, CTA button text and colour

CTR, ROAS, AOV, Cart Abandonment

Google Shopping Statistics 2026

CPA (Cost Per Acquisition)

Definition

CPA is the total cost of acquiring one paying customer through a specific channel or campaign. CPA = Total Advertising Spend / Number of Conversions. Also called cost per conversion or cost per order, CPA is the primary metric for evaluating whether a paid channel is profitable at the campaign level.

AI Summary

CPA tells you exactly how much you are spending to get one customer. If your CPA exceeds your gross margin per order, the channel is unprofitable.

Why it matters

A Google Shopping campaign with a USD 23.74 average CPA (Triple Whale 2025 median) is only profitable if your gross margin per order exceeds USD 23.74. For a EUR 60 order with 35% gross margin (EUR 21), a CPA of EUR 23 makes the campaign loss-making. Tracking CPA per campaign and per category is essential for budget allocation.

Example

A merchant spends EUR 450 on Google Shopping in October and receives 23 orders. CPA = EUR 450 / 23 = EUR 19.57. Their gross margin per order is EUR 22. The campaign is profitable by EUR 2.43 per acquisition. If they add a Performance Max campaign and CPA rises to EUR 25, the campaign becomes loss-making.

Common mistakes

Not segmenting CPA by product category – high-margin and low-margin products should have different CPA targets
Using the same CPA target for brand and non-brand campaigns (brand searches always convert at lower CPA)
Optimising CPA without factoring in LTV (a high-CPA customer who buys 5 times may be more valuable than a low-CPA one-time buyer)

Best practices

Set CPA targets based on gross margin per order, not revenue
Use Target CPA smart bidding with at least 30 conversions of history
Review CPA by device to identify if mobile is dragging efficiency down

CPC, ROAS, ROI, LTV, Conversion Rate

Google Shopping Statistics 2026

CPC (Cost Per Click)

Definition

CPC is the amount an advertiser pays each time a user clicks on their ad. CPC = Total Ad Spend / Number of Clicks. In Google Shopping, CPC is determined by auction dynamics: your maximum bid, Quality Score, and competitor bids.

AI Summary

CPC is what you pay every time someone clicks your ad. Lower CPC means more clicks for the same budget – but only if conversion rate and quality remain constant.

Why it matters

Google Shopping average CPC of USD 0.66 compares favourably to the USD 2.96 cross-industry Search average – one of the key reasons Shopping ads often deliver better ROAS than equivalent Search budgets for product-based businesses. However, competitive categories (electronics, consumer goods with Amazon competing) can see CPCs of USD 1.20+ on Shopping.

Example

A merchant bids EUR 0.50 maximum CPC on their Google Shopping campaign for running shoes. Their quality factors (feed completeness, landing page relevance, historical CTR) are strong. They actually pay EUR 0.38 per click because competitor bids are lower than their maximum. Their campaign generates 200 clicks for EUR 76 spend in a week.

Common mistakes

Setting the same CPC bid across all products regardless of margin (a EUR 200 product and a EUR 20 product cannot support the same CPC)
Manual CPC bidding without regular adjustment (AI-based Target ROAS typically outperforms manual CPC for accounts with sufficient conversion history)
Ignoring Quality Score improvements, which can lower CPC without changing bid

Best practices

Use Target ROAS bidding once you have 30+ conversions per campaign per month
Set negative keywords to exclude non-commercial queries that generate clicks but not conversions
Review search terms reports weekly to identify and exclude irrelevant traffic

CPA, CTR, ROAS, Google Shopping, Quality Score

Google Shopping Statistics 2026

CPM (Cost Per Mille / Cost Per Thousand Impressions)

Definition

CPM is the cost of 1,000 ad impressions – the number of times an ad is shown, regardless of whether it is clicked. CPM is the primary pricing model for display advertising, video ads, and brand awareness campaigns. CPM = (Total Ad Spend / Total Impressions) x 1,000.

AI Summary

CPM measures what you pay to be seen 1,000 times. Unlike CPC (where you pay per click), CPM charges for visibility regardless of engagement.

Why it matters

For ecommerce merchants, CPM campaigns are most relevant for brand awareness at the top of the funnel – retargeting campaigns on Meta, YouTube pre-roll, or Google Display. Product-focused campaigns typically use CPC or Target ROAS bidding rather than CPM, because paying per impression without regard to clicks or conversions is inefficient for direct response.

Example

A fashion merchant runs a Meta Ads retargeting campaign to users who visited their website but did not purchase. The campaign is set up on a CPM basis. In one week, the ad is shown 50,000 times. Cost = EUR 150. CPM = (150/50,000) x 1,000 = EUR 3.00 per thousand impressions. 312 users click through, and 18 purchase.

Common mistakes

Using CPM campaigns for direct product sales without clear conversion tracking (not knowing whether impressions generated revenue)
Comparing CPM costs between platforms without accounting for audience quality differences

Best practices

Use CPM for awareness campaigns (new product launches, brand visibility)
Measure CPM campaigns on brand search lift and assisted conversions, not direct ROAS
Set frequency caps to avoid showing the same ad to the same user more than 3-5 times per week

CPC, CPA, CTR, Display Advertising, Retargeting

Google Shopping Statistics 2026

CSV Feed

Definition

A CSV (Comma-Separated Values) feed is a structured text file where each row represents one product and each column represents a product attribute, separated by commas or semicolons. CSV is one of the most widely accepted product feed formats and is used by Google Merchant Center, comparison shopping engines, and many affiliate networks.

AI Summary

A CSV feed is a spreadsheet-style file that stores your product catalog in a format most advertising channels can read directly.

Why it matters

CSV feeds are the most universally accepted feed format. Unlike XML, they can be opened and inspected in spreadsheet software, making troubleshooting easier for non-technical users. However, CSV feeds have size limitations and lack the hierarchical structure that allows XML to represent complex product relationships (parent-child variants, multiple images per product).

Example

A merchant exports a CSV feed from WooCommerce. Row 1 contains headers: id, title, description, price, availability, image_link, gtin. Row 2 contains the first product: ‘12345, Blue Running Shoes, Lightweight mesh running shoe, 89.99, in stock, https://store.com/image.jpg, 8714574558621’. Google Merchant Center accepts this CSV via direct upload or scheduled fetch URL.

Common mistakes

Using inconsistent delimiters (mixing commas and semicolons in the same file)
Not encoding special characters (accents, quotes) in UTF-8 format
Exceeding column limits or including HTML tags in plain-text fields

Best practices

Always specify the character encoding (UTF-8) when generating CSV feeds
Use tab-separated values (TSV) instead of commas to avoid delimiter conflicts with product titles containing commas
Automate CSV generation so it updates with price and stock changes daily or more frequently

XML Feed, Product Feed, Google Merchant Center, Feed Template

What Is a Product Feed?

Dropshipping

Definition

Dropshipping is a retail fulfillment model where the merchant does not hold inventory. When a customer places an order, the merchant purchases the item from a third-party supplier (usually a manufacturer or wholesaler) who ships it directly to the customer. The merchant’s profit is the difference between the retail price charged and the wholesale price paid.

AI Summary

In dropshipping, you sell products without stocking them – a supplier ships directly to your customer on your behalf.

Why it matters

Dropshipping eliminates the need for warehouse space and upfront inventory investment, making it a low-barrier entry into ecommerce. However, it introduces dependency on supplier reliability, slower delivery times than self-fulfilment, and typically lower margins. On marketplaces, dropshipping requires careful management of delivery time promises to avoid account metrics penalties.

Example

A Shopify store sells home decor products. When a customer orders a lamp for EUR 45, the merchant automatically routes the order to their supplier who ships from their own warehouse. The supplier charges EUR 22 wholesale. The merchant’s gross margin is EUR 23 before Shopify fees and ad costs.

