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 | Description | Key Attributes |
|---|---|---|
Item (Product) Thing - Item Domain | Base SKU record modeled as a Thing with full attribute richness and relationships | thing_attributes domain_context relationships +1 Relationships: links to any Thing type hierarchical structures +1 more... |
Variant/Child Thing - Variant | GTIN-level instance when variants exist, inheriting from parent Item | variant_attributes parent_relationship gtin_data Relationships: 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 +1 Relationships: 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 Relationships: 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 Relationships: 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 Relationships: receives Thing data transforms for destination |
New to PIM systems?
Before diving into Syndigo specifics, you might want to read our comprehensive 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, multiline_string | Single line and multi-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.
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"
}
}
}]
}'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.
Pricing and Leadership
Enterprise Focus
Syndigo targets large enterprises with complex multi-domain data management needs. Pricing reflects the comprehensive nature of the platform with modules that can be licensed standalone or integrated.
Leadership Team
Led by CEO Simon Angove, CTO Abhi Anantharaman, CPO Tarun Chandrasekhar, and EVP Global Services Vinny Maurici. The company employs 1,000+ people across 30 offices worldwide.
Global Infrastructure
Hosted in US-East, EU-West, and APAC regions with enterprise-grade security and compliance. Rate limits default to 300 requests/minute with higher tiers available for large-scale integrations.
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.
Comprehensive 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
Customer Review
Sivert Kjøller Bertelsen
PIM Implementation Consultant • Syndigo evaluation experience
"Syndigo represents a comprehensive enterprise data management solution with its multi-domain Thing architecture and extensive syndication capabilities. The platform excels for large organizations with complex data ecosystems, though the learning curve is significant. For enterprises requiring comprehensive MDM beyond just product data, Syndigo delivers capabilities that address complex business requirements."
