Discovery & Personalisation
Customs/HS codes, delivery constraints, returns policy, compliance
In one sentence
Automated enrichment attaches the commerce-specific data a product needs to actually be sold and shipped — customs codes, delivery constraints, returns policy, compliance flags — without anyone keying it in by hand.
How it works
Master product data from the PIM or catalogue rarely includes everything commerce needs: an HS/customs code for cross-border shipping, a delivery constraint (hazardous, oversized, temperature-controlled), a market-specific returns policy, or a compliance flag for a restricted ingredient. Automated enrichment applies rules, configured per brand and market, that attach these fields automatically as products enter or update in the catalogue, rather than requiring a person to fill them in product by product. The brand defines the rules once per category or market — for example, 'all products in this category get this returns window in this country' — and every matching product inherits them consistently, including new products added later.
The problem it solves
For the brand
Commerce-specific fields like customs codes and delivery constraints usually sit outside the PIM and get patched in manually per market, which doesn't scale past a handful of SKUs and markets — and a missed field can mean a shipment held at a border or an incorrect returns promise shown to the customer.
For their customers
An unexpected customs charge, a parcel that can't legally be shipped the way it was described, or a returns policy that turns out to be wrong at the point they try to use it, all damage trust after the sale has already happened.
For shoppers
For the brand
Commerce fields attach automatically instead of being hand-keyed per SKU
Manual data-entry hours per product launch
Fewer customs and compliance errors on cross-border shipments
Held or returned cross-border shipments
New markets inherit correct rules from day one
Time to enrich a range for a new market
Consistent returns policy reduces customer service disputes
Returns-related contact volume
Rules scale with catalogue growth without added headcount
Enrichment team capacity vs SKU count
In practice
A new SKU is added to the catalogue in a category with an existing enrichment rule set.
The rule engine attaches the correct HS code, delivery constraint and returns window for each market the product will sell in.
A compliance flag is applied automatically because the category is a restricted one in a specific market.
The product goes live already correctly classified, with no manual review needed before launch.
Where it lands hardest
Health & nutrition
Ingredient restrictions and permitted claims vary sharply by market; automated compliance flags catch what a manual process would eventually miss.
Beauty & personal care
Aerosols and liquids carry shipping restrictions that must be applied consistently across a large variant catalogue.
Food, drink & FMCG
Allergen and customs classification errors carry real regulatory and safety consequences, making automation a risk-reduction tool as much as an efficiency one.
Pet care
Certain feed and treat categories are restricted in specific markets; rules-based flags stop these being listed incorrectly.
Fashion & apparel
Lower compliance complexity than regulated categories, but customs classification still matters for cross-border fashion at volume.
Luxury & premium
Lower SKU volume reduces the automation payoff somewhat, but correct customs and duty treatment matters disproportionately on high-value items.
Common questions & objections
Why the platform version wins
Rather than a spreadsheet-driven compliance process bolted onto the storefront, enrichment is built into how products enter the catalogue — which means the commerce-critical fields are never optional or forgotten.