Rescuing a Shoptet e-shop
Feeds, data and conversions
An e-shop can have good products and customers and still lose money on small things: supplier feeds broken for half a year, every import scrambling the categories, and products without EAN codes invisible to price comparison sites. For a furniture retailer on the Shoptet platform, we are putting the e-shop's data foundations in order — from feeds through categorization to conversion elements.
This is not about building a new application, but about working systematically with what the retailer already has. We mapped the supplier feeds — some had been broken for months — and are fixing and monitoring them step by step. Categories get a fixed three-level structure that survives imports; we are adding EAN codes to products so that price comparison sites can find them. Alongside that, we evaluate the search modules and configure the Heureka comparison site. We are rearranging the homepage around what actually leads customers to buy, and analyzing newsletter automation and AI product recommendations.
Technology
We work directly on the Shoptet platform — with its XML/CSV feeds, modules and administration. We base decisions on Google Analytics and refine the product data through bulk exports and imports, including EAN codes and variants. For product recommendations, we compare off-the-shelf modules with a custom-built solution.
The brief
The shop was running, but technical debt was piling up under the surface: supplier imports kept overwriting manual category work, an assortment without EAN codes was invisible to comparison sites, and nobody could say which modules were paying off. The owner needed a partner who understands both data and business — one who can not only find the problems, but fix them and keep them fixed.
The solution
We work through priorities, not in one big bang. Data foundations first: working supplier feeds and stable categorization that imports can't break. Then visibility: EAN codes including product variants and proper comparison-site configuration. And finally conversions: trust elements near the cart, reviews higher up the page, a well-thought-out newsletter. Every step is backed by analytics data — we don't make changes that can't be measured. Where automation or AI makes sense, we first calculate what it will bring and what it will cost.
Key features
- fixing and monitoring supplier product feeds
- a stable three-level categorization resilient to imports
- adding EAN codes including variants — visibility on comparison sites
- Heureka comparison-site setup and organic search support
- conversion elements: reviews, shipping and secure payment near the cart
- evaluating search and newsletter modules against analytics
- analysis of AI product recommendations, weighing costs against benefits
Results & benefits
- supplier feeds working again after months of outages, and monitored
- categorization survives imports without manual repair
- the assortment is visible to price comparison sites
- decisions on modules and marketing backed by data, not impressions
