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SKUs, algoritmos e performance: como a desorganização diminui seu lucro
BranddiIP Team ·
Do you want to make a definitive cut in the hidden losses of your marketplace operation? So, start by understanding how much the simple misuse of SKU can affect your profit.
According to study by Icecat in partnership with Shopware, products with correctly structured data can show conversion growth of up to 30%, and incomplete or incorrect information accounts for around 23% of return cases.
Check out the complete guide below with strategies to optimize and standardize your catalog and regain control over sales!
What are SKUs and why do they matter so much?
SKU is an identifier code assigned to each product within a management system. It helps to differentiate items that, at first glance, may seem the same, but have specific characteristics, such as color, size, model or version.
In practice, the SKU is used whenever a product needs to be recognized, moved or synchronized: in catalog registration, in stock entry, in order separation, in issuing notes, in price updates, in replenishment, in logistics and integration with marketplaces.
An example: “Runner” model sneakers, size 40, white → SKU: RUN-40-WHT-002. This SKU will appear in the ERP registration, in the CD turnover report, in the marketplace product listing, on the picking label and even in the description used by the media team for campaigns.
At any time the product “appears” within the operation, it is the SKU that ensures that this identification is accurate.
How does the disorganization of SKUs affect marketplace algorithms?
The distribution and ranking logic of marketplaces depends on data correct when registering products. If SKUs are not standardized, the consequences are:
Duplicity that fragments algorithmic signals
Different SKUs that represent the same product cause the algorithm to not correctly record the history of sales, reviews and CTR. Instead of a single strong product, there are multiple ads competing with each other.
Inaccurate categorization that harms intent matching
If SKUs carry incoherent attributes, the item starts to appear in inappropriate categories and filters, affecting the matching between search intent and delivery. The consequence: lower click rate, lower semantic precision and drop in organic visibility.
Inconsistent variations that prevent grouping
When variations (color, size and model) use non-standard SKUs, the algorithm interprets each one as an independent product. This lack of standardization prevents automatic grouping, fragments traffic volume, disperses conversion data and reduces the statistical strength of the main ad.
Relevance drop and inefficiency in paid media
With inconsistent data, the algorithm classifies the catalog as less reliable, reducing delivery priority. In paid media, disorganization generates cannibalization betweenduplicate ads, increased CPC and wasted funds.
How does disorganization open up opportunities for scams and improper sellers?
The incorrect use of SKUs creates opportunities for scammers to sell illegally using the brand name. See what these loopholes are:
Forgeries that take advantage of fragile registrations
The disorganization creates a scenario in which the algorithm cannot distinguish the official product from parallel versions. This confusion allows scammers to publish counterfeit products using similar names, generic images and incomplete descriptions. hide in the lack of traceabilityInconsistency in the catalog reduces visibility of who is listed in each advertisement. Without standardization of variations,the marketplace cannot correctly cross-reference seller, product condition and price.
Sellers who misuse of the brand take advantage of the lack of clear parameters for occupy the Buy Box with products of dubious origin.
Irregular offers that escape internal controls
Structural confusion prevents brand audits. When the catalog does not have attribute logic, aligned descriptions and coherent SKUs, monitoring tools cannot identify divergences between the official offer and the published versions. marketplaces:
Standardized nomenclature
Titles must always follow the same logic: brand + model + variation + relevant attribute.
Such standardization ensures that the algorithm correctly identifies the product, groups variations and improves the match with the search. It also avoids duplication caused by names written in different ways.
Clear descriptions
Technical texts can maintain the same structure, terminology andattributes among all variations. If each ad uses a different language, the marketplace loses the ability to relate items and understand the product.
Official images
Use only original and authorized images. It's an intelligent way of preserving identity and facilitates automatic ad recognition by the algorithm. aligned.
It is the integration that avoids divergences capable of generating non-standard advertisements, stock outs and technical inconsistencies in the database.
Important: to keep the catalog strong over time, two practices are essential: auditing all registrations from time to time and centralizing registration on a single basis. It is this combination that keeps the marketplace recognizing the product as legitimate, complete and reliable.
The need to know how to use the SKU correctly is clear, because, in the end, it is the starting point for the algorithm to understand your catalog and deliver your product with maximum efficiency.