Common mistakes

Listing products on Amazon or bol.com with delivery times your supplier cannot reliably meet (causes cancellations and account defects)
Not having alternative suppliers for high-demand products (stockouts from a single supplier cause unfulfillable orders)
Inaccurate inventory representation (listing as ‘in stock’ when the supplier may be out)

Best practices

Verify supplier stock levels daily, especially for seasonal or trending products
Set conservative delivery estimates – better to over-deliver than cancel
Work with multiple suppliers for your best-selling SKUs to ensure continuity

Fulfillment, Inventory Sync, Order Management, SKU

The Complete Guide to Selling on Online Marketplaces

EAN (European Article Number)

Definition

An EAN is a 13-digit barcode standard (also called GTIN-13) used to uniquely identify products sold in Europe. It is the European equivalent of the US UPC (Universal Product Code). EANs are assigned by GS1, the global standards organisation. Every physical product sold in European retail must have a registered EAN.

AI Summary

An EAN is the barcode number on the back of almost every product sold in Europe – a globally unique identifier that connects your product to databases, marketplaces, and retail systems.

Why it matters

EANs are mandatory for listing on virtually every European marketplace: bol.com, Amazon.de, Zalando, and Kaufland all require a valid GS1-registered EAN per SKU. Without a valid EAN, listings are rejected. EANs also connect your product to price comparison databases and Google Shopping’s product matching.

Example

A merchant registers a batch of EANs from GS1 Netherlands for a new product line. Each product variant (size S, M, L in black and white) receives its own unique EAN. When listing on bol.com, each variant is submitted with its EAN. bol.com validates the EAN against the GS1 database and approves the listings.

Common mistakes

Purchasing ‘fake’ EANs from eBay or unauthorised resellers (not registered in GS1 databases; rejected by Google, Amazon, and bol.com)
Reusing the same EAN across different product variants (each unique variant needs its own EAN)
Not applying for a GTIN exemption when selling genuine custom or handmade products without GTINs

Best practices

Register EANs directly through GS1 in your country (GS1.nl for Netherlands, GS1.be for Belgium)
Apply for GTIN exemptions for private label or custom products that genuinely have no barcode
Store your EAN list centrally so it can be included in all product feeds automatically

GTIN, UPC, ASIN, Product Feed, SKU

How to Sell on bol.com

ERP (Enterprise Resource Planning)

Definition

An ERP is a software system that integrates and manages core business processes including inventory, order management, purchasing, finance, and sometimes CRM within a single platform. Common ERPs used by ecommerce businesses include SAP, Microsoft Dynamics, Odoo, and NetSuite.

AI Summary

An ERP is the operational backbone of a business – it connects financial, inventory, order, and supplier data in one system.

Why it matters

For growing ecommerce merchants, ERP integration is critical when the volume and complexity of orders and inventory exceeds what can be managed manually or in separate tools. When a Shopify store, five marketplaces, and a wholesale operation all share the same inventory pool, an ERP ensures stock, pricing, and order data remain consistent across every channel.

Example

A mid-size apparel merchant uses Odoo ERP to manage their warehouse. When a bol.com order is received via Koongo’s integration, it flows from bol.com into Shopify (via order sync) and then into Odoo (via ERP integration) for warehouse picking. Stock levels update automatically across all systems.

Common mistakes

Attempting ERP integration without a dedicated technical resource – ERP connectors are complex and require ongoing maintenance
Treating ERP as the single source of truth while also allowing marketplace platforms to modify inventory (creates conflicts)
Implementing ERP integration before product data, channel structure, and order workflows are fully defined

Best practices

Define data flow direction clearly: typically ERP as master for inventory/orders, ecommerce platform as master for product data
Use middleware or integration platforms (like Koongo) that support ERP as a data source
Phase ERP integration: start with order import, then inventory sync, then financial reconciliation

OMS, PIM, Inventory Sync, API

Best Marketplace Integration Software (2026)

FBA (Fulfilled by Amazon)

Definition

FBA is Amazon’s fulfillment service where sellers send inventory to Amazon warehouses and Amazon handles all picking, packing, shipping, and returns for orders placed through their listings. FBA-enrolled sellers receive the Prime badge, fast delivery promises, and improved Buy Box eligibility in exchange for per-unit fulfillment fees and monthly storage fees.

AI Summary

FBA means you ship your inventory to Amazon’s warehouse and Amazon delivers it to customers on your behalf, handling the entire fulfillment and customer service process.

Why it matters

FBA dramatically improves Buy Box eligibility and conversion rates on Amazon. Prime-badged listings consistently convert 2-3x better than Fulfilled by Merchant equivalents in the same category. However, FBA costs (fulfillment fees + storage + return fees) must be modelled carefully per SKU to ensure positive margin.

Example

A merchant sends 200 units of a kitchen gadget to Amazon’s fulfilment centre in Mönchengladbach. When orders are placed, Amazon ships them with Prime delivery (next-day in most of Germany). The merchant pays EUR 3.10 per unit in FBA fees. Their selling price is EUR 32.99, leaving EUR 29.89 after the referral fee and EUR 26.79 after FBA – still profitable if COGS is under EUR 18.

Common mistakes

Sending slow-moving inventory to FBA without accounting for long-term storage fees (EUR 6.90+ per cubic metre after 365 days)
Triggering VAT registration in EU countries by storing inventory via Pan-European FBA without planning VAT compliance
Not modelling total FBA cost (referral + fulfillment + storage + returns) before deciding which products to enroll

Best practices

Use Amazon’s FBA calculator to model total cost per SKU before enrolling
Set reorder points to avoid stockouts at the FBA warehouse, which remove Prime eligibility
Consider FBM (Fulfilled by Merchant) for slow-moving or oversized products to avoid storage fees

Buy Box, Amazon, Order Sync, Inventory Sync, Fulfillment

How to Sell on Amazon from Europe

Feed Template

Definition

A feed template is a pre-built configuration that defines the field mapping, format, and structure required to submit a product feed to a specific channel. Feed management platforms like Koongo offer 500+ ready-to-use templates covering channels including Google Shopping, Meta Ads, bol.com, Zalando, Kaufland, and Idealo.

AI Summary

A feed template is a pre-configured blueprint for a specific sales channel – it tells the feed management system how to format your product data for that channel’s exact requirements.

Why it matters

Each channel has unique attribute requirements, formatting rules, and category taxonomies. Google Shopping requires ‘gtin’, ‘brand’, and ‘price’; Zalando requires ‘Farbe’ (colour in German), ‘material_composition’, and ‘care_instructions’. Building these mappings from scratch for every channel is time-consuming and error-prone. Templates pre-configure the most common requirements, leaving only product-specific customisation.

Example

A merchant wants to list products on Beslist.nl. Instead of manually researching Beslist’s attribute requirements and building a feed from scratch, they select Koongo’s Beslist.nl template. The template pre-maps their store fields to Beslist’s required format. They only need to verify category mapping and any custom attributes.

Common mistakes

Using a template without reviewing channel-specific requirements that may have changed since the template was last updated
Assuming templates handle all required attributes without reviewing channel documentation for mandatory vs recommended fields
Not creating custom attribute mappings on top of templates for channel-specific optimisation

Best practices

Start with the template, then extend it with custom rules for attributes important for your specific product category
Review template update logs when a channel updates its feed specification
Test templates with a small product subset before applying to your full catalog

Product Feed, Attribute Mapping, Feed Manager, CSV Feed, XML Feed

Product Feed Management Guide

Fulfillment

Definition

Fulfillment is the process of receiving, processing, picking, packing, and shipping orders to customers. In ecommerce, fulfillment can be handled by the merchant directly (self-fulfillment or FBM – Fulfilled by Merchant), by a marketplace (FBA – Fulfilled by Amazon, LvB – Logistics via bol), or by a third-party logistics provider (3PL).

