Guest article: Why PIM is critical to competitiveness in omnichannel e-commerce
Product information has become a decisive competitive factor in e-commerce. This guest article explains why Product Information Management (PIM) is no longer optional in omnichannel commerce, how different PIM approaches compare, and what businesses should consider when selecting a solution that supports growth, efficiency, and conversion.
Guest article: Why PIM is critical to competitiveness in omnichannel e-commerce
Product information has become a decisive competitive factor in e-commerce. This guest article explains why Product Information Management (PIM) is no longer optional in omnichannel commerce, how different PIM approaches compare, and what businesses should consider when selecting a solution that supports growth, efficiency, and conversion.
Lotta Multimäki
Senior Consultant at Adeona
3
min read
18.12.2025
E-commerce competition has intensified. Product information has become one of the most significant competitive factors — and at the same time, one of the biggest challenges for organizations. As customers increasingly make purchasing decisions based solely on product content, high-quality, channel-specific enriched product data is no longer a “nice-to-have,” but a necessity.
PIM (Product Information Management) is a system for managing product information that centralizes and controls all product data from a single location. However, not all PIM systems suit all needs — there are substantial differences in scope, flexibility, and system integrations.
In this article, I review different PIM solutions, their suitability for different types of companies, and finally explain why Adeona PIM is particularly well suited to the needs of Nordic omnichannel commerce.
E-commerce competition has intensified. Product information has become one of the most significant competitive factors — and at the same time, one of the biggest challenges for organizations. As customers increasingly make purchasing decisions based solely on product content, high-quality, channel-specific enriched product data is no longer a “nice-to-have,” but a necessity.
PIM (Product Information Management) is a system for managing product information that centralizes and controls all product data from a single location. However, not all PIM systems suit all needs — there are substantial differences in scope, flexibility, and system integrations.
In this article, I review different PIM solutions, their suitability for different types of companies, and finally explain why Adeona PIM is particularly well suited to the needs of Nordic omnichannel commerce.
E-commerce competition has intensified. Product information has become one of the most significant competitive factors — and at the same time, one of the biggest challenges for organizations. As customers increasingly make purchasing decisions based solely on product content, high-quality, channel-specific enriched product data is no longer a “nice-to-have,” but a necessity.
PIM (Product Information Management) is a system for managing product information that centralizes and controls all product data from a single location. However, not all PIM systems suit all needs — there are substantial differences in scope, flexibility, and system integrations.
In this article, I review different PIM solutions, their suitability for different types of companies, and finally explain why Adeona PIM is particularly well suited to the needs of Nordic omnichannel commerce.
Why is PIM needed specifically in e-commerce?
PIM is not just a “product data repository.” From an e-commerce perspective, it solves six critical challenges:
1) Conversion – better product data sells more
Practical tests and industry research show that high-quality product information — such as descriptions, sizing information, technical specifications, and high-quality images — can significantly increase conversion rates. PIM enables consistent quality across all products and eliminates the risk of manual errors.
2) Search engine visibility (SEO)
Product information forms the largest SEO entity in an online store:
product name
technical attributes
keyword-optimized descriptions
category content
Without a PIM, standardizing these across channels and product groups is difficult.
3) Channel-specific requirements
Ecommerce paltforms, B2B portals, marketplaces, wholesalers’ APIs — each channel may have different attributes, image formats, and data structures. PIM removes manual work and ensures data flows correctly to every channel.
4) Fast time-to-market
When a new product is finalized in a single system, it can be published to:
the online store
marketplaces
physical stores
resellers
product brochures, catalogs, and quotations
All through one process, eliminating the need to export and update the same product data across multiple systems.
5) Differentiation from competitors
As online stores compete more intensely for customers, differentiation has become increasingly important. PIM enables product information to be maintained in one system, from which data transfer to websites and other channels can be automated. When maintenance happens in a single place, there is more opportunity to focus on content quality and the accuracy of technical product data. In addition, many PIM systems include tools for easier and faster data enrichment.
6) Internal efficiency and role management
Content production for e-commerce is chaotic in many organizations:
Excel version control
comments from multiple teams
missing images
product updates buried in email
PIM brings transparency, accountability, and shared processes to the organization. When all data is in one place, teams can focus on content quality — not on searching for information.
