For Merchants, accurately syncing product data from their stores to marketplaces and shopping search engines has now become more important than ever. This is because customers always expect to see the correct product details, prices, and availability across all touchpoints when shopping. Even a single delay or mismatch in information can lead to a poor shopping experience, which often leads to lost trust in your brand.
Yet, meeting this requirement is not easy, especially when using static product data feeds (files that require manual uploads and don’t update automatically). They quickly become outdated and demand frequent manual work.
This is where API data feeds offer a better approach. These feeds allow dynamic data delivery with flexibility and customization. Merchants can easily choose and send specific data subsets or define the updates’ frequency.
If you haven’t heard of API data feeds before and don’t know how to use them, worry not. That’s why we have come up with this guide.
In this blog, we will discuss what is API data feeds in detail. We will learn how these feeds work, their common use cases, API vs data feed, and much more.
Table of Contents
What Is an API Data Feed in E-Commerce?
An API data feed is a way of programmatically transferring product information from your online store to another platform using an Application Programming Interface (API). This platform, which receives information from your store, is often a marketplace, comparison shopping engine (CSE), or advertising platform.
In the simplest terms, an API data feed is like a live connection between your store and another platform. This connection allows the automatic sync of product data (titles, descriptions, etc.) from your store to the other platform in real time.
Now, you might wonder how API data feeds differ from traditional data-sharing methods.
So, traditionally, to sync product data from their stores to the target platform, merchants use several different methods. They either manually upload feed files, share a hosted link that the target platform can access to retrieve information, or use other methods. These require manual intervention to bridge the gap between the two systems.
However, an API data feed allows both your store and the target platform to communicate directly. This means that listings on the target platform or marketplace are always in sync with your store’s product information. Moreover, whenever you update your product data, the change can be instantly synced to marketplaces and CSEs using API calls.
Practical Example of Using API Data Feeds
Let’s assume you have an online store, and you want to sync its product data to Google Merchant Center. This is because you want to create PMax campaigns and promote the items you sell in your online store. In that case, you don’t necessarily need to upload your structured product feed file manually or use hosted URLs. You can use Google’s Content API.
All you will need to do is:
- Set up your Merchant Center account (if you haven’t done that already)
- Configure your client library
- Make your first API call
- Start using the API to upload products, manage your GMC account, etc.
| 📘 What Are Client Libraries and API Calls? 1. Client Libraries: These are prewritten code packages that make it easier to connect your store to an API. They save time by handling complex setup steps automatically. You can find client libraries for different programming languages like Python, Java, or PHP. 2. API Calls: These are requests your system sends to the API to perform specific actions. For example, an API call can upload a new product, update a price, or delete an item. Each call tells the API exactly what to do. |
And that’s it. This connection between both platforms will allow you to sync product data and updates from your store to GMC swiftly. So, in a situation where you would have had to deal with product data and files manually, the API saves you time and effort. Not entirely, but it removes 95% of the repetitive manual work and ensures that your product data stays updated and accurate.
Types of API Data Feeds
API data feeds can be implemented in different communication styles. The main types include: REST, GraphQL, and SOAP.
1. REST (Representational State Transfer)
REST is one of the most common API architectural styles used in the e-commerce domain.
| 💡 Did you know? Google’s Content API is also a RESTful API. |
It uses standard HTTP methods such as GET, POST, PUT, and DELETE to access and manage different resources. These resources often include, but aren’t limited to, product data, order information, etc.
Also, in REST APIs, fundamentally, all requests are stateless. This basically means that whenever requests are sent from the client to the server, there is no server-side session storage. Every request is treated as if it’s the first and only request from the client in that particular interaction. This allows for better scalability and performance.
Let’s revisit our previous example (using the content API to sync product data to GMC) to better understand this point. Whenever Google’s servers receive a request to update a product attribute, they treat it as an independent request. The server doesn’t rely on any past history. So, this means that if there were any errors from past sessions, they will be avoided. Therefore, the product update will be fresh and accurate and will be reflected swiftly in GMC.
Another plus point of using REST is that data is generally transferred in JSON due to its simple and lightweight nature. This means that by using REST, you can easily improve response times for your e-commerce operations.
For all these reasons, REST is considered reliable for accurate, real-time product and inventory data sync.
2. GraphQL
A GraphQL API uses the GraphQL query language, which Facebook developed in 2012. It allows users to request any data required from a single endpoint. This easily helps to resolve the over-fetching/under-fetching issues, as the client specifies exactly what data is needed and receives only that. This means that with just a single GraphQL query, all details of a product (titles, stock quantity, etc.) can be fetched within one request.
For this reason, GraphQL is a popular alternative to REST, which requires multiple requests to gather all the necessary data.
Additionally, GraphQL supports three core operations:
- Queries for retrieving data
- Mutations for updating data
- Subscriptions for receiving any real-time updates.
Using these operations, you can easily:
- Sync product information such as titles, descriptions, price, availability, etc., with a single request (with queries).
- You can update an item’s attributes across all integrated marketplaces (with mutations).