AI Summary

Fulfillment covers everything that happens between a customer clicking ‘Buy’ and the parcel arriving at their door.

Why it matters

Fulfillment speed and reliability are among the most important factors in marketplace ranking and Buy Box eligibility. Amazon’s Prime badge requires same-day or next-day shipping from enrolled sellers. bol.com’s NPS scoring system penalises late shipments and inaccurate delivery estimates. For most European marketplaces, declared delivery times must be met in at least 95% of orders.

Example

A merchant sells on Amazon.de via FBA: they send 200 units to an Amazon fulfillment center in Germany. When a customer orders, Amazon picks, packs, and ships from their warehouse – achieving next-day delivery. The merchant avoids warehouse costs but pays FBA fees of EUR 2.80-4.50 per unit depending on size. Their competitor uses FBM and ships from a personal warehouse with 3-5 day delivery, losing the Buy Box despite a lower price.

Common mistakes

Promising 1-2 day delivery on FBM listings without the warehouse capability to consistently meet it
Underestimating return processing costs and time when calculating fulfillment economics
Using FBA without modelling the total cost including inbound shipping, storage, and return fees

Best practices

Model fulfillment cost per SKU before selecting FBA vs FBM vs 3PL
Set conservative delivery estimates and consistently beat them rather than promising fast delivery and missing it
For seasonal products, plan FBA inventory send-in timing to avoid both stockouts and long-term storage fees

FBA, Order Sync, Inventory Sync, Dropshipping, 3PL

Why Your Products Keep Going Out of Stock on Marketplaces

GMV (Gross Merchandise Value)

Definition

GMV is the total value of all goods sold through a marketplace or platform over a given period, before deducting returns, fees, and seller payouts. GMV is the standard metric for comparing marketplace scale – it represents the total transaction value flowing through the platform, regardless of what portion the platform retains as revenue.

AI Summary

GMV is the total value of everything sold through a platform. It is the top-level measure of a marketplace’s commercial scale.

Why it matters

GMV gives context to marketplace statistics. Amazon’s USD 830 billion GMV in 2025 vs Zalando’s EUR 17.6 billion GMV are not comparable on the same scale, but each reflects the transaction volume that merchants can tap into on those platforms. GMV is also important for your own business planning: your GMV represents total sales before marketplace commissions, whereas revenue is what you retain after fees.

Example

Allegro’s Polish marketplace GMV in 2025 was approximately PLN 66-70 billion (approximately EUR 15-16 billion). Of this, Allegro retains a 12.26% take rate as revenue, while sellers receive the remainder minus fulfillment and advertising costs. A merchant selling EUR 500,000 per year on Allegro contributes EUR 500,000 to Allegro’s GMV.

Common mistakes

Confusing GMV with revenue – marketplace GMV includes all seller transactions, not just the platform’s cut
Using GMV to compare platforms without normalising for return rates (Zalando’s post-return GMV is significantly different from its pre-return GMV)

Best practices

Track your own GMV across marketplaces alongside net revenue after fees to understand true profitability
When evaluating marketplace opportunities, look at category-specific GMV growth rather than total platform GMV

Marketplace, Revenue, Take Rate, Amazon, Zalando, Allegro

Marketplace Statistics 2026

Google Merchant Center (GMC)

Definition

Google Merchant Center is Google’s free platform where merchants upload and manage product information that powers Google Shopping ads, free product listings, Local Inventory Ads, and product appearances in Google Search, Images, and Maps. GMC is required for any merchant wanting their products to appear in Shopping formats on Google.

AI Summary

Google Merchant Center is the control centre for your products on Google – it is where your product feed lives and what determines whether and how your products appear in Google Shopping.

Why it matters

Without a Google Merchant Center account with correctly submitted products, your products cannot appear in Google Shopping ads or free listings. Feed quality within GMC directly determines your Shopping ad visibility: disapproved products do not show, and poorly optimised products receive fewer impressions than competitors with better feeds.

Example

A WooCommerce store installs a product feed plugin and submits a feed URL to Google Merchant Center. GMC validates the feed, approves 89% of products, and flags 11% with errors (missing GTINs, price mismatches). The merchant fixes the errors using Koongo’s Rules Editor, resubmits, and achieves 98% approval. All approved products now show in Google Shopping for relevant searches.

Common mistakes

Submitting a feed once and never updating it – feeds must reflect current prices and stock (ideally updated every 5-60 minutes)
Ignoring GMC diagnostics – disapproved products are invisible in Shopping but still generate billing for any approved products in the same campaign
Not verifying and claiming your website URL in GMC (required before products can appear)

Best practices

Set up automated feed submission via scheduled fetch URL rather than manual uploads
Review GMC Diagnostics weekly and resolve disapprovals systematically
Enable automatic item updates to let Google correct minor price and availability discrepancies from your website

Google Shopping, Product Feed, Feed Template, GTIN

How to Set Up a Google Shopping Feed

Google Shopping Statistics 2026

Google Shopping

Definition

Google Shopping is a Google service that allows consumers to search for, compare, and purchase products from online retailers. It appears as a tab in Google Search and as product listing ads (PLAs) in standard search results. Merchants submit products via Google Merchant Center to appear in both free listings and paid Shopping ads.

AI Summary

Google Shopping is the visual product search engine within Google – where product images, prices, and store names appear when someone searches for something to buy.

Why it matters

Google Shopping drives 76% of all retail search ad spend and 85% of all clicks on retail Google campaigns. For most ecommerce merchants, Google Shopping is the single highest-return paid advertising channel available. It reaches buyers at the exact moment of product search intent, showing them product images, prices, and ratings before they click.

Example

A consumer searches ‘men’s running shoes size 44’ on Google. Above the organic results, a row of product images appears showing 8 running shoes from different merchants with prices ranging from EUR 45 to EUR 129. Each image links directly to the product page. This is Google Shopping. The merchant whose shoe appears at position 1 is running a well-optimised Shopping campaign via Google Merchant Center.

Common mistakes

Sending your entire product catalog to Google Shopping without filtering (low-margin or out-of-stock products waste budget)
Not optimising product titles for Shopping (the title is the primary search matching signal)
Running a single Shopping campaign for all products instead of segmenting by category and margin

Best practices

Segment campaigns by product category and margin tier with separate ROAS targets
Include key attributes in product titles: brand, product type, colour, size, material
Use feed management software to keep prices and stock updated at least every 60 minutes – ideally every 5-15 minutes

Google Merchant Center, CPC, CTR, ROAS, Product Feed, Performance Max

Google Shopping Statistics 2026

7 Mistakes That Destroy Your Google Shopping Performance

GTIN (Global Trade Item Number)

Definition

A GTIN is an internationally standardised product identifier assigned by GS1. GTINs identify products uniquely across the global supply chain and retail ecosystem. The most common GTIN formats in European ecommerce are: GTIN-13 (EAN-13, the standard European barcode), GTIN-8 (EAN-8, for small products), and GTIN-12 (UPC, primarily used in North America).

AI Summary

A GTIN is the globally standardised product code that uniquely identifies a specific product version – it is the foundation of all product identification in global trade and ecommerce.

Why it matters

GTINs are mandatory for listing on Google Shopping, Amazon, bol.com, Zalando, Kaufland, and virtually every other marketplace or advertising channel. Listings submitted without valid GTINs are rejected or excluded from Shopping auctions. GTINs also enable price comparison across retailers, which affects Buy Box eligibility on Amazon and visibility in comparison engines.