PIM is not just a “product data repository.” From an e-commerce perspective, it solves six critical challenges:
1) Conversion – better product data sells more
Practical tests and industry research show that high-quality product information — such as descriptions, sizing information, technical specifications, and high-quality images — can significantly increase conversion rates. PIM enables consistent quality across all products and eliminates the risk of manual errors.
2) Search engine visibility (SEO)
Product information forms the largest SEO entity in an online store:
product name
technical attributes
keyword-optimized descriptions
category content
Without a PIM, standardizing these across channels and product groups is difficult.
3) Channel-specific requirements
Ecommerce paltforms, B2B portals, marketplaces, wholesalers’ APIs — each channel may have different attributes, image formats, and data structures. PIM removes manual work and ensures data flows correctly to every channel.
4) Fast time-to-market
When a new product is finalized in a single system, it can be published to:
the online store
marketplaces
physical stores
resellers
product brochures, catalogs, and quotations
All through one process, eliminating the need to export and update the same product data across multiple systems.
5) Differentiation from competitors
As online stores compete more intensely for customers, differentiation has become increasingly important. PIM enables product information to be maintained in one system, from which data transfer to websites and other channels can be automated. When maintenance happens in a single place, there is more opportunity to focus on content quality and the accuracy of technical product data. In addition, many PIM systems include tools for easier and faster data enrichment.
6) Internal efficiency and role management
Content production for e-commerce is chaotic in many organizations:
Excel version control
comments from multiple teams
missing images
product updates buried in email
PIM brings transparency, accountability, and shared processes to the organization. When all data is in one place, teams can focus on content quality — not on searching for information.
PIM is not just a “product data repository.” From an e-commerce perspective, it solves six critical challenges:
1) Conversion – better product data sells more
Practical tests and industry research show that high-quality product information — such as descriptions, sizing information, technical specifications, and high-quality images — can significantly increase conversion rates. PIM enables consistent quality across all products and eliminates the risk of manual errors.
2) Search engine visibility (SEO)
Product information forms the largest SEO entity in an online store:
product name
technical attributes
keyword-optimized descriptions
category content
Without a PIM, standardizing these across channels and product groups is difficult.
3) Channel-specific requirements
Ecommerce paltforms, B2B portals, marketplaces, wholesalers’ APIs — each channel may have different attributes, image formats, and data structures. PIM removes manual work and ensures data flows correctly to every channel.
4) Fast time-to-market
When a new product is finalized in a single system, it can be published to:
the online store
marketplaces
physical stores
resellers
product brochures, catalogs, and quotations
All through one process, eliminating the need to export and update the same product data across multiple systems.
5) Differentiation from competitors
As online stores compete more intensely for customers, differentiation has become increasingly important. PIM enables product information to be maintained in one system, from which data transfer to websites and other channels can be automated. When maintenance happens in a single place, there is more opportunity to focus on content quality and the accuracy of technical product data. In addition, many PIM systems include tools for easier and faster data enrichment.
6) Internal efficiency and role management
Content production for e-commerce is chaotic in many organizations:
Excel version control
comments from multiple teams
missing images
product updates buried in email
PIM brings transparency, accountability, and shared processes to the organization. When all data is in one place, teams can focus on content quality — not on searching for information.
Choosing the right PIM system
There are many types of PIM systems on the market, but in practice they can be divided into three main categories, each with its own strengths and limitations. Understanding these differences is crucial when selecting the right solution.
Open-source models – flexibility, but heavy maintenance
Open-source or self-hosted PIMs often appeal because:
they have low initial costs
they can be customized
development is community-supported, though often dependent on a small group of developers
However, as the company grows, significant challenges emerge:
maintenance, security, and updates are the company’s responsibility
functionality often requires custom development or add-ons
version upgrades can break existing solutions
integrations with other systems require in-house development
Total Cost of Ownership (TCO) often rises surprisingly high, especially as omnichannel sales grow. This model suits companies with a strong internal development team — otherwise maintenance and costs may become a bottleneck for the business.
