After a certain point, small tweaks to an online channel strategy can only do so much.  

Brands experiencing growth slowdowns may be brushing up against the limits of the channels they currently sell on, even though they are constantly optimizing their branding and campaigns.  

To scale effectively, sellers must focus on two key factors that play a pivotal role in meaningful growth: increasing the number of channels they sell on and the quality of their product feeds—the backbone of every ecommerce operation. 

One powerful concept that combines these two factors is Feedprint™. 

Your Feedprint is a measure of a business’ channel exposure (the number of places its products are listed) multiplied by its product availability (the number of its products listed on each of those channels).  

To demonstrate the importance of this idea, Feedonomics, the leader in product feed management, has released its Product Feedprint Benchmark Report. Drawing from customer data, the benchmark outlines how sellers have increased their Feedprints and optimized their product data, leading to significant ecommerce growth as a result. 

The impact of Feedprint growth

Sellers expanded their Feedprints by 15.5% year-over-year (YoY). This growth is driven by two main factors: 

Channel expansion: Listing their products on 11.7% more marketplaces than the previous year. 

Product growth per channel: Increasing the number of products listed on those channels by 3.4%. 

Marketplaces are a critical source of this expansion. Brands and retailers grew their gross merchandise volume on these channels by 20.5%, which is more than double the rate of overall ecommerce industry growth.  

Additionally, sellers who expanded their Feedprints sold across 17.9% more marketplaces than the previous year, further increasing the potential to reach new customers.  

Same-marketplace sales also increased by 9.6% YoY. This can be attributed to the addition of new products to these channels, as well as listing optimization to improve visibility and conversions. 

Unlocking your Feedprint potential

So, how can your brand start expanding its Feedprint? Here are four actionable steps: 

1. Evaluate your channel exposure: Identify the marketplaces and shopping channels where your products are currently listed. Are there opportunities to expand into new platforms or regions? The report showed that Amazon was responsible for 56% of GMV growth, followed by Target and eBay. 

2. Optimize your product data: Look closely at your product titles, descriptions and images. Are they tailored to the specific requirements and best practices of each channel? Regular updates and adjustments can have a big impact on how your products are displayed and found by shoppers. For example, optimizing product data for shopping channels required product titles—just one of many attributes—to change by 79%. 

3. Prioritize high-performance products: The report showed that the top 20% of products generate 67% of all marketplace GMV. This highlights the importance of focusing on high-performing products when expanding your Feedprint. Make sure these top performers are available across as many channels as possible, and that those listings are fully optimized.  

4. Leverage a feed management platform: Use a feed management platform to syndicate, synchronize and optimize your product catalog across multiple channels. This streamlines the entire process and gives you a scalable solution through which all of your product data flows.  

According to a 2023 Feedonomics survey, the average marketplace customer sees a 21% increase in channel revenue, an 18% increase in clicks and an 18% increase in conversions—all while spending 40% less time per week on feed management. 

Learn more about how Feedonomics can help you maximize your Product Feedprint.