In an era where artificial intelligence is revolutionising multiple industries, feed management for eCommerce is no exception. Episode 205 of the eCom@One podcast with host Richard Hill introduced listeners to the exciting intersection of AI and eCommerce feeds.
Joined by Jacques Van Der Wilt, the Founder of DataFeedWatch and current leader of its integration into Cart.com, the conversation dove deep into how AI is shaping the landscape of feed management and why retailers, agencies, and even small eCommerce players should be paying attention.
Whether you are dealing with product feeds for Google Shopping, Meta Ads, or any other eCommerce platform, this episode is a goldmine of insights.
Here’s what you need to know:
1. Revolutionising Feed Optimisation with AI
Jacques’s big announcement for DataFeedWatch was their launch of AI-powered feed optimisation. Unlike traditional rule-based feed management methods, AI embeds itself seamlessly into the platform. It optimises fields like product titles, descriptions, and other attributes that can take significant manual effort.
Jacques highlighted that eCommerce businesses can now choose between manual optimisation or a quick, efficient AI-driven method, all while keeping the price points the same. This democratised approach makes it easier than ever for smaller players to compete with retail giants.
2. Streamlining Time-Intensive Tasks
One of the most challenging aspects of feed management is its labour intensive nature. From optimising product fields like titles and descriptions to assigning categories and extracting relevant data (e.g. colour, size, etc.), the work can pile up fast.
Jacques explained how DataFeedWatch’s AI drastically reduces the time and stress involved in completing these tasks. For businesses managing massive catalogs, potentially tens or even hundreds of thousands of SKUs, this could be the game-changer they’ve been waiting for. As Jacques aptly summarised, “Retailers just want to sell more. They don’t get up every morning saying, ‘I’m excited to optimise my feed.’”
3. Turning Disapprovals into Approvals
Ad disapprovals have long been one of the most frustrating obstacles for eCommerce sellers. Whether it’s missing attributes like size or incorrect categorisation, these issues can hold back ad campaigns and affect ROI. AI-powered feeds address this by quickly filling gaps and correcting errors – even pulling information like colors and sizes from descriptive fields.
Jacques made it clear that, while AI won’t deliver absolute perfection, it brings a level of accuracy (over 90%) that is light years ahead of messy manual workflows.
4. Optimising Feeds for Different Channels
A one-size-fits-all approach doesn’t work in feed optimisation. What works for Google Shopping may not apply to Meta or Amazon. One standout feature Jacques shared is how DataFeedWatch trains its AI to meet the specific requirements of different advertising platforms.
For example, Google Shopping titles adhere to a 150-character limit, while Facebook focuses on more generic, scroll-stopping ads. By tailoring feeds specific to the unique ecosystem of each platform, eCommerce merchants can boost conversions and lower their disapproval rates effortlessly.
5. The Democratisation of eCommerce
AI feed optimisation is not just for the big-budget players anymore. Jacques painted a vivid picture of how even small businesses can stand shoulder-to-shoulder with billion-dollar brands.
Thanks to AI tools embedded in feed management platforms like DataFeedWatch, resource-strapped SMBs can level the playing field and compete on the same stage as global giants like Nike. With just a few clicks, they can achieve the same (if not better) feed quality that historically required teams of specialists.
6. Breaking the Fear Barrier Around AI
Despite its promise, some eCommerce players remain wary of AI. From concerns about data accuracy to a belief that “I can do it better myself,” Jacques admitted that hesitations linger.
However, he encouraged marketers and retailers to embrace the 95% perfect output that AI can offer. Instead of labouring over manual tweaks for thousands of SKUs, businesses can leverage AI to accomplish tasks faster and shift focus to higher-level strategy.
The human element in understanding customer needs and crafting business growth strategies will always remain indispensable.
7. What’s Next? Enter AI-Powered Images
The future of AI-powered feed management doesn’t end with text. Jacques hinted at exciting possibilities for image-driven optimisation. Whether it’s removing unwanted watermarks, enhancing image quality, or making product visuals more compelling, AI has barely scratched the surface in this space.
As Jacques emphasised, the product image is often the largest and most attention-grabbing portion of an Ad. Its optimisation matters as much as text fields.
8. Enhanced Integration Between Feeds & Analytics
Jacques also underscored the potential role of AI in aligning feed optimisation with broader analytics insights. Imagine knowing not just that your Ad campaigns are improving, but pinpointing why they’re succeeding, down to specific keywords or imagery.
AI’s ability to drive data-backed decisions will play an increasingly influential role in shaping successful eCommerce strategies.
Read Andrew Birkitt’s, Director and Feed wizard, final thoughts:
For anyone in eCommerce, this episode is a wake-up call to embrace what AI can do for your product feeds.
Whether you’re running a small shop or managing a catalogue of hundreds of thousands of products, there are concrete advantages to adopting this technology. From reducing disapprovals to creating optimised, high-quality feeds tailored to specific Ad platforms, the potential for growth is immense.
The world of eCommerce is moving fast, with AI leading the charge. If you’re not already exploring tools like AI-driven feed optimisation via platforms like DataFeedWatch, it’s time to start. To quote Jacques, “AI won’t be perfect every single time, but its ability to save time and boost performance is unmatched.”
Check out the full eCom@One podcast episode and follow us for more insights into the latest in eCommerce innovation. Got any Google Shopping related questions? Contact our team on andy@ecomone.com or hello@ecomone.com.