Heavy enterprise PIMs – extremely comprehensive, but also extremely expensive
There are several heavy enterprise PIM systems on the market. They are suitable for:
global enterprises with dedicated development teams
massive product portfolio structures
complex, highly controlled workflows
However, their challenges are significant:
high annual license fees
heavy implementation projects
add-ons and modules are priced separately (the solution may consist of dozens of components, potentially multiplying the monthly cost)
each integration and feature comes with its own development and maintenance fees
many paid features may remain unused
third-party add-ons may not be updated alongside the core product
For companies that do not require the most advanced enterprise modules, this is often an oversized and difficult-to-justify investment.
Modern agile SaaS PIMs – fast deployment and cost efficiency
A modern SaaS PIM is defined by:
lightweight, fast implementations
cloud-based maintenance, updates, and security
scalability alongside business growth
flexible configuration without heavy customization
no requirement for an in-house development team
The SaaS approach allows companies to spend less time on technology and more time on content.
There are many types of PIM systems on the market, but in practice they can be divided into three main categories, each with its own strengths and limitations. Understanding these differences is crucial when selecting the right solution.
Open-source models – flexibility, but heavy maintenance
Open-source or self-hosted PIMs often appeal because:
they have low initial costs
they can be customized
development is community-supported, though often dependent on a small group of developers
However, as the company grows, significant challenges emerge:
maintenance, security, and updates are the company’s responsibility
functionality often requires custom development or add-ons
version upgrades can break existing solutions
integrations with other systems require in-house development
Total Cost of Ownership (TCO) often rises surprisingly high, especially as omnichannel sales grow. This model suits companies with a strong internal development team — otherwise maintenance and costs may become a bottleneck for the business.
Heavy enterprise PIMs – extremely comprehensive, but also extremely expensive
There are several heavy enterprise PIM systems on the market. They are suitable for:
global enterprises with dedicated development teams
massive product portfolio structures
complex, highly controlled workflows
However, their challenges are significant:
high annual license fees
heavy implementation projects
add-ons and modules are priced separately (the solution may consist of dozens of components, potentially multiplying the monthly cost)
each integration and feature comes with its own development and maintenance fees
many paid features may remain unused
third-party add-ons may not be updated alongside the core product
For companies that do not require the most advanced enterprise modules, this is often an oversized and difficult-to-justify investment.
Modern agile SaaS PIMs – fast deployment and cost efficiency
A modern SaaS PIM is defined by:
lightweight, fast implementations
cloud-based maintenance, updates, and security
scalability alongside business growth
flexible configuration without heavy customization
no requirement for an in-house development team
The SaaS approach allows companies to spend less time on technology and more time on content.
There are many types of PIM systems on the market, but in practice they can be divided into three main categories, each with its own strengths and limitations. Understanding these differences is crucial when selecting the right solution.
Open-source models – flexibility, but heavy maintenance
Open-source or self-hosted PIMs often appeal because:
they have low initial costs
they can be customized
development is community-supported, though often dependent on a small group of developers
However, as the company grows, significant challenges emerge:
maintenance, security, and updates are the company’s responsibility
functionality often requires custom development or add-ons
version upgrades can break existing solutions
integrations with other systems require in-house development
Total Cost of Ownership (TCO) often rises surprisingly high, especially as omnichannel sales grow. This model suits companies with a strong internal development team — otherwise maintenance and costs may become a bottleneck for the business.
Heavy enterprise PIMs – extremely comprehensive, but also extremely expensive
There are several heavy enterprise PIM systems on the market. They are suitable for:
global enterprises with dedicated development teams
massive product portfolio structures
complex, highly controlled workflows
However, their challenges are significant:
high annual license fees
heavy implementation projects
add-ons and modules are priced separately (the solution may consist of dozens of components, potentially multiplying the monthly cost)
each integration and feature comes with its own development and maintenance fees
many paid features may remain unused
third-party add-ons may not be updated alongside the core product
For companies that do not require the most advanced enterprise modules, this is often an oversized and difficult-to-justify investment.
