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Getting started

Price files

When you are going to be listed on PriceRunner, the easiest solution is to create a price file (also called feed or product feed), upload it to a server and then send the link to us so we can import it. The majority of e-commerce platforms have ready-made solutions for this and this is usually included in their standard solution.

A price file is a quick and effective way of sharing your product information with us. It often takes between just a few seconds and a minute for our system to import the information, and you have complete control of what is displayed. If you do not have a price file, PriceRunner can collect all the information directly from your site. This solution is more time and resource intensive, and if you make any changes to your site there is a risk that your products will disappear from PriceRunner. Please contact us to discuss the most appropriate solution for your particular site.

If you have a price file, we import it 1-4 times a day depending on your preferences.

Structure and requirements

The data must be structured in rows and columns, where one row represents a product and each column consists of fields with product information. NB! Fields should never contain code or tags such as HTML.


We can handle the majority of formats. The most common are: TXT, CSV, XML, JSON, HTML, PHP and ASP. Note that the price file cannot be in Excel or any other non-text format. To make our processing and your updates run faster, compress your feeds using gzip/zip.

Field separator

Each field or column must be separated by a particular separator. Some common and recommended separators:

  1. comma (,)
  2. tab ( )
  3. semicolon (;)
  4. pipe (|).

There can be problems if the character for your separator also occurs inside a field. In such cases, you need a "field qualifier" in the form of speech marks ("") at the start and end of each field. Please note that this character may not occur within a field.

Column specification and order

Below is a list of the columns recommended for successful listing on PriceRunner. The order and title is unimportant (provided that they are comprehensible). NB! By including MSKU or EAN (column 11 and 12), it will be possible to match your products automatically and upload them to PriceRunner more quickly.

Product name

Any variant or model of a product should be clearly stated. PriceRunner's search engine and filters work using the information in this field. Try to use keywords you want to be found for.

  • Good product name: Philips Azur Performer Plus GC4517
  • Poor product name: Philips Iron

SKU/Article no.

The product's unique ID. Ideally a combination of text and figures, for example "abc123" and not just "1"

  • Good SKU: ABC123
  • Poor SKU: 1


The name of the product category. Remember to use clear categorisation and not to mix different product types in the categories. For gender-specific products (e.g. clothes and perfume), it is important to divide them up into Women, Men and Children. Our filters are partly based on the category names.

  • Good category name: Clothes > Women > Tops
  • Poor category name: Fashion & Clothes


The product price including VAT. The currency should be stated. Use a comma or a period as the decimal marker.

  • Good price: £25
  • Poor price: 25 excluding VAT

Product URL

URL to the product in your shop. It can also contain tracking parameters for analysis tools such as Google Analytics.

Product description

Detailed information about the product. PriceRunner's search engine and filters work using the information in this field. Try to include the keywords you want to be found for.

  • Good product description: Red four-legged table with storage underneath. Ideal for living room or bedroom. Dimensions 100 x 50 cm.
  • Poor product description: Really attractive and practical!

Image URL

URL to the product image. The CMYK format is not supported.

Stock status

Number of products in stock or Yes/No.

  • Good stock status: 12 pcs, or Yes
  • Poor stock status: Few, or N/A

Shipping costs

The product's shipping cost. If the value is missing or incorrect, PriceRunner will try to find the right information on your site.

  • Example: £5


The product manufacturer. Used in our filters.

  • Example: Adidas

Manufacturer's SKU/Manufacturer's article no./MSKU

Manufacturer's unique article number. Used by us to automatically match many product types.

  • Example: 1170-0500


EAN code. Unique barcode number. Used by us to automatically match many product types and make the products searchable in the barcode scanner in our app.

  • Example: 0021299147573

Delivery time

The promised delivery time from the time of the order in the number of working days.

  • Good delivery time: 5 working days
  • Poor delivery time: Varies

Product categories

It is best to have categories with clear and detailed names that describe what sort of product type the category contains. In other words, it is advantageous to include the entire search path to the category. For example, "Kitchen – Serving – Plates" instead of just "Kitchen".

In addition, the categories must not be too vague or general, such as "Accessories" or "Household appliances". Instead choose categories such as "Mobile phone accessories" or "Household appliances > Coffee machines". And remember not to mix up different product types within the categories. One example is to avoid adding accessories for a coffee machine to the same category as the machines themselves.

NB! Each of your categories has to be manually checked by us against appropriate PriceRunner categories. For this reason, categories with names that are too general or unclear and with mixed product types may be ignored or only partially listed if we feel that it will be too resource intensive to resolve this.


Use one of the following encodings for the price file: ISO-8859-1, UTF-8, UTF-16 or Windows-1252.

Price file location

The file should be placed at an FTP or HTTPS address from which we can retrieve it. If you have blockages at IP address level, you must ensure that PriceRunner's IP has access. The URL of the price file may not be changed without our knowledge, as this will mean that your products disappear from PriceRunner.

Timeliness and quality of the information

PriceRunner always strives to display correct and complete information. You should therefore try to update the data in the price file often and include all relevant information.

We will try to find a solution for displaying extra costs in addition to the price and shipping costs, such as handling charges, if this information is missing from the price file. Nor will bulk pricing be accepted. If you have a specific price for bulk buys, such as four of a product, the price for purchasing a single product should still be shown in the price file, regardless of how common bulk buying is amongst your visitors.

If you have any questions about the price file, please do not hesitate to contact us.