Example

A merchant selling Lego sets on Amazon.de and Google Shopping submits each product with its GTIN-13 (EAN) from the Lego packaging. The GTIN ‘5702016668919’ corresponds to a specific Lego set. Amazon matches this GTIN to its existing ASIN, Google Shopping uses it to match the product to price comparison data, and bol.com validates it against GS1’s database.

Common mistakes

Purchasing GTINs from eBay sellers rather than GS1 directly (these are recycled or invalid GTINs rejected by Google and marketplaces)
Not applying for a GTIN exemption when selling custom or private-label products that genuinely have no GS1 barcode
Using the same GTIN for multiple product variants (each variant – each colour, size, or pack size – requires its own GTIN)

Best practices

Register GTINs directly through GS1 in your country
Request GTIN exemptions for eligible categories (custom products, vintage items) through Google Merchant Center and Amazon Seller Central
Include GTINs in your product feed for every applicable SKU – they are among the highest-impact feed quality signals

EAN, UPC, ASIN, Product Feed, Google Merchant Center

What Is a Product Feed?

Headless Commerce

Definition

Headless commerce is an ecommerce architecture where the frontend (what the customer sees) is decoupled from the backend (where commerce logic, product data, and transactions are processed). The two layers communicate via APIs, allowing brands to build custom frontend experiences while using a specialised commerce backend.

AI Summary

Headless commerce separates the storefront design from the commerce engine, connecting them via API – giving brands full creative control without being constrained by a single platform’s theme system.

Why it matters

Headless architecture enables faster, more flexible storefronts and allows brands to deliver the same product catalog and commerce logic across multiple frontends simultaneously (web, mobile app, in-store kiosk, voice). For larger ecommerce brands, headless unlocks performance improvements and creative freedom that traditional platforms cannot match.

Example

A fashion brand uses Shopify as their commerce backend (handling products, orders, and payments) but builds a custom React frontend that loads significantly faster than any Shopify theme. Product data is fetched via Shopify’s Storefront API. The brand also connects the same Shopify backend to a mobile app via the same API.

Common mistakes

Choosing headless for small stores – the development complexity and cost are only justified at significant scale or with specific creative requirements
Underestimating the ongoing development cost of maintaining a custom frontend vs a managed theme

Best practices

Evaluate headless only when platform constraints are actively limiting conversion rate or brand experience
Use a composable commerce approach with proven API-first platforms (Shopify, BigCommerce, Commercetools)

API, ecommerce Platform, PIM

How Marketplace Integrations Work

Inventory Sync

Definition

Inventory sync is the automated process of updating stock levels across all connected sales channels – your own store, marketplaces, and advertising platforms – whenever a sale occurs on any channel. When a product sells on bol.com, an accurate inventory sync immediately reduces the available quantity shown on Amazon, Kaufland, and your own webshop to prevent overselling.

AI Summary

Inventory sync keeps your stock levels accurate everywhere you sell, in real time – so you never accidentally sell a product on two channels when only one unit remains.

Why it matters

Without inventory sync, every channel shows the same stock level regardless of sales happening elsewhere. A merchant with 1 unit in stock who sells on three channels can receive three orders simultaneously. Two will be unfulfillable, resulting in order cancellations, account defects, and unhappy customers. At 50+ orders per day across multiple channels, overselling without sync is effectively certain.

Example

A merchant has 3 units of a jacket in stock, listed on WooCommerce, Amazon.de, and bol.com. A customer buys 1 on WooCommerce at 14:00. With 5-minute inventory sync: by 14:05, Amazon and bol.com show 2 units available. At 14:20, a customer buys 1 on Amazon. By 14:25, bol.com shows 1 unit. When the last unit sells on bol.com, all three channels automatically show 0 stock.

Common mistakes

Running inventory sync at 60-minute intervals when processing 30+ orders per day (too slow; creates oversell windows)
Not setting buffer stock rules (show 1-2 fewer units than actual stock to absorb sync delay for fast-moving products)
Thinking product feed updates and inventory sync are the same thing – feed updates are scheduled file deliveries; inventory sync requires an API connection

Best practices

Set inventory sync frequency to 5 or 15 minutes for any channel where you sell more than 10 units per day
Apply buffer stock rules of 1-2 units for products with fewer than 10 units in stock
Auto-deactivate listings at 0 units to prevent orders on stock you cannot fulfill

API, Order Sync, Marketplace Integration, Overselling, Product Feed

Why Your Products Keep Going Out of Stock on Marketplaces

Best Marketplace Integration Software (2026)

LTV / CLV (Lifetime Value / Customer Lifetime Value)

Definition

LTV is the total revenue a business can expect from a single customer account over the entire duration of the relationship. CLV = Average Order Value x Purchase Frequency x Customer Lifespan. Understanding LTV changes how you evaluate acquisition costs: a customer with EUR 600 LTV can support a much higher CPA than one who buys once.

AI Summary

LTV is how much a customer is worth to you over their entire relationship with your brand – not just from their first order.

Why it matters

LTV justifies higher customer acquisition costs for channels and product categories with strong repeat purchase behaviour. A beauty merchant with EUR 30 AOV and 8 purchases per year has an LTV of EUR 240 per customer. They can afford a EUR 40 CPA on the first order because the long-term value is 6x the acquisition cost.

Example

A WooCommerce health supplements store analyses their customer data. Average first order is EUR 55. Customers who purchase twice within 90 days have a 60% chance of becoming regular buyers. Regular buyers average 6 orders per year for 2.5 years. LTV = EUR 55 x 6 x 2.5 = EUR 825. This LTV justifies a first-order CPA of up to EUR 80, making channels that seem unprofitable on first-order ROAS actually profitable on a full lifecycle basis.

Common mistakes

Making CPA decisions based on first-order profit only, ignoring repeat purchase rate
Not segmenting LTV by acquisition channel (marketplace customers may have lower LTV than direct store customers who can be retargeted via email)

Best practices

Calculate LTV separately by acquisition channel, product category, and first order type
Use LTV to set maximum CPA thresholds for different customer segments
Track 90-day repurchase rate as a leading indicator of LTV

CAC, AOV, CPA, Conversion Rate, Retention

Ecommerce Statistics (2026)

Marketplace

Definition

An online marketplace is a platform where multiple independent sellers list and sell products to the platform’s existing customer base. The marketplace handles customer acquisition, payment processing, and often logistics. Sellers pay a commission on each sale. Major European marketplaces include Amazon, bol.com, Zalando, Kaufland, eBay, and Allegro.

AI Summary

A marketplace is an online platform where you sell alongside other merchants to an existing audience – like a digital shopping mall where millions of customers already browse.

Why it matters

Marketplaces give merchants immediate access to large, purchase-ready audiences without the cost of building their own traffic. Amazon has 310+ million active customer accounts globally; bol.com has 13+ million in the Netherlands and Belgium. These audiences would take years and significant investment to build independently.

Example

A Dutch home decor brand sells through its own WooCommerce store and on bol.com. Their own store generates 400 orders per month from SEO and paid traffic. Their bol.com listing generates an additional 280 orders per month with no marketing spend – just marketplace visibility. The combined 680 monthly orders would not be achievable from their own store at current marketing spend levels.