Modern agile SaaS PIMs – fast deployment and cost efficiency
A modern SaaS PIM is defined by:
lightweight, fast implementations
cloud-based maintenance, updates, and security
scalability alongside business growth
flexible configuration without heavy customization
no requirement for an in-house development team
The SaaS approach allows companies to spend less time on technology and more time on content.
Adeona PIM – designed for Nordic omnichannel commerce
Adeona PIM sits in the balanced middle of the market: it offers significantly more than lightweight SaaS PIMs, without the heavy burden of traditional enterprise projects. Adeona also scales to meet the needs of large organizations — especially when managing large volumes of product data across multiple channels and markets.
It is a strong choice for companies operating in e-commerce with complex product data, international environments, or omnichannel distribution models.
1) Ready for global commerce
Built-in support for:
multilingual data
CE markings and certifications
product schemas (different product families)
extensive roles and permissions
advanced AI capabilities
integrated image and document management
comprehensive publishing automation capabilities
2) Integrations
Adeona features a modern REST API and ready-made integrations, such as a Shopify connector. Typically, PIM is integrated with:
ERP systems
websites and online stores
product data banks and registries (STK, Synkka, RT, etc.)
CRM systems
3) Powerful support for channel-specific enrichment
Product data can be enriched according to channel requirements, including the use of AI:
online stores
marketplaces
print materials
in-store and POS systems
4) Clear roles and permissions
Especially valuable for teams where:
content production
marketing
product managers
e-commerce managers
…work together. This also enables agile workflows and approval processes for changes.
5) Flexibility without heavy development
Most requirements can be solved through configuration rather than coding — reducing costs and speeding up changes.
6) Local expertise and support
Experts understand:
Finnish ERP environments
companies’ product structure challenges
the specific characteristics of Nordic e-commerce
In addition, direct access to product development enables:
continuous and agile product development and updates
Adeona PIM sits in the balanced middle of the market: it offers significantly more than lightweight SaaS PIMs, without the heavy burden of traditional enterprise projects. Adeona also scales to meet the needs of large organizations — especially when managing large volumes of product data across multiple channels and markets.
It is a strong choice for companies operating in e-commerce with complex product data, international environments, or omnichannel distribution models.
1) Ready for global commerce
Built-in support for:
multilingual data
CE markings and certifications
product schemas (different product families)
extensive roles and permissions
advanced AI capabilities
integrated image and document management
comprehensive publishing automation capabilities
2) Integrations
Adeona features a modern REST API and ready-made integrations, such as a Shopify connector. Typically, PIM is integrated with:
ERP systems
websites and online stores
product data banks and registries (STK, Synkka, RT, etc.)
CRM systems
3) Powerful support for channel-specific enrichment
Product data can be enriched according to channel requirements, including the use of AI:
online stores
marketplaces
print materials
in-store and POS systems
4) Clear roles and permissions
Especially valuable for teams where:
content production
marketing
product managers
e-commerce managers
…work together. This also enables agile workflows and approval processes for changes.
5) Flexibility without heavy development
Most requirements can be solved through configuration rather than coding — reducing costs and speeding up changes.
6) Local expertise and support
Experts understand:
Finnish ERP environments
companies’ product structure challenges
the specific characteristics of Nordic e-commerce
In addition, direct access to product development enables:
continuous and agile product development and updates
Adeona PIM sits in the balanced middle of the market: it offers significantly more than lightweight SaaS PIMs, without the heavy burden of traditional enterprise projects. Adeona also scales to meet the needs of large organizations — especially when managing large volumes of product data across multiple channels and markets.
It is a strong choice for companies operating in e-commerce with complex product data, international environments, or omnichannel distribution models.
1) Ready for global commerce
Built-in support for:
multilingual data
CE markings and certifications
product schemas (different product families)
extensive roles and permissions
advanced AI capabilities
integrated image and document management
comprehensive publishing automation capabilities
2) Integrations
Adeona features a modern REST API and ready-made integrations, such as a Shopify connector. Typically, PIM is integrated with:
ERP systems
websites and online stores
product data banks and registries (STK, Synkka, RT, etc.)
CRM systems
3) Powerful support for channel-specific enrichment
Product data can be enriched according to channel requirements, including the use of AI:
online stores
marketplaces
print materials
in-store and POS systems
4) Clear roles and permissions
Especially valuable for teams where:
content production
marketing
product managers
e-commerce managers
…work together. This also enables agile workflows and approval processes for changes.
