SKU: definition and role in PIM

In PIM practice, the SKU is usually the main key that links PIM records to ERP, commerce platforms and channel feeds. Unlike a GTIN, a SKU is internal: each company chooses its own format. Variants usually have their own SKU, and product models sometimes carry a separate parent code.

Illustrative example: a distributor stocks the same screw from two suppliers under one SKU, while the manufacturer's GTIN and part number are stored as attributes. Channel feeds use the SKU as the offer identifier and the GTIN for matching.

In a selection, SKU logic affects data migration and integrations. Buyers should confirm which system creates SKUs, how the PIM handles SKU changes and merges, and whether one product can carry several identifiers. Uniqueness checks on SKU and GTIN belong in the data quality requirements.