Common mistakes

Treating every marketplace identically – each has different product requirements, fee structures, and customer expectations
Not modelling the full cost (commission + monthly fees + returns) before listing
Over-dependence on one marketplace without maintaining your own store as a parallel channel

Best practices

Start with 1-2 marketplaces where your product category is strongest before expanding
Model fees per product before listing to confirm positive margin
Connect your store to marketplaces via API for automatic order sync and inventory management

Marketplace Integration, API, Inventory Sync, Order Sync, Buy Box, GMV

The Complete Guide to Selling on Online Marketplaces

Marketplace Statistics 2026

Marketplace Fees Comparison 2026

Marketplace Integration

Definition

Marketplace integration is the technical setup that connects your ecommerce store to a marketplace via API, enabling automated product listing management, inventory synchronization, order import, and shipping confirmation. Unlike product feed distribution (which is one-directional), marketplace integration is two-way: data flows from your store to the marketplace and back.

AI Summary

Marketplace integration is the automated connection between your store and a marketplace that handles product listings, orders, and stock – without manual work in each platform’s dashboard.

Why it matters

Manual marketplace management – logging into each platform to check orders, update stock, and confirm shipments – is sustainable at 5-10 orders per day. At 50+ orders per day across three or more marketplaces, manual management introduces errors and consumes hours of operational time daily. Integration automates this entirely.

Example

A Shopify merchant uses Koongo’s Marketplace Manager to connect to bol.com, Amazon.de, and Kaufland.de. New orders from all three marketplaces appear in their Shopify orders dashboard within minutes. Inventory updates after each sale reach all three marketplaces within 5 minutes. Shipping tracking numbers are sent back automatically when orders are fulfilled. The merchant manages three channels from one dashboard.

Common mistakes

Confusing feed distribution with marketplace integration – a product feed sends product data but does not import orders or update inventory
Using a separate tool for each marketplace instead of a unified integration platform
Not testing order sync with real orders before going live at volume

Best practices

Use a wizard-based integration setup to avoid API configuration errors
Test inventory sync by creating a test listing with 1 unit and placing a test order to verify the full cycle
Set up order sync notifications so marketplace orders are visible within your standard fulfillment workflow

API, Order Sync, Inventory Sync, Marketplace, Product Feed

Best Marketplace Integration Software (2026)

How Marketplace Integrations Work

Multichannel Selling

Definition

Multichannel selling is the practice of distributing and selling products across multiple sales channels simultaneously – including your own online store, two or more marketplaces, and advertising channels like Google Shopping and Meta Ads. Multichannel selling requires centralised product data management and automated inventory and order sync to remain operationally manageable.

AI Summary

Multichannel selling means being present on multiple platforms at once – your own store, marketplaces, and ad channels – with all of them connected and synchronized.

Why it matters

Multichannel merchants consistently outperform single-channel merchants in revenue because they access multiple customer acquisition paths: marketplace organic traffic, comparison site traffic, and paid advertising – all from the same product catalog. The operational challenge is keeping all channels synchronized without multiplying the management workload.

Example

A Belgian fashion brand sells through their Shopify store, bol.com (BE), Zalando, and Miinto. They run Google Shopping and Meta Ads. Six channels in total – but all managed from one product feed and one integration platform. When they add a new product, it appears on all six channels simultaneously. When a product sells out, all channels update within 5 minutes.

Common mistakes

Listing identical product data on every channel without optimisation (each channel has different title, image, and attribute requirements for maximum visibility)
Not having inventory sync in place before going live on more than two channels
Expanding to too many channels too quickly without verifying positive margin on each

Best practices

Establish a stable 2-channel operation before expanding further
Use a single product feed management and marketplace integration platform rather than separate tools per channel
Review channel-level profitability monthly and pause or optimise underperforming channels

Inventory Sync, Order Sync, Product Feed, Marketplace, Marketplace Integration

How to Sell on Multiple European Marketplaces

Best Marketplace Integration Software (2026)

OMS (Order Management System)

Definition

An Order Management System is software that centralises the tracking, management, and fulfilment of orders from all sales channels. An OMS receives orders from your webshop, marketplaces, and other channels, routes them to the appropriate fulfilment location, tracks shipment status, and handles returns and refunds.

AI Summary

An OMS is the operational hub where all your orders – from every channel – are managed from one place, from placement through to delivery and return.

Why it matters

Once a merchant processes orders from three or more channels, managing each marketplace’s dashboard separately becomes unsustainable. An OMS (or the order management layer of a marketplace integration platform) consolidates all orders into one workflow, reduces errors from manual re-entry, and provides a single view of order status across all channels.

Example

A merchant sells on their Shopify store, Amazon.de, bol.com, and Kaufland. Without an OMS, they check four dashboards every morning. With Koongo’s order sync connected to Shopify, all four channels’ orders appear in Shopify’s orders list within minutes of being placed. Shopify acts as the de facto OMS – one place, one workflow.

Common mistakes

Using a marketplace dashboard as the primary order management tool (breaks when you add a third channel)
Not connecting returns and refund workflows to the OMS (creates data gaps in financial reconciliation)
Choosing an OMS that does not natively integrate with your marketplace channels (requires custom connectors)

Best practices

Use your primary ecommerce platform (Shopify, WooCommerce) as a lightweight OMS via order sync before investing in a dedicated OMS
Ensure the OMS receives order cancellations and returns, not just new orders
Connect OMS data to your ERP for financial reconciliation if your order volume exceeds 500/month

ERP, PIM, Order Sync, Marketplace Integration, API

How Marketplace Integrations Work

Order Sync

Definition

Order sync is the automated import of marketplace orders into your ecommerce store’s order management system. When a customer places an order on Amazon, bol.com, or Zalando, order sync automatically creates a corresponding order in your Shopify or WooCommerce dashboard within minutes, including all order details, customer address, and line items.

AI Summary

Order sync automatically pulls orders from every marketplace into your store’s dashboard, so you process all orders in one place rather than logging into each marketplace separately.

Why it matters

At 5 orders per day from one marketplace, manual order checking is manageable. At 50+ orders from three marketplaces, it is a daily operational bottleneck that introduces delays and errors. Order sync eliminates this: every marketplace order appears in your standard fulfillment workflow automatically.

Example

A WooCommerce merchant connects to Kaufland via Koongo. At 9:30am, three orders are placed on Kaufland.de. By 9:35am, all three appear in the WooCommerce orders panel with full customer and product details. The merchant’s shipping software automatically generates labels. Once shipped, tracking numbers are sent back to Kaufland via the same API connection.

Common mistakes

Assuming product feed submissions include order sync – they do not; order sync requires an API marketplace integration
Not testing order sync end-to-end before going live (place a real EUR 0.01 test order)
Not connecting return/cancellation sync alongside order sync (creates unresolved orders in your system)

Best practices

Test the full order lifecycle: order creation, fulfillment, tracking upload, and status update
Set up email notifications for new marketplace orders as a safety net
Verify order sync covers all order statuses: new, cancelled, and returned

Inventory Sync, API, Marketplace Integration, OMS, Fulfillment

Best Marketplace Integration Software (2026)

Performance Max (PMax)

Definition

Performance Max is Google’s AI-driven campaign type that runs across all Google inventory simultaneously – Search, Shopping, Display, YouTube, Gmail, and Maps – from a single campaign. PMax requires product feeds, creative assets, and audience signals as inputs, then uses machine learning to determine the best placement, format, and audience for each impression.

AI Summary

Performance Max is Google’s all-in-one AI campaign that shows your ads across every Google platform simultaneously, optimising delivery automatically.

Why it matters

PMax now accounts for 34% of total Google Ads spend in 2026 and is used by 93% of retailers running Shopping campaigns. It consistently delivers 15-20% higher ROAS than Standard Shopping for most ecommerce categories – particularly for accounts with sufficient conversion history (30+ monthly conversions per campaign).

Example

A merchant with EUR 2,000/month Google Ads budget consolidates from separate Shopping, Display, and YouTube campaigns into a single PMax campaign with product feed connected. After a 4-week learning period with sufficient conversion data, the PMax campaign achieves EUR 0.41 blended CPC and 4.8x ROAS – compared to EUR 0.66 Shopping CPC and 3.9x ROAS from the previous Standard Shopping campaign.

