Updated: 2026-08-06

First published: 2025-06-23

PIM systems for e-commerce: how to optimise the buying experience and increase sales

A PIM system for your e-commerce business is more than a convenient tool for managing product data. With a flexible PIM, you turn your product data into a sales and marketing tool that improves the buying experience and increases conversion in your store. Here, we look at how to use Viskan PIM to optimise sales across all your channels while making your e-commerce operation more efficient.

In short:

A PIM system centralises your product data and turns it into an active sales tool. With Viskan PIM, you create a consistent buying experience across every channel, build better filtering with flexible product attributes, and reduce the risk of incorrect purchases and returns. Viskan PIM is built into the Viskan E-commerce Platform, can be used as the master for your product data or as a complement to your ERP, and includes built-in features for country-specific pricing, currencies and translations that simplify international sales. With the integrated AI agent Mímis, you can continuously optimise product copy and product sorting. Everything is managed without any coding skills.

Use PIM as a sales engine in your e-commerce business

Your product presentation is critical to sales, because images, videos, product attributes and descriptions are the e-commerce equivalent of being able to touch and feel the products. Your product presentations need to turn information into inspiration and trigger the emotions that lead to a purchase. Today, your brand and offer need to be consistent and up to date across every channel, wherever people choose to search and buy. A clear product presentation with more detail also reduces the risk of incorrect purchases and returns. 

Serkan Selcuk, Product Owner at Viskan, says: "With Mímis, you get an AI agent that works continuously with your product data. It identifies products with weak copy and generates sales-driven, SEO-optimised product texts based on the product’s attributes. It can even create product-level FAQs based on customer service questions and return reasons, which is an important part of increasing visibility in AI search tools such as ChatGPT."

Viskan PIM is a powerful yet easy-to-use tool for optimising the buying experience with product data. Here is how you use it to improve the customer experience and increase sales:

• Centralised product data creates a consistent buying experience across every channel. An omnichannel perspective is now a necessity, not a choice. Your customers encounter your offer in more and more channels, and with search and purchasing through AI assistants, agentic commerce is emerging as a channel no e-commerce business can ignore. Whether you sell through e-commerce, physical stores or marketplaces, shoppers expect the same high-quality experience everywhere. When you centralise product data with Viskan PIM, you create a consistent buying experience across all your sales channels. You also avoid problems with stock levels not updating in real time, which otherwise creates confusion and reduces sales.

• The AI agent Mímis continuously optimises your products. Mímis identifies products with weak product copy and automatically generates sales-driven, SEO-optimised product texts based on the product’s attributes. Mímis can also generate product-level FAQs based on questions received by customer service or on return reasons.

• Flexible attributes and categories guide shoppers to the right purchase. Common PIM challenges for brands include not being able to present product information in an appealing way and limited opportunities to use product data in search engines. With Viskan, you avoid that. You have full flexibility with attributes, can add free-form information to the product and any number of variants, for example based on material, country of origin or eco-labelling. That creates rich product information and filtering options that help shoppers find what they actually want, leading to more purchases and fewer returns. You can also connect categories and attributes to tips & recommendations, campaigns, bundle offers, Mix & Match, configurable products and other tailored offers that increase the chances of purchase and upselling.

• Flexible product sorting puts the right products at the top of the listing. A new feature in Viskan PIM is how easily and flexibly you control product sorting with drag and drop. You group and sort exactly as you want and choose which product colour should be shown in the product listing. For example, identify your bestsellers, something you can surface with Viskan’s integrated AI agent Mímis, and place them in a group that is always shown at the top. Then create a group for the remaining products, where you decide how they should be sorted and displayed.

• SEO-friendly product information increases visibility. Viskan PIM makes it easy to create SEO-friendly product information for greater visibility in search engines and more traffic to your e-commerce site.

How does a PIM system make your e-commerce processes more efficient?

Viskan PIM is flexible and can be used both as the master for your product data and as a complement to your ERP. You gain efficiency benefits if you do not need another system and instead centralise product data in the PIM system. Working with fragmented product data, especially across large product ranges, takes time, affects response times and increases the risk of incorrect information. When you centralise product information in Viskan PIM and share it via API, you get a more efficient process, faster response times and synchronised updates across every channel. Together with the other intelligent automation options in the Viskan E-commerce Platform, that saves time you can spend on increasing sales.

"Working with fragmented product data takes time and increases the risk of errors, especially across large product ranges. When you centralise the information in PIM and share it via API, you get faster response times and synchronised updates across every channel", says Serkan Selcuk.

Better control of stock levels and tailored assortments for different markets

Real-time stock levels make inventory management more efficient. You can make your e-commerce business more efficient by getting real-time stock levels in Viskan PIM via ERP. When you can immediately see purchasing data, deliveries, how individual products are selling and what is in stock, including variants, inventory management becomes more efficient automatically. You also get insights that help you optimise your assortment.

Built-in market features simplify international sales. Want to start selling in new markets? Viskan PIM includes built-in features for country-specific pricing, currencies and translations. You do not need to create separate products for every market you sell in. When you manage price lists, you simply choose the currency and the country where the price is used, then the VAT rate is filled in automatically based on the country and posted to the correct account for accounting documentation.

How do you create a product in Viskan PIM?

In most cases, product data comes into Viskan PIM through automated imports, so in practice you rarely need to create products manually. But many people want to know how it works when you do it yourself, and it is straightforward. The features in the Viskan E-commerce Platform are built so you can handle everything without coding skills or external help, and the interface for product data is clear and intuitive. Here is how to create a product:

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