By Gabin Chevrier Senior SEA/Media Consultant & Pascaline Bourel Senior SEA/Media Consultant at CyberCité.
Faced with the growing challenges of e-retailers to take full advantage of product flows, CyberCité, an expert agency in Search & Digital Marketing, unveils a new offer dedicated to their optimization. Gabin Chevrier and Pascaline Bourel, Senior SEA/Media Consultant at CyberCité, explain to us how this solution allows us to transform a raw flow into a real strategic and efficient lever to respond to today’s challenges and prepare for those of tomorrow.
E-retailers already have access to product feed aggregators on the market. What is the main challenge that you have identified among your customers which motivated the launch of this service offering? Is it a lack of time, internal expertise, or the complexity of fully exploiting these tools?
We launched this offer because, on the ground, two realities coexist: small and medium-sized e-retailers often have neither the time nor the expertise to take advantage of an optimized product flow, and large players have tools but sometimes lack completeness and intelligent integration, particularly to prepare their data for the AI era.
Our service meets these two complementary needs. Concretely, we provide an operational diagnosis and prioritized actions to immediately save time for SMEs. We also provide large-scale completion and optimization work, to improve the quality of the data and prepare the catalogs for the use of AI but above all to respond to their today’s business challenges in the Shopping areas.
We ensure a smooth connection between feeds, SEO and SEAbecause better data strengthens both paid and organic distribution. Finally, we offer continuous support with monitoring, A/B testing and reporting in order to transform optimization into measurable results.
Your offer is positioned as an optimization service using existing aggregators. How does CyberCité distinguish itself not from the aggregators themselves, but from other agencies or consultants who offer similar services, or from internal management? What is your real added value?
Our difference is first and foremost experience. CyberCité is a expert agency in Digital Marketing for 26 years, with a DNA deeply rooted in SEO and media acquisition. This dual expertise allows us to approach flow management not as a simple technical treatment, but as a business lever at the heart of overall performance and to add this expertise to our offer which was currently lacking to meet the business needs and challenges of our clients.
Flow optimization is, by nature, a convergent subject: it affects data quality, catalog structuring, paid distribution, SEO, and more broadly commercial strategy. It is precisely this transversality that constitutes our added value. Where internal management or an isolated consultant often focuses on pure operational matters, we systematically integrate SEO, SEA, Analytics and business issues into our recommendations.
Concretely, we are able to interpret flow not only as technical data, but as a strategic element that influences visibility, profitability and growth.
Beyond the simple technical connection, what is the methodology or strategic approach of your teams to concretely optimize product flows via aggregators? How do you transform a raw flow into a significant performance lever on the different platforms (Google Shopping, Meta, TikTok, etc.)?
Our approach is not limited to connecting a catalog to an aggregator. We apply a step-by-step methodology that transforms a raw flow into a real performance lever.
The first step is to ensure impeccable flow health: audit to detect all possible optimizations, then error correction, attribute consistency and compliance with platform requirements. We then move on to advanced completion, enriching the often overlooked but essential optional fields to improve ad quality and delivery.
In step 2, we add a strategic dimension thanks to SEO/SEA synchronization: test the fields in different ways depending on the lever, develop this synchronicity via structured data.
Finally, we integrate a performance vision with A/B tests, regular analyzes and business-oriented recommendations by testing and developing management structures. Shopping campaigns advances.
We don’t just technically optimize a flow: we evolve it step by step, by testing and measuring, to make it a real performance engine for our customers.
What type of e-retailer or brand is this service offering primarily aimed at? What are the concrete and measurable benefits (time savings, increase in ROI, reduction in acquisition costs, better visibility) that your customers can expect thanks to your expert flow management?
This offer is aimed at all e-retailers, regardless of their size or sector, because flow management is a global issue. For small and medium-sized structures, this is often a subject put aside due to lack of time or resources: monitoring errors on a daily basis, understanding the requirements of the platforms, enriching the attributes… all this requires rigor and availability that they do not always have. For more mature players or major brands, the difficulty is different: their catalogs are voluminous, the flows more complex, and generally partly optimized. On the other hand, all this information is not specifically reflected in the Shopping strategy of the levers.
This is precisely where we provide value. Our teams work on crossing flow data, BO and platforms to create, in addition to the quality of the flow, a strategic contribution. We become an extension of their teams, bringing time, know-how and mastery of platforms that are difficult to develop alone.
If you had to summarize the ultimate ambition of this new product flow management and optimization service offering for e-retailers in one sentence, what would it be?
Our ultimate ambition is to support e-retailers in their development of Shopping maturity in order to prepare them for profound market transformations.
New search behaviors, the rise of Shopping on platforms like TikTok and the development of agentic e-commerce, where AI and automated assistants make purchasing decisions for consumers, are transforming the way products are discovered and selected.
Through product flow optimization, we enable our customers to have complete, consistent and intelligently structured data, capable of feeding these automated systems and maximizing the visibility and performance of their catalogs. The objective is clear: improve current performance while positioning our customers today to take advantage of tomorrow’s uses and opportunities.
