Introduction to Custom Channels

Custom Channels allow you to ingest retailer-provided XLSX and XLSM flat-file templates and configure them directly in Akeneo Activation. Using Custom Channels, you can map product data, manage validation rules, and generate retailer-ready files that align with each retailer’s specific requirements.

Custom Channels are designed to give you autonomy to build and manage retailer-specific channels yourself, so you can support new retailers and business requirements in a way that fits your own data, processes, and timelines.

What are Custom Channels?

Custom Channels are a self-service way to create and manage flat-file driven destinations using XLSX and XLSM configurations. You upload a destination's file format and define how your product data should populate that file.

This allows you to support new or custom retailers without submitting a request for a new channel to be built.

Custom Channels support XLSX and XLSM files that include:

• Required and optional columns
• Hidden columns
• Limited or allowed values
• Retailer-specific formatting and structure
• Advanced spreadsheet logic that must be preserved at export

Once configured, a Custom Channel can be reused and updated as retailer requirements change.

Custom Channels vs Tailored Exports

Custom Channels are intended for use cases where Tailored Exports are not sufficient.

Compared to Tailored Exports, Custom Channels:

• Support more complex XLSX and XLSM templates
• Preserve advanced spreadsheet formatting and structure
• Provide more advanced options for data transformation
• Introduce AI-assisted tooling to help with attribute mapping and transformation over time

Tailored Exports remain well-suited for simpler export scenarios. Custom Channels extend beyond those capabilities to support retailer files with higher complexity.

When should I use Custom Channels?

You should use Custom Channels when:

• A retailer is not currently available as a prebuilt Akeneo channel
• A retailer provides an XLSX or XLSM template
• You need to onboard a retailer quickly without waiting for a new channel
• Retailer templates are complex or change frequently
• You need more advanced spreadsheet handling than Tailored Exports provides

High-level workflow

Create a Custom Channel by uploading a retailer XLSX or XLSM template and configuring how your product data should populate it.

File compatibility and limitations

Important considerations

Not all retailer files are compatible with Custom Channels.

Custom Channels may not be suitable for files that:

• Require API-based data exchange instead of file delivery
• Depend on external data sources or live calculations at export time
• Require real-time inventory or order workflows
• Enforce logic that cannot be represented in an XLSX or XLSM template

When to request an Akeneo-built channel

If your retailer requires functionality beyond file-based delivery, or if the template cannot be reliably supported through Custom Channels, you should contact Akeneo to discuss an Akeneo-built channel.

Akeneo-built channels are designed for:

• Complex file formats or data manipulation, such as: 
  • Non-tabular data, 
  • Rows that represent product models or series, 
  • Each product being split across multiple tabs, etc. 
• Retailers with strict or proprietary requirements
• Ongoing automation beyond flat-file delivery
• API-based integrations

Key concepts and terminology

Channel

A Custom Channel represents a retailer-specific configuration that defines how product data is exported into one or more XLSX or XLSM files.

Template

The retailer-provided XLSX or XLSM file that defines expected structure, columns, formatting, and logic.

File

A single XLSX or XLSM output generated by a Custom Channel. Some channels may generate multiple files.

Column

A field in the spreadsheet template that expects a specific value. Columns may be required, optional, or conditionally required (coming soon).

Attribute

A piece of product data from Akeneo PIM that can be mapped to one or more spreadsheet columns.

Required and optional fields

• Required fields must be populated for validation to pass
• Optional fields may be left empty

Dropdown List and Valid Values

Columns that only accept a predefined set of values. 

Hidden columns / Ignored Attributes

Columns that exist in the XLSX or XLSM template but are not written to or visible to be mapped when the channel is utilized.

What Custom Channels do NOT do

Custom Channels focus on file-based workflows. They do not:

• Guarantee retailer acceptance
• Modify the file structure
• Replace retailer-side validation processes

You are responsible for ensuring that your files meet the retailer’s latest requirements.

What’s next?

To begin using Custom Channels, continue to Getting Started with Custom Channels, where you’ll create your first channel and upload a retailer template.