Today’s shoppers buy from the website of the store, marketplace and half a dozen networks of social media. And every sale requires product information.
For small businesses, platforms are usually a primary source of product data.
Larger retailers, manufacturers and brands have long -credible product management software (PIM) for data, such as descriptions, specialties and photos.
Using PIM
PIM software remains the best solution for businesses with thousands of SUS in multiple channels and languages or dozens of product sources.
According to Martin Balaam, the CEO and founder of Pimberly, according to Martin Balaam has changed, as some business use PIM for growth.
“In two years, in three years, how much bigger would you like your business?” Balaam asked rhetorically during my conversation in July 2025.
Martin Balaam
“How much more would you like to generate? And depending on how small the business, (the owner) could say,” I like growing 10 times, “Balaam continued.
To achieve this level of growth, Be has options.
- Increase prices that are unlikely to work.
- Add the SKU and keep the same conversion levels.
- Sell more of your existential items.
- Pressable sale of multiple items.
Business could try to achieve these goals by adopting smarter purchasing procedures, improving marketing and advertising, or optimizing the way it represents products in every channel. PIM software helps with the last option.
Pim that persona
Not every buyer buys a given product for the same reason. Not every feature is important to every buyer. Not every shopper uses this product in the same way.
Traders know this and have been using personalization and recommendations for years to show shoppers items they are likely to buy.
These personalized recommendations pointed to the website details of the product that described the item in the same way for each visitor, regardless of this shopper might be interested in the product.
Modern Pims can store and manage many versions of the product description and generate even more.
According to Balaam, each set of product descriptions, specialties and images is defined by the personality of the species product. These persons may vary depending on demography, such as age and geography, using boxes, included workwear versus side and even emotional attraction.
This level of personalization requires an electronic trade platform capable of dynamically switching information about products in and out based on cohort or use profiles. But if it is done well, this leads to hyper personalization.
Channels and markets
Traders are not technically prepared to personalize Pim-Powred on their own website, they can still customize data to multiple channels and marketplaces.
This means meeting the platform requirements – for example, what to call a description – and also optimize product data for the primary audience of this channel.
A clothing retaliation known to his typical customer on Facebook is a 35 -year -old woman who could decide to send a photo of products that included models roughly this age. By comparison, the same business could choose images containing models at the age of 20 for your Tiktok business.
Therefore, all images, descriptions, languages and units of weight or measure are optimized for a particular channel or marketplace.
AI for a scale
Artificial intelligence transforms PIM software from a centralized product database to a growth tool.
For example, think about how traders translated the descriptions of the products a few years ago. For example, a company that wants to attract a Korean-speaking shoppers would translate the descriptions in several steps.
One would simplify the English source, remove cultural slang, difficult to transmit Fras and similar complexes. Another person would translate it into a Korean version.
This process has been repeated for each product, a monumental task.
With AI, it is possible to generate an acceptable translation for each version of the product description in minutes and unlock the potential of PIM as a growth tool.
According to Balaam AI, it helps with many formally labarious tasks, including:
- Cleaning and normalization of data Beg.
- Automatic generation of product descriptions.
- Automatic translation.
- Recommends categories.
- Creating lifestyle images.
AI also makes the product data available for robots, chat interfaces and future shopping experiences such as LLM.
Not for all
For all its potential as a growth tool, PIM software remains complex for integration and the primary serves relatively large business.
Optimization of PIM for growth would probably make efforts similar to ERP.
So the PIM solution is not for every business. However, companies selling a large amount of SKU on multiple channels and markets can find that PIM is more feasible optimization and targeting.