- Instantly sync product data and any changes to all channels (with subscriptions).
3. SOAP (Simple Object Access Protocol)
SOAP is an older but still useful API protocol. It is mainly helpful for exchanging structured information between systems. Unlike REST or GraphQL, SOAP is a formal protocol with strict standards that are defined by XML schemas. This means that both the sender and receiver of product data must follow the same predefined format for every message.
SOAP mainly operates over HTTP or SMTP, which makes it flexible for different types of systems. This means that you can easily integrate your e-commerce platforms with ERPs, CRMs, etc., using SOAP.
Moreover, SOAP is also popular for its built-in error handling capabilities and security features. Due to this, it is preferred for e-commerce operations where strict compliance and data integrity need to be maintained.
How Do API Data Feeds Work?
Let’s now understand how API data feeds work.
| Note: The exact process may differ based on the two e-commerce platforms or systems exchanging data. Therefore, always refer to the documentation of both platforms before you use an API data feed. |
Before two systems integrate and initiate data exchange between them, they try to verify each other’s identity.
Therefore, first, your e-commerce platform and the other platform will authenticate. This authentication is mainly done with the help of API keys, tokens, or OAuth Credentials. These credentials prove that your system is eligible and allowed for the data exchange.
Moreover, secure protocols like HTTPS and OAuth 2.0 will encrypt communication between the systems. This means that no one can intercept any sensitive details.
Data Formatting and Mapping
Your store’s data (titles, prices, GTINs, MPNs, etc.) must then be arranged in a format that the API accepts. This format is usually JSON or XML, because they are easy to read and process.
Once that’s done, the fields of your product data are mapped to the API’s required schema. This basically means that product attributes from your store data are mapped to the right fields of the target platform. For example, “Product name” might get mapped to “Title,” and so on.
This mapping is important to ensure compatibility when data transfer starts.
Endpoints and HTTPS Requests
After the formatting and mapping are done, your system will start sending data to specific API endpoints. Endpoints are unique URLs that perform defined functions, such as creating a product or updating stock. Each endpoint only handles its assigned task. If you send product data to the “orders” endpoint, it won’t work.
Your online store will start to communicate with these endpoints using HTTPS requests. These requests and their functions include:
- GET: helps to retrieve product information.
- POST: send new product data (for example, adding new items)
- PUT: change existing product information, such as updating an item’s price.
- DELETE: remove product data, which can be useful for deleting a listing.
All requests will contain the endpoint URL, details of authentication, and possibly the product data as well, in JSON format.
Request-Response Flow
Once the request from your online store arrives, the target platform first checks if your credentials are valid. If they are, then the platform executes the task, such as adding or deleting any product.
At the same time, the platform also responds a status code. For example, 200 OK when the operation turns out to be successful.
Error Handling and Retries
It’s important to note that sometimes requests can fail as well. This can be due to missing data, invalid credentials, or even some type of server issues. In such situations, the API will return an error code such as ‘400 Bad Request’ or ‘401 Unauthorized’.
Your system should log all such errors, try the data exchange again after some time, or alert your team for a manual review.
Continuous Sync and Updates
After the setup is complete, the API will continue to run automatically. It will sync data on a schedule using polling or send updates instantly using webhooks.
This automation will ensure that product data on your online store is always in sync with the target platform.
API vs Data Feeds: Key Differences
Now you might be left wondering how exactly API data feeds differ from the traditional static product feeds. Let’s understand that by comparing both in a tabular format below:
| Aspect | Traditional Product Feeds | API Data Feeds |
| Definition | A product feed is a structured file that contains a list of all items and their attributes. | A programmatic way of connecting and transferring information from your store to other marketplaces or platforms via APIs. |
| How Product Data is Exchanged between Systems | In general, product data is exchanged by 1. Manually uploading the file to the target platform 2. Using scheduled fetches/uploads from hosted files. | Product data is sent programmatically via API calls in real-time. In a nutshell, it is automatic. |
| Update Frequency | Whenever you manually update the file, or as per the defined frequency of the scheduled fetch (e.g., daily, weekly, or monthly) | Real-time or near-real-time updates occur whenever you can update product details like title, description, price, etc. |
| Data format | CSV, Excel, or XML. | Mainly JSON or XML over HTTPS. |
| Complexity | Easy to set up and use. | Requires technical skills and can be hard to set up (unless a feed solution is used, which submits feeds via APIs) |
Note: Product feeds, are also known as product data feeds or data feeds.
Benefits of Using API Data Feeds
Some of the main benefits of using API data feeds include:
- Real-Time Updates: API data feeds sync your product information to all channels in near real-time. This helps you display the most accurate product information, which is also in sync with your real-world physical inventory details.
- Less Manual Effort: Programmatic data exchange between two platforms through API data feeds doesn’t require much human intervention. This helps save time and effort, which you can invest in other value-added tasks (such as marketing and product design) rather than data maintenance.
