How to Build a Shopware Shopping Feed? A Detailed Guide

In today’s competitive e-commerce world, having a solid online presence is critical for the success of any business. Shopware, a popular e-commerce platform, provides a robust framework for building and managing online stores. If you want to expand your e-commerce reach and drive more traffic to your online store, building a shopping feed in Shopware is a fundamental step to achieving these goals.

In this blog, we will explore what a Shopware shopping feed is, how it works, and provide a detailed guide on how to build one for your e-commerce store.

What is a Shopware Shopping Feed and How Does it Work?

Before we get started, let us know a bit more about the topic at hand. A Shopware product feed is a file containing all the necessary product information from your store, formatted in a way compatible with various shopping platforms and marketplaces. It typically includes product titles, descriptions, prices, images, categories, and availability. This feed is then submitted to the respective platforms, which use the information to display your products to potential customers.

The shopping feed establishes a connection between your Shopware store and external platforms. It allows you to synchronize product data, update inventory levels, and manage pricing and promotions across multiple channels. Maintaining an up-to-date shopping feed ensures that your products are accurately represented and easily discoverable by shoppers across all platforms.

How to Build a Shopware Shopping Feed?

Now that you have understood what a shopping feed is let us dive into building a Shopware shopping feed. 

Shopware Social Shopping: Professional Edition

For Shopware users with the Professional Edition, an extension is available called Shopware Social Shopping. This extension integrates with popular platforms like Google Shopping, Facebook, Instagram, and Pinterest, allowing you to easily create and manage your shopping feeds for these channels directly within your Shopware backend.

  • Google Shopping

Google Shopping is a platform that allows you to showcase your products in Google’s search results and reach millions of potential customers. With Shopware’s Google Shopping integration, you can generate a shopping feed compatible with Google’s requirements and easily synchronize your product data, pricing, and availability.

  • Facebook

A popular social media platform with a cast user base is an ideal channel for promoting your products, and Facebook provides all that. Shopware integrates with Facebook, allowing you to create a shopping feed and synchronize your product catalog with your Facebook Shop.

  • Instagram

We live in a world where many people’s office is Instagram itself. Instagram provides this power of social media as it offers a seamless shopping experience for users, allowing them to discover and purchase products directly within the app. By integrating your Shopware store with Instagram, you can create a shopping feed and showcase your products to the 2.35 billion Instagram users.

  • Pinterest

Known as one of the most aesthetic social media apps, Pinterest is a visual discovery platform that can drive considerable traffic and sales to your online store. By creating a shopping feed for Pinterest, you can showcase your products to its users and make it easy for them to purchase directly from your store.

While this sounds promising, it also has its limitations. It is important to note that these Shopware Social Shopping extensions are limited to only four platforms. If you want to upload your products to more than four platforms and are not using the professional edition, you must explore alternative methods. 

Google Shopping Integration

Shopware also offers a built-in Google shopping integration that allows you to create and submit a product feed to Google Merchant Center. As an official Google partner, Shopware provides seamless integration with Google through its Shopping Ads with the Google feature. This integration provides Shopware users with a convenient way to access a range of features directly from their Shopware administration panel.

The capabilities of connecting Google accounts to Shopware are various. Some of them are-

  1. Access Google Mercent and Google Ads for the administration panel that simplifies the management of product listings and advertising campaigns.
  2. Synchronise products and make them available on Google Shopping for a wider audience and increased visibility.
  3. Create, manage, and monitor advertising campaigns with a Google Ads connection.
  4. Gain insights and comprehensive data about website and advertising performance with Google Analytics. 

With easy access to Google Merchant Center, Google Ads, and Google Analytics, users can efficiently manage their product listings, create effective advertising campaigns, and gain valuable insights to drive business growth. However, note that this integration cannot be used to create a shopping feed for platforms other than google shopping.

Improved Import, Export and Mass Actions

Lastly, we land upon a universal solution. Improved Import, Export, and Mass Actions is a powerful solution that simplifies building a shopping feed in Shopware 6 for all possible shopping channels. Unlike other alternatives, this extension offers a variety of features to speed up your process and lets you select the platform on which to produce a product export.

One of the critical benefits of Improved Import, Export, and Mass Actions is the ability to manage your products within your store. You can easily import and export product catalogs in a single file, including all relevant properties. The extension also allows you to import product catalog updates from your suppliers or other stores by mapping the imported file to specific product properties. This capability also functions in reverse, enabling you to develop product feeds for external systems in Shopware.

Here is how you can create a shopping feed in Shopware 6 with the help of Improved Import, Export & Mass Actions:

  1. Install the application on your Shopware store.
  2. Create a new export profile.
  3. Configure your export profile settings.
  4. Specify the export source, filters and conditions.
  5. Run your export profile to generate your shopping feed.
  6. Submit the feed to the respective platform.

Benefits of Shopping Feeds

  • Increased Visibility

By submitting your shopping feed to multiple sales platforms, you expand the reach of your products and increase the chances of attracting new visitors to your website that can be turned into regular customers.

  • Targeted Advertising

Shopping feeds enable you to showcase your products to targeted audiences on different platforms that allow you to focus on those customers who are the most likely to be interested in buying your products.

  • Up-to-date Product Information

By regularly updating your shopping feed with accurate product information, you ensure your customers have access to the latest data, including pricing, availability and discounts.

  • Performance Tracking

Most shopping platforms provide insights and analytics that allow you to track the performance of your products and campaigns. By analysing this data, you may make informed decisions to optimise your marketing strategy and enhance sales.


Building a shopping feed in Shopware is a fundamental step towards expanding your e-commerce reach and unlocking new growth opportunities. Whether you utilize the built-in Social Shopping extensions for Google Shopping, Facebook, Instagram, and Pinterest or leverage tools like the Improved Import, Export & Mass Actions plugin, creating a shopping feed allows you to increase the visibility of your products and connect with a broader audience.

We hope this guide helps you understand how to build a Shopware feed and it can help you unlock new growth opportunities. 

Bhavya Shah is a Business Analyst at iCreative Technologies. He specializes in the eCommerce consulting for all business domains. He is working hand-in-hand with developers and clients to produce requirements and specifications that accurately reflect business needs and are technologically achievable.

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