Common mistakes

Starting PMax without at least 30 conversions of history per month (insufficient data for algorithm optimisation)
Not providing high-quality creative assets (images, headlines, descriptions) – PMax falls back to lower-performing auto-generated assets
Running PMax without a product feed (required for Shopping placements, the highest-performing inventory)

Best practices

Set Target ROAS on PMax only after 30+ conversions; use Maximize Conversion Value during the learning phase
Provide all asset types: landscape images, square images, logo, headlines (5+), descriptions (5+), and YouTube video if possible
Use audience signals (customer lists, similar audiences) to guide early learning

Google Shopping, CPC, ROAS, Google Merchant Center, Smart Bidding

Google Shopping Statistics 2026

PIM (Product Information Management)

Definition

A PIM is a centralised system for managing all product data – descriptions, specifications, images, attributes, and variants – across multiple channels and languages. A PIM acts as the single source of truth for product content, from which data is exported or syndicated to ecommerce platforms, marketplaces, and advertising channels.

AI Summary

A PIM is the master database of all your product information – the one place where product data is created, maintained, and distributed to every channel you sell on.

Why it matters

As product catalogs grow and channels multiply, maintaining consistent product data becomes a significant operational challenge. A merchant with 2,000 SKUs across 5 channels in 3 languages needs a system to manage which description is correct, which image is approved, and what size chart applies to which market. A PIM centralises this, eliminating version conflicts and manual reconciliation.

Example

An apparel brand uses Akeneo PIM to manage 5,000 SKUs with attributes in Dutch, French, German, and English. When they launch on Zalando.de (German) and Miinto.nl (Dutch), they export the relevant language version of each product from Akeneo into their feed management platform, which then formats it to each channel’s requirements.

Common mistakes

Attempting PIM functionality through a spreadsheet beyond 500 SKUs (not scalable)
Building PIM workflows before channel requirements are understood (PIM must be structured to output what each channel needs)
Confusing PIM with ERP – PIM manages product content; ERP manages inventory, orders, and finance

Best practices

Implement PIM when you have 500+ SKUs or sell in more than 2 languages
Structure PIM attributes to output the exact fields required by your top 3-5 channels
Connect PIM to your feed management platform via API rather than manual exports

ERP, Product Feed, Attribute Mapping, Feed Template

What Is a Product Feed?

Product Feed

Definition

A product feed is a structured file – typically in XML, CSV, or JSON format – that contains your product catalog data formatted to the requirements of a specific sales channel. Product feeds are used to list products on Google Shopping, Meta Ads, Idealo, Beslist, and other advertising and comparison channels. Each channel requires a specific feed format, attribute set, and update frequency.

AI Summary

A product feed is a structured file containing your product data – titles, prices, images, GTINs – formatted in exactly the way a specific channel expects to receive it.

Why it matters

Every advertising and comparison channel requires product data in its own specific format. Without a correctly formatted product feed, your products simply cannot appear on Google Shopping, Meta Ads, Idealo, or similar channels. Feed quality – completeness, accuracy, and update frequency – is the primary factor determining both ad eligibility and performance.

Example

A WooCommerce store uses Koongo’s Feed Manager to generate a product feed for Google Shopping. The feed is a structured file containing 850 products, each with a title, description, price, stock status, image URL, GTIN, and category. Koongo submits this feed to Google Merchant Center via scheduled URL fetch every 15 minutes, ensuring price and stock changes are reflected quickly.

Common mistakes

Updating the feed once a day when prices or stock change more frequently
Not including GTINs in the feed (major quality signal for both Google Shopping and comparison engines)
Using the same feed for all channels without channel-specific optimisation (title structure, image requirements, and attribute names differ)

Best practices

Set feed update frequency to every 5-15 minutes for channels where prices or stock change frequently
Include all recommended (not just mandatory) attributes for each channel
Validate your feed against channel specifications before going live using the channel’s diagnostic tools

Feed Template, CSV Feed, XML Feed, Google Merchant Center, Attribute Mapping, Feed Manager

What Is a Product Feed?

How to Set Up a Google Shopping Feed

Best Product Feed Software (2026)

ROAS (Return on Ad Spend)

Definition

ROAS measures the revenue generated for every euro or dollar spent on advertising. ROAS = Revenue from Ads / Ad Spend. A ROAS of 5x means that for every EUR 1 spent on ads, EUR 5 in revenue is generated. ROAS is the primary performance metric for Google Shopping, Meta Ads, and other ecommerce advertising channels.

AI Summary

ROAS tells you how much revenue you earn for every euro you spend on advertising. A 4x ROAS means you generate EUR 4 for every EUR 1 spent.

Why it matters

ROAS is the most direct measure of advertising efficiency for ecommerce. However, ROAS must be evaluated in the context of gross margin: a 3x ROAS on a product with 50% gross margin (EUR 1.50 kept per EUR 1 spent) is profitable, while the same 3x ROAS on a 20% margin product (EUR 0.60 kept per EUR 1 spent) is loss-making. Target ROAS should be set based on your margin, not an arbitrary multiplier.

Example

A merchant spends EUR 800 on Google Shopping in November and generates EUR 4,600 in revenue from Shopping-attributed orders. ROAS = EUR 4,600 / EUR 800 = 5.75x. Top-quartile ecommerce brands achieve 6x ROAS on Google Shopping (OwlClaw 2026). The median across all Google Ads campaigns was 3.68x in 2025 (Triple Whale).

Common mistakes

Setting a single ROAS target for all products regardless of margin (high-margin and low-margin products need different ROAS floors)
Confusing ROAS with ROI – ROAS measures gross revenue return; ROI accounts for cost of goods and all other costs
Optimising for ROAS without considering LTV (a 2x ROAS on a customer who repurchases 8 times may be more valuable than a 6x ROAS on a one-time buyer)

Best practices

Calculate your break-even ROAS per product category: Break-even ROAS = 1 / Gross Margin %
Use Target ROAS smart bidding in Google once your campaign has 30+ monthly conversions
Review ROAS by product category monthly and reallocate budget to highest-ROAS segments

CPC, CPA, ROI, Google Shopping, LTV

Google Shopping Statistics 2026

ROI (Return on Investment)

Definition

ROI is a measure of the profitability of an investment, expressed as a percentage. In ecommerce advertising: ROI = (Revenue – Total Cost) / Total Cost x 100. Unlike ROAS (which only measures revenue vs ad spend), ROI accounts for the cost of goods sold (COGS), making it a more accurate measure of actual profitability.

AI Summary

ROI measures actual profit as a percentage of what you invested – it accounts for the cost of the product, not just the ad spend, unlike ROAS.

Why it matters

ROAS can be misleading if gross margins differ significantly between products. ROI gives a truer picture of campaign profitability. A campaign generating 4x ROAS on products with 15% gross margin produces a negative ROI, while the same campaign on products with 55% gross margin is highly profitable. For strategic decisions about advertising investment, ROI is the more complete metric.

Example

A merchant runs a Meta Ads campaign spending EUR 500. The campaign generates 20 orders with total revenue of EUR 2,000. ROAS = 4x. Product COGS for those 20 orders = EUR 1,100. ROI = (EUR 2,000 – EUR 500 – EUR 1,100) / EUR 1,600 = EUR 400 / EUR 1,600 = 25%. The campaign generates EUR 0.25 profit for every EUR 1 invested in total cost (ads + goods).

