Back to the Future: Akeneo PIM Marketplace Accelerator

The marketplace is both a critical proofpoint and mechanism of Akeneo’s intention to build a thriving PIM ecosystem. Akeneo is committed to helping partners expand the core capabilities of Akeneo itself– far faster and wider than one company could achieve on its own. We also know that a PIM is useless in a vacuum so we’re encouraging the ecosystem to build connectors and integrate third party applications everywhere they can.

The marketplace assists:

  • Akeneo clients who needed to expand the capabilities of Akeneo and/or connect Akeneo to external systems like Magento or Demandware.
  • Technology partners like TextMaster who wanted to leverage Akeneo to power additional sales for their own products.
  • Integrator partners who wished to build and maintain new extensions for use by the entire community.

The marketplace has been a big hit since its initial launch 18 months ago and has significantly accelerated overall market adoption of Akeneo while increasing partner revenues and client satisfaction. We currently have 25 different extensions from 14 different companies in the marketplace with another 15 in active development.

It’s a great start. But we can do more!

We want to make it even easier and more profitable for our partners to create and promote an ever-increasing variety of quality extensions. So we’ve created a dedicated team and a package of services devoted solely to improving the success of our marketplace partners.

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Translation and Localization: Simplified with PIM

Translation and localization are both crucial for expanding to new markets in e-commerce. Ensuring that your product descriptions are translated correctly and localized with proper multi-media elements is critical to getting sales. Doing translation and localization manually can be a huge pain. Making sure descriptions are correct for each and every market can be extremely time-consuming, but using product information management (PIM) software can simplify that process.

Translation and localization are easy with the use of product information management (PIM) software.


Localization is the process of adapting product information for every market you’re selling in. This includes changing the languages, currencies, payments, measurements etc. of products to reflect the market. By utilizing PIM, the localization process can be simplified, however, it is important to adapt your company’s operations to streamline this process. A localization team should be set up that includes internal and external support employees to ensure that your product information is accurate and updated.

The 5 Steps of Product Localization:
1. Translate the product description
2. Modify multimedia content for the appropriate market (models, photos, videos, etc.)
3. Translate/convert weights, sizes, measurement, prices, etc.
4. Optimize for local SEO
5. Ensure that pricing, taxes, and return policies meet local standards/regulations

Your localization team should have both internal and external employees. Internal employees should include a project leader or manager who understands the company brand or style. This person provides guidelines and new content to be localized by the external team. In contrast, the external team should be a group of strong translators, lead by a supervisor who oversees that translation projects are completed in an efficient manner.

You can even increase revenue and decrease returns by localizing product information. By completing this process for every product, customers will have a clearer understanding of what they are ordering. In e-commerce return rates can be as high as 50%, with up to 8.1% of sales being spent on reverse logistics when customers return items. By reducing confusion and disappointment, customers receive the correct products with their desired specifications (size, color, etc.), which results in fewer returns and increased revenue.

Increase revenue and decrease returns by localizing product information.


Translation is an inherent part of the localization process. In order for product information to be localized, it needs to be in the native language of the market. This may seem simple, but creating accurate product description translations is more complicated than people think.

Translation is more than just transferring from one language to another, translations need to have the proper “voice” for product descriptions to be clear.

Translation can be completed through the use of two types of translations, human or machine translations. Human translations are ideal, they have better “voice”, which ultimately results in a higher conversion rate. Unfortunately, manual translations can be difficult to integrate with other product information, take a long time, and are expensive. In contrast, machine translations are cheap, fast, and can be integrated easily, but they usually have bad accuracy and “voice” and therefore, low conversion rates.

So what is the solution? Ideally, you want a hybrid of manual and machine translations. The best meshing of these translators use machine computer pattern recognition in conjunction with manual translators who can utilize automated workflows.

Ideally, you want a combination of manual and machine translations to speed up the translation process and ensure proper brand “voice.”

As mentioned before, part of creating your external localization team includes finding qualified translators, who have experience within your specific e-commerce industry (beauty, tech accessories, etc.). Most importantly, the translators must also understand and adapt to your brand’s voice and style. These individuals will be able to take your product translations to the next level, rather than getting stuck with machine-only translations.



The Benefits of Using PIM for Translation and Localization

Managing product information is a major pain point, and every new market becomes another translation and localization project. However, there are two major benefits to utilizing PIM that make this process much easier.

  • Simplify the process: By using PIM you can select only the specific fields that need to be changed for localization. Common attributes can be transferred over and then exported to your various marketplace and e-commerce platforms.
  • Organized workflow: With a customized PIM solution, teams distributed around the globe can work together smoothly and easily. By organizing the workflow, e-commerce merchants can increase the speed of localization and translation, so that your products can get to market faster.

Akeneo PIM makes translation and localization easy by simplifying the entire process and organizing the workflow.

Akeneo PIM

With Akeneo PIM you have all the tools to make translation and localization changes easily. From streamlined workflows for your entire global enterprise to integrated translation tools, Akeneo PIM has all of your bases covered. The cumulative benefits of simplified processes, reduced returns, and an organized workflow makes it easy for your e-commerce brand to continue to expand to more locations and channels. Without PIM, this growth would become a nightmare, but with Akeneo PIM it’s easy. You can be sure that your product information is accurate, and up to date for all of your locations, all the time.

Want to learn more about Akeneo’s translation and localization capabilities?

Contact us
• Get a FREE demo or
Download our eBook on localization and translation for e-commerce companies.

Marketplace: what’s going on after the Akeneo PIM 1.6 release?

Experience feedback on this new version

With the release of the new version of Akeneo PIM, the import/export system has been fully reworked to bring simplification and flexibility. This has not been done without an impact on the extensions, and we migrated 7 of them at the release time of the 1.6 version:

Focus on the two extensions that has been the most impacted by this new version.

ByeBye ExcelConnector, Say hello to ExcelInitBundle

One of the new feature of the release 1.6 is that XSLX file imports/exports are now natively integrated. So we had to keep only the possibility to install from the “init.xlsx” file in this extension.

We also decided to use the same library than the PIM ( to handle Excel files.

The functional scope has been strongly changed as well as the technical stack, that was necessary to rename this extension accordingly with its features. For this reason, the ExcelInitBundle was born. You will find sources here: and, of course, it is under OSL-3 license as its predecessor.

However, we will continue to maintain the ExcelConnectorBundle for older Akeneo PIM releases.


This extension added a lot of possibilities to export products like exporting only a part of the products from Akeneo PIM (uncompleted products, updated products since the last export, etc.).

The export builder feature in Akeneo PIM 1.6 brings the same functionalities and pretty much more like the possibility to filter on all products properties, to export only a single locale or only some properties.

However, this extension has been migrated to allow PimGento users to always benefit from the attributes and families export to Magento. However, it won’t be migrated to the 1.7 release as we would migrate these specific exports to natives Akeneo PIM ones.

If you want to migrate your marketplace extensions, suggest us new ones, or if you have questions, feel free to contact us at