Step three includes the review and repair of the data. During the translation process, it's possible that incomplete or improperly coded records may be improperly translated or skipped entirely. It's critical to go through a data review process to identify any anomalies, fix the problems, and retranslate the data to ensure a clean catalog. Catalog-content-translation software can help identify the errors on each bad record.

XML has emerged as the most common basis for translation and syndication of catalog content. While each E-marketplace operator may have its own flavor of XML specific to the industry it serves, all approaches are based on a common tagged format, easing the translation from one to another. In addition, consortia such as RosettaNet and the Universal Description, Discovery, and Integration standards group offer specifications for communicating product and service information among organizations.

To actually perform translation and syndication processing, sellers have a number of options available to them, including custom-built data translation utilities, pre-built software systems, outsourced services, and catalog hubs.

In the earliest E-marketplaces, operators and sellers had no choice but to build custom-translation utilities to convert catalog data into a format acceptable to the marketplace operator. Most translations used XML as a basis for open data exchange, and the marketplace operator carried the burden of creating translation utilities or customizing the data to meet its needs. In other cases, the technology vendor that provided the marketplace platform would perform the customization.

More recently, prebuilt software systems emerged as an alternative to custom-built systems and provided the sellers with the option to control their own syndication. Catalog content-management and syndication software lets sellers manage the syndication of catalog content across multiple E-marketplaces, using multiple pricing lists.

In addition, such software lets sellers publish subsets of the complete catalog to many different sources. Examples of catalog content-management and syndication software include Poet Software Corp.'s eCatalog Suite and Requisite Technology Inc.'s eMerge.

Rather than build custom routines or buy translation tools, many sellers and marketplaces are turning to consulting or professional-services firms. These third parties handle catalog translation and perform data checking and repair before syndicating clean catalog data. This approach is cost-effective only if the catalog has few updates or if the seller has a limited supply of resources. Companies offering catalog data translation services include EC-Content Inc. and Contivo Inc.

With the growth of E-marketplaces, a new breed of catalog hubs has emerged. Hub sites such as SKUFinder .com collect detailed product information from a wide range of sellers and manufacturers and bring the data together in a searchable format. These hubs can be used to share catalog content with multiple E-marketplaces and to share catalog data through alternate application vehicles such as wireless devices and kiosks.

While catalog syndication holds promise for simplifying content upkeep for E-marketplaces and the sellers that use them, we expect syndication to evolve to the next level during the next 12 to 18 months. This includes not just the syndication of catalog content, but also transaction content and supplier-centric content.

Sellers are also looking for ways to harvest more robust information from their E-marketplace partners. It's not enough to just serve up a catalog and let the marketplace handle the transaction. They need round-trip information about what products are selling, what users are searching for, and the profile information of buyers and users.

In addition, E-marketplaces need better ways to tie into a seller's own inventory and logistics systems. Even though catalog syndication happens asynchronously, buyers need to know that certain products are in stock, what the lead times will be, and what shipping options are available. It's also important for buyers to be able to track their purchases and shipments made through the E-marketplace.

Until E-marketplaces can support this level of integration with suppliers, buyers will be forced to work directly with the supplier, minimizing the value of the marketplace itself. E-marketplaces and the vendors that provide integration tools need to make this level of integration transparent.

Analysis provided by Doculabs

Richard Huff and Frank Meister are analysts, and Joshua Shehad is a technical editor with Doculabs, an independent research and advisory firm that helps companies choose the right technologies and strategies for E-business. Contact them at info@doculabs.com.