Syndication Basics: Core Product Content as a Cornerstone of Digital Shelf Success 

Putting customers first means making sure they have the clear, complete, and accurate product information they want when they’re browsing an online marketplace or getting to know your brand. 

When you provide customers with all the details they need to confidently decide if a product is perfect for them, you’re doing much more than just closing a sale, you’re building trust and creating lasting relationships. 

Of course, it’s not just about brands getting their product details right when submitting all the required product information. Retailers are working hard behind the scenes, carefully reviewing content from potentially thousands of different brands before it goes live on their sites. This collaborative process can sometimes hit bumps along the way. When product information is syndicated with incomplete or inaccurate data, it creates extra work for everyone involved and can lead to frustrating delays. This can mean missed opportunities and lost sales. 

What is Core Content? 

Core content is all the essential details and images that describe your product — the information that helps shoppers figure out if it’s exactly what they’re looking for. Think of basic elements like item weight and dimensions, nutritional facts and ingredients, size specifications, color availability, and product images. These are the first things customers notice when they land on a product page, which makes it crucial to make a great first impression. 

Getting your core content right isn’t just about listing facts, it’s about building trust and confidence with potential buyers. When customers can quickly find accurate specifications, clear product photos from multiple angles, and detailed descriptions that answer their key questions, they’re far more likely to make a purchase. Missing or incomplete core content often leads to abandoned carts, increased return rates, and lost sales opportunities, as shoppers move on to competitors who provide the comprehensive information they need to feel confident in their buying decision. 

Centralizing Product Data for Accuracy and Efficiency

It’s important to set up your product content in a formalized data structure by using a Product information Management (PIM) or Master Data Management (MDM) system to help maintain a ‘single source of truth’ for accuracy and consistency. These centralized systems ensure that when you update product information in one place, it automatically syncs across all your distribution channels, marketplaces, and internal systems, eliminating the risk of conflicting or outdated information reaching customers.  

Without a proper data management infrastructure in place, you may end up manually updating product information across various platforms, which is a time-consuming process that can lead to inconsistencies, confuse shoppers, and damage brand credibility. 

The Consumer Has Spoken 

Out-of-date, inconsistent, and incomplete data and assets diminish brand trust. They can directly influence lost sales, poor customer experiences, and expensive product returns. Our global consumer survey, The State of Product Experience 2025, confirms these impacts. 

75% of consumers get a negative perception of a brand if their products are not accurately and completely represented online.

75% are more likely to turn to a brand and/or store in the future if they can quickly find all the information they want about a product.

44% of shoppers abandoned a purchase when they couldn’t find sufficient information about it online.

34% were disappointed by a purchase because it didn’t meet the expectations set by information online.

21% returned a purchase because it didn’t meet expectations based on the information available when shopping.

Core Content Syndication: Product Information Everywhere It Matters 

The impact of complete core content for brands cannot be understated. But each retail site has its specific requirements for the content and images they need, so everything must be formatted just the way they like it before it’s published. That’s exactly where content syndication becomes your best friend. 

When you work with a content syndication solution that’s connected to a large network of retailers, you can rest easy knowing your content will meet each partner’s unique requirements the first time you submit it. No more time-consuming manual back-and-forth revisions or delays, just faster time to market because the data fields are already customized for each retailer’s needs. 

An additional syndication requirement for brands and suppliers is the GS1-certified Global Digital Syndication Network (GDSN). This approach helps you align to industry standard compliance requirements on the same platform where you’re already managing your core content. When using GDSN, you can publish your product information in real time to network members, and thanks to built-in data quality checks, you can feel confident that everything will be accepted immediately.  

Keep in mind that not every retailer is part of the GDSN network, and some may require additional content. Other retailers may require brands to syndicate only through the GDSN network, so it’s important to understand your partners’ preferences. 

A Winning Combination: Core Content and Syndication 

Getting your core content seamlessly syndicated to retail recipients is critical. When you have complete, accurate product information delivered in real time to all your retail partners, everyone wins — shoppers get the details they need to make confident purchases, retailers can showcase your products effectively, and your brand builds trust and relationships that drive long-term success. 

The key is starting with descriptive core content that tells your product’s complete story, then choosing the syndication approach that works best for your specific retail partnerships. Whether that’s direct syndication to retailers, a GDSN solution, or a combination of both, the goal remains the same: getting the right information to the right places without delays. 

Complete and accurate product information isn’t just nice to have—it’s what separates brands that thrive from those that just get by. Take the time to get your core content foundation right, explore your syndication options, and watch as smoother processes lead to happier customers and stronger sales.