What is Connexity and Why Merchants Use It
Connexity is a product data syndication platform that distributes merchant product information across multiple retail channels and comparison shopping services. Rather than managing separate product feeds for each downstream partner, merchants submit a single feed to Connexity, which then normalises and distributes that data to affiliated networks, marketplaces, and shopping engines.
Merchants use Connexity to expand product reach without duplicating data management work. The platform handles feed validation, error checking, and distribution logistics, allowing sellers to focus on data accuracy rather than managing individual channel integrations. Products listed through Connexity gain visibility across partner networks, driving traffic and sales opportunities that would require separate integrations to achieve otherwise.
Core Feed Structure and Required Fields
Every product submitted to Connexity requires a foundational set of fields that establish product identity and basic listing information. These fields determine whether a product passes initial validation and becomes eligible for distribution.
Unique ID serves as the primary identifier for each product within your feed. This field must be unique across your entire product catalogue and remain consistent across all feed submissions. Connexity uses the Unique ID to track product updates, match inventory changes, and prevent duplicate listings. If you change a Unique ID between submissions, Connexity treats it as a new product rather than an update to an existing one, creating duplicate entries and confusing downstream partners about inventory status.
Title is the product name displayed to shoppers. Titles must be descriptive enough to convey the product type, key features, and brand without exceeding reasonable length (typically 80 characters works well). Vague titles like 'Item' or 'Product' fail validation and reduce discoverability. Include the most important attribute first (brand name, product type, or primary colour) so shoppers understand what they are viewing even if the title is truncated in search results.
Description provides detailed product information that supports the title. Use this field to explain materials, dimensions, features, and benefits. Descriptions should be factual and scannable, using line breaks or bullet points where possible. Avoid marketing hyperbole or unsubstantiated claims, as Connexity partners often flag exaggerated language during content moderation. Descriptions longer than 500 words are rarely read by shoppers and may be truncated by downstream platforms.
Product URL is the direct link to the product on your website. This must be a working, product-specific URL that loads the correct item when clicked. Redirect chains, shortened URLs, or home page links cause approval failures. Test every Product URL before submission to confirm it resolves correctly and displays the product described in your feed.
Brand identifies the manufacturer or brand name. Connexity uses this field for filtering and faceted search, so consistency matters. Use the official brand name exactly as registered (for example, 'Nike' not 'nike' or 'NIKE'). If you manufacture the product yourself, use your company name or a registered house brand. Blank or generic entries like 'Unknown' or 'Generic' reduce product discoverability and may trigger validation warnings.
Product Identification and Classification Fields
Product identification fields enable Connexity to match your products against existing catalogues, prevent duplicates, and route items to correct categories across the network.
GTIN (Global Trade Item Number) is the barcode or UPC/EAN code assigned to a product. This is the most reliable way for Connexity to identify and deduplicate products across merchants. If your product has a GTIN, include it. Connexity uses GTIN matching to consolidate the same product from multiple sellers, allowing shoppers to compare prices and availability. Products without a GTIN are treated as unique, even if they are identical to another merchant's offering. For products without a manufacturer-assigned GTIN (such as custom or handmade items), leave this field blank rather than inventing a code.
MPN (Manufacturer Part Number) is the internal product code assigned by the brand. This field is particularly valuable for electronics, appliances, and branded goods where manufacturers maintain part numbering systems. Like GTIN, MPN helps Connexity identify and match products. If a product has both GTIN and MPN, include both. Downstream partners use these fields to cross-reference products in their own systems, so accuracy directly affects whether your product is approved and matched correctly.
Category places the product within Connexity's taxonomy. Use the most specific category available that accurately describes the product. Miscategorisation causes products to appear in irrelevant searches and may trigger manual review. For example, a wool sweater should be categorised under 'Clothing & Accessories > Women's Clothing > Tops & Sweaters' rather than simply 'Clothing'. Connexity provides a category list during feed setup; use it to map your products correctly.
Item Group ID groups related product variants (different colours, sizes, or styles of the same base product) under a single logical parent. If you sell a shirt in blue, red, and green, assign the same Item Group ID to all three variants. This allows shoppers to view and compare variants together on a single product page rather than seeing three separate listings. Without Item Group ID, variants appear as completely separate products, fragmenting your inventory and confusing shoppers.
Product Attributes and Visibility
Attribute fields describe specific product characteristics that shoppers use to filter and refine search results. Complete attribute data improves product matching and visibility.
Condition indicates whether the product is new, refurbished, or used. Most Connexity partners prioritise new condition products in search results and filters. If you sell refurbished or used items, set Condition accurately so shoppers find exactly what they are looking for. Misrepresenting condition violates merchant agreements and can result in feed suspension.
Availability communicates stock status: in stock, out of stock, or pre-order. This field directly affects whether a product is shown to shoppers. Products marked as out of stock are typically hidden from search results or displayed with a 'notify me' option. Inaccurate availability data frustrates shoppers and wastes marketing spend on traffic that cannot convert. Update Availability in every feed submission to reflect current inventory. If you submit a feed daily, update Availability daily.
Color, Size, Gender, and Age Group are attribute fields that enable faceted search and filtering. Include these only if they apply to your product. A t-shirt should include Color and Size; a book should include neither. Gender and Age Group are used for apparel, toys, and similar categories. Accurate attributes improve the likelihood that your product appears in filtered searches (for example, 'women's blue shirts, size 12').
Material describes the primary composition (cotton, leather, plastic, etc.). This is especially important for apparel, furniture, and home goods, where material directly influences purchase decisions. Pattern describes visual designs (striped, floral, geometric). Include these fields only when relevant; leaving them blank for non-applicable products is preferable to entering generic values.
