How do you integrate PIM and DAM – and who do you need to help?

According to HubSpot, integrating disjointed software solutions is one of the most common challenges companies are currently facing. Integrating your software helps break down barriers between business functions, as well as standardise and automate processes. But what – and who – does it actually involve?

If you’re thinking about integrating your Product Information Management system with your Digital Asset Management platform, you’ve probably got questions. What software integration tools are best for PIM-DAM integrations? Do you need a DevOps engineer? And should you use a software consultant? Here are some things to consider…

How do you integrate PIM and DAM?

Your PIM-DAM integration options

You’ve already recognised the financial and operational benefits of PIM-DAM integration for retail. And now you’re wondering how to actually do it…

There are a growing number of tools and platforms available for integrating PIM with DAM. Your choice will depend on a number of factors – including what PIM and DAM systems you use, whether they’re cloud-based or on-premise, and if they’re managed in-house or by the vendor.

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Native integrations

Many cloud-based software solutions already have integrations built-in – especially between software solutions that are commonly connected. These are plug-and-play tools that you can use – pretty much – off-the-shelf. Talk to your PIM and DAM vendors to find out whether there’s already a suitable integration you can use. 


If there isn’t already a suitable built-in integration, the next step is to explore your systems’ APIs. API stands for ‘application programming interface’. It provides a secure and standardised way for developers to create custom integrations between software. If your PIM and DAM systems have an open API, it will make it easier for a third-party to connect them for you.


iPaaS stands for ‘integration platform as a service’. It aims to make it easier to integrate software by providing a no-code system for building bespoke integrations. Versatile, iPaaS can handle on-site and cloud-based applications. This often means you can create a PIM-DAM integration without needing a developer to help you – which can be faster than putting in a support request and waiting for them to be available. 

Serverless tech

There are some complex cases where you’ll need to look beyond APIs or iPaaS to integrate your software. For example, those involving multiple software solutions, on-premises solutions, or for use cases with higher volume or security needs. Here, you might need to employ so-called ‘serverless technology’, which provides an efficient platform for developers to create more technical custom integrations.

That’s the headline news on software integration tools. For a deeper-dive, check out this blog from our partners – WoodWing – on software integration for DAM.

Who do you need to integrate PIM and DAM?

As the information above suggests, the people you need to support your planned PIM-DAM integration will depend on the complexity of your project, nature of your PIM and DAM deployment, and the integration tools available to you. 

For example, a connection between two cloud-hosted, vendor-managed solutions – integrating just your PIM and DAM – should be quick to achieve. This could potentially be done for you by the vendor, using integrations already built into the software.

Meanwhile, a connection between on-premise software solutions – perhaps involving more than just your PIM and DAM – will be more complex. This may require the input of a business analyst to scope out what the integration needs and a DevOps engineer to build the integration. 

Whichever method you choose, know you’ll be joining other savvy retailers who have recognised that now is the right time to make PIM-DAM integration a priority – for more efficient processes and a faster content supply chain.

Do I need a DevOps for PIM DAM integration?

A DevOps engineer isn’t always necessary for integrating DAM and PIM in today’s no- or low-code world. Built-in integrations and tools like iPaaS make it possible for people with moderate technical skill to develop functional software integrations. 

However, it’s important to remember that effective software integration isn’t just about the technical aspect of connecting two solutions. It’s also about working out how the integration will solve problems in your current processes. What data you need to map to make that work. And more.

To achieve that, you may still benefit from expert input from a business analyst, your IT team, or an external software partner.

Learn more about how to prepare for PIM and DAM integration –  from knowing your goals to assembling your dream team.

Do I need an external consultant for PIM-DAM integration?

If you have timely access to relevant internal tech expertise, you may be able to complete a simple PIM-DAM integration in-house.

However, if your IT team is overstretched and your integration isn’t a priority, you may be faced with frustrating delays to your project. In this case, working with an external consultant can speed your project along.

A software partner does the heavy lifting in PIM-DAM integration. They will have in-depth technical expertise in both solutions, as well as the integration tools available. They will also understand the processes you’re trying to improve and automate, having worked with other companies with similar pain points.

This means they’ll be able to advise – not only on the technical aspects of PIM-DAM integration – but the people and process side too. They’ll help to unpack the problems you’re facing and provide expert guidance on how to solve those challenges through tech.

They’ll also be able to advise on data mapping and cleansing. And provide training for users once the integration is complete.

Having the right partners means your PIM-DAM integration goes smoothly, reduces the risk of project failure, and produces a more efficient workflow quicker.

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Our approach

The Qonqord team has over 20 years of experience delivering PIM-DAM integration and workflow optimization for retailers. To find out how we can help you streamline your content supply chain through software integration, book a call with our friendly expert team.

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