To upload your product catalog, please carefully follow this step-by-step guide to make sure everything goes smoothly!

The ideal product catalog containing your products has to follow standard formatting when it comes to product attributes.

NOTE: The feed needs to be in either .XML or .CSV format.

What is mandatory?

Firstly, every product in the feed needs to be opened with <item> and closed with </item>.

Here is an example of how a feed should begin and containing its first product:

<xml version="1.0" encoding="utf-8"> 
<rss xmlns:g="" version="2.0 ">
<title>Your Shop</title>
<link>Link to your website</link>
<description>Product feed for Flowbox</description>
<title>Lovely cup in blue</title>
<description>A lovely coffee cup in the color blue</description>
<link>Link to the product on your website</link>
<g:image_link>Link to the product image</g:image_link>
<g:price>29.00 EUR</g:price>
<g:google_product_category>Coffee cups > Lovely coffee cups</g:google_product_category>

Secondly, there are a few mandatory attributes that have to exist in the feed in order for Flowbox to accept it. These are:

  1. ID-attribute (<id>, <gtin>, <mpn> or <item_group_id>).

  2. Product title (<title>).

  3. Link to product (<link>).

  4. Product image link (<image_link>).

Price (<price>) is not mandatory - but it is something we recommend for obvious reasons 😉

Note: It is crucial that the attributes are named accordingly to Google’s product data specification (link). For example ‘Id’ can be represented as <g:id> for .XML feeds or <id> for .CSV feeds – attributes which are not specified in a link provided above or attributes with mistyped names, e.g. <vendor_ID> will not work.

Also, values of attributes might be represented in ‘Character Data’, so in other words, you can use CDATA within your attributes.

Additional shopping feeds: adding products to Flowbox for different markets (regions) containing different languages and currencies

If you plan on going live with Flowbox in multiple markets, you will need to provide us a feed for each of the markets. These feeds will need to have the following parameters adapted:

  1. Product link.

  2. Your site most likely has region and/or language parameters in its URL to indicate what language/region the site is for. Example -, and Each different language/region catalog needs to have the language/region parameter in every product URL.

  3. Currency.

  4. If you have markets with other currency than your own, it needs to be specified in its corresponding product catalog.

  5. Price might differ depending on market and currency.

  6. Product title - different language, different title.

The rest of the attribute should contain the same data despite what market it's used for.

Product identifier

When importing the product catalog to Flowbox, we need to specify which identifier attribute to use when identifying the different products. There are four ID-attributes in a catalog:

  1. <id>

  2. <gtin>

  3. <mpn>

  4. <item_group_id>

Do you have products in different sizes? Pay extra attention here 👇

Alright, this part may need an extra read - but it's worth it!
Most often ID, GTIN, and MPN are used to identify products down to size level. Let's take <id> as an example. The product “Cool T-Shirt Blue XL” has the following <id>:


Here the 123 indicates the 'Cool T-Shirt', 4 indicates ‘blue’, and the 5 indicates the size ‘XL’.

If your feed contains all of your products identified down to size-level, we highly recommend using the attribute <item_group_id> when identifying products as that attribute should contain a variant ID. For example, the T-shirt we used above should look something like this when using the <id> format broken down to size-level:

“Cool T-Shirt Blue S”

“Cool T-Shirt Blue M”

“Cool T-Shirt Blue L”

“Cool T-Shirt Blue XL”

All of the products above should have the same <item_group_id>:


Where the size number has been removed and the ID now only contains the product and color. When now importing the feed to Flowbox, all of your products will automatically be imported on a variant-level and you won't need to tag every single size of a product in Flowbox. If you also include the attribute <size> in your product feed, Flowbox can automatically remove all potential sizes from the product title, thus making it look much nicer. Taking the T-Shirt above as an example again:

“Cool T-Shirt Blue XL”

Its title would look like this: “Cool T-Shirt Blue”.

Want to show discount prices for your products? Pay extra attention here 👇

If you are planning to run promotional campaigns or give special offers to your customers during a specific period of time, here is a good tip for you! You can easily update the fixed price to the discount price for the products displayed in Flowbox by including an attribute of <sale_price> in the shopping feed that you have previously imported to Flowbox. We recommend you keep your original <price> field unchanged and add a new attribute with the discounted price value. This way, you can display the original <price> (which will be struck through) and <sale_price> next to it.

Check out this article to learn more about how you can display sale prices and style badges in Flowbox.

More about <sale_price> attribute for shopping feeds can be found here:

Product categories

If you plan to use Flowbox’s Dynamic Product Script on your product pages, the product category attributes have a big impact on the behavior of the Flow. The script will show posts depending on what product page you are visiting. The Flow will first show posts tagged with that exact product, then fill in with products from the same product category, and lastly posts from a specific ‘Fallback Flow’ (eg. your Instashop flow).

There are two different product category attributes:

  1. <google_product_category>

  2. <product_type>

Flowbox will always default to <google_product_category>, but you can choose between either attribute when importing a product catalog to Flowbox.

Further reading

Here are a few helpful links regarding product catalogs.
Product attributes explainer
Google’s Beginners Guide to feed specification
5 most common Google Shopping errors & how to fix them

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