Manufacturers, Distributors, and Marketplaces — Allies or Competitors in the Battle for Customer Attention?
Recent years have shown that product content is not a secondary function — it’s a strategic asset. Online sales are no longer just about “discounts and delivery,” but about the quality of interaction with a product before a customer even clicks "Buy." That’s why the question of who creates, verifies, and publishes content is now critical.
Who Owns the Product Card?
In the past, manufacturers believed, “Our job is to make the product — content is the seller’s problem.” Retailers and marketplaces had to invest in photo shoots, text writing, and parameter validation. But as product ranges and distribution channels grew, this model broke down.
Today, more and more manufacturers are taking responsibility for content creation: they build media libraries, craft product descriptions, and structure technical specifications. Why? Because the quality of the product card directly influences how the brand is perceived — and how well it sells across all platforms.
Data Retrieval. From Chaos to System
At first glance, manufacturers seem to have everything — websites, PDF catalogs, manuals. But finding up-to-date and complete information is often a scavenger hunt:
- No centralized media storage
- Multiple languages and versions
- Outdated specifications
- Mismatches between packaging and catalog naming
To work efficiently, distributors and content managers need automated tools for content discovery and integration with PIM/DAM systems. Manufacturers, in turn, need structured data and clear standards for content delivery.
Verification. The Cost of Error Is a Lost Customer
Too many product cards are created in a “whatever works” manner. An error in voltage, missing accessories, or incorrect dimensions — and suddenly you have a return, a complaint, and a lost sale.
A modern content workflow must include:
- Matching specifications by SKU, EAN, or GTIN
- Automatic validation of units and value ranges
- Comparison of content versions and images
- “Verified” tags for manufacturer-supplied content
Verification isn’t bureaucracy. It’s the foundation of trust and brand protection.
Visuals. Not Just Photos — First Impressions
A product card without visual content is like a store display with no product. But grabbing a photo from the manufacturer’s site is no longer enough. Today’s standards require:
- At least 3–6 angles
- Photos both in and out of packaging
- White or adaptive backgrounds
- Optimized size and format
- Compliance with marketplace and tech requirements
Manufacturers often create visuals for catalogs or advertising — but those must be adapted for e-commerce. Alignment with resellers and the use of PIM tools to centrally manage and distribute visuals are essential.
From Conflict to Standards and APIs
The future lies in a platform-based approach. Manufacturers create and update content in one place, while partners access it through a Public Catalog, API, XML, or DAM repository. This approach:
- Eliminates duplication and errors
- Speeds up new product listings
- Reduces content maintenance costs
- Ensures synchronization across sales channels
Companies that haven’t adopted a centralized data-sharing model are already falling behind in speed and quality.
Product content is a shared responsibility. Manufacturers must create, verify, and continuously update it. Distributors must integrate it into their workflows. Marketplaces must enforce standards and enable automated data exchange.
Content isn’t just a photo or a description — it’s the digital twin of your product. And the accuracy and persuasiveness of that twin directly determine your share of the market.
