Syncle launches Catalog Transformation
Syncle, the product content platform for ecommerce, today formally launches Catalog Transformation, an AI-powered solution that automatically maps, formats, and restructures product data to match the requirements of any reseller or platform destination.
Catalog Transformation is the first larger product release under the Syncle platform, built around a single thesis: the manual work between having product content and getting it live should not exist. Data, images, and video each carry their own version of that problem. Syncle is building the AI-powered infrastructure layer that solves all of it.
Tackling an industry-wide problem that affects every product data delivery
Product data is inherently inconsistent. Every retailer has different requirements. Every supplier delivers content differently. For the product data managers, category teams, and key account managers handling this work today, the result is days of manual reformatting per product launch: work that scales badly and breaks easily.
"Most brands and retailers are handling product data transformation through spreadsheets, one-off scripts, or workflows built for a single partner. And it’s not a niche workflow problem. It's happening across thousands of product data deliveries, every day, at significant cost. Catalog Transformation exists because that work shouldn't be anyone's job. We're early in solving it, but the direction is clear: the more the destinations multiply and the more AI is involved in product discovery, the more the quality and consistency of product data determines who wins," says Nora Huovila, CEO of Syncle.
Catalog Transformation takes an uploaded product data file, analyzes its contents, and automatically maps and reformats it to match the requirements of any destination channel, reseller, or platform. Rules are defined once per destination and applied automatically on every subsequent upload, removing the need to manually rework the same data for each recipient.
Built with industry leaders
Catalog Transformation has been developed in close collaboration with early customers since August 2024. “The deeper we’ve gone into the problem, the larger it has proven to be”, Huovila says. Every new customer relationship has revealed new layers of complexity, new destination requirements, and new gaps in how the industry currently handles this work. "I want to thank Samsung Nordics, Ooni, Versuni, and Madara, among others, who worked alongside us during the beta. Their real-world workflows shaped this product in ways no internal roadmap could have," says Huovila.
Building for what's coming: shopping shaped by AI
Syncle will continue to develop capabilities across the full product content lifecycle, with a focus on structured data, content quality and AI-readiness: the foundation both human shoppers and emerging AI-powered commerce channels depend on.
"Getting product data right is not a one-time project: it's ongoing infrastructure, and it's becoming urgent in a way it simply wasn't two years ago. AI is changing how people find and choose products — search is no longer just keyword matching, and the next generation of shopping journeys will increasingly run through systems that read, interpret, and act on product data directly. If that data is incomplete or inconsistent, those systems will simply move on. We're committed to building the solution that helps our customers stay ahead of that shift," says Huovila.
For more information, visit syncle.com/product-data-transformation.
