Debenhams: marketplace guide

About this guide

This is a ChannelEngine guide on the London-based marketplace Debenhams. Here you can find information on how to request a Debenhams account, how to configure this marketplace on ChannelEngine, what the specific requirements are, and more. 

Table of contents

Commercial information

How to request an account

Associated costs

Marketplace features

Settings and configuration

Marketplace-specific requirements and exceptions

• Setup
• Categorization
• Mappings
• Pricing
• Listed products

FAQs

Commercial information

Founded	1778 (marketplace founded in April 2021)
Founder	William Clark
Headquarters	London, England
Area served (orders)	United Kingdom
Revenue	GBP 56.9 million in 2021
Number of monthly visits	circa 7.3 million
Website	Debenhams
Setup cost	none
Commission	20%
Other costs	GBP 25.00/month, waived for the first year
Payment	14th and 28th of every month
Product categories	books, cameras, fashion, cooking, DIY/gardening, electronics, furniture/interior design, games/toys, healthcare, household appliances, jewelry/watches, kids/babies, musical instruments, cosmetics, pets, shoes/bags/luggage, sports equipment, office supplies/professional equipment, telecommunications equipment, video games
Input language	English (EN-GB)
Input currency	GBP
Content creation	yes
Minimum number of SKUs	no
Advertisement options	yes, via banner placement
Profile on ChannelEngine	Debenhams

How to request an account

To start selling on Debenhams, contact them to register your interest and request a potential seller form. Debenhams is a curated marketplace, where all applicants are reviewed before being accepted into the seller program. Interest forms are reviewed internally to determine whether you are a good fit for the marketplace. 

Applications are reviewed based partially on the below criteria. However, if you are considered to be a good fit by Debenhams, then some of these criteria may be waived. 

1. Performance - if you are already selling on Amazon or eBay, ideally your performance measurements should be in line with a top-rated seller. Additionally, you should have a demonstrably high feedback score (>95% in the last 12 months, based on a minimum of 100 reviews). 
2. Trustpilot score - if you do not currently have a presence on a marketplace, your Trustpilot score should be a 4 or above. 
3. Website - you should have an existing e-commerce website with a strong brand story/point of differentiation. With this in mind, Debenhams still considers applicants who do not already have a website or strong marketplace presence if they are deemed to be a good fit. 
4. Tech-enabled/prior marketplace experience - there is a preference toward merchants with experience selling on marketplaces, and it is beneficial to include information about your experience level with various marketplaces in the application.

Additional requirements

• Debenhams requires that all orders contain a return slip in the package to facilitate easy returns for marketplace buyers.
• It is mandatory to provide tracking information for shipped parcels. 
• Because Debenhams operates in the United Kingdom, a UK bank account is necessary before you can become an official marketplace seller.

Associated costs

Debenhams does not charge a setup cost, however, there is a monthly subscription cost of GBP 25.00. This fee is waived for the first year. In addition to this, there is a category-based commission applied to every product sold – at an average rate of 20%. 

Marketplace features

Supported	Not supported
Product offers	Pick-up point delivery
Product content	Refurbished products
Orders	HTML formatting
Cancelations (merchant)*	Sales channels**
Cancelations (marketplace)*	Repricing
Returns (merchant)	Returns (marketplace)
Carrier mappings
Shipments
Multiple stock locations

* Debenhams does not permit order cancelations prior to the shipment of products. All orders are pre-accepted, and, as such, orders must be refunded using the reason code 'Out of stock'.

** A marketplace that supports sales channels allows merchants to list and sell products across multiple markets (e.g.: countries, regions, and states), all from the same connection.

Settings and configuration

Setting up each marketplace on ChannelEngine follows the same flow, though not every marketplace includes the steps listed below.

1. Go through the Setup.
2. Create a Product selection.
3. Complete the Categorization.
4. Set up the Mappings: content, offers, and carriers.
5. Configure the Pricing: rules and currency conversion.
6. Finish the Activation.
7. Check the Listed products overview.

