Bata, one of the world’s leading footwear and fashion brands, manages over 1.5 million product variations across 33 countries and 10 languages. By adopting Akeneo PIM and leveraging GenAI features for product enrichment, the company reduced its time-to-market by 40%, improved SEO performance, and achieved a 15% uplift in organic traffic, while empowering global teams with a scalable and intuitive solution.
Akeneo PIM gave us the structure we needed to manage product data globally. Combined with AI, it transforms raw ERP attributes into clear, translated, and SEO-optimized content for every market.
Founded in 1894 in the Czech Republic and now headquartered in Switzerland, Bata is one of the world’s leading footwear and fashion accessory manufacturers and retailers. With operations in over 70 countries and more than 5,000 retail stores, Bata has built a reputation for delivering stylish, comfortable, and affordable products for men, women, and children. In addition to its core brand, Bata manages several well-known labels including Weinbrenner, Power, and North Star.
As part of its digital transformation, Bata migrated from multiple local e-commerce platforms to a unified global technology stack centered on Salesforce Commerce Cloud. To succeed, the company needed a Product Information Management (PIM) solution that could support a complex, multilingual, multi-regional operation at scale.
Six years ago, Bata began its journey toward a unified global e-commerce ecosystem. But as the company expanded online, the management of product information quickly became a bottleneck. Each region and country had its own systems, formats, and processes, which made it nearly impossible to maintain speed and consistency across the organization.
Teams exported data directly from ERPs into Salesforce, then manually configured and enriched product information in the e-commerce backend. This approach created inefficiencies and limited the ability to scale globally. Launching new products online was slow and labor-intensive, while product content lacked the detail and quality needed to convert customers.
Recognizing these obstacles, Bata turned to Akeneo PIM to harmonize product data, simplify workflows, and empower global business teams with a flexible, intuitive tool.
At first, there was skepticism about using AI to generate product content. But in just a few weeks, the impact was clear: better Google indexing, higher organic traffic, and far less effort required to complete product data for online publication.
Bata deployed three distinct PIM instances (LATAM, APAC & India, Europe) to respect regional needs while ensuring global consistency. This structure gave teams the ability to work locally while aligning with a shared data governance model.
With Akeneo, Bata centralized enrichment and validation processes, replacing manual work with automation and standardized workflows. Product categorization, tagging, and completeness checks were handled within the PIM, reducing dependence on Salesforce and giving merchandisers more control over their catalogs.
The adoption of Akeneo PIM had an immediate impact: the time required to publish new products online dropped by 40%. By streamlining enrichment and validation, Bata could publish more products more quickly, ensuring that mandatory attributes were complete and accurate across all markets.
This acceleration had a direct effect on revenue potential. More products were available online at launch, with consistent and enriched content, which improved both customer experience and visibility on search engines.
At the beginning of 2025, Bata took another leap forward by adopting Akeneo’s GenAI enrichment features. ERP-driven product data consisted largely of long lists of technical attributes. These needed to be transformed into meaningful, customer-facing information that would drive conversions.
The GenAI rollout followed three phases:
With this setup, Bata automated the generation and translation of product titles and long descriptions across 10 languages. The company also shifted the creation of SEO metadata from Salesforce into Akeneo PIM, improving both the quality and the richness of this critical content.
Within weeks of activating GenAI, Bata observed measurable improvements in Google indexing, higher organic traffic, and a significant reduction in the manual effort required from online merchandisers.
The combined adoption of Akeneo PIM and its AI features has delivered tangible and measurable business results for Bata:
Higher team adoption: Business teams embraced Akeneo quickly thanks to its user-friendly interface and intuitive workflows.
With Akeneo PIM firmly established as the foundation of its product information strategy, Bata is looking to expand its use of AI even further. The company’s next priorities include:
By combining centralized data management with the power of AI, Bata has not only streamlined its operations but also strengthened its competitive advantage in global e-commerce.
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