What's in this video?
In this talk, Moe Dhanji from Feedonomics explains why optimised product data is so important for online sales in both B2C and B2B. Feedonomics takes raw product data, cleans it up, and distributes it to channels like Google Shopping, marketplaces and ad platforms.
Moe’s key point is that a product’s story starts at search. Well-optimised titles with details such as keywords, colours and sizes lead to more clicks, better conversion and a stronger return on ad spend. Good data also helps cut customer acquisition costs and reduces errors.
For B2B, he highlights the challenge of managing data across multiple sources and how Feedonomics standardises and optimises it to minimise problems. He also touches on the link between online and physical retail, with tools like local inventory ads helping customers find products nearby.
The goal, he says, is to make sure brands can meet customers wherever they shop, from traditional e-commerce sites to newer social platforms like TikTok and Snapchat, with data that is accurate and ready for each channel.
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It’s 12:30 and I’ve already lost my name tag — so that probably tells you everything you need to know about me.
Let’s get into the more serious stuff. I’ve been in e-commerce for about 11 years, mostly working with software vendors helping brands connect to marketplaces and advertising channels. That’s really my focus. My job title actually abbreviates to “SAD”, which isn’t great — but here we are.
My job is really simple: I help some of the world’s largest brands connect to more places and do better with their product data.
What We’ll Cover
I’ll keep this short and top-line, since I know I’m the only thing standing between you and lunch. There are three main things I want to talk about today: Who Feedonomics is and what we do How we help brands tell better product stories Why this matters not just for B2C, but also for B2B Who Are We?
Quick show of hands — who’s heard of Feedonomics? That’s more than I expected, which is great for someone tasked with growing our brand presence in Europe. So, what do we do? We’re recognised as the market leader in product feed optimisation. In simple terms, we help brands send better product data to advertising channels. Here’s how it works: We take product data from internal systems (PIMs, ERPs — wherever the “source of truth” lives) We ingest that data via API, SFTP, or URL into Feedonomics Then the magic happens — we optimise, standardise, and format the data We send it to wherever it needs to go: search, marketplaces, local inventory feeds, and many more To put it even simpler:
We take data. We make it better. We send it. Better Product Data Tells Better Stories
Now let’s talk about storytelling. What’s the link between product data and brand storytelling? Where do you think the story starts? Often, it’s not your homepage — it’s search. Let’s do an exercise. Grab your phone, open Google, and search for “Gucci handbag.” Look at the shopping listings. Does the product title tell you enough about the item to make you want to click? Does it tell you the material, the size, what it’s for? Probably not. You get an image and maybe a vague name. Unless you’re familiar with Gucci’s naming conventions, you don’t know much. That’s not telling a good story. Let’s say I want to buy sneakers for my nieces. They want a specific colourway: black, white and green. If I search for that, am I going to find it? Not unless those keywords are in the product title. What we do is help brands populate that title with the right information so that the product is actually discoverable. When your product data is clear and rich, it improves click-through rates and conversions. That means your ad spend works harder — you get more value because people can actually find and engage with your listings. Take New Balance, for example. After working with us, their ROAS increased by 95% in just one year. That’s the power of good data. It’s Not Just About Clicks
We often talk about ROAS and CTR — and that’s great — but there are other important impacts too. Good data reduces customer acquisition costs. It cuts down the internal hours spent fixing and formatting product feeds. And even when data starts out clean, things often break in the middle. We fix that too — faster and more efficiently. The Phygital Experience
Before we move to B2B, I want to touch on something that came up in a panel — the word phygital. Let’s talk about the crossover between physical and digital. Three weeks ago, I was in Milan at a conference with my colleague Alfie. His suitcase handle broke as he arrived. He’d always said when it broke, he’d get a Rimowa one — and now was the time. He searched online for a Rimowa cabin bag to see if the Milan store had it in stock. But he couldn’t find that information. Now he had a choice: go to the store and risk wasting time, or skip it entirely. In the end, he took the risk and got lucky. But what if he hadn’t? We help brands avoid that friction by sending product data to Google’s local inventory ads. That way, customers can see real-time stock availability online before visiting the store. It’s a small detail, but it makes a big difference. How many sales are being lost because brands aren’t doing this? Now, Let’s Talk B2B
B2B is a whole different game. If you’re a B2B merchant, you know the pain. Data comes from many sources, all in different formats. And it needs to be sent to a wide variety of endpoints — distributors, retailers, search platforms, third-party tools, AI systems, and more. B2C often sends data to just a few key places — Google Shopping, Meta, Amazon. In B2B, it could be anywhere. That complexity makes it incredibly challenging. What we do is step in before the PIM or ERP. We ingest the raw supplier data, clean it, standardise it, and get it ready for internal systems. From there, we optimise it for wherever it needs to go. Think of it in two parts: Standardise first Optimise second This two-step flow makes everything cleaner and smoother. It seems small, but B2B merchants in the room know it’s a massive pain point. Feedonomics reduces product errors, warnings and suspensions by 50%. We resolve issues 70% faster. That saves time, money and stress. RS Components Case Study
Let me give you a real example. RS Components — you may not know them, but they’re huge. They deal in electrical components, PPE and other essentials. Not the sexiest brand, especially compared to Gucci, but incredibly impactful. They manage over 30 million SKUs across all their markets. We help them deliver over 90% of their data feeds to non-affiliate, non-PPC destinations — meaning distributors and resellers. By cleaning and optimising that product data, we’ve helped them drive £500 million in revenue. Final Thoughts
Whether you’re B2C or B2B, good product data is the foundation of everything. It powers your presence in search, improves ad performance, reduces operational headaches, and ultimately makes your products easier to find and buy — wherever your customers are. At Feedonomics, our job is simple:
We take product data. We make it better. We send it. That’s what we do — and it works. Thank you. Enjoy your lunch.