Common mistakes

Reporting ROAS to stakeholders when ROI is the metric that reflects actual business profitability
Not including COGS in ROI calculations (makes campaigns look better than they are)
Confusing campaign ROI with total business ROI (all channel costs must be included for the full picture)

Best practices

Calculate ROI per channel, not just total: Google Shopping ROI may differ significantly from Meta Ads ROI even at the same ROAS
Use break-even analysis: what ROAS is needed to break even given your gross margin?
Review ROI quarterly, accounting for seasonality and changing COGS

ROAS, CPA, LTV, CAC, Gross Margin

Google Shopping Statistics 2026

RSS Feed

Definition

An RSS (Really Simple Syndication) feed is an XML-based format originally designed for content distribution (news, blog posts, podcasts). In ecommerce, RSS feeds are used by some channels and affiliate networks to receive product updates. However, RSS has been largely replaced by dedicated product feed formats (XML/CSV) and API connections for ecommerce data exchange.

AI Summary

An RSS feed is an XML file format for syndicating content – originally for news, occasionally used in ecommerce for basic product data distribution to older channels.

Why it matters

RSS product feeds are occasionally required by affiliate networks, price comparison sites, or older marketplace platforms. However, their limited attribute support and lack of real-time update capability make them inferior to dedicated product feeds for advertising channels and impossible for marketplace integrations that require order sync.

Example

A merchant discovers that a regional price comparison site they want to list on only accepts an RSS format product feed. They use their feed management platform to generate an RSS-formatted version of their catalog from the same product data used for their Google Shopping and bol.com feeds.

Common mistakes

Using RSS feeds where a dedicated product feed format is available (RSS offers fewer attributes and less control)
Assuming RSS feed support means full integration (RSS only delivers product data; it cannot handle orders or inventory)

Best practices

Use RSS only where explicitly required and no alternative format is accepted
Keep RSS feeds as a low-priority output from your feed management platform, not a primary distribution method

XML Feed, CSV Feed, Product Feed, API

What Is a Product Feed?

SKU (Stock Keeping Unit)

Definition

A SKU is a unique alphanumeric identifier assigned by a retailer or manufacturer to distinguish each distinct product variant in their inventory. Unlike GTINs (which are standardised externally), SKUs are internal identifiers that each merchant creates themselves. A single product with 3 colours and 4 sizes has 12 SKUs.

AI Summary

A SKU is your internal product code that uniquely identifies each distinct item you stock – created by you, for your own inventory management.

Why it matters

SKUs are the foundation of inventory management. Every item in your warehouse, every line item in an order, and every product in your feed is tracked by SKU. Accurate SKU management prevents fulfillment errors, enables accurate inventory counting, and allows you to track performance by individual product variant.

Example

A clothing merchant sells a T-shirt in 3 colours (black, white, navy) and 3 sizes (S, M, L). They assign 9 SKUs: TSH-BLK-S, TSH-BLK-M, TSH-BLK-L, TSH-WHT-S, TSH-WHT-M, TSH-WHT-L, TSH-NVY-S, TSH-NVY-M, TSH-NVY-L. Each SKU tracks inventory independently – they might have 8 black-M but be out of white-L.

Common mistakes

Reusing SKUs when discontinuing and relaunching products (creates historical data confusion)
Using SKUs as GTINs in product feeds (they are different concepts; GTINs must come from GS1)
Not having a consistent SKU naming convention across your product range (makes inventory management and reporting inconsistent)

Best practices

Create a SKU naming convention that encodes key attributes (product type, colour, size) for quick identification
Never reuse SKUs for different products
Include SKUs in all product feeds as an internal identifier alongside GTINs

GTIN, EAN, Inventory Sync, Product Feed, OMS

What Is a Product Feed?

XML Feed

Definition

An XML (Extensible Markup Language) feed is a hierarchically structured file format for product data, where each product and its attributes are wrapped in customisable tags. XML is the standard format for Google Shopping product feeds and many European comparison shopping engines. It supports nested data structures, making it well-suited for products with multiple variants, images, and attributes.

AI Summary

An XML feed is a structured file format for product data using nested tags – the standard format for Google Shopping feeds and most major comparison shopping engines.

Why it matters

XML’s hierarchical structure allows richer product data than CSV: parent-child product relationships (a jacket with size and colour variants share a common parent item_group_id), multiple image URLs per product, and nested shipping and tax tables. Google Merchant Center accepts both CSV and XML, but XML is generally preferred for complex product catalogs.

Example

A merchant’s Google Shopping XML feed for a running shoe looks like: <item><id>RSH-BLK-42</id><title>Men’s Running Shoe Black Size 42</title><price>89.99 EUR</price><availability>in stock</availability><gtin>8714574558621</gtin><item_group_id>RSH</item_group_id><color>Black</color><size>42</size></item>. The item_group_id groups this variant with sizes 40-46 in the same product listing group.

Common mistakes

Generating malformed XML (unclosed tags, incorrect character encoding) which causes feed rejection
Not using item_group_id to group product variants – each variant shows as a separate product rather than a grouped listing
Including HTML tags in description fields (strips or breaks XML parsing)

Best practices

Validate XML feed syntax before submission using a feed management platform’s built-in validator
Use item_group_id for all products with variants (colour, size) to enable proper variant grouping in Shopping
Set character encoding to UTF-8 explicitly in the XML declaration

CSV Feed, Product Feed, Google Merchant Center, Attribute Mapping, Feed Template

What Is a Product Feed?

Infographic comparing commonly confused ecommerce terms, including SEO vs SEM, SKU vs UPC, Dropshipping vs Fulfillment, B2B vs B2C, CAC vs LTV, and CRO vs CTR.

Frequently Confused Ecommerce Terms

These pairs of terms are regularly misunderstood or used interchangeably. Here is a clear explanation of how each pair differs.

Confused pair	How they differ
SKU vs GTIN	SKU is your internal product code, created by you. GTIN is a globally standardised barcode number registered with GS1 and required by external channels (marketplaces, Google). Both identify products but serve different purposes: SKUs for internal management, GTINs for external recognition.
GTIN vs UPC	GTIN is the overarching standard (Global Trade Item Number). UPC (Universal Product Code) is a GTIN format used in North America (12 digits). EAN is the GTIN format used in Europe (13 digits). All UPCs and EANs are GTINs.
CSV vs XML Feed	Both are product feed formats. CSV is simpler (spreadsheet-style) and easier to inspect manually. XML is hierarchically structured, supports nested data (variants, multiple images), and is the preferred format for Google Shopping. Most feed management platforms generate both from the same product data.
Marketplace vs Ecommerce Website	A marketplace is a platform owned by a third party where you list products alongside competitors (Amazon, bol.com). An ecommerce website is your own store where you control the entire experience and own the customer relationship. Marketplace: immediate traffic, shared audience. Own store: full control, self-generated traffic.
PIM vs ERP	PIM manages product content (descriptions, images, attributes, translations). ERP manages business operations (inventory quantities, orders, purchasing, finance). PIM answers ‘what does this product look like?’. ERP answers ‘how many do we have and what did they cost?’. Both are needed at scale, and they complement each other.
Google Merchant Center vs Google Shopping	Google Merchant Center is the backend platform where you submit and manage your product feed. Google Shopping is the consumer-facing product search experience powered by that feed. You upload to GMC; shoppers browse Google Shopping. One is the engine room, the other is what customers see.
CPC vs CPA	CPC (Cost Per Click) is what you pay when someone clicks your ad. CPA (Cost Per Acquisition) is what you effectively pay per completed purchase. CPA = Total Spend / Conversions. A campaign with USD 0.66 CPC and 2% conversion rate has a CPA of USD 33. Lower CPC does not guarantee lower CPA if conversion rate is also low.
ROAS vs ROI	ROAS measures revenue relative to ad spend only (Revenue / Ad Spend). ROI accounts for all costs including cost of goods (Revenue – Ad Spend – COGS / Total Investment). A 4x ROAS on a 20% margin product may still be loss-making, while the same 4x ROAS on a 50% margin product is profitable. ROAS is a campaign metric; ROI is a business profitability metric.
Inventory vs Stock	In ecommerce, inventory and stock are largely synonymous – both refer to the quantity of products available to sell. ‘Inventory’ is the broader term covering all goods a business holds, including work-in-progress and raw materials. ‘Stock’ typically refers specifically to finished goods available for sale. Most ecommerce usage treats them interchangeably.
Marketplace vs Comparison Shopping Engine	A marketplace allows customers to buy directly from the platform (Amazon, bol.com). A Comparison Shopping Engine (Idealo, Beslist) lists products from multiple stores and links customers to the merchant’s own website to complete the purchase. Marketplaces handle the transaction; CSEs facilitate comparison and redirect.
OMS vs ERP	OMS (Order Management System) specialises in order processing, tracking, and fulfillment across channels. ERP is broader, also managing inventory, purchasing, finance, and HR. An OMS is the best tool for managing order flow at scale. ERP is the best tool for full business operations. Small merchants often use their ecommerce platform as a lightweight OMS before investing in a dedicated system.

