Platform Overview
Inriver employs an entity-agnostic data model where any object type can be defined and managed with equal priority. This approach treats products, brands, categories, suppliers, campaigns, or any business concept as first-class entities that can be modeled with custom attributes, relationships, and workflows. Unlike traditional PIMs with hardcoded product entities, Inriver provides true flexibility for complex data modeling scenarios.
This entity-agnostic approach offers greater modeling flexibility for complex B2B scenarios where you might need to manage detailed supplier information, marketing campaigns, or regulatory data as primary entities rather than product appendages. The platform's Expression Engine uses Excel-like syntax to define rules for field values, enabling simulation of inheritance and versioning concepts.
Key Facts
- Founded: 2007
- Headquarters: Malmö, Sweden
- Approach: Entity-agnostic data modeling
- API: REST-based with comprehensive Swagger documentation
- Deployment: Cloud SaaS with Azure infrastructure
Inriver PIM login page interface
The Inriver login interface demonstrates the professional, enterprise-focused design of the platform.
Core entities in Inriver's entity-agnostic data model with configurable relationships and attributes
| Entity | Description | Key Attributes |
|---|---|---|
Product Product Entity | Configurable entity type for products; no hardcoded structure, fully customizable | configurable fields relationships business rules Relationships: links to Items connects to Resources +1 more... |
Item Item Entity | Variant-level entity representing sellable SKUs with specific attributes | SKU identifier variant attributes pricing data Relationships: child of Product linked to Resources |
Resource Resource Entity | Digital assets and media files with metadata and versioning capabilities | file data metadata versions +1 Relationships: linked to Products/Items organized in folders |
Channel Channel Entity | Output destinations for product data syndication and publishing | channel configuration mapping rules export settings Relationships: receives Product data defines output format |
Custom Entity Configurable Entity | Any custom business object (Suppliers, Customers, Locations) with full modeling capabilities | custom attributes relationships business rules Relationships: configurable connections to any entity type |
New to PIM systems?
Before diving into Inriver specifics, you might want to read our comprehensive guide to PIM systems to understand the fundamentals and key concepts.
Read PIM Systems GuidePlatform Demo & Interface
Watch this comprehensive demo showcasing Inriver PIM covering the basic user activities: finding products, enriching products, merchandising products, and publishing products. Recorded on the cloud-hosted Inriver demo environment in May 2022.
The demo highlights Inriver's unique workarea-based workflow system, where saved searches become collaborative spaces for product enrichment teams.
"Having implemented Inriver many times, I keep coming back to it. I find the assignments, notifications, workflows, and grid views really compelling for multi-user collaboration, but it takes a bit of training to get used to."— Sivert Kjøller Bertelsen, PIM Implementation Expert
Complete list of attribute types available in Inriver with their Inriver terms and search capabilities
| Common Name | Vendor Name | Description | Operators | Examples |
|---|---|---|---|---|
Text | String, LocaleString | String fields, with LocaleString supporting localization | Equal NotEqual BeginsWith IsEmpty IsNotEmpty Contains | Product name Description SKU |
Number | Integer, Double | Numeric fields for integers and decimal values | Equal NotEqual GreaterThan GreaterThanOrEqual LessThan LessThanOrEqual IsEmpty IsNotEmpty | Weight Price Quantity |
Boolean | Boolean | True/false checkbox field | IsTrue IsFalse IsEmpty IsNotEmpty | Is active Featured product Discontinued |
Date | DateTime | Date and time field | Equal NotEqual GreaterThan GreaterThanOrEqual LessThan LessThanOrEqual IsEmpty IsNotEmpty | Launch date Last modified Expiry date |
Single Select | CVL_single | Single option from controlled vocabulary list | ContainsAny NotContainsAny Equal NotEqual IsEmpty IsNotEmpty ContainsAll NotContainsAll | Brand Category Status |
Multi Select | CVL_multi | Multiple options from controlled vocabulary list | ContainsAll ContainsAny NotContainsAll NotContainsAny IsEmpty IsNotEmpty | Features Materials Certifications |
File | File | Binary file upload field | Equal NotEqual GreaterThan GreaterThanOrEqual LessThan LessThanOrEqual IsEmpty IsNotEmpty | Product image Manual PDF Video file |
Complex Object | XML | XML data stored as string for complex structured data | Equal NotEqual BeginsWith IsEmpty IsNotEmpty Contains | Technical specifications Structured data Configuration |
"Inriver is extensible with both HTML templates and C# code. While both are powerful, be careful not to overdo it - most modifications are better placed in middleware with a UI utilizing the PIM headless-style."— Sivert Kjøller Bertelsen, PIM Implementation Expert
API Implementation Details
Authentication & Security
Inriver uses API key authentication with granular permissions. The .NET SDK provides strongly-typed access to all API endpoints, making integration straightforward for Microsoft-stack environments.
Search & Filtering
Advanced search is central to Inriver's architecture. The platform supports comprehensive search operators per data type, with saved searches becoming workareas for collaborative workflows. Search results can be filtered by entity type, relationships, and custom business rules.
