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When our team was gearing up to launch the Toriut PIM system, our focus was crystal clear: we wanted to create a solution that made life easier for Shopify sellers managing their product information. It felt like a natural direction for us, given our decade-long experience working with DAM systems and offering a popular plugin specifically tailored for Shopify users. That plugin had already proven invaluable to many, so why not take it a step further with a dedicated PIM solution?
We pictured it as a simple, intuitive tool—a no-brainer for Shopify sellers. But something unexpected happened after the launch. The first wave of interest didn’t come from teams managing Shopify stores exclusively. Instead, we heard from businesses juggling both product data and a growing library of digital assets—images, videos, and marketing materials. Their pain points weren’t just about keeping product information in check; they were also grappling with media chaos.
This caught us off guard at first, but it also sparked curiosity. What made Toriut resonate so strongly with these teams? It was time for a closer look. I dove into conversations with our users, explored their workflows, and soon realized something crucial: Toriut had unwittingly positioned itself at the intersection of two major content management systems—PIM and MAM.
So, let’s start from the basics. What are PIM and MAM, and why are they such game-changers for businesses?
PIM and MAM: What Are They and Who Needs Them?
Product Information Management (PIM) is all about getting your product data in order. Think of it as a centralized hub for every little detail about your products—descriptions, specifications, pricing, availability, and beyond. If your team is updating spreadsheets, syncing with sales platforms, and scrambling to meet marketplace requirements, a PIM system can save the day.
But PIM doesn’t operate in isolation. That’s where Media Asset Management (MAM) comes into play. While PIM takes care of the "what" (the product details), MAM focuses on the "how"—the visual and media content that tells your product’s story. It’s your go-to for organizing high-resolution images, videos, audio files, and creative assets. A MAM system ensures that the right content is available when and where you need it.
Who Needs PIM?
If you’re managing a growing catalog of products and selling across multiple platforms, a PIM system is your secret weapon. It’s particularly valuable for:
- Retailers: Ensuring consistent product information across e-commerce sites, marketplaces, and printed catalogs.
- Manufacturers: Coordinating product details across global teams and distributors.
- Marketers: Creating detailed, accurate, and compelling product stories for various audiences.
Who Needs MAM?
MAM systems shine in environments where digital assets are at the heart of your operations. They’re indispensable for:
- Creative teams: Keeping track of every version of an image or video while collaborating on new campaigns.
- Marketing departments: Distributing media assets consistently across channels while maintaining brand standards.
- E-commerce businesses: Ensuring that product visuals are not