Why Use a PIM?

When embarking on an e-commerce journey, businesses are often bombarded with a myriad of questions such as: “Do I really need a Product Information Management (PIM) system when I have an ERP?” or “Why can’t I manually update and distribute my product information?”.

The eCommerce operating landscape is constantly evolving, and businesses need to adapt to meet the demands of modern consumers. This is where PIM and ERP play crucial roles. While both systems have their significance, understanding when and why to implement a PIM solution is crucial for businesses looking to stay competitive.


Understanding the Need for PIM

  1. Vast Number of SKUs: If you manage a small portfolio, say less than 100 SKUs, manual management might suffice. However, handling thousands to millions of SKUs without a dedicated system like PIM is not just daunting but prone to errors. Spreadsheets and simple tools simply can’t keep up with the volume.
  2. Replicate Product Features: A significant portfolio that shares attributes or features requires consistent updating. PIM offers streamlined solutions, such as inheriting attributes based on product categories or easily creating product variants.
  3. Diverse Digital Sales Channels: In our multi-channel world, consumers leverage various platforms, from online marketplaces to social media, to make their purchases. Ensuring consistent product information across these channels is vital, and PIM centralises this process.
  4. Omnichannel Strategy: Modern consumers don’t differentiate between online and offline. They expect seamless interaction across all channels, including physical stores, emails, e-commerce platforms, and more. PIM serves as the robust foundation for such an omnichannel strategy.
  5. Customer Experience (CX): An exceptional CX can make or break a business. PIM ensures harmonised product information, fostering a consistent brand experience across all touchpoints.
  6. Global Market Expansion: With eCommerce expanding globally, tapping into markets like China, India, and Mexico is paramount. A robust PIM system with features like multi-language support facilitates smoother entry into these markets.

ERP’s Role and Its Limitation

ERP systems are primarily designed for back-end operations, managing tasks like inventory control, order processing, and finance. While some ERP systems offer PIM functionalities, they might not be as comprehensive or flexible as dedicated PIM solutions. A business scaling its e-commerce operations might soon find ERP systems limited in handling complex product information management tasks.

Integration of PIM & ERP

The integration of PIM with ERP offers businesses the best of both worlds. While ERP manages internal processes, PIM ensures that product information is consistent, up-to-date, and tailored for the end consumers across all sales channels. This integration eliminates redundancy, improves efficiency, and enhances customer experience.


While not every e-commerce business may need a dedicated PIM, those looking to scale, expand globally, or enhance customer experience should consider its implementation. As businesses grow, the synergy between ERP and PIM becomes even more critical to ensure operational efficiency and customer satisfaction. Investing in PIM is not just about managing product information; it’s about staying competitive in the dynamic eCommerce landscape.