Marketplace-specific exceptions and requirements

Setup

On ChannelEngine

Debenhams is a Mirakl-based marketplace, so you can connect it with ChannelEngine using a Mirakl Connect SSO account. For more information on this, check out the Mirakl-based channels: SSO authorization article.

Invoice uploads

To configure your invoice settings, click Advanced settings. You can then click the dropdown menu Enable invoice uploading, which contains the following options:

• ChannelEngine invoices - when ChannelEngine receives a shipment, it automatically generates an invoice and attaches it to the shipment before exporting it.
• Merchant invoices (optional) - when ChannelEngine receives a shipment, it exports it – even if there is no invoice attached to it.
• Merchant invoices (required) - when ChannelEngine receives a shipment, it only exports it if an invoice is attached to it. If not, you receive a notification.
• None - when ChannelEngine receives a shipment, it takes no action other than notifying you that no invoice is present.

If you select one of the Merchant invoices options, make sure to upload the invoice to ChannelEngine via the Merchant API or via the web interface. To learn more, check out the article ChannelEngine: merchant invoices.

Categorization

Categorization on Debenhams is straightforward, and all categories are listed in English. 

 

Mappings

Content

All products (required)

• Collection - the product's brand, selected from a list of fixed values. If the brand is not available, contact the Debenhams marketplace team to create it. 
• Color - the product's main color. Refer to the Color mapping section for a list of allowed values and their matching color facet values. 
• Color facet - the product's color facet. Refer to the Color mapping section for a list of allowed values and their matching color values. 
• Details and care - additional product information not covered elsewhere in the content. It must be formatted as a single paragraph, without line breaks, and should include the following details:

  • Fabric composition - specify the materials used in the product, ensuring they sum up to 100%. E.g.: Fabric - 100% viscose.

  • Washcare instructions - outline the recommended care instructions. E.g.: Care instructions -Machine wash at 40°C.

  • You may also include optional details, such as product dimensions, multipack information, and model sizing. E.g.: Model wears a size [specify size]. 

• EAN - the product's 13-digit EAN, which is the main product identifier on Debenhams.
• Gender - the product's target gender. E.g.: female, male, unisex. 
• Long description - the product's long description, listing any key features or usage instructions. The description requirements are: 
  • There is a maximum limit of 1,500 characters, including spaces (approx. 250 words). 
  • HTML formatting is not supported, including bullet points and line breaks.
  • Registered trademarks must be accompanied by the correct logo. E.g.: Velcro®. 
  • Only mention color in the long description if there is only one color variation for the specific product. This is because products with multiple variants are grouped under a parent product ID.
• Main image - the product's main image. The image requirements are:
  • Minimum resolution - 1,000x1,500 px, 300 dpi. 
  • Orientation - portrait. 
  • The main image should not be campaign imagery, unless prior approval from Debenhams is obtained. 
  • The color of the background, when not a campaign-style image, should be white, off-white, or gray. Background on photos, when not a solid color backdrop, should avoid visual clutter and textures/materials (e.g.: hardwood flooring, draping, etc.). 
  • Main images involving a model should be centered within the image frame.
  • Main images involving a product should be centered, within a frame of 250 px from the bottom and top of the image – and 100 px on each side.

• Parent product ID - the unique identifier for the parent product, used to group child products which vary based on color and/or size under a single product family. 
• Product ID - the merchant's unique identifier for the product, such as the SKU.
• Product title - the product's name. Debenhams has strict guidelines on how to format and create product titles and product descriptions. The requirements are:
  • So not include the following terms due to copyright and trademark restrictions: 

    kendall, anastasia, alexa, kim, chinese, davina, isha, japanese, pippa, tallulah, xoxo, chloe, revo, puffa, navajo, mo, perspex, dakota, gina, oriental, fille de joie, halle, perfecto, monroe, chanel, zara, britney, rochelle, crombie, anais, miley, coco, courtney, chevron, cheryl, strong suit

  • Maximum number of characters - 70.

  • Format - title case (capitalize each word).

