What’s the Best Definition of a “Channel” in E-Commerce?

“Channel” is a popular term in business. But what exactly is the definition of a “channel” as used in the world of e-commerce?

A channel is any platform that Shopping Feed connects and sends data to. Your storefront isn’t considered a channel, but rather the Source Feed. We rely on your storefront to keep your product inventory updated and your orders synced. Shopping Feed could not work without your storefront, so we don’t charge you for it.


Marketplaces sell your product from their website, and will either charge you commission on the sale, or a listing fee for each product listed. Marketplaces are the best return on investment. Users that visit marketplaces like Amazon or eBay have a much higher purchase intent and are shopping more confidently. They can expect a better experience and have marketplace policy and support as a safety net in case of any problems. To sell on most marketplaces, Barcodes (UPC or EAN’s) are required. Check out the Marketplaces we support.

Product Ads

If you have ever searched the web for a product, and clicked on a result at the very top of your search engine, you have clicked on a product ad. Through a campaign, you can place bids on these places and the position of your ad using a CPC rate, or cost per click. This is the money you will pay if your ad is clicked on, terminating on your site. While this doesn’t guarantee a sale, the intent of the user is very high, and will hopefully be followed by a sale. The higher the CPC rate, the more chance you have at being seen. Check out the Product Ads we support.

Shopping Engines

Shopping Engines, otherwise known as ShopBots, are the product search aggregates. They help the buyer compare and contrast products for sale within their networks of sellers. As a seller, Shopping Engines help to grow your product reach. If you sell unique items, Shopping Engines are great ways to help users find your products. Shopping Engines are run by a campaign, and will mostly be CPC (cost per click). Check out the Shopping Engines we support


Retargeting platforms use cookies to store information about your products in the user’s browser. Product Ads are then created based on the cookies, and fed to your past visitors during their normal browsing. Retargeting is great for re-engaging users that come to your storefront. For this reason, we recommend retargeting to users who are seeing a significant amount of site traffic. Try adding a Shopping Engine or Product Ads channel first to help get user traffic. We also recommend turning on your highest converting products. Check out the retargeting platforms we support.

Shopping Feed syndicates search-optimized product listings on all of the world’s most powerful marketplaces, syncs and refines inventory data, perfects product listings, and automates fulfillment workflow.

Contact us for more info: contact@shopping-feed.com  (920) 333 3488
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