Pricing, Images, and Shipping
Current Price is the price at which you are currently selling the product. This must be a valid number (for example, '19.99' or '1250') without currency symbols. Connexity partners expect prices to be in GBP when distributing to UK-focused channels. If your feed price does not match your website price, shoppers will encounter friction at checkout, reducing conversion and generating support requests.
Original Price is the regular or list price before any discount. If Current Price equals Original Price, the product is not discounted. If Current Price is lower, the discount is highlighted to shoppers, often improving click-through rates. Connexity partners validate that Original Price is genuinely higher than Current Price; false discount claims are flagged during moderation.
Image URL is the primary product image displayed in search results and product pages. This image should show the product clearly against a neutral background, with good lighting and no watermarks. Connexity partners often reject blurry, cluttered, or misleading images. Ensure the Image URL is a direct link to the image file (ending in .jpg, .png, etc.), not a webpage. Test the URL to confirm the image loads correctly. Image dimensions should be at least 400 x 400 pixels; larger images (1000 x 1000 or more) perform better in downstream platforms.
Additional Image URL allows you to include extra product images (alternative angles, lifestyle shots, detail views). Multiple images increase shopper confidence and improve conversion rates. Connexity partners typically accept 3 to 10 additional images per product. Provide these as a comma-separated list or according to the feed format specification.
Ship Cost is the shipping charge for the product. If shipping is free, enter '0'. Connexity partners use this field to calculate total cost to the customer, affecting price comparisons and purchase decisions. If shipping cost varies by location or weight, enter an average or base cost. Ship Weight supports shipping cost calculations and logistics. Provide weight in kilograms or pounds according to your regional standard.
Special Cases and Compliance Fields
Adult is a boolean field (true/false or yes/no) indicating whether the product is restricted to adult purchasers. This includes age-restricted items such as alcohol, tobacco, or adult-oriented goods. Setting Adult to true triggers additional compliance checks and may limit distribution to certain partners. If your product is not age-restricted, leave this field blank or set it to false.
Practical Feed Optimisation and Submission Strategy
Successful Connexity integration requires attention to data quality, consistency, and regular updates.
Data Validation Before Submission
Before submitting your feed, validate all fields against Connexity's requirements. Check that Unique IDs are truly unique and do not repeat. Confirm that all Product URLs are working links to actual product pages. Verify that prices are numbers without currency symbols or commas. Ensure that Category values match Connexity's official taxonomy exactly. Many merchants catch submission errors through manual spot-checking of 20 to 30 random products before uploading the full feed.
Managing Product Variants
Products with multiple variants (colours, sizes, styles) should be structured using Item Group ID. Create one logical product entry for each variant, each with a unique Unique ID, but assign all variants the same Item Group ID. Include variant-specific attributes (Color, Size) for each entry. This approach allows shoppers to view all variants together while maintaining separate inventory tracking for each SKU.
Keeping Availability Current
Availability accuracy is critical. If you manage inventory in real-time, submit feed updates frequently (daily or multiple times daily). If inventory changes infrequently, weekly submissions may suffice. When a product sells out, mark Availability as out of stock in your next feed submission. Connexity partners hide out-of-stock products from search results, so timely updates prevent wasted traffic on unavailable items.
Image Quality Standards
Invest in high-quality product photography. Images should be well-lit, properly focused, and show the product from a flattering angle. Avoid watermarks, logos, or text overlays that obscure the product. Use consistent backgrounds across your product catalogue. Connexity partners often reject low-quality images during moderation, delaying product approval. Larger images (1000 x 1000 pixels or more) are preferred and perform better in search results.
Attribute Completeness
Complete attribute data improves visibility in filtered searches. If you sell apparel, always include Color and Size. If you sell books, include Author and Publisher. If you sell home goods, include Material and Dimensions. Shoppers frequently filter by these attributes, so missing data means your products will not appear in filtered results, even if they match the search query.
Price Consistency
Ensure that feed prices match your website prices. If a product is listed at £25 in your feed but £30 on your website, shoppers will be confused and may abandon checkout. Use automated feeds (direct API or file-based feeds updated via your e-commerce platform) to ensure prices stay synchronised. Manual feeds are prone to errors and drift.
Monitoring Feed Performance
Connexity provides reporting on submission status, validation errors, and distribution metrics. Review these reports regularly to identify patterns in rejections or warnings. If a certain category consistently fails validation, investigate the category taxonomy mapping. If images are frequently rejected, review your photography standards. Use Connexity's feedback to improve future submissions.
Feed Submission Requirements and Approval Process
Connexity accepts feeds in multiple formats: XML, CSV, and direct API integration. Your chosen format depends on your e-commerce platform and technical capabilities. CSV is the simplest for small to medium catalogues; XML and API are preferred for large, frequently updated catalogues.
After submission, Connexity performs automated validation. The system checks for required fields, data type correctness, and taxonomy compliance. Products that pass validation are queued for distribution to partner networks. Some partners perform additional manual review, particularly for images and descriptions. This review can take 24 to 72 hours.
Products that fail validation receive error codes and descriptions. Common errors include missing required fields, invalid URLs, incorrect category values, and duplicate Unique IDs. Address these errors and resubmit. Products that pass validation but are rejected during partner review typically receive feedback explaining the reason (blurry image, misleading description, etc.).
Summary
Connexity product feed optimisation requires accuracy, completeness, and regular maintenance. Focus on data quality for core fields (Unique ID, Title, Product URL, GTIN, Category) as these directly affect validation and approval. Complete optional attributes (Color, Size, Material) to improve visibility in filtered searches. Keep Availability current and prices synchronised with your website. Test images for quality and ensure they load correctly. Submit feeds regularly, monitor validation reports, and address errors promptly. By following these practices, merchants can achieve high approval rates, broad distribution across Connexity's partner network, and improved product visibility and sales.