- Better Customer Experiences: When customers see accurate product details that are consistent across all platforms, they start considering your brand as reliable. This helps them make confident purchase decisions, and in the long run, encourages repeat purchases due to brand loyalty.
- Flexibility and Customization: With API data feeds, you get full control over which products you sync to a particular CSE or marketplace. Moreover, you can also decide the frequency of updates.
So, for example, if a particular product is out of stock and you don’t want to promote it anymore, you can remove it from your feed. And if a product is a hot-selling item and its availability must be updated every hour, then API data feeds allow you to do that.
This gives you the flexibility to manage listings based on item availability, seasonality, and other factors.
- Better Ad Performance: CSEs and marketplaces rely on accurate product details to allow merchants to run ads. With API data feeds, your product information is always updated and in sync with your online store. This means that important details in the raw feed, such as title, price, GTINs, etc., match your store’s information. This alignment in product information reduces product disapprovals and improves the relevance of your Shopping ads, leading to better performance.
Best Practices for Using API Data Feeds
Below, we will discuss some best practices for leveraging API data feeds for your e-commerce operations.
- Use APIs for Incremental Updates: Merchants shouldn’t use API data feeds to send their entire inventory to the target platform with each update. Instead, make it a rule of thumb to only sync product data that has been updated. This will help reduce data processing time and also display updates across the target platform quickly.
- Avoid Duplicate Submission Models: Don’t use both API data feeds and static feeds to submit product data. That’s because it can cause duplication issues and lead to complex problems on the target platform.
- Always Maintain a Local Database: Some platforms, like Google, advise against using API data feeds for retrieving information from their platform (GMC). Their platform shouldn’t be your primary data source, nor should you make unnecessary API calls to retrieve information. Rather, you should have a local database, a feed tool, or a (PIM) Product Information Management system where the product is stored securely. And the API should always be used to push information from that source to other channels.
- Optimize Request Batching: Whenever you manually trigger or schedule multiple item updates from your store to the target platform via API data feeds, group them into batch requests. With this step, you can reduce the number of API calls you make and also avoid overloading systems. Moreover, batch requests will also speed up the data processing time.
- Keep Authentication Secure: Always use strong authentication methods such as OAuth 2.0 or API keys, where you limit their scope. Moreover, always ensure data transfer happens over HTTPS. This is because HTTPS will encrypt and protect your product data or other important information.
- Keep Client Libraries Updated: Client libraries are tools that help you use APIs. They handle sign-in, requests, responses, etc. As APIs change over time, you must ensure that you are updating your client libraries or SDKs simultaneously. That’s because outdated libraries can lead to errors, pose security risks, or block new features.
Leverage the power of API data feeds with AdNabu!
AI-optimize your Shopify products
for Google Shopping and sync them
accurately to Merchant Center via Content API.
Conclusion and Key Takeaways
Today, API data feeds have become very important in the e-commerce domain. They help you sync product data from your store to any target platform in near real time. With their use, you can replace manual work, simplify e-commerce operations, and achieve better results.
Some important takeaways from this blog include:
- API data feeds refer to the programmatic transfer of product data from your online store to a marketplace, CSE, or e-commerce platform.
- REST, GraphQL, and SOAP are the main API styles. Each of them offers a different way to transfer and manage product data.
- APIs handle authentication, mapping your data, and updating it through endpoints. This is to ensure smooth communication between systems.
- API data feeds reduce human intervention in uploading and managing product data. Moreover, they help to ensure product updates on the target platform are instant, accurate, and always in sync with real-world details. This ensures that your ads perform well and overall contribute to better shopping experiences for customers.
- However, when using API data feeds, avoid using static product feeds, as this can cause duplication issues. Moreover, secure your API connections before any data exchange and always maintain a local product database where all product information is available and ready to be distributed further.
Good luck.
FAQs
- Which major platforms support API data feeds for e-commerce?
Many platforms support API data feeds. Some of them include Google Merchant Center (Content API), Meta (Product Feed API), TikTok (TikTok Shop Open API), and Pinterest (Shopping API).
- Are there any apps for merchants who don’t have technical skills to use API feeds?
Yes, feed management tools like AdNabu (for Shopify merchants), DataFeedWatch, etc., can help you leverage the API to sync your product data from the original source to other marketplaces easily. Moreover, for setting them up, you don’t require technical expertise. With just a few clicks, your store can be connected, and product data will automatically sync to platforms like Google Merchant Center, etc.
- What costs or quotas apply when using API feeds?
API access itself is usually free, but platforms may have limits on the number of requests or updates allowed in a given period. The real cost often comes from developer resources or third-party tools used to manage feeds.
- How fast is “real time” for API updates?
Real-time typically means updates are processed within minutes. The actual speed depends on the platform, system load, and data volume. In most cases, it’s far quicker than daily or hourly file uploads.
- Do APIs manage large catalogs efficiently?
Yes. APIs are built to handle large volumes of data through batching and incremental updates. Merchants with thousands of products can sync changes without overloading the system, as only updated items need to be pushed.
Check Out These Related Articles:
