XML Feed Integration and Google Merchant Feed Guide

XML feed integration means reading product data from an XML feed and pushing it to Trendyol, Hepsiburada, Amazon, Etsy and other channels. The feed becomes the master catalog source: products, variants, stock and prices are read from it and written to the marketplaces. The same catalog also produces a Google Merchant feed, so your marketplace listings and your Google Shopping ads use identical data. This guide covers when XML is the right source, how field mapping works and how the Merchant feed is generated.

When XML is the right source

Not every business has an e-commerce platform or an ERP. Some work with a product feed supplied by a vendor, some generate XML from in-house software, and some merge several supplier catalogs into one. In these cases the master catalog source is the XML feed.

XML works well in three situations:

• Supplier catalog: you sell without holding stock, using the stock and price in the supplier's feed.
• In-house system: product master data lives in your own software rather than a packaged platform and is exported as XML.
• Multi-source catalog: you want to merge several feeds into one catalog and push it to all channels.

Bulutegra accepts XML feeds as a master catalog source alongside ikas, Ticimax, T-Soft and İdeasoft. Whatever the source, the rule is the same: a product is edited in one place and written to the channels from there. For the full set of concepts, see what marketplace integration is.

The weak point of XML is refresh speed. If a supplier feed updates once a day, stock moves at that pace. You manage the delay with a critical stock threshold and shadow mode.

Field mapping: which XML field goes where

Every XML feed is structured differently. One calls the product code "code", another "stock_code", a third "sku". The integration's first job is to map these fields to the fields the panel expects. Mapping is done once; every later read of the feed applies the same rule.

The core fields to map:

1. Product identity: product code, SKU and barcode. Matching and stock writes depend on these.
2. Variant structure: are colour and size separate rows, or attributes on one row? The panel reads both, but it needs to know which.
3. Stock and price: sellable quantity, list price, sale price, currency.
4. Content: title, description, image URLs, category, brand.
5. Attribute fields: the category-specific mandatory data marketplaces require, such as fabric, fit or material.

Fields missing from the feed show up in the quality tab. Missing colour, title or category findings are fixed with one click, but once a field is fixed in the panel, the panel owns it. Keeping a written record of which fields come from the source and which from the panel avoids confusion later. For the matching method, see matching products by SKU and barcode.

Stock and prices: from the feed to the channels

Once mapping is complete, the panel reads the feed continuously. The stock it reads forms one stock pool and is written to every channel. A sale on one channel lowers the pool and updates the others; when the feed is read again, changes on the supplier side are reflected too.

For pricing, the feed price is the base and per-channel rules are set in the panel. The price matrix works as channel × list/sale/floor price. If you want to add a margin and a commission difference on top of the supplier price, the rule is written once and recalculated every time the feed updates. Commission rates vary by channel and category; check the marketplace's current agreement.

Businesses working from a supplier feed face a higher overselling risk because stock arrives late. Setting the critical stock threshold a little higher than the feed's refresh rate would suggest, and watching the days-of-stock report, reduces that risk. The subject is covered in stock synchronisation and overselling.

Google Merchant feed: ad data from the same catalog

Google Merchant Center needs a feed in a specific field structure to show your products in Shopping ads and free listings: product id, title, description, product page link, image link, price, availability, brand, GTIN and category, among others. Building and maintaining that feed by hand becomes unsustainable as the product count grows.

The integration panel generates the Merchant feed from the master catalog automatically. Whether your catalog source is XML, ikas, Ticimax, T-Soft or İdeasoft, the fields Google wants are derived from the same product record. When stock runs out, availability changes in the feed; when the price changes, the new price appears. You register the feed URL in Merchant Center once; for field requirements and approval rules, check Google's current documentation.

The quality of the Merchant feed depends directly on the quality of the catalog. A product without a GTIN, with a short title or with a low-resolution image can be rejected on the Google side. That is why the findings in the quality tab matter for Merchant as much as for marketplaces. See product content and quality score.

Setup steps

For an XML source, Bulutegra setup follows the same four steps:

1. Connect (half a day): the feed URL and marketplace accounts are registered in the panel; the feed is read for the first time.
2. Match (1–3 days): XML fields are mapped to panel fields, and products are matched to marketplace listings by SKU and barcode.
3. Watch (1–2 weeks): shadow mode. The system reads the feed and the channels, reports stock and price differences and writes nowhere.
4. Hand over: write access is enabled channel by channel; the Merchant feed goes live in this step too.

Shadow mode is especially important with an XML source. A wrongly mapped stock field with live writes on can show zero stock for the entire catalog. In shadow mode the same mistake is a report line. See shadow mode integration testing.

Pre-setup checklist:

• Does every variant in the feed have a unique barcode?
• How often are the stock and price fields refreshed?
• Are image URLs reachable, and do dimensions meet marketplace and Google rules?
• Are category and brand fields filled?
• Is the currency field correct?
• Which channels go live first, and which later?

How it works with Bulutegra

Bulutegra takes your XML feed as the master catalog source and manages more than 24 marketplaces from one Integration Panel. Trendyol, Hepsiburada, Amazon, N11, Çiçeksepeti, Pazarama, PttAVM, Modanisa, Flo and İdefix, together with Amazon global, eBay, Etsy, Walmart, Ozon, Temu, SHEIN and Jumia, draw from the same stock pool. A Google Merchant feed is exported from the same catalog and kept current. Channels are checked continuously, the quality tab lists missing fields, and the critical stock alert and days-of-stock report reduce the risk of a delayed feed. If you have an ERP, orders are written to Nebim V3, Logo, Mikro or SAP with customer and line details automatically. The software was born in the founding company's own multichannel retail operation and used there first.

Fill in the demo form to see it working with your feed, or browse the channel list under Channels.