5) Flexibility without heavy development
Most requirements can be solved through configuration rather than coding — reducing costs and speeding up changes.
6) Local expertise and support
Experts understand:
Finnish ERP environments
companies’ product structure challenges
the specific characteristics of Nordic e-commerce
In addition, direct access to product development enables:
continuous and agile product development and updates
Summary
The importance of product information grows as e-commerce expands. It directly impacts sales, search engine visibility, customer experience, and internal efficiency. For this reason, choosing a PIM system is a strategic decision, not merely a technical purchase.
Lightweight SaaS solutions are a good starting point for small operators with limited product data and channel requirements.
Open-source and self-hosted PIMs offer freedom and flexibility but can introduce significant maintenance and development costs as a business grows, and in the worst case create unnecessary security risks if updates are neglected.
Enterprise solutions serve large organizations where complex workflows and extensive structures are critical, but their cost and project burden are often substantial.
Adeona PIM is an excellent choice for Nordic omnichannel businesses — from small companies to large enterprises — that require a flexible and scalable PIM without heavy, customized enterprise projects.
The importance of product information grows as e-commerce expands. It directly impacts sales, search engine visibility, customer experience, and internal efficiency. For this reason, choosing a PIM system is a strategic decision, not merely a technical purchase.
Lightweight SaaS solutions are a good starting point for small operators with limited product data and channel requirements.
Open-source and self-hosted PIMs offer freedom and flexibility but can introduce significant maintenance and development costs as a business grows, and in the worst case create unnecessary security risks if updates are neglected.
Enterprise solutions serve large organizations where complex workflows and extensive structures are critical, but their cost and project burden are often substantial.
Adeona PIM is an excellent choice for Nordic omnichannel businesses — from small companies to large enterprises — that require a flexible and scalable PIM without heavy, customized enterprise projects.
The importance of product information grows as e-commerce expands. It directly impacts sales, search engine visibility, customer experience, and internal efficiency. For this reason, choosing a PIM system is a strategic decision, not merely a technical purchase.
Lightweight SaaS solutions are a good starting point for small operators with limited product data and channel requirements.
Open-source and self-hosted PIMs offer freedom and flexibility but can introduce significant maintenance and development costs as a business grows, and in the worst case create unnecessary security risks if updates are neglected.
Enterprise solutions serve large organizations where complex workflows and extensive structures are critical, but their cost and project burden are often substantial.
Adeona PIM is an excellent choice for Nordic omnichannel businesses — from small companies to large enterprises — that require a flexible and scalable PIM without heavy, customized enterprise projects.
FAQ: PIM in B2B and Omnichannel E-commerce
What is a PIM system?
What is a PIM system?
What is a PIM system?
Why is PIM critical for e-commerce competitiveness?
Why is PIM critical for e-commerce competitiveness?
Why is PIM critical for e-commerce competitiveness?
How does PIM support SEO in e-commerce?
How does PIM support SEO in e-commerce?
How does PIM support SEO in e-commerce?
How does PIM enable faster time-to-market?
How does PIM enable faster time-to-market?
How does PIM enable faster time-to-market?
How does PIM improve internal efficiency?
How does PIM improve internal efficiency?
How does PIM improve internal efficiency?
What should companies consider when choosing a PIM system?
What should companies consider when choosing a PIM system?
What should companies consider when choosing a PIM system?
Table of contents
You might also like
Ready to see it in action?
Experience how automation and integrations simplify your daily work.
GDPR
COMPLIANT
Future-proof eCommerce built in the EU
© 2025 AI Commerce Cloud. All rights reserved.
Ready to see it in action?
Experience how automation and integrations simplify your daily work.
GDPR
COMPLIANT
Future-proof eCommerce built in the EU
© 2025 AI Commerce Cloud. All rights reserved.
Ready to see it in action?
Experience how automation and integrations simplify your daily work.
GDPR
COMPLIANT
Future-proof eCommerce built in the EU
© 2025 AI Commerce Cloud. All rights reserved.
