At the centre of your ecommerce universe is data, flowing into, through and out of your business. This data comes in varying formats, with varying quality and completeness, and you need to make sense of it, optimise it for your listings, and organise the flow of it through your business as accurately and efficiently as possible. Otherwise, it eats – either directly or indirectly – into your profitability. The more parties involved in your business, the higher the complexity. You know that the more choices you give your buyers, and the more places you offer your stock in, the more you’ll sell, so your challenge is to automate the flow of information as much as you can, with the minimum of manual interference. Easier said than done!