Sonepar is an independent family business of 145 operating companies in 48 countries with worldwide market leadership in B2B distribution of electrical products, solutions and related services. Worldwide, Sonepar has one million customers, 48,000 employees and 3,000 branches.


To make their products easier to find for customers, Sonepar Germany has chosen to create a new website to list all their products (at about 1 million products). Hereby it is important that the products can be found using the search engines like Google. In order to achieve good results, the listed products need te comply with several rules and SEO guidelines. One of the most important guidelines is that a product description needs to be unique. However, manual writing of compelling and unique product descriptions for all the products is too time consuming and not an option. That is why Sonepar was looking for a smart software solution that automatically generates marketing texts based on product properties.

Solution has developed a smart online text generation platform that can automatically generate product descriptions based on product properties. The generated product descriptions are all unique and can be generated in multiple languages for each product. The product descriptions are generated using templates in combination with smart Machine Learning technology. For each product group there is a template with basic texts, alternative texts, conditions for the use of texts and priorities. In the case of Sonepar, a product hierarchy structure was used so that templates could be defined for a group of productgroups and that generated text for products consists of inherited texts from upper levels (e.g. products in the group ‘mobile flashlights’ inherits text from the parent group ‘Lighting products’). Also, each generated text is also provided with a SEO keyword: a product group dependent concatenation of product properties which is used in the product descriptions but is also used in the title of the product desciption page, in the alt text for images, etc. to increases the Google search results. An intelligent “shuffling” algorithm ensures that a unique product description is generated for each product.


Using’s software, Sonepar is now able to digitize its entire portfolio of products at a much faster rate. This applies not only to the fast selling products, but also to the long-tail products. The result is that each product has a unique product description and is therefore much easier to find in the Google search results. The improved findability in Google means that products are found more often and are sold more. Due to its success, Sonepar is now starting the implementation of in other countries besides Germany.

The software is offered as a Software as a Service (SAAS) which can be easily integrated with existing PIM solutions. For more information or a demo, please contact us at or +31 (0) 85 065 3780.

Guus van de Mond

"The development and application of innovative solutions is the strength of our team. I would like to get in touch with you to discuss the possibilities for your organization.''