Data Synchronisation & Content Syndication

»When product information is accessible and accurate, your business wins



The ongoing digitisation of trade means that the manufacturing industry is using more and more product information electronically. Product information is used in online stores, marketplaces and also in purchasing and logistics processes.

The industry is therefore facing the challenge of how to efficiently make this information available to retailers.

Retailers are then facing the challenge of how to efficiently receive data from manufacturers and other suppliers.


The GS1 Global Data Synchronisation Network (GS1 GDSN) is the world's largest product data network. GS1 GDSN makes it possible for any company, in any market, to share high-quality product information seamlessly. Because companies of all sizes need the same thing—timely and reliable product information—to ultimately benefit consumers and patients.

How GS1 GDSN works

With GS1 GDSN, high quality product content is uploaded, maintained and shared automatically, ensuring trading partners have immediate access to the most current and complete information needed to exchange products on both local and global markets.

GS1 GDSN and the GS1 Global Data Model

Your product content in the GS1 GDSN network will follow the GS1 Global Data Model standard, helping to create a seamless shopping experience across every channel. The GS1 Global Data Model defines a globally consistent set of foundational product attributes needed to list, store, move and sell your products. By simplifying and harmosing the exchange of product data around the world, the GS1 Global Data Model increases operational efficiency for brand owners and retailers and improves data accuracy and completeness for consumers.

What is content syndication?

»Speed is EVERYTHING in the age of digitisation!«

Content Syndication describes the multiple use of product information on the supplier side, publishing it on different channels and making it available to all customers in their preferred way.

GS1 GDSN is therefore part of a content syndication initiative.

Unfortunately, in many industries and countries, GS1 GDSN is not yet well enough established to be the exclusive channel through which product information is exchanged between manufacturers and retailers.

This is a challenge for both the internationally operating industry and trading companies, as the digitisation of trade often cannot afford to wait for establishing a standardized GS1 GDSN.

It is therefore important for the trade industry to use channels that their trade customers currently already have in place and for trading companies not only to obtain data via GS1 GDSN, but also to offer their industry partners a supplier portal and other ways of providing data.

What do content syndication solutions offer?
What do GS1 GDSN data pools offer?

Content Syndication solutions allow the trade industry to distribute product information to the widest possible range of retailers.

Publishing product information via GS1 GDSN should always be part of Content Syndication, as GS1 GDSN is the largest network for the exchange of product information today.

Today’s GS1 GDSN data pools provide a 100% standardized service. No matter which GS1 GDSN data pool you join today, you can exchange data with all companies participating in GS1 GDSN.


Why do GS1 GDSN and content syndication projects fail?

The most common reason for failure on the industry side is that product information is not available with sufficient quality and scope. In this case, you should usually first set up a PIM program to create a sufficient basis.

On the retail side, you are usually faced with two challenges that lead to failure if they are not addressed from the very beginning:

Simply purchasing data pool access does not yet mean that the product information obtained there is also available in internal systems and that it can be used in established processes within the company.

Since GS1 GDSN is based on a publish-subscribe model, retailers should always include a supplier onboarding project in their plans to leverage the GS1 GDSN’s full potential on the retail side.

Benefit from our experience

Contact us – no matter which project phase you currently find yourself in. We are happy to support you with our experience.