Automated Content Delivery via the Content API

Would you like to deliver product information to bol efficiently, quickly, and without errors? The Content API is the most efficient way to do so. With the Content API, you create an automated connection between your product information system and bol's systems. As a result, changes to product information are processed automatically, eliminating the need for manual updates in portals or Excel files.

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Content API

What is the Content API?

The Content API is a technical integration that enables product information to be exchanged automatically between your systems and bol. You work within your own system, and any changes are automatically sent to bol.

Using the Content API, you can submit:

  • Product attributes
  • Product descriptions
  • Images
  • Videos
  • Product documentation

Why choose the Content API?

The Content API offers several benefits, including:

  • Less manual work
  • Reduced risk of errors
  • Faster processing of content updates
  • Better content freshness and accuracy
  • Easier management of large assortments
  • Faster time-to-market for new products
  • Greater control over your content planning, such as product launches and relaunches

In addition, the Content API allows suppliers to upload product content on your behalf. This enables content protection to be applied to products owned by you as the brand owner.

What integration options are available?

Option 1: Direct API Integration (Build it Yourself)

Do you have your own IT team and the necessary technical expertise? If so, you can connect directly to the bol Content API. This option provides maximum control over the integration and the exchange of product information.

Please take the following into account:

  • Development capacity to build the integration
  • Knowledge of API integrations
  • Ongoing management and maintenance of the integration

Getting Started

1. Determine Which Content You Want to Integrate

Review which product information you want to provide to bol from your own system.

2. Request API Access

To gain access to the Content API, you can request client credentials by emailing retailer-api-ops@bol.com. Please include your supplier ID and the email address of the technical contact responsible for the API integration.

For more information about the authentication flow, please refer to the Retailer API Authentication Documentation.

3. Build and Test the Integration

Develop the Content API integration and thoroughly test it before going live. This helps ensure that product information is transferred correctly and that updates are processed as expected.

4. Automatically Deliver Content

Once the integration is activated, product information is sent directly from your own system to bol. This reduces manual work and helps keep your content accurate and up to date at all times.

Option 2: Via an Integration Partner (expected from September 2026)

You will soon also be able to choose to arrange this through an integration partner. These parties have existing integrations with bol and can often connect more quickly than if you build an integration yourself. This allows you to automatically deliver product content through the Content API without developing an integration yourself.

Examples of integration partners include:

  • Icecat
  • Inriver
  • Tradeplace
  • ChannelEngine

This solution is often suitable when you:

  • Already work with a PIM, DAM, or content partner
  • Have limited technical capacity yourself
  • Want to use additional services such as content enrichment or AI solutions

Getting Started

1. Check your system
Review which system you use to manage product information and which integration partners can connect to it.

2. Choose an integration partner
Compare different parties based on functionality, support, and costs.

3. Set up the integration
The integration partner will help you connect your system to the bol Content API. This requires API credentials, which you can request yourself.

4. Automatically deliver content
After activation, product information is sent directly from your own system to bol. This reduces manual input and makes it easier to keep your content up to date.

How does the onboarding process work?

Discuss the possibilities with your IT department or integration partner. If you have an Onsite Journey contact person, align with them as well for advice before getting started with the API.

Then register your interest via Retailer-API-ops@bol.com.

Together with the API team, you will:

  • Complete a readiness assessment
  • Build and test the integration
  • Go live with the Content API

Content information and API documentation can be found on this page.

For technical questions, please contact Retailer-API-ops@bol.com. Together, we can determine which integration method best fits your organization and systems.