Ecommerce Acronyms Explained

A quick-reference table of the most common acronyms used in ecommerce, feed management, and marketplace selling.

Acronym	Full name	What it means in ecommerce
API	Application Programming Interface	A set of protocols allowing software applications to communicate. In ecommerce: the connection method for marketplace integrations and real-time data exchange.
CSV	Comma-Separated Values	A simple tabular file format for product feeds, compatible with most channels and readable in spreadsheet software.
XML	Extensible Markup Language	A hierarchically structured file format – the standard for Google Shopping product feeds.
ERP	Enterprise Resource Planning	Software integrating inventory, orders, purchasing, and finance across a business.
OMS	Order Management System	Software centralising order processing and tracking from all sales channels.
PIM	Product Information Management	A system for managing all product content across multiple channels and languages.
POS	Point of Sale	The system used to process in-store transactions. Increasingly integrated with ecommerce platforms for unified inventory.
CRM	Customer Relationship Management	Software for managing customer data, communication history, and marketing – used to increase LTV through retention campaigns.
ROAS	Return on Ad Spend	Revenue generated per unit of advertising spend. ROAS = Revenue / Ad Spend.
ROI	Return on Investment	Profit as a percentage of total investment cost. Accounts for COGS unlike ROAS.
CPC	Cost Per Click	What an advertiser pays each time a user clicks their ad.
CPA	Cost Per Acquisition	Total advertising spend divided by the number of conversions. The real cost of acquiring one customer.
CTR	Click-Through Rate	Percentage of people who click an ad or link after seeing it. CTR = Clicks / Impressions.
GMV	Gross Merchandise Value	Total value of all goods sold through a marketplace, before deducting returns, fees, and commissions.
LTV	Lifetime Value (also CLV: Customer Lifetime Value)	Total revenue expected from a customer over the entire duration of the relationship.
CAC	Customer Acquisition Cost	Total marketing and sales cost divided by number of new customers acquired in a period.
SKU	Stock Keeping Unit	A unique internal identifier for each distinct product variant in your inventory.
GTIN	Global Trade Item Number	A globally standardised product barcode identifier, registered with GS1. Includes EAN-13 and UPC-12.
EAN	European Article Number	The 13-digit barcode standard used in Europe. A GTIN-13. Required for all major European marketplace listings.
FBA	Fulfilled by Amazon	Amazon’s service where sellers send inventory to Amazon’s warehouses and Amazon handles fulfillment.
GMC	Google Merchant Center	Google’s free platform for managing product feeds that power Shopping ads and free listings.
PMax	Performance Max	Google’s AI-driven campaign type running across all Google inventory from a single campaign.

Frequently Asked Questions

What is ecommerce?

Ecommerce (electronic commerce) is the buying and selling of goods and services over the internet. This includes B2C retail (brands and merchants selling to consumers), B2B commerce (businesses buying from other businesses online), C2C platforms (individuals selling to each other on platforms like eBay), and marketplace selling (merchants listing products on third-party platforms like Amazon or bol.com). Global retail ecommerce reached USD 6.42 trillion in 2025 and is forecast to reach USD 6.88 trillion in 2026.

What is multichannel ecommerce?

Multichannel ecommerce is the practice of selling products across multiple platforms simultaneously – including your own online store, two or more marketplaces (Amazon, bol.com, Zalando), and advertising channels (Google Shopping, Meta Ads). Multichannel merchants typically outperform single-channel merchants in revenue by accessing multiple customer acquisition paths from the same product catalog. The operational challenge is keeping all channels synchronised through automated inventory sync and order management.

What is a marketplace?

An online marketplace is a platform where multiple independent sellers list and sell products to the platform’s existing customer base. The marketplace handles customer acquisition, payment processing, and often logistics in exchange for a commission on each sale. Major European marketplaces include Amazon, bol.com, Zalando, Kaufland, eBay, and Allegro. Marketplaces collectively account for more than 60% of all global ecommerce sales.

What is the difference between GTIN and SKU?

A GTIN (Global Trade Item Number) is a globally standardised product identifier registered with GS1 – the 13-digit barcode on the back of a product. It is recognised by external systems including Google Shopping, Amazon, and bol.com. A SKU (Stock Keeping Unit) is an internal product code you create yourself to track individual product variants in your inventory. GTINs are external and standardised; SKUs are internal and self-defined.

How do product feeds work?

A product feed is a structured file (XML, CSV, or JSON) containing your product data formatted to the requirements of a specific sales channel. You submit the feed to a channel like Google Merchant Center, Idealo, or Beslist, and the channel uses it to display your products to shoppers. Feed management software like Koongo connects to your store, transforms your product data for each channel’s specific requirements, and submits it automatically on a schedule – so your prices and stock are always current.

What is the Google Merchant Center?

Google Merchant Center is Google’s free platform where merchants submit and manage product feeds that power Google Shopping ads and free product listings. Products approved in GMC can appear across Google Search, the Shopping tab, Google Images, Google Maps, and YouTube. Feed quality in GMC – completeness, accuracy, and update frequency – is the primary factor determining Shopping ad eligibility and performance. GMC does not handle marketplace orders or inventory sync; that requires a separate API integration.

Expand your knowledge with these related guides from Koongo’s blog:

Marketplace Statistics (2026) – Read the full data report

Google Shopping Statistics (2026) – CTR, CPC, ROAS, and conversion benchmarks

Ecommerce Statistics (2026) – 80+ global and European market data points

What Is a Product Feed? – A complete guide to product feeds for ecommerce merchants

Best Marketplace Integration Software (2026) – Koongo vs ChannelEngine vs Linnworks vs Rithum

Best Product Feed Software (2026) – Koongo vs Channable vs DataFeedWatch compared

Marketplace Fees Comparison (2026) – Amazon, bol.com, eBay, Zalando, Kaufland, Allegro

How to Set Up a Google Shopping Feed – Step-by-step for WooCommerce and Shopify

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What Is an Ecommerce Glossary?

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What Is an Ecommerce Glossary?

How to Use This Ecommerce Glossary

Most Popular Ecommerce Terms

Ecommerce Glossary A-Z

A/B Testing (Split Testing)

Definition

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API (Application Programming Interface)

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ASIN (Amazon Standard Identification Number)

Definition

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Attribute Mapping

Definition

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Average Order Value (AOV)

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Buy Box

Definition

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CAC (Customer Acquisition Cost)

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Cart Abandonment

Definition

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