What is the Idealo product feed and why merchants use it
Idealo is a major price comparison and product discovery platform used across Europe, particularly in Germany, Austria, and Switzerland. Merchants submit product data via a structured feed to list their inventory on the platform, where shoppers search by product name, category, price, and delivery terms.
Merchants use Idealo because the platform drives qualified traffic from price-conscious consumers actively comparing products and sellers. Unlike marketplace platforms that handle fulfilment, Idealo operates as a referral channel: customers click through to your website to complete the purchase. This means your product data must be accurate, complete, and properly structured so that Idealo can display your listings correctly and route traffic effectively.
The feed format accepts product information in CSV, XML, or JSON. Each product requires a unique identifier (sku), pricing information, delivery details, and descriptive content. Products with incomplete or incorrect data may be rejected during the approval process, delisted, or ranked lower in search results.
Core product identification and categorisation fields
SKU and product identifiers
The sku field is your internal product identifier and must be unique within your feed. Idealo uses this value to track inventory updates, manage product variants, and match incoming data to existing listings. If you submit the same sku twice, the second submission overwrites the first.
Include eans (European Article Numbers, also called barcodes or UPC codes) and hans (Harmonised Article Numbers) where available. These standardised identifiers help Idealo match your products to its product database and improve matching accuracy. Products with valid EANs are more likely to be approved quickly and matched to the correct product record.
The brand field should contain the manufacturer or brand name. Idealo uses this for filtering, faceted search, and to verify that your product data matches known brands in its database. Misspelled or fabricated brand names can cause approval issues.
Category structure and product type
The categoryPath field defines where your product appears in Idealo's category hierarchy. This is a hierarchical path using forward slashes to separate levels, for example: Electronics / Computers / Laptops / Gaming Laptops. The specific category structure varies by country and product type.
Correct category assignment affects product discoverability. If you assign a laptop to the wrong category, price-comparison shoppers searching for laptops will not find it. Check Idealo's category guidelines for your region before submitting your feed.
The product_type field (if supported in your feed format) provides additional product classification beyond the category path and can help with internal organisation and filtering.
Product content fields
Title and description
The title field should be a clear, concise product name suitable for search results and product listings. Include the brand, model, key variant information (colour, size, capacity), and main features. Avoid marketing fluff, excessive capitalisation, or special characters that could cause display issues.
Example: Sony WH-CH720 Wireless Headphones, Black, 35-hour battery
The description field provides detailed product information beyond the title. This is where you explain features, specifications, materials, dimensions, and benefits. Idealo displays this content on the product detail page, so comprehensive descriptions improve conversion rates. Include:
- Key technical specifications (processor, RAM, storage for electronics; fabric, care instructions for clothing).
- Dimensions and weight.
- What is included in the box or package.
- Warranty or guarantee information.
- Any restrictions or compatibility notes.
Formatted descriptions with line breaks or bullet points are more readable than dense text blocks.
Image URLs
The imageUrls field should contain one or more product image URLs. Idealo displays these images in search results and on product detail pages. Images are critical for conversion: products with clear, high-quality images receive more clicks and sales.
Best practices for image URLs:
- Use HTTPS URLs only. HTTP links may be rejected or cause security warnings.
- Host images on stable, reliable servers that respond quickly.
- Images should be at least 400x400 pixels; larger images (800x800 or higher) display better in detail views.
- Include multiple angles, lifestyle shots, and close-ups of details.
- Avoid watermarks, logos, or text overlays that obscure the product.
- Keep file sizes reasonable (under 500 KB per image) to ensure fast loading.
If you provide multiple images, separate them with a delimiter (comma, semicolon, or pipe character) as specified in your feed format.
Pricing and cost fields
Price and former price
The price field is the current selling price and is mandatory for every product. This is the price customers will see in search results and use for comparison.
The formerPrice field (also called 'RRP' or recommended retail price) shows the original or list price before any discount. Idealo displays this alongside the current price to show savings. For example, a product with price 49.99 and formerPrice 79.99 shows a 37% discount. This field is optional but recommended for products with discounts, as it increases click-through rates.
Both price fields should be decimal numbers (49.99, not 49,99 or 50). Include the currency code or ensure all prices are in the expected currency for your country feed.
The basePrice field is used for products sold in variable quantities (e.g., per kilogram, per litre, per metre). If you sell fabric at £12 per metre, set price to the actual selling price and basePrice to the unit price. This helps customers compare value fairly.
Delivery costs and payment costs
The delivery field indicates whether you offer free delivery or if delivery is chargeable. Common values are 'free', 'chargeable', or a specific cost (e.g., '5.99'). This field is critical because shoppers filter by delivery cost and use it in their total cost calculation.
