Platform Overview
Syndigo Product Experience Cloud is built on Riversand's multi-domain Master Data Management core, where any "Thing" can be modeled with full attribute richness. This unique architecture enables Syndigo to handle not just products, but customers, orders, suppliers, and any business entity with identical modeling capabilities.
The platform's composable architecture allows modules (PIM, MDM, Syndication, Digital Shelf Analytics) to be licensed standalone or integrated via GraphQL federation. With 2,500+ syndication recipients including GDSN, Syndigo provides extensive reach for global product distribution.
Key Facts
- Founded: Through acquisitions and mergers
- Headquarters: Chicago, IL, USA
- Architecture: Multi-domain MDM with Thing model
- API: REST and GraphQL with federation
- Syndication: 2,500+ recipients including GDSN
Syndigo PIM login page interface
The Syndigo login interface reflects the enterprise-grade nature of this multi-domain MDM platform.
Core entities in Syndigo's Thing-based multi-domain MDM model with universal modeling capabilities
| Entity | Vendor Name | Description | Key Attributes | Relationships |
|---|---|---|---|---|
Item (Product) | Thing - Item Domain | Base SKU record modeled as a Thing with full attribute richness and relationships | thing_attributes domain_context relationships workflow_state | links to any Thing type hierarchical structures cross-domain connections |
Variant/Child | Thing - Variant | GTIN-level instance when variants exist, inheriting from parent Item | variant_attributes parent_relationship gtin_data | child of Item Thing shares Asset Things |
Asset | Thing - Asset Domain | Digital file stored in rich media service, modeled as Thing with metadata | file_data metadata_attributes renditions usage_tracking | linked to Item Things versioning relationships |
Category | Thing - Category Domain | Hierarchical taxonomy for navigation, modeled as Thing with full attributes | taxonomy_structure navigation_attributes localization | hierarchical Thing relationships Item categorization |
Custom Entity | Thing - Custom Domain | Any business object (Customer, Supplier, Location) modeled as Thing with identical capabilities | domain_specific_attributes relationships workflow_support | connects to any Thing type multi-domain relationships |
Syndication Channel | Publication Channel | Target endpoint template for GDSN recipients, Amazon, Walmart, custom APIs | channel_config mapping_rules validation_schema | receives Thing data transforms for destination |
New to PIM systems?
Before diving into Syndigo specifics, you might want to read our detailed guide to PIM systems to understand the fundamentals and key concepts.
Read PIM Systems GuideComplete list of attribute types available in Syndigo's Thing model with universal applicability
| Common Name | Vendor Name | Description | Operators | Examples |
|---|---|---|---|---|
Text | string | Single line text fields for any Thing type | Eq Neq Like In Nin Regex Exists | Product name Description Customer name |
Number | number | Integer or decimal numeric field (no currency support) | Eq Neq Gt Lt Exists | Price Weight Quantity |
Boolean | boolean | True/false field applicable to any Thing | Eq (true/false) Exists | Is active Featured Approved |
Date | date, datetime | Date and datetime fields with timezone support | Eq Neq Gt Lt Exists | Launch date Last modified Contract expiry |
Entity Reference | reference | Foreign-key reference to any Thing in any domain | Eq Neq In Nin Exists | Related products Supplier reference Customer link |
Collection | collection | Ordered bag of references to Things | In Nin Exists | Product bundles Category memberships Related items |
Asset Reference | file | Reference to binary asset Thing with rich metadata | Exists | Product images Documents Videos |
API Implementation Details
Authentication & Security
OAuth2 client-credentials authentication with scopes per tenant. The API provides unified access to all domains (Item, Asset, Customer, etc.) through consistent Thing-based endpoints.
Multi-Domain Querying
Query endpoints support filters including Eq, Neq, Gt, Lt, Like, In, Nin, Regex, and Exists across any Thing type. Cursor-based pagination and delta tokens (lastModified > timestamp) enable efficient data synchronization.
Bulk Operations
Bulk upsert via /api/bulk/v1/entity?type=item supports up to 10,000 records per batch. The same bulk capabilities apply to any Thing type, not just products.
Event Streaming
Webhooks and EventHub streams (Azure EventGrid) emit entity-changed, workflow-transition, and syndication-status events. This enables real-time integration patterns across all domains.
GraphQL Federation
Composable architecture allows modules to be integrated via GraphQL federation, enabling custom data graphs that span PIM, MDM, and syndication domains.
Enterprise API implementations require careful consideration of security patterns and data architecture strategies for multi-domain MDM platforms.
API Usage Example
Example showing how to update an item attribute using Syndigo's Riversand API
# Partial update of item attribute via Syndigo Riversand API
TOKEN="<access_token>"
TENANT="acme"
BASE="https://$TENANT.riversand.com/api/bulk/v1/entity"
curl -X POST "$BASE" \
-H "Authorization: Bearer $TOKEN" \
-H "Content-Type: application/json" \
-d '{
"entityType": "Item",
"entities": [{
"identity": {"ItemId": "SKU-12345"},
"attributes": {
"ProductName": {
"value": "New title 2025",
"locale": "en-US"
}
}
}]
}'API Search Example: Find Item by Attribute
Example showing how to search for an item by a specific attribute value using Syndigo's REST API.
