Universal Feed Importer Platform

Challenge

Bringing a new retailer's product catalogue online means pulling a feed from whichever affiliate network or platform they use, cleaning and mapping its fields, and pushing it into Google Merchant Center and Google Ads — and every network delivers data differently. Doing this by hand for each retailer, across many networks and two regions, is slow, error-prone and hard to scale. The client needed a single platform that could ingest feeds from any major source, normalise them automatically, and manage the whole Google Shopping setup from one place.

Solution

We built a multi-retailer feed importer that connects to all the major affiliate networks and platforms — including Etsy, Awin, Commission Junction, Partnerize, Impact Radius and others — over their various APIs and FTP/SFTP feeds. Incoming feeds are parsed, normalised and field-mapped, with Google Gemini assisting the mapping when a feed's structure is unfamiliar. The platform then syncs products into Google Merchant Center and manages Google Ads campaigns, negative keywords and campaign linking. A setup orchestrator walks each new retailer through a multi-stage onboarding flow, and a Next.js admin console gives operators full visibility into feed quality, sync health, errors and merchant statistics — all with support for both UK and EU regions.

Project Results

Onboarding a new retailer became a guided, repeatable workflow instead of a bespoke engineering task, with one platform handling many networks at once. Operators can monitor feed quality and Merchant Center sync health, catch errors early, and manage Google Ads from the same console. AI-assisted field mapping reduces the manual effort of handling unfamiliar feed formats.

Features and Benefits

• Multi-Network Ingestion: Pulls feeds from Etsy, Awin, CJ, Partnerize, Impact Radius and more, across different protocols.
• I-Assisted Field Mapping: Google Gemini helps map unfamiliar feed structures, cutting manual setup.
• Guided Retailer Onboarding: A setup orchestrator turns multi-step onboarding into a repeatable workflow.
• Google Shopping Automation: Syncs products to Merchant Center and manages Ads campaigns and negative keywords.
• Operations Dashboard: Feed quality, sync health, error logs and merchant stats in one console.

Technologies Used

• Go: High-throughput backend for feed processing, normalisation and sync.
• PostgreSQL & MySQL: Product, retailer and affiliate data storage.
• Google Merchant Center & Google Ads APIs: Product sync and campaign management.
• Google Gemini: AI-assisted feed field mapping.
• Next.js & Material-UI: Operations console for monitoring and configuration.

Development Process

We began by surveying how each affiliate network delivers data and built dedicated processors for each, behind a common normalisation layer so the rest of the system sees one consistent product model. On top of that we added AI-assisted field mapping for unfamiliar feeds, then the Google Merchant Center and Google Ads integration for the full Shopping setup. A setup orchestrator codified the onboarding steps so adding a retailer became repeatable. Finally we built a rich Next.js console focused on what operators actually need — feed quality, sync health and error diagnostics — with multi-region support baked in for UK and EU retailers.