The deliveryCosts_Standard field specifies the cost of standard delivery for this product. This should be a decimal number representing the customer's cost. If you offer free delivery, set this to 0 or omit it if the delivery field already indicates 'free'.
The paymentCosts_PayPal field sets the fee for PayPal payment (if applicable). Some merchants charge a small fee for certain payment methods. Idealo displays this so customers can calculate their true total cost. If there is no PayPal fee, omit this field or set it to 0.
Accurate delivery and payment costs are essential for approval. Idealo compares your feed data to actual checkout costs; if your feed claims free delivery but your website charges £5, your listings may be suspended.
Delivery timing and comments
The maxOrderProcessingTime field specifies how many business days you need to process and dispatch the order (e.g., 1, 2, 3). This is separate from delivery time and helps customers understand when they can expect their package to ship.
The deliveryComment field allows you to add a note about delivery, for example: 'Delivered by Royal Mail within 5-7 working days' or 'Next-day delivery available for orders before 2 PM'. Use this field to clarify unusual delivery arrangements, regional restrictions, or special conditions.
Product attributes and variants
Product variant fields allow you to specify key attributes that help customers find the exact product they need. These fields are optional but improve discoverability:
- colour: The product's colour (e.g., 'Black', 'Navy Blue', 'Rose Gold'). Use consistent colour names across your feed.
- size: Clothing and shoe size (e.g., 'M', 'Large', '42', '10 UK'). Use the sizing system appropriate for your product category.
- gender: Intended gender for clothing (e.g., 'Men', 'Women', 'Unisex').
- material: Primary material composition (e.g., 'Cotton', 'Polyester', 'Leather', 'Stainless Steel').
When you include these fields, Idealo groups variants of the same product together and allows shoppers to filter by attribute. For example, a customer searching for 'running shoes' can filter by size and colour to find exactly what they need. Products with complete variant information are ranked higher in filtered searches.
Condition, returns, and special handling
Product condition
The conditionType field indicates whether the product is new, refurbished, or used. Valid values typically include 'New', 'Refurbished', and 'Used'.
The condition field can provide additional detail, such as 'New in sealed box', 'Like new, opened for inspection', or 'Good condition, minor cosmetic wear'. This field helps set customer expectations and can reduce returns.
Products listed as 'New' are ranked higher than refurbished or used items. If you sell refurbished products, ensure the condition is clearly marked so Idealo can categorise them correctly and customers are not misled.
Returns and warranties
The freeReturnDays field specifies how many days customers have to return the product for free. For example, if you offer a 30-day return window, set this to 30. This is a key purchasing factor and should match your actual return policy.
Idealo displays this prominently on your product listings. If your feed claims 30-day returns but your website policy is 14 days, your listings may be suspended.
Deposit and disposal fees
The deposit field is used for products subject to deposit schemes (common in Germany and Austria for beverages and containers). This is the refundable deposit amount charged at purchase and returned when the customer returns the empty container.
The disposalFee field specifies any recycling or disposal fee charged by law (e.g., for electronics, batteries, or hazardous materials). In Germany, this is often called 'Elektroschrott' or 'Batteriegebühr'. These fees must be declared accurately to comply with local regulations and avoid approval issues.
Special product types and costs
Voucher codes
The voucherCode field allows you to associate a promotional code with the product. Idealo may display this code to shoppers, encouraging them to apply it at checkout. Use this field for product-specific promotions or limited-time offers.
Two-man handling and packaging
The twoManHandlingFee field specifies a charge for delivery assistance with heavy or bulky items (e.g., furniture, appliances). If you charge extra for two-person delivery, enter that fee here. This is common for items over a certain weight or size.
The packagingUnit field indicates the quantity in which the product is sold. For example, if you sell pens in boxes of 10, set packagingUnit to 10. This helps customers understand bulk quantities and calculate per-unit costs.
Downloads and digital products
The download field is used for digital or downloadable products. Set this to 'true' or 'yes' if the product is delivered as a file download rather than a physical shipment. For digital products, delivery costs and timing fields are not applicable.
Fulfilment type
The fulfillmentType field indicates whether you fulfil orders yourself or use a third party. Common values are 'Merchant' (you ship) or 'Fulfillment Partner' (third-party logistics). Idealo uses this to understand your supply chain and may apply different approval rules or customer service expectations based on fulfilment type.
Practical guidance for feed submission and optimisation
Feed format and structure
Prepare your feed in CSV, XML, or JSON format according to Idealo's specifications for your country. Use a consistent delimiter (comma for CSV, proper XML tags, or valid JSON syntax). Include a header row in CSV files that names each column.