I’ll keep this short and top-line, since I know I’m the only thing standing between you and lunch. There are three main things I want to talk about today: Who Feedonomics is and what we do How we help brands tell better product stories Why this matters not just for B2C, but also for B2B Who Are We?
Quick show of hands — who’s heard of Feedonomics? That’s more than I expected, which is great for someone tasked with growing our brand presence in Europe. So, what do we do? We’re recognised as the market leader in product feed optimisation. In simple terms, we help brands send better product data to advertising channels. Here’s how it works: We take product data from internal systems (PIMs, ERPs — wherever the “source of truth” lives) We ingest that data via API, SFTP, or URL into Feedonomics Then the magic happens — we optimise, standardise, and format the data We send it to wherever it needs to go: search, marketplaces, local inventory feeds, and many more To put it even simpler:
We take data. We make it better. We send it. Better Product Data Tells Better Stories
Now let’s talk about storytelling. What’s the link between product data and brand storytelling? Where do you think the story starts? Often, it’s not your homepage — it’s search. Let’s do an exercise. Grab your phone, open Google, and search for “Gucci handbag.” Look at the shopping listings. Does the product title tell you enough about the item to make you want to click? Does it tell you the material, the size, what it’s for? Probably not. You get an image and maybe a vague name. Unless you’re familiar with Gucci’s naming conventions, you don’t know much. That’s not telling a good story. Let’s say I want to buy sneakers for my nieces. They want a specific colourway: black, white and green. If I search for that, am I going to find it? Not unless those keywords are in the product title. What we do is help brands populate that title with the right information so that the product is actually discoverable. When your product data is clear and rich, it improves click-through rates and conversions. That means your ad spend works harder — you get more value because people can actually find and engage with your listings. Take New Balance, for example. After working with us, their ROAS increased by 95% in just one year. That’s the power of good data. It’s Not Just About Clicks
We often talk about ROAS and CTR — and that’s great — but there are other important impacts too. Good data reduces customer acquisition costs. It cuts down the internal hours spent fixing and formatting product feeds. And even when data starts out clean, things often break in the middle. We fix that too — faster and more efficiently. The Phygital Experience
Before we move to B2B, I want to touch on something that came up in a panel — the word phygital. Let’s talk about the crossover between physical and digital. Three weeks ago, I was in Milan at a conference with my colleague Alfie. His suitcase handle broke as he arrived. He’d always said when it broke, he’d get a Rimowa one — and now was the time. He searched online for a Rimowa cabin bag to see if the Milan store had it in stock. But he couldn’t find that information. Now he had a choice: go to the store and risk wasting time, or skip it entirely. In the end, he took the risk and got lucky. But what if he hadn’t? We help brands avoid that friction by sending product data to Google’s local inventory ads. That way, customers can see real-time stock availability online before visiting the store. It’s a small detail, but it makes a big difference. How many sales are being lost because brands aren’t doing this? Now, Let’s Talk B2B
B2B is a whole different game. If you’re a B2B merchant, you know the pain. Data comes from many sources, all in different formats. And it needs to be sent to a wide variety of endpoints — distributors, retailers, search platforms, third-party tools, AI systems, and more. B2C often sends data to just a few key places — Google Shopping, Meta, Amazon. In B2B, it could be anywhere. That complexity makes it incredibly challenging. What we do is step in before the PIM or ERP. We ingest the raw supplier data, clean it, standardise it, and get it ready for internal systems. From there, we optimise it for wherever it needs to go. Think of it in two parts: Standardise first Optimise second This two-step flow makes everything cleaner and smoother. It seems small, but B2B merchants in the room know it’s a massive pain point. Feedonomics reduces product errors, warnings and suspensions by 50%. We resolve issues 70% faster. That saves time, money and stress. RS Components Case Study
Let me give you a real example. RS Components — you may not know them, but they’re huge. They deal in electrical components, PPE and other essentials. Not the sexiest brand, especially compared to Gucci, but incredibly impactful. They manage over 30 million SKUs across all their markets. We help them deliver over 90% of their data feeds to non-affiliate, non-PPC destinations — meaning distributors and resellers. By cleaning and optimising that product data, we’ve helped them drive £500 million in revenue. Final Thoughts
Whether you’re B2C or B2B, good product data is the foundation of everything. It powers your presence in search, improves ad performance, reduces operational headaches, and ultimately makes your products easier to find and buy — wherever your customers are. At Feedonomics, our job is simple:
We take product data. We make it better. We send it. That’s what we do — and it works. Thank you. Enjoy your lunch.