  • Structure - [pack#/color] [product name] [product print/feature(s)/premium material] [product fit/length] [product type]. E.g.: Debut London Spot Twill Fit And Flare Dress.

  • Product names should not reference genders.

  • Product names should be enclosed in inverted commas. If you are using a spreadsheet as your product feed, and the name is the first word in the product title, use two inverted commas because applications such as Excel remove one. 

  • Registered trademarks must be accompanied by the correct logo. E.g.: Velcro®.

  • Do not reference brand names, as this is automatically included via the Collection (brand) attribute. 
  • Only mention color when there is only a single color variation of the product. Products with more than one color variation are grouped together, using the same copy and attributes across all variations under a single parent product ID. 
  • Products that are the same but with different patterns or materials should be split into different product IDs.
• Returns - the product's return policy type, selected from a list of fixed values. E.g.:
  • Hygiene - applies to face masks, cosmetics, beauty products, pierced jewelry, vitamins and supplements, medicines, toiletries, swimwear, and lingerie. 
  • Non-refundable - applies to perishable items such as food, alcohol, or flowers – and also to unwrapped CD software and DVDs, custom-made orders, and personalized items.
  • Standard - for use with all other types of products. 
• Swatch image - a close-up and detailed view of the material or fabric an item consists of, in the size 120(h)x120(w) px. 

All products (optional)

• Ethics - the ethics that apply to sourcing the material for the product. E.g.: Fair Trade, Forest Stewardship Council (FSC), etc. 
• Fabrication type - the way the product was fabricated, if applicable. E.g.: denim, jersey, knitted, etc.
• Images (additional 1-5) - the product's additional images, following the requirements for the main product image. 
• Sustainability detail - the label that applies to the product's sustainability detail, such as any certifications, eco-friendly materials or packaging solutions, and energy efficiency labels. 

Color mapping

Products that have multiple color or material variants should be grouped under the same parent product ID. They are listed on Debenhams using the same product title and content across all variations.

Debenhams uses two attributes for listing color variations: Color and Color facet. Colors must be matched with the corresponding color facet using the key below: 

Color	Color facet	Color	Color facet
Beige	Beige Camel Light beige Light brown Light sand Light stone Light tan Medium beige Natural Stone Taupe	Multi	Multi
Black	Black	Nude	Nude
Blue	Aqua Baby blue Blue Bright blue Cobalt Dark blue Dark indigo Dark navy Duck egg blue Indigo Light blue Mid blue Mid navy Midnight Navy Pale blue Royal Turquoise	Orange	Burnt orange Copper Orange Pale orange Peach Tangerine Terracotta
Brown	Brown Chocolate Dark brown Fawn Tan	Pink	Bright pink Cerise Coral Dark pink Dusty pink Fuchsia Light pink Magenta Pale pink Pink Raspberry Rose
Clear	Clear	Purple	Dark mauve Grape Lavender Lilac Mauve Pale lilac Plum Purple Violet
Green	Bottle green Bright green Dark green Dark olive Emerald Green Jade Light green Lime Mint Olive Pale green Teal	Red	Burgundy Crimson Dark red Light red Maroon Red Scarlet Wine
Grey	Charcoal Dark grey Grey Light grey Mid grey Pale grey	Silver	Silver
Khaki	Khaki Light khaki	White	Cream Ecru Ivory Off white White
Metallics	Bronze Gold Light bronze Metallic gold Metallic silver Camel Light beige	Yellow	Bright yellow Lemon Mustard Yellow

Offer

The only mandatory offer mapping is Price. This is your desired sale price, after (re)price rules are applied. Before deleting an offer, any remaining stock should be zeroed. 

The following offer attributes are common to some Mirakl-based marketplaces:

• ECO #1-5 - Amount - the amount due for the eco-contribution related to the product. E.g.: 2.50.
• ECO #1-5 - EPR category code - the extended producer responsibility (EPR) code that applies to the product. For a list of category codes, check out the article Providing data to comply with circular economy regulations in Mirakl's help center (note that you need to be logged in to Mirakl to access this page). E.g.: DE-WEEE, FR-DEA, etc. 
• ECO #1-5 - Producer ID - your producer ID, received upon registering with a packaging register, such as Germany's LUCID. The maximum number of characters is 255.

