Trade Data Hub for FMCG: route-to-market data integration, Master Data Management, and data quality automation. 170+ implementations, 700+ distribution branches, 300,000+ retail outlets.
Trade Data Hub for FMCG: route-to-market data integration, Master Data Management, and data quality automation. 170+ implementations, 700+ distribution branches, 300,000+ retail outlets.
Trade Data Hub: your route-to-market data foundation.
Your distributors, wholesalers, and retailers each have their own systems, formats, and timelines. Trade Data Hub collects it all, harmonizes it into Golden Records, and gives your organization a single source of truth — so every decision is based on real data, not assumptions.
Your route-to-market data is scattered, inconsistent, and costing you decisions.
Every distributor, wholesaler, and retailer sends data in their own format, on their own schedule, with their own product naming. Without a dedicated integration layer, your team spends more time cleaning data than using it.
Without Trade Data Hub
- ✕ Data arrives in dozens of formats — CSV, EDI, XML, email attachments, FTP dumps
- ✕ Same product has different names, codes, and units across partners
- ✕ Multipacks and bundles reported as single line items — real SKU-level sales invisible
- ✕ Sell-in and sell-out don’t match — but nobody knows why until quarter-end
- ✕ Duplicate outlets across partner databases — no single customer view
- ✕ Weeks of manual work before data is usable for any business decision
With Trade Data Hub
- ✓ One Integration Engine handles any format, any protocol, any partner
- ✓ AI-powered MDM maps 30M raw records to 4M clean Golden Records (85–99.8% automated)
- ✓ Composite Product Decomposition breaks bundles down to real SKU-level data
- ✓ Automated sell-in vs. sell-out reconciliation catches discrepancies in real time
- ✓ Deduplication + geolocalization = one verified outlet record per store
- ✓ Single Source of Truth — data ready for analytics, settlements, and field execution
Four components, one data pipeline
Trade Data Hub processes partner data through a four-stage pipeline — from raw ingestion to analytics-ready insights. Every stage is covered by Data Governance ensuring quality, security, and compliance.
Stage 1
Integration Engine
Connects to every partner system — any protocol, any format. Handles protocol negotiation, format conversion, message transformations, and data translation automatically.
Stage 2
Mapping Engine
Maps partner data to your product and customer model. Handles local business rules per market, partner, and channel. Composite Product Decomposition breaks bundles to SKU level here.
Stage 3
Sales Data Mart
Central repository of unified, harmonized trade data — your Single Source of Truth. Clean, deduplicated Golden Records ready for analytics, settlements, and field execution systems.
Stage 4
Analytics & Monitoring
Data quality dashboards, data flow monitoring, and business-ready reports through One View (Power BI). Feeds Trade Terms & Settlement and Sales & Retail Execution with clean, verified data.
Data Governance — quality management, security, and compliance across the entire pipeline. ISO/IEC 27001:2022 certified.
Why CIOs and CTOs choose Trade Data Hub over generic integration platforms
You could build a data integration layer with MuleSoft or Informatica. Here’s why 170+ FMCG producers chose a purpose-built platform instead.
Generic integration tools give you a blank canvas. Trade Data Hub gives you a proven architecture built specifically for FMCG trade data — Integration Engine, Mapping Engine, Sales Data Mart, and MDM already designed for the data types, formats, and business rules your partners use. You’re not building infrastructure; you’re configuring a platform that already understands your industry.
After 170+ implementations, Trade Data Hub encodes deep knowledge of FMCG partner ecosystems — distributor ERP formats, wholesaler reporting quirks, retailer ePOS specifications, composite product structures, and channel-specific business rules. A generic integrator would need months of custom development to learn what this platform already knows.
Most integration projects treat data quality as an afterthought — “we’ll clean the data later.” Trade Data Hub embeds MDM directly into the pipeline: deduplication, golden record matching, AI-powered product identification (Brand, Flavour, Size, Pack across multiple languages), and geolocation enrichment happen automatically as data flows through. 30 million raw customer records become 4 million clean Golden Records at 85–99.8% automation. No separate MDM project. No manual cleanup.
Trade Data Hub isn’t a startup product. It processes over 1 million data messages per month across 700+ distribution branches and 300,000+ retail outlets. Reference clients include Nestlé, Coca-Cola HBC, SC Johnson, and Imperial Tobacco. The platform has been battle-tested in production environments for over two decades — from SMB producers with 10 distributors to global FMCG enterprises with hundreds of partners across multiple markets.
