What are the key signs your product data needs PIM intervention before replatforming?

Key indicators include inconsistent product descriptions, missing attributes across products in the same category, frequent manual data entry into the current ecommerce platform, and a long lead time to launch new products or update existing ones due to data preparation.

How long does a PIM implementation typically take before a replatforming project can begin?

The timeline for PIM implementation varies based on data volume, complexity, and internal readiness. For a mid-sized merchant with a few thousand SKUs, initial PIM setup and data migration could range from 3-6 months. This allows for data cleansing, attribute definition, and workflow establishment.

Can we run PIM implementation concurrently with a replatforming project?

While technically possible, running them concurrently introduces significant risk and complexity. It can lead to scope creep on both projects, increase integration challenges, and put immense pressure on internal resources. A staggered approach, with PIM preceding replatforming, is generally safer and more efficient.

What departments are typically most involved in a PIM implementation?

Marketing, Product Management, Sales, IT, and Customer Service departments are typically heavily involved. Marketing and Product define the data requirements, Sales provides commercial context, IT handles technical integration, and Customer Service benefits from improved product information, often contributing to data accuracy efforts.

What's the main risk of *not* implementing PIM before replatforming?

The primary risk is transferring existing data problems to the new platform, leading to custom development for data management, increased project costs, delays, and ultimately, a compromised customer experience due to poor product information. This undermines the value proposition of the new platform.

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Issue 046BriefingReplatformingRef 144

Why PIM should often come before the ecommerce rebuild

For many merchants, product data underpins commercial operations. Replatforming an ecommerce store without first addressing Product Information Management (PIM) introduces significant risk and often delays a project.

Neil Boughton· Technical Director

21 Apr 20264 min readReviewed April 2026

"Attempting to build a new ecommerce site on a foundation of poor, inconsistent, or poorly structured data is akin to building a house on sand."

Written by

Neil Boughton

Technical Director

29 years at iWeb

LinkedIn →Speak with Neil about your brief →

Neil leads platform architecture and integration strategy at iWeb. He has designed ERP and commerce integration patterns across manufacturing, wholesale and retail, and writes about operational resilience, release governance, observability, and the infrastructure decisions that determine whether large programmes stay stable under pressure. Bias toward durable, measurable systems over architectural theatre.

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