Electrical wholesale runs on ETIM, and ETIM was never meant to sell anything. A class code and a feature set do not make a product page, a filter or a description. SKULaunch takes the ETIM feed, the manufacturer's PDF and whatever the rest of your suppliers send, and turns all of it into complete, structured, sellable records. In days, not months.
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Owns the ETIM import, the manufacturer feeds and the spreadsheet everyone else edits. Measured on how fast a new range goes live.
Running a trade site where filters by voltage, IP rating and pole count grey out on half the range, because the attributes were never structured.
Has a PIM populated to ETIM class level and a backlog of descriptions, images and non-ETIM attributes that never quite gets done.
Watching contractors and electricians buy from whichever wholesaler's site answers the spec question first.
ETIM does what it was designed for. It tells you a product is a circuit breaker with a rated current, a number of poles and a tripping characteristic. It does not write the description, it does not say which image is the front, it does not carry the accessories, and it does not cover the product groups the manufacturer never classified. Every electrical wholesaler ends up with three catalogues: the ETIM one, the manufacturer PDF one, and the one the sales team actually quotes from.
Meanwhile the buyer has changed. Contractors do not ring for a spec any more. They search the site, filter by voltage, IP rating, pole count and certification, and order. Where the filter is greyed out, they open a competitor's tab. Your product data is now the first sales conversation, and for most of the range it is not turning up.
The feeds were meant to fix this. ETIM, BMEcat and the manufacturer portals give you structure, and structure is not the same as complete. Adoption varies by manufacturer, versions drift, and the mapping from the standard to your own schema is still a manual job. The standard does its part. The rest is data work.
For the full picture of what fixing this involves, from supplier intake to enrichment and publishing, see our guide to product data management for distributors.
Most wholesalers arrive with one of these. The other three show up within a month.
Half the range comes with a clean ETIM feed. The other half comes as PDFs, price lists and a website. SKULaunch gives every supplier one portal link, pre-filled by AI from their own site, and lands structured data in your schema either way.
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ETIM stops at the class and its features. SKULaunch enriches the rest from the manufacturer's own documents and web pages: descriptions written for the trade, images matched to the SKU, accessories and spares linked. Reviewed by exception.
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Voltage, current, IP rating, poles, mounting, certification. Structured on every SKU, in your units, with one value list per attribute, so the filter never greys out.
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The wholesaler who lists the new range first takes the early orders. SKULaunch turns a manufacturer launch pack into live, complete listings in days.
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Every capability designed for a catalogue where half the range is classified and the other half arrives as PDFs.
One link per manufacturer or supplier. AI pre-fills from their site. They confirm. Validated data in days.
Explore →ETIM and BMEcat mapped to your schema automatically. The standard does its job. AI fills the gaps it leaves.
Explore →The whole range enriched overnight. Confidence-scored. Reviewed by exception.
Explore →Every supplier's units, value lists and feature names normalised to yours. No cleaning rules to write.
Explore →ETIM-aligned attribute schemas for any electrical category, built in minutes and extended where ETIM stops.
Explore →Completeness by supplier, by category, by attribute, so you know which half of the range is holding the filters back.
Explore →Hundreds of thousands of SKUs, UNSPSC on the punchout, ETIM at the source.
Read more →You're here.
Product data that lets a trade counter and a website sell the same range.
Read more →Book 30 minutes. Bring a manufacturer's ETIM export and a PDF from a supplier who does not use it. We'll show both landing in the same schema, enriched and ready to list.
The AI product data platform that turns messy supplier files into sales-ready content. Run it upstream of your PIM, or run it as one.
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