From 30 million raw records to 4 million Golden Records — automatically
Master Data Management isn’t a separate project. It’s embedded in Trade Data Hub — every record that flows through the platform is automatically cleaned, deduplicated, enriched, and matched into a single, trusted Golden Record.
Onboarding
Accept partner data in any format — EDI, CSV, XML, API, flat files
Mapping
Match partner product and customer codes to your master model
Cleaning
Data Recognition + Data Correction — fix errors, standardize names, validate formats
Enrichment
Add external data — geolocalization, POI sources, tax/VAT repositories, statistical data
Matching
Deduplication, Channel Discovery (retail chains, HoReCa, and more), Golden Record delivery
30M→4M
Customer Records
raw → Golden Records
99.8%
Automation
customer matching (top tier)
5M→400k
Product Records
raw → Golden Records
AI
Product Identification
Brand, Flavour, Size, Pack — multilingual
Trade Data Hub doesn’t just collect data — it actively manages its quality
Two mechanisms work continuously to ensure the data you base decisions on is accurate, complete, and consistent — before it reaches your dashboards or settlement engine.
Composite Product Decomposition
Distributors and retailers often report sales as bundles, multipacks, displays, or aggregated brand-level positions — not individual SKUs. Trade Data Hub automatically decomposes these into real SKU-level data, so your analytics and settlements reflect actual product performance.
Handles:
- ✓ Multipacks — “Mixed flavours 6-pack” → 6 individual SKUs
- ✓ Cross-brand bundles — “Coffee + sweets” → separate producer SKUs
- ✓ Displays and stands — one line item → dozens of SKUs inside
- ✓ Aggregated positions — “Brand X” → proportional split to individual products
In production: leading beverage company — 5 markets (Switzerland, Austria, Bulgaria, Ireland, Poland), eRetail channel. Active since March 2026.
Sell-In vs. Sell-Out Reconciliation
What you sold to the distributor (sell-in) and what the distributor sold to stores (sell-out) should match — but they rarely do. This report automatically detects discrepancies and identifies the root cause, so your team can fix data issues in real time instead of discovering them at quarter-end.
Catches:
- ⚠ Sub-distribution — distributor resells to unreported sub-distributors
- ⚠ Wrong conversion ratios — multipacks counted as singles (or vice versa)
- ⚠ Mapping errors — partner SKU mapped to wrong producer product
- ⚠ Export errors — incomplete files, duplicate transactions, corrupted data
Result: higher data quality before decisions, faster anomaly detection, ability to correct sell-in directly from the application.
How a leading global beverage company unified eRetail sell-out data across 5 European markets
“Our eRetail partners report sales in completely different formats — some at SKU level, others as multipacks or brand-level aggregates. We needed a platform that could ingest all of it and give us a single, consistent view of sell-out performance across markets. Trade Data Hub’s Composite Product Decomposition solved the problem we’d been struggling with for years: now every data point is at real SKU level, regardless of how the partner reports it.”
5
European Markets
unified on one TDH platform
SKU
Level Accuracy
from bundles, multipacks & aggregates
eRetail
Channel
Ocado, Amazon, REWE, Carrefour, Tesco
2026
Live
active production deployment
Every channel in your route-to-market — connected and harmonized
Trade Data Hub connects to every type of route-to-market partner your business works with — from traditional wholesalers to quick commerce platforms. One Integration Engine. Any format. Any protocol.
Offline channels
| Wholesalers | Invoiced sales at outlet & SKU level, market share, daily stocks, online orders |
| Cash & Carry | Sell-out data, stock levels, transaction-level detail |
| Key Accounts + ePOS | Electronic point-of-sale data, sales & stock reporting |
| HoReCa | On-trade sales visibility via C&C and distributor data + Channel Discovery |
| Petrol stations | Convenience sales data via distributor networks |
| Vending | Machine-level sales and stock replenishment data |
Online channels
| eRetail | Online grocery sales, ePOS data, stock availability |
| Quick Commerce | Rapid delivery platform orders, fulfillment data |
| eQSR | Quick-service restaurant digital orders and consumption data |
| eWholesale | B2B digital commerce — wholesale orders and stock data |
Additional data sources integrated
1M+
data messages per month
700+
distribution branches
300k+
retail outlets connected
Data is only valuable when it drives decisions
Trade Data Hub collects and harmonizes the data. One View — our analytics layer built on Power BI — turns it into dashboards and reports your commercial teams actually use. Without TDH, there’s nothing to analyze. Without One View, the data stays in tables.
Distribution Analytics
Complete visibility into sell-out performance, stock levels, market coverage, and target achievement across your distributor network.
