Product catalogue
Ecommerce product catalog setup
A store is only as good as its product catalogue. Clear categories help people browse, consistent attributes power filters, well-structured variants make choosing easy, and complete product data answers customers' questions. Setting the catalogue up carefully at the start saves endless corrections later and makes everything from search to marketplace feeds work better.
This page explains how to structure an ecommerce catalogue and prepare product data for import.
Illustrative diagram
- SKU — unique code per product or variant
- Name — clear, customer-facing
- Category — from the agreed list
- Attributes — standard values only
- Variant options — size, colour and so on
- Price — consistent tax treatment
- Stock — per variant
- Image file — named to match the SKU
Building blocks of a catalogue
| Element | What it does | Common mistake |
|---|---|---|
| Categories | Group products for browsing | Mirroring supplier or warehouse structure |
| Attributes | Describe products for filtering | Inconsistent values such as Navy and navy blue |
| Variants | Size, colour or option combinations | Separate products where variants belong |
| Identifiers | SKUs and barcodes | Missing or duplicated codes |
| Tags or collections | Cross-cutting groupings such as new or sale | Overused, with hundreds of tags |
Structure for customers
Categories should reflect how customers search and browse, not how products arrive from suppliers. A homeware customer may look for 'bedroom' or 'cushions', not a supplier's range name. Testing a proposed structure by asking a few customers or colleagues where they would expect to find certain products quickly reveals confusing groupings.
Keep categories reasonably shallow; several levels of nesting make browsing on phones tedious.
Product data fields to prepare
Essentials
- Name, SKU and price including tax where required
- Description and key specifications
- Category and attributes
Variants
- Option names and values
- Price and stock per variant
- Image per variant where it differs
Operations
- Weight and dimensions for shipping
- Barcode if used by marketplaces
- Stock level and supplier code
Consistent attributes
Agreed values
A fixed list of colours, sizes and materials, spelled the same way every time.
Units
Measurements in consistent units and formats.
Filterable
Only attributes customers actually filter by need to be filters.
Feeds
Marketplaces and shopping feeds often require specific attributes.
Setting up a catalogue
Plan
Categories, attributes and variant rules agreed.
Output: Catalogue plan
Prepare
Data assembled and cleaned in a spreadsheet.
Output: Import file
Import sample
A few products imported and checked.
Output: Validated format
Full import and check
Everything imported; spot checks and filters tested.
Output: Live catalogue
Images matched to products
Images are often the slowest part of catalogue setup. Naming image files consistently, for example by SKU, makes it possible to match them to products during import. Consistent dimensions and backgrounds keep product grids tidy, and each image needs a short description for accessibility. Large original files should be resized before upload to keep pages fast.
Descriptions that help buyers
Supplier descriptions are often written for trade buyers, full of codes and missing the details customers care about. Good product descriptions explain what the product is, who it suits, key dimensions or materials and how it differs from similar items. A consistent structure, for example a short summary, key features and a specification list, makes products easy to compare.
Copying identical supplier text used by many other retailers gives search engines little reason to show your page; adding your own detail helps.
Variants or separate products?
Sizes and colours of the same item usually belong as variants of one product, sharing a page and description. Products that differ substantially, such as different materials with different descriptions and prices, may be clearer as separate products linked to each other. Platforms limit how many options and variants a product can have, so very complex ranges may need careful design.
Ready for feeds and marketplaces
If products will appear in shopping feeds or on marketplaces, include the identifiers and attributes those channels require from the start. Retrofitting barcodes, brand names or category mappings across a large catalogue later is time-consuming.
Keeping the catalogue healthy
Review the catalogue periodically for missing images, out-of-stock products still promoted, inconsistent attributes and outdated prices. A short checklist for anyone adding products prevents many problems from appearing in the first place.
Search and synonyms
Customers search using their own words. Including common alternative terms in product names or descriptions, where natural, helps them find what they want.
Questions about ecommerce product catalog setup
How should product categories be organised?
By how customers browse, kept reasonably shallow.
What are attributes?
Descriptive values such as colour or size that power filters.
When should products be variants?
When they are options of the same item, like sizes or colours.
What data is needed for each product?
Name, SKU, price, description, category, attributes, images and shipping details.
How are images matched to products?
Consistent file names, often by SKU.
Why import a sample first?
To catch format problems before importing everything.
Do marketplaces need extra data?
Often barcodes and specific attributes.
Should we use supplier descriptions?
Edit them to add details customers care about and make them your own.
Request a Custom Quote
Ask about Ecommerce product catalog setup
Thank you — your enquiry has been sent.
We have received your message and will reply by email. If you need to add anything, email info@letgetgrow.com.