Fruugo Integration

Fruugo gives merchants access to cross-border demand that would otherwise require setting up separate marketplace accounts, currency handling, and translations market by market. Because the platform pulls from a single automated feed, sellers can extend an existing catalog into dozens of new countries without manually re-listing products for each one.

Keeping that feed accurate and current directly affects visibility and conversion on Fruugo: stock levels, pricing, and product data are refreshed from the feed on a recurring schedule, so out-of-date exports translate into out-of-date listings, incorrect availability, or suppressed products across every one of Fruugo's storefronts at once.

Fruugo's distribution model is built around a single unified feed rather than country-specific exports. Per Fruugo's own documentation, one CSV or XML feed is used to "display your products across all our countries" — the platform's system handles presenting that catalog across its network of storefronts, converting prices and translating listings for shoppers in each market.

This means retailers do not need to maintain separate feeds per country or manually manage currency conversion; the tradeoff is that feed quality issues (bad categorization, weak titles, missing attributes) also propagate across every market simultaneously, which is why Fruugo's documentation puts heavy emphasis on getting the base feed right.

Fruugo accepts product data as either a CSV or an XML feed — there is no manual upload option; the feed must be generated automatically by a script and published to a static, publicly reachable HTTP URL that Fruugo's system polls on a set schedule.

In the XML format, the file consists of a top-level <Products> element containing any number of <Product> child elements, each carrying the individual product fields as child tags. In the CSV format, double quotes (") are used as the text enclosure character, and any text field containing a comma must be wrapped in double quotes to avoid breaking the column structure.

Before a feed goes live, Fruugo requires the feed URL to be submitted to an integration specialist, who validates the data and flags any amendments needed. Accounts are also capped at 150,000 SKUs unless a higher limit is specifically authorized by Fruugo.

Fruugo documents 11 mandatory fields (two of which are either/or pairs) across both its CSV and XML feed formats — deliberately kept minimal so new retailers can get listed quickly. Recommended fields such as extra images, size/color attributes, and discount pricing become effectively mandatory once a product has variants or promotions.

Beyond the mandatory set, Fruugo strongly recommends populating Imageurl2 through Imageurl5 for additional angles, AttributeSize and AttributeColor for variant products, and DiscountPriceWithoutVAT/WithVAT whenever a product is on promotion.

1. Map your product catalog to Fruugo's required fields (ProductId, SkuId, EAN, Brand, Category, Title, Description, pricing, VAT rate, and stock status) inside Feedance's mapping interface.
2. Choose CSV or XML as your output format to match what your Fruugo integration path expects.
3. Set your Fruugo category values to follow Fruugo's official category tree paths in English, since incorrect categorization is one of the most common causes of manual review delays.
4. Publish the feed to a static, always-reachable URL — Fruugo does not accept manual uploads, so Feedance's hosted feed URL fulfills this requirement automatically.
5. Submit your feed URL through your Fruugo integration specialist for initial validation before the listings go live.
6. Schedule recurring feed refreshes in Feedance so stock, price, and availability changes reach Fruugo automatically rather than requiring manual re-exports.

Fruugo's own guidance is that the feed should be regenerated automatically "at least daily, but ideally more frequently." Because Fruugo relies entirely on the feed to reflect current stock and pricing across every one of its storefronts, infrequent updates increase the risk of overselling out-of-stock items or displaying stale prices to shoppers in multiple countries at once.

Feedance lets you configure a refresh schedule that meets or exceeds Fruugo's daily minimum, so inventory and pricing changes propagate without manual intervention.

Fruugo validates incoming feeds in stages, and most rejections or listing suppressions trace back to a handful of documented issues:

1. Field length or format violations — values that exceed Fruugo's documented character limits (for example, titles beyond the recommended ~80 characters, or a Brand field over 50 characters) or use unsupported value formats.
2. Missing either/or fields — omitting both stock fields (StockStatus and StockQuantity) or both price fields (NormalPriceWithoutVAT and NormalPriceWithVAT), when Fruugo requires at least one of each pair.
3. Image quality failures — primary images below the 400x400px minimum, images with watermarks, text overlays, or non-white backgrounds, which Fruugo flags during its automated image quality check.
4. Missing or invalid GTIN/EAN — omitting a barcode without using the "EXCEP" exception value for genuinely exempt products (personalized, custom-made, multipacks, bundles, or own-brand exclusives).
5. Category mismatches — categories that don't follow Fruugo's official category tree path in English, caught during manual data validation and a frequent cause of poor product placement.

Fruugo's Good Data Guide frames product data as the retailer's "eCommerce sales pitch" to international shoppers, and gives specific guidance for improving visibility:

1. Keep titles clear and under roughly 80 characters, leading with brand and product name, and leave size/color out of the title — those belong in dedicated attribute fields.
2. Write descriptions in full sentences (roughly 100–200 words), since Fruugo's translation engine handles well-formed sentences more reliably than keyword-stuffed fragments.
3. Supply five images where possible, centered on white backgrounds with no watermarks, pricing overlays, or promotional text.
4. Populate Size and Color attributes on every applicable product, since these power on-site filtering across Fruugo's storefronts.
5. Double-check brand name spelling and casing for consistency, and map each product to the most specific matching category in Fruugo's tree rather than a generic parent category.

Does Fruugo require a GTIN/EAN for every product?
Yes, in most cases. Fruugo has required GTINs since 2016, but it accepts an "EXCEP" value in the EAN field for personalized, custom-made, multipack, bundle, or exclusive own-brand products that genuinely have no barcode.

Fruugo requires an EAN field, and manages this via 13-digit EAN, 13-digit ISBN for books, or the EXCEP exception value.

Can I submit separate feeds for different countries?
No — Fruugo is built around a single feed that is distributed across all of its country storefronts, with currency and language handled automatically by Fruugo's platform.

Is there a limit on how many products I can list?
Fruugo caps standard accounts at 150,000 SKUs, though higher limits can be authorized directly by Fruugo for larger catalogs.

What happens if my feed isn't updated often enough?
Fruugo pulls a fresh feed on a schedule you control, with a documented minimum of once daily. Feeds updated less frequently risk showing incorrect stock or pricing to shoppers, since Fruugo has no separate real-time inventory channel.

Do I need to build the XML or CSV file myself?
Not with Feedance — Feedance generates a Fruugo-compliant CSV or XML feed from your existing catalog and hosts it at a static URL that meets Fruugo's automated-retrieval requirement, removing the need to write and maintain a custom feed script.