- — Sales Analysis (6 reports)
- — Target Achievement
- — Stocks & Forward Stock (6 reports)
- — Market Coverage (3 reports)
- — Data Sharing monitoring (6 reports)
OTIF Analytics
Monitor On-Time In-Full delivery performance across your distributor network. Identify which distributors consistently under-deliver and why.
- — In-Full by Documents
- — In-Full by Positions
- — Order Realization
- — Order Locks
Category Analytics
See your products in the context of the total category — your sell-out plus competitors. Identify where you’re gaining share and where you’re losing potential.
- — Category Analysis
- — Customer Potential
- — Customer Potential Review
- — Lost Potential YTY
- — Distribution Gaps
Recognized by analysts, trusted by enterprise FMCG
Trade Data Hub is part of Asseco Platform — evaluated among the world’s leading vendors in FMCG enterprise planning and retail execution.
9×
POI Best-in-Class
Including Data Management — recognizing Trade Data Hub’s integration, harmonization, and MDM capabilities.
POI 2025 Vendor Panorama
Gartner
Representative Vendor
Recognized for world-class solutions with capacity for multi-channel, multi-region deployment — the core of what Trade Data Hub enables.
Gartner Market Guide for Retail Execution Management in FMCG (2025)
ISO/IEC
27001:2022
Information security management certified. Critical when your platform handles partner trade data, financial settlements, and competitive intelligence.
Certified by Alcumus ISOQAR, February 2026
Trade Data Hub is the data backbone of Asseco Platform
Clean, harmonized partner data from Trade Data Hub flows into every other product in the ecosystem — powering settlements, field execution, and shelf verification.
Trade Terms & Settlement
TDH supplies verified sell-out and stock data that TTS uses to automate settlements, monitor OTIF delivery, and manage VMI. Without clean data, settlements are guesswork.
Set the terms. Prove they were met. →
Sales & Retail Execution
TDH insights inform field visit priorities — which stores to visit, what to check, where sell-out is dropping. Every rep visit generates new data that flows back into TDH.
55,000+ users in 50+ countries →
Retail Image Recognition
AI shelf verification confirms that what TDH data predicted is happening in stores — shelf share, planogram compliance, availability. Verified data feeds back into TDH analytics.
>98% accuracy, offline AR →
Common questions about Trade Data Hub
Trade Data Hub is a purpose-built data integration platform for FMCG producers. It collects sell-out, stock, and order data from every route-to-market partner — distributors, wholesalers, retailers, e-commerce platforms — and harmonizes it into a single source of truth. Built-in Master Data Management deduplicates and cleans data automatically, turning millions of raw records into trusted Golden Records ready for analytics and business decisions.
Generic integration platforms give you a blank canvas — you build everything from scratch. Trade Data Hub gives you a proven architecture built specifically for FMCG trade data: Integration Engine, Mapping Engine, Sales Data Mart, and Master Data Management already designed for the data types, formats, and business rules your partners use. After 170+ implementations, the platform encodes deep knowledge of distributor ERP formats, wholesaler reporting quirks, and channel-specific business rules that a generic tool would need months to learn.
Master Data Management (MDM) is the process of deduplicating, cleaning, enriching, and matching data records into a single, trusted “Golden Record” per product and per customer. Without MDM, the same store appears multiple times under different names from different partners, and the same product has different codes across distributors. Trade Data Hub’s built-in MDM processes this automatically — turning 30 million raw customer records into 4 million clean Golden Records at 85–99.8% automation, with AI-powered product identification across multiple languages.
Trade Data Hub’s Integration Engine handles any format (EDI, CSV, XML, flat files, API) and any communication protocol (FTP, SFTP, HTTP/S, direct database connections). Each partner integration is configured individually — the platform adapts to your partners’ systems, not the other way around. Currently processing over 1 million data messages per month across 700+ distribution branches.
Trade Data Hub is ISO/IEC 27001:2022 certified (Alcumus ISOQAR, February 2026), covering five security domains: physical access, work environment, system security, product & service security, and legal security. Each client deployment runs in a dedicated environment — partner data from one producer is never accessible to another. Data Governance is embedded across the entire pipeline, not added as an afterthought.
Implementation depends on scope — number of partners, data sources, and integration complexity. A typical deployment with a handful of distributors can go live in weeks. Enterprise deployments with dozens of partners across multiple markets take several months. Each implementation is managed by Asseco’s own team (not third-party SI partners), bringing 20+ years of FMCG-specific data integration expertise. The platform works for enterprises with hundreds of partners and SMBs with as few as 10 distributors.