# Search for an item by attribute value via Syndigo Riversand API
TOKEN="<access_token>"
TENANT="acme"
BASE="https://$TENANT.riversand.com/api/entity/v1/data"
curl -X GET "$BASE?type=item&filter=equals(attributes.SKU.value, 'SKU-12345')" \
-H "Authorization: Bearer $TOKEN"Technical Specifications
Multi-Domain Master Data Management
True MDM architecture where any "Thing" can be modeled with full attribute richness. Custom entities have identical capabilities to Products, supporting complex business scenarios beyond traditional product catalogs.
Enterprise Syndication
Distribution to 2,500+ recipients including GDSN network. Built-in validation for Amazon, Walmart, Target schemas with A+ Content support. Real-time syndication status tracking and error reporting.
Rich Media Repository
Digital asset management with versioning, AI tagging (Clarifai), auto-renditions, and CDN links. 360° spin and video support with A/B asset testing analytics.
AI GoPilots
GenAI assistants for copy generation, attribute mapping, and content enrichment. Reduces manual work while maintaining brand consistency and compliance.
Syndigo's multi-domain MDM architecture and extensive syndication network require strategic negotiations that address platform complexity, module integration, and enterprise scaling.
Limitations & Implementation Considerations
Thing Model Complexity
The Thing-based architecture, while powerful, can overwhelm non-technical teams. The conceptual shift from traditional product-centric thinking to universal entity modeling requires significant training and change management investment.
Multi-Domain Licensing Costs
Comprehensive MDM capabilities come with substantial licensing costs. Organizations may find themselves paying for multi-domain functionality even when only requiring basic PIM capabilities, significantly increasing total cost of ownership.
API Rate Limiting
Default 300 requests/minute rate limit can constrain high-volume integrations. Higher tiers require additional licensing, potentially creating bottlenecks for data-intensive operations.
GraphQL Federation Security
The composable architecture introduces security considerations around GraphQL federation that require specialized expertise to implement safely in enterprise environments.
Steep Learning Curve
The Riversand architecture underlying Syndigo requires specialized knowledge. Organizations should budget for extensive training and potentially external consulting to realize the platform's full potential.
Enterprise-Only Focus
Platform complexity and pricing model make it unsuitable for mid-market organizations. For commercial considerations and enterprise negotiation strategies, refer to our comprehensive SaaS negotiation guide.
PIM implementations involve significant organizational change. Success depends on strong leadership and effective change management practices.
Key Benefits & Strengths
True Multi-Domain MDM
Unique Thing-based architecture enables modeling of any business entity (Products, Customers, Suppliers, Orders) with identical attribute richness and relationship capabilities. This eliminates data silos across business domains.
Extensive Syndication Network
Distribution to 2,500+ recipients including the GDSN network. Pre-built validation for major retailers with real-time status tracking and error reporting supports product launch processes.
Composable Architecture
Modules can be licensed standalone or integrated via GraphQL federation. This enables organizations to adopt specific capabilities (PIM, MDM, Syndication) without full platform commitment.
AI-Powered Automation
GenAI GoPilots assist with content generation, attribute mapping, and enrichment tasks. This reduces manual work while maintaining brand consistency and regulatory compliance.
Enterprise-Grade Infrastructure
Global deployment across multiple regions with enterprise security and compliance. Supports large-scale operations with advanced workflow engines and data quality rules.
Advanced Analytics
Digital Shelf Analytics monitor content scores, competitor pricing, and channel performance. Data completeness and product attributes can be personalized by user persona for relevant insights.
Expert Perspective
"Syndigo's Thing-based architecture is genuinely innovative - being able to model any business entity with the same richness as products opens up possibilities beyond traditional PIM. The syndication reach to 2,500+ recipients provides substantial distribution capabilities."
"The platform's complexity reflects its enterprise focus. While incredibly powerful for large organizations with complex data needs, it may be overwhelming for simpler use cases. The AI GoPilots are a nice addition but still require careful oversight."— Sivert Kjøller Bertelsen, PIM Implementation Expert
"Given Syndigo's complexity and my limited hands-on experience with their latest platform evolution, I strongly recommend requesting a comprehensive vendor demo with both developer and user access to a test environment. The Thing-based architecture requires practical evaluation to understand implementation implications for your specific use cases."
Customer Review
Sivert Kjøller Bertelsen
PIM Implementation Consultant • Syndigo evaluation experience
"Syndigo's Thing-based architecture is powerful but comes with significant complexity that can overwhelm teams. While the multi-domain capabilities and syndication network are impressive for large enterprises, the learning curve and licensing costs are substantial. Organizations should carefully evaluate whether the platform's comprehensive MDM approach justifies the investment and implementation complexity."