Entity Modeling Flexibility
Unlike traditional PIMs, Inriver has no hardcoded default entity types. Products, Items, Resources, and Channels are just predefined examples - you can create custom entity types (Suppliers, Customers, Locations) with identical modeling capabilities including all attribute types, relationships, and business rules.
Strongly Typed Framework
While the .NET API is strongly typed, the configured entity data model is only available dynamically. For creating a strongly typed framework that reflects your specific entity configuration, a .tt template can be used to generate code against your data model.
Expression Engine
The Expression Engine uses Excel-like syntax to define rules for field values, enabling complex business logic, inheritance simulation, and automated data validation. This provides powerful automation capabilities for data quality and consistency.
Documentation Quality
Comprehensive Swagger documentation is available per tenant, with detailed endpoint descriptions and the official .NET SDK providing code examples and best practices for integration development.
API Usage Example
Example showing how to retrieve and update an entity using the Inriver .NET SDK
// Retrieve and update entity using Inriver .NET SDK
var client = new RemotingClient("https://api.productmarketingcloud.com", "<apikey>");
// Get entity by ID
var entity = await client.GetEntityAsync(12345); // product entityId
// Update entity field
entity.Fields["Name"].Data = "Updated title 2025";
// Save changes
await client.UpdateEntityAsync(entity);
Technical Specifications
Entity-Agnostic Approach
Inriver's architecture treats all entities as first-class citizens with identical modeling capabilities. Custom entities support all attribute types, relationships, and business rules available to built-in entity types.
Workarea-Based Workflows
Advanced search results can be saved as workareas, which become collaborative spaces where teams can be assigned specific product sets for enrichment. This workflow-centric approach drives productivity in large organizations.
Built-in DAM with CDN
Resources (digital assets) are treated as entities linked to Products and Items. The platform includes a built-in DAM with CDN that features cropping and rendering through ImageMagick console parameters. However, this CDN is not intended as a global edge delivery network like CloudFront. The platform includes automatic derivative creation, versioning, and metadata management.
Syndication Capabilities
Syndicate+ is a module enabling syndication to Amazon and other trading partners. Normal Excel export can go a long way in syndicating to marketplaces. For advanced syndication strategies, explore AI-powered marketplace optimization approaches.
Digital Shelf Analytics
Digital Shelf Analytics is a separate Inriver offering that enables analytics on data across marketplaces like Amazon. A demo with the specific marketplaces you trade with is recommended to assess the quality and relevance for your use case.
Strategic considerations for Inriver implementation including data architecture, security, and alternative approaches
Platform Leadership & Deployment
Advanced Capabilities Platform
Inriver is a system with advanced capabilities that requires proper implementation and onboarding of users to really be valuable. The platform is designed for organizations requiring complex data modeling and collaborative workflows.
Leadership Team
Led by CEO Rohit Goyal and CFO Thorsten Larsen-Seul, with backing from THL Partners through board members Cliff Longley and Gazal Sikand. The company focuses on strategic growth in the PIM market.
Deployment Options
Available as cloud SaaS with Azure infrastructure, providing robust security, scalability, and compliance capabilities for global organizations.
"The completeness system defaults to a global level per entity type. Making this dependent on product types and channel/market takes many tricks, something I expect to be addressed in future roadmap updates."— Sivert Kjøller Bertelsen, PIM Implementation Expert
Key Benefits & Strengths
Entity-Agnostic Architecture
Unlike traditional PIMs with hardcoded product entities, Inriver treats all entity types as configurable. This enables modeling of any business object (Suppliers, Customers, Locations) with full attribute richness and relationship capabilities.
Workarea-Driven Collaboration
Advanced search functionality creates workareas that become collaborative spaces for product enrichment teams. This workflow-centric approach improves productivity and accountability in large organizations.
Expression Engine Automation
Excel-like syntax for business rules enables complex automation, inheritance simulation, and data validation without custom development. This reduces manual work and ensures data consistency.
Built-in DAM with Limitations
Includes digital asset management with automatic derivative creation and versioning. However, it's not recommended for large collections of high-resolution files like Photoshop documents, and the CDN is not comparable to global edge delivery networks like CloudFront. Resources are treated as first-class entities with metadata capabilities.
Comprehensive Analytics & Syndication
Digital Shelf Analytics is a separate module that monitors channel performance and retailer compliance. Syndicate+ is another module that enables direct syndication to Amazon and other trading partners. Dashboard widgets provide visibility into productivity and data quality trends.
Flexible Entity Modeling
Custom entities have identical capabilities to built-in types, supporting complex business scenarios that require rich data modeling beyond traditional product catalogs.
"Versioning, draft/publish, and inheritance are modeled through the Expression Engine or extensions, something I hope to see integrated into the core product at some point."— Sivert Kjøller Bertelsen, PIM Implementation Expert
Sivert Kjøller Bertelsen
PIM Implementation Consultant • Multiple Inriver implementations
"Inriver's true MDM approach sets it apart from traditional PIMs. The workarea-driven collaboration and Expression Engine provide unmatched flexibility for complex enterprise scenarios. While there's a learning curve, the platform's extensibility and robust entity modeling make it my go-to choice for sophisticated implementations. The data model organization can get complex, but the core architecture is solid."