Before uploading, validate the feed for syntax errors using a CSV validator or XML parser. Idealo will reject feeds with malformed data or missing required fields.
Required versus optional fields
At minimum, every product must include: sku, brand, title, url, price, delivery, categoryPath, and conditionType. Missing any of these will cause the product to be rejected.
Optional fields like formerPrice, description, imageUrls, and variant attributes are not required for approval but significantly improve product visibility, click-through rates, and conversion. Products with comprehensive data are ranked higher in Idealo's search results.
SKU mapping and inventory updates
Maintain a consistent SKU scheme across all your sales channels. If you use the same SKU in your e-commerce platform, warehouse management system, and Idealo feed, you can synchronise inventory levels accurately. When you resubmit your feed, Idealo matches products by SKU and updates pricing, stock status, and other details.
If you change a product's SKU, Idealo treats it as a new product. The old listing is deleted (or becomes inactive) and a new listing is created. This can cause loss of customer reviews, search rankings, and historical data. Avoid changing SKUs unless absolutely necessary.
Price synchronisation
Update your feed regularly to keep prices current. If your website price changes but your Idealo feed is outdated, customers will see incorrect prices and may be confused or frustrated at checkout.
Set up automated feed generation if possible. Many e-commerce platforms (Shopify, WooCommerce, Magento) have plugins or native integrations that generate an Idealo feed directly from your product database. This ensures prices, stock, and descriptions are always in sync.
Category path structure
Research Idealo's category taxonomy for your country before assigning categories. Use the exact category names and hierarchy provided by Idealo. Incorrect category paths may be rejected or auto-corrected, resulting in products appearing in the wrong category.
If you sell products across multiple categories (e.g., a wireless speaker that is both an audio device and a smart home device), you can sometimes provide multiple category paths or choose the most relevant primary category.
Image URL configuration
Test all image URLs before submitting your feed. Idealo crawls image URLs to verify they are accessible and valid. If an image URL returns a 404 error or times out, Idealo may reject the product or use a placeholder image.
Use a content delivery network (CDN) or reliable image hosting to ensure fast, consistent delivery. If your website is slow, image loading may be delayed, affecting Idealo's crawl performance.
Delivery cost setup
Be transparent about delivery costs. If you offer free delivery on orders over a certain amount, you may need to submit multiple feeds or use Idealo's advanced options to reflect conditional delivery pricing. Otherwise, set deliveryCosts_Standard to your base delivery cost.
Verify that your feed delivery costs match your website checkout. Idealo periodically audits merchant data to detect discrepancies. If your feed claims free delivery but customers are charged £5 at checkout, your listings will be suspended until the discrepancy is resolved.
EAN and HAN codes
Include EANs and HANs for all products where available. These codes are often printed on product packaging or available from your supplier. Products with valid EANs are matched to Idealo's product database more accurately, improving visibility and reducing approval issues.
If a product does not have an EAN (e.g., custom or private-label items), omit the field or leave it empty. Do not invent or duplicate EANs.
Description field optimisation
Write descriptions for customers, not search engines. Avoid keyword stuffing or repetitive phrases. Instead, focus on what makes the product useful and how it solves a customer's problem.
Include specifications that help customers make a decision: dimensions, weight, materials, colours available, warranty, battery life, or performance metrics. Idealo's search may index description text, so relevant keywords (like model numbers or common feature names) help customers find the product.
Testing and approval
Before submitting a full feed, test with a small batch of products (5-10 items). Check that they appear correctly on Idealo, that prices and images display, and that the product detail pages match your expectations. Fix any issues before uploading your entire product catalogue.
After submission, monitor the approval status. Idealo will notify you of rejected products and the reason (missing field, invalid category, duplicate SKU, etc.). Fix these issues and resubmit.
Summary
The Idealo product feed is a structured data format that allows merchants to list products on a major European price comparison platform. Success requires accurate, complete data across core fields like SKU, brand, title, price, delivery costs, and category path, as well as optional but valuable fields like images, descriptions, and product attributes.
Proper SKU mapping ensures inventory accuracy and prevents duplicate listings. Price synchronisation keeps your Idealo listings current and builds customer trust. Delivery cost transparency is essential for approval and reduces checkout friction. Comprehensive product descriptions and high-quality images improve click-through rates and conversion.
Invest time in validating your feed data before submission, testing a small batch, and monitoring approval feedback. Maintain your feed regularly to keep prices, inventory, and product information current. Merchants who submit complete, accurate, and well-organised feeds see higher visibility, more qualified traffic, and better sales performance on Idealo.