Marketplace Listing Guide for Mirakl
Complete listing requirements, feed specifications, and optimization tips for Mirakl.
What is Mirakl?
Mirakl is the dominant marketplace-as-a-service (MaaS) platform behind hundreds of major retailer-operated marketplaces. Unlike Amazon or eBay, Mirakl is not itself a destination consumers shop on — it is the SaaS platform that powers operator marketplaces such as B&Q, Decathlon, Galeries Lafayette, Macy's, Carrefour, Currys, Best Buy Canada, and many more. When a retailer launches a third-party seller marketplace, Mirakl is overwhelmingly the platform of choice in Europe and, increasingly, the US. For sellers, this means 'listing on Mirakl' is really listing on whichever Mirakl-powered operator you are targeting — and the integration patterns are largely shared across operators.
Mirakl provides two distinct experiences: the Operator side (for retailers running a marketplace, including catalog ingestion from third-party sellers, attribute mapping, content quality enforcement, and order routing) and the Seller side (for the third-party sellers listing onto operator marketplaces, including offer management, order fulfillment, and performance reporting). For Sainsbury's-style retailers launching a Mirakl-powered marketplace later in 2026, the operator workflow is the critical use case: ingesting heterogeneous seller catalogs, mapping their attributes to your taxonomy, running content quality checks, and publishing approved offers to your storefront. WISEPIM sits naturally on the operator side as the AI-powered enrichment and normalisation layer that transforms inconsistent seller data into the catalog quality your customers expect.
Mirakl supports product data via its Operator and Seller APIs, structured CSV/Excel uploads, and partner integrations through the Mirakl Connect ecosystem. Each operator defines its own catalog structure (categories and required attributes) within Mirakl's framework, but the core integration patterns remain consistent — making it straightforward to support multiple Mirakl-powered marketplaces from a single PIM. Connecting WISEPIM to a Mirakl-powered marketplace lets operators automate seller onboarding (parsing Excel/PDF/free-text supplier data into clean records), enforce content quality SLAs through Quality Guard, and ensure every listed offer carries the attribute completeness needed for both human shoppers and AI shopping agents.
At a Glance
Mirakl Listing Requirements
Required and optional fields for product listings on this marketplace
Mirakl operators each set their own title rules, but most follow a Brand + Product Name + Defining Attribute pattern that mirrors marketplace best practice. Some operators auto-validate against their own existing catalog; others rely on AI-assisted matching. Avoid promotional language, all-caps, and seller-specific information. Titles must match the product, not the offer.
Bosch GSB 18V-21 Professional Cordless Combi Drill — 18V, 2x 2.0Ah BatteriesA valid product identifier is non-negotiable on virtually every Mirakl-powered marketplace. The operator uses the GTIN to match seller offers to existing catalog products (avoiding duplicate listings) and to verify product authenticity. Most operators reject offers with missing or invalid GTINs at upload time. For private-label or unbranded items, operators typically require sellers to obtain a valid GS1 registration before listing.
5012044000000Each operator defines its own category taxonomy. Sellers must map every offer to the correct operator category — and the category often determines which additional attributes are required. PIM-driven category mapping is essential at any meaningful scale: doing it manually for thousands of SKUs is a non-starter. WISEPIM's AI maps source taxonomies (Google, Amazon, GS1 GPC, eClass, ETIM) to operator-specific Mirakl categories automatically.
Home & Garden > Power Tools > Drills > Combi DrillsOperators differ on whether HTML formatting is allowed. Some accept rich HTML (lists, bold, paragraphs); others require plain text. WISEPIM's channel-aware output handles both — generating an HTML version and a stripped plain-text version from a single source description. Descriptions should focus on factual product attributes, not seller branding.
The Bosch GSB 18V-21 Professional cordless combi drill delivers 55 Nm of torque for demanding drilling and screwdriving in wood, metal, and masonry...Most Mirakl operators reference images via URL rather than direct upload, which means image hosting reliability matters. The main image typically requires a white background with the product filling 75-85% of the frame; additional images may show lifestyle, detail, or scale-reference views. Operators may auto-reject images below a minimum resolution or with detected text overlays.
https://cdn.example.com/products/bosch-gsb-18v-21-main.jpgEach operator category defines a set of required and optional structured attributes. Examples for grocery operators: allergens, ingredients, nutrition declaration, country of origin, storage instructions. For DIY: voltage, torque, dimensions, materials. WISEPIM's AI extracts these from supplier-format data (PDFs, free text, spreadsheets) and outputs them in the exact structure each operator expects.
Voltage: 18V; Battery Capacity: 2.0Ah; Chuck Size: 13mm; Max Torque: 55Nm; Weight: 1.6kgPrice and stock are managed at the offer level (per seller per product). Most Mirakl operators support real-time price/stock updates via API and scheduled CSV imports. Some operators enforce minimum margin rules or price parity checks against their own first-party prices.