The following offer attributes are common to all Mirakl-based marketplaces:

• Leadtime to shipment - the number of days before you ship the product. By default, this is set to two. You can create your own unique rules, if applicable. For more information on this, check out the article Lead time to ship in Mirakl's help center.
• Minimum quantity alert - map this attribute to receive a notification from Mirakl if your stock drops below the threshold defined.
• Offer state - the product's condition. Find your option from the dropdown menu by selecting the fixed value to apply to all.
• Product tax code - the taxation code applicable to the product.
• Logistic class - your optional shipping class. Make sure to map it using the marketplace’s codes, not the labels visible in the front-end. These codes vary per marketplace. If this marketplace makes use of logistic class codes, they can be found below.

Code	Label	Description
INIT	Default logistic family	Default for all products

Working with discounts

• To set up a discount, you must map the Discount price, Discount start date, and Discount end date attributes. If you want to set a permanent discount, map the Discount end date attribute with a date in the far future instead of leaving it unmapped. Otherwise, the offer is not exported, and errors are shown on the Validation and feedback tab.
• The discounted price is only exported if it is lower than the base price.
• If you do not want to set a bulk discount, leave the Discount quantity threshold attribute unmapped – otherwise, the export is broken.
• To set a bulk discount, the Discount quantity threshold must be set to a value higher than 1. E.g.: a value of 2 indicates that two or more of the product must be purchased at the same time for the buyer to benefit from the discount.

Carrier

Carrier mapping is mandatory on Debenhams, alongside providing tracking information. You can map your carrier to a specific list of carriers maintained by Debenhams. This allows for working tracking links in the back-end, as well as for the buyer. If your default carrier is missing, please contact Debenhams.

Pricing

Debenhams requires prices to be submitted in British pounds. If you do not have pricing attributes in British pounds, you must set a currency conversion.

Listed products

If you have problems with products not appearing on Mirakl-based marketplaces – especially if you are trying to create products –, check the Listed products page for more information.

You can either use the Channel status filter (e.g.: products that ChannelEngine has failed to exported, such as those with an empty GTIN or that do not exist on the marketplace yet, are shown as Invalid) or the Validation and feedback tab to see all known errors for specific products.

Alternatively, you can access the marketplace's back-end and download the error report generated by Mirakl. To do so:

1. Log in to the Mirakl back-end and go to Catalog, Product imports.
2. Identify the latest report and click the See details button by it.
3. Download the CSV file Non-integrated products report.

FAQs

How often does each task run on Mirakl-based marketplaces?

By default, Mirakl-based marketplaces follow the schedule below:

Task	Frequency
Export product data to marketplace	every 60 minutes
Export product offers to marketplace	every 15 minutes
Import product offers from marketplace	every 15 minutes
Import orders from marketplace	every 15 minutes
Export order shipments to marketplace	every 15 minutes
Export returns to marketplace	every 30 minutes

Can I map attributes on ChannelEngine and in the Mirakl back-end?

No. Mapping attributes in the Mirakl marketplace back-end interferes with ChannelEngine's content export. Therefore, it is recommended to stick to categorizing and mapping content only on ChannelEngine.

Why am I not receiving feedback on my content and/or offer exports?

Chances are you are receiving the feedback. However, different types of error report can take a couple of hours or several days to be generated:

• Offer feedback
  • Error reports are mostly generated automatically, and are imported quickly.
• Content feedback
  • Transformation error report - this is automatically generated, and usually imported within a maximum of one day.
  • Conventional error report - this requires a manual review by the Mirakl-based marketplace, and not all do so. It can take several days for this report to be imported.

Note that the previous feedback report is not removed from ChannelEngine until both the latest transformation and conventional reports have been fully processed by ChannelEngine – or no new reports have been generated because there are no errors to report.