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What is Product Content Management (PCM)?

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Product Content Management

What is PCM?

Product Content Management is used for creating, managing, sharing, organizing, and categorizing any product-related data. The solution ensures a seamless flow of products from the start to the end of the product cycle. 

A PCM ideally handles product attributes, categories, descriptions, images, and other marketing material: all things that help centralize product data and enable multi-channel selling.

Product content comes in from multiple sources within an organization. This includes different departments like inventory, marketing, and sales. Additionally, it also includes solutions such as an ERP, spreadsheets, or an MDM. The PCM centralizes all this information, giving your team a platform through which they can make collaborative edits in real-time. 

A streamlined workflow enables your organization to reduce your time to market, and send out product information to your sales channels, staying one step ahead of your competition.

Check out how a Product content management tool like Apimio can reduce a month’s work in a few days.

Features of a Product Content Management (PCM) System 

1. Data Management for Products

The biggest feature that PCM offers is managing your product data. It allows you to create a consistent product catalog through information from different suppliers/vendors that usually have huge variations in their data structures and quality. 

For e.g. on PIM software like Apimio as a retailer, you can invite all your vendors so they can share product data with you. Usually, different vendors maintain their product data in different formats. But once they start uploading it to Apimio directly or through CSV files, it will all become consistent in one, single format. So data will come to you in a consistent format from all of them, which will be compatible with all your sales channels such as Shopify. 

2. Product Publishing

If you’re currently going the manual way, it means you’re constantly having to update and upload spreadsheets to your sales channels. This is tedious and delays your time-to-market. Not only are spreadsheets prone to error, but they also need to be in formats that match that of the channel you wish to export it to. However, with a PCM, this task becomes automated. You have a central location for all your product data which you can publish to your selling channels with just one click, in your preferred format.  

Although e-commerce platforms such as Shopify do let you manage your product data within the platform itself, they are not equipped to handle large amounts of data on the backend. They also can’t maintain large datasets from the supplier. Neither can your suppliers directly collaborate with you and upload data themselves. Product Content Management is the solution to this hurdle. It gives retailers and vendors a seamless way to publish products to their stores exactly the way they intended.

With Apimio, you can connect your Shopify stores and sync your product changes immediately. Similarly, you can export changes with our CSV files that are compatible with all popular selling channels. These include Amazon, Magento, WooCommerce, and more. 

Also read: 2 Quick Ways of Importing Products to Shopify (in Bulk)

3. Product Lifecycle Management Workflows

A PCM is designed to handle all product data from start to finish. This includes adding new products, maintaining existing ones, and pushing them to multiple selling channels. The whole purpose is to avoid any bottlenecks along the way and create a seamless user experience.


There are a ridiculous amount of tools in the market today. And sometimes it gets confusing because of how similar they sound. We get it. Let me break this down for you quickly. 

With a PIM, a retailer can create, enrich, and distribute their products to multiple sales channels.

Product Content Management, PCM, provides the features to select the appropriate product content and images for the products. PXM provides some additional features such as onboarding and managing product data from suppliers. Moreover, it also efficiently distributes high-quality, channel-ready product information to all multiple touchpoints.

A PIM and Product Content Management (PCM) are quite identical in their purpose and functionality. However, a PIM is slightly more advanced than a PCM as it provides additional elements of adding and editing your product descriptions, digital media, and more. 

As a brand, it can be costly to implement a separate tool for each of the above-mentioned functions. That’s why we created a tool that gives you a PIM, PCM, and PXM all-in-one. Apimio lets you add, edit, enrich, and distribute your product data to multiple channels. Retailers can manage data directly coming from their suppliers. They can create their own vendor database and optimize their user experiences.

Try Apimio completely free! 

Apimio has a completely free version that lets you see the product in all its glory! Check it out today for your business and let us enrich your whole e-commerce experience. 

Written by Minal Kiani

Minal was a Content Marketing Specialist at Apimio Inc. She has a bachelor's degree in Finance. She writes about how Ecommerce Managers can Grow through better Product Information.

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