Price: 129.99; Stock: 47Mirakl Product Feed
Feed Format
JSON (Operator/Seller API), CSV/Excel (file imports), XML (legacy)
How to submit product data to this marketplace
Mirakl provides comprehensive REST APIs for both operator and seller workflows. The Mirakl Operator API handles catalog ingestion, category management, attribute schema definition, offer approval, and order orchestration. The Mirakl Seller API handles product creation, offer management, order fulfillment, and performance reporting. For sellers without API capabilities, every operator typically also accepts CSV or Excel uploads through the Mirakl seller portal, mapped to that operator's schema.
Accepted File Types
Mirakl Category System
Every Mirakl operator defines its own category tree. There is no universal 'Mirakl taxonomy' — Decathlon's categories differ from B&Q's, which differ from Macy's. This is a deliberate design: each operator structures its catalog around its commercial model. For sellers covering multiple Mirakl-powered marketplaces, this means category mapping must be redone per operator, which is exactly where AI-driven taxonomy mapping (like WISEPIM's) creates an order-of-magnitude productivity win.
Mapping Tips
Product Data Specifications
Detailed requirements for product titles, descriptions, images, and pricing
Title & Identifier Hygiene
Requirements
Best Practices
- Validate GTINs against the GS1 GEPIR registry before submission to avoid bulk rejections at upload
- Use AI-assisted product matching to detect when an offer can attach to an existing operator catalog product (preferred) versus creating a new one
- Generate titles per operator using channel-aware prompts — what works on Decathlon may exceed B&Q's character limit
- Maintain a master title in your PIM that gets transformed per operator at export time
Operator Category Mapping
Requirements
Best Practices
- Use AI-driven taxonomy mapping with the operator's schema as ground truth — never manual spreadsheets at scale
- Cache previous mappings per SKU per operator to avoid re-mapping on routine catalog updates
- Subscribe to operator change notifications (when available) so you can re-map ahead of breaking changes
- For multi-operator sellers, maintain an internal canonical taxonomy and map once-per-operator at export time
Compliance & Regulated Attributes
Requirements
Best Practices
- Run every offer through Quality Guard before submission — catching missing allergens or invalid CE declarations at upload time is cheaper than a takedown
- Maintain a single source of truth for regulated fields (allergens, ingredients, INCI, age ratings) and propagate to every operator from there
- Track operator-specific compliance updates through Mirakl Connect or operator newsletters and update enrichment prompts when rules change
Offer Lifecycle (Pricing, Stock, Lead Time)
Requirements
Best Practices
- Use the Mirakl Offer API for real-time stock updates rather than scheduled CSV uploads where volume justifies it
- Set safety-stock thresholds slightly below true availability to absorb in-flight order volatility
- Monitor the Mirakl performance scorecard weekly and address any SLA dips before they become account-health issues
Common Listing Rejections on Mirakl
Avoid these common issues that cause product listings to be rejected or suppressed
Missing or invalid GTIN/EAN/UPC
Validate every product identifier against the GS1 GEPIR registry (gepir.gs1.org) before submission. Purchase identifiers directly from GS1 — third-party resellers are often rejected. For private-label or unbranded products, register a valid GS1 prefix before listing.
Required category attributes are missing or empty
Before submission, fetch the operator's required-attribute list for the target category via the Mirakl API and validate every offer carries values for all required fields. WISEPIM's Quality Guard automates this check pre-export.
Product cannot be matched to an existing catalog entry, and creation is restricted
Some operators only accept offers against pre-approved catalog products. If your product doesn't match, either request catalog creation through the operator's submission process or switch to AI-assisted matching to detect close matches you may have missed.
Allergen / ingredient declaration is incomplete (grocery operators)
Run supplier-provided ingredient text through an allergen-extraction step (WISEPIM does this automatically). Validate against the EU FIC 14-allergen list. Where data is genuinely missing, do not submit — operators reject incomplete grocery offers at upload.
Image fails resolution or background-quality checks
Ensure main images are at least 1000x1000 pixels (2000x2000 recommended), use a white background for primary images, and exclude text overlays. Re-host images on a reliable CDN and verify URLs resolve to the expected file before submission.
Title contains forbidden language or formatting
Strip promotional phrases (Free Shipping, Best Seller), all-caps words, special characters, and seller branding from titles. Re-generate titles per operator using a channel-aware prompt that respects each operator's character limits and naming convention.
Operator-specific value list violations (e.g. unrecognised colour name)
Map free-text values to the operator's controlled value list. Each operator publishes its allowed values per attribute through the Mirakl API — sync these regularly and validate offers against them before submission.
Mirakl Listing Optimization Tips
Best practices to improve your product listing performance and visibility
Use AI to normalise heterogeneous seller / supplier data into a single Mirakl-ready record
Whether you are an operator ingesting third-party seller catalogs, or a seller listing across multiple Mirakl-powered marketplaces, the data complexity is the same: every source provides product information in a different format. WISEPIM's AI normalises Excel, PDF, free-text, and EAN-only feeds into a clean structured record per offer — eliminating the manual data plumbing that otherwise consumes most of an operations team's time.
Treat each Mirakl-powered operator as a distinct channel
B&Q, Decathlon, Macy's, Galeries Lafayette, and Carrefour all run on Mirakl, but each has its own taxonomy, attribute schema, title rules, and content guidelines. Maintain a canonical internal product record, then transform per operator at export. WISEPIM's channel-aware output generates the right title, description, and attribute set for each target operator from a single source.
Pre-validate everything against the operator schema before upload
Mirakl operators reject offers with missing required attributes, invalid GTINs, or out-of-range values at upload time. Catching these errors after rejection is expensive — both in time and in your operator-side performance score. Run every offer through a pre-export validator (WISEPIM's Quality Guard) that checks against the live operator schema.
Operators: invest in automated content-quality enforcement across your seller base
If you are launching a Mirakl-powered marketplace, the single biggest determinant of customer experience is the consistency of content quality across third-party sellers. Manual review queues do not scale. Use AI-driven content quality scoring to gate offer publication automatically — reject incomplete records, normalise inconsistent attributes, and only publish offers that meet your customer-facing quality bar.
Make your data agentic-commerce-ready
Mirakl-powered marketplaces are becoming targets for AI shopping agents (ChatGPT, Gemini, Perplexity). Agents parse structured data — schema.org Product, GTIN, complete attribute coverage — not marketing copy. Operators and sellers who get there first on agent-readable data quality will be over-represented in agent-driven discovery and transactions.
Track Mirakl performance scorecards as carefully as Amazon's
Each Mirakl-powered operator publishes seller performance scorecards covering on-time shipping, valid tracking, order acceptance rate, and customer-message response time. Sellers below threshold may be deprioritised in operator search results or temporarily suspended. Monitor scorecards weekly across every operator you serve, and address any SLA dips before they become account-health issues.
Use Mirakl Connect to find and integrate with operators faster
Mirakl Connect is Mirakl's ecosystem of pre-built integrations between sellers and operators. For sellers, joining Connect makes it dramatically easier to apply to and onboard onto multiple Mirakl-powered marketplaces. For operators, Connect provides a curated seller pool of vetted partners. Either way, Connect compresses the onboarding timeline that would otherwise dominate the early phase of a marketplace strategy.
Selling on Mirakl: Pros and Cons
How to List Products on Mirakl
Step-by-step guide to getting your products live on this marketplace
Identify the Mirakl-powered operators relevant to your strategy
Decide which Mirakl-powered marketplaces are in scope — for UK retail, that typically includes B&Q, Currys, and category-specific operators. For EU-wide, add Decathlon, Galeries Lafayette, Carrefour, and similar. Each operator has its own commercial terms and seller base — pick the operators that match your category and customer.
Apply to the operator and obtain Mirakl API credentials
Apply through the operator's seller-recruitment process (often via Mirakl Connect for the major operators). Once approved, the operator provisions Mirakl API credentials specific to your seller account on that marketplace. Each operator generates its own credentials — they are not shared across operators.
Map your catalog to the operator's taxonomy and attribute schema
Pull the operator's category taxonomy and attribute schema via the Mirakl API. For each SKU, identify the correct leaf category and confirm every required attribute is populated. At meaningful scale, drive this with AI category mapping (such as WISEPIM's) rather than manual spreadsheets — manual mapping breaks well before 10k SKUs.
Mirakl Marketplace Operator & Seller Playbook
Whether you are launching a Mirakl-powered marketplace (operator-side workflow) or selling onto multiple Mirakl operators, this guide covers the data architecture, content quality patterns, and AI-driven enrichment moves that separate market leaders from also-rans.
- Operator launch checklist: third-party seller onboarding, attribute mapping, content quality SLAs, and offer approval workflows
- Seller multi-operator playbook: managing a single canonical catalog mapped per Mirakl operator with channel-aware output
- Content quality scoring framework that automates rejection of incomplete or non-compliant offers before publish
- AI-enrichment patterns for parsing Excel/PDF/free-text supplier data into clean Mirakl-ready records
- Agentic-commerce readiness checklist: making sure your Mirakl-powered listings rank in AI agent recommendations
Frequently Asked Questions
Common questions about listing products on Mirakl
Explore More Marketplace Guides
The Mirakl feed template
The exact fields Mirakl requires, in the right order, with examples for every field. Use it as your mapping blueprint — don't reinvent what's already documented.
- 7 fields with example values
- Format: JSON (Operator/Seller API), CSV/Excel (file imports), XML (legacy)
- Required fields sorted first by priority
- Ready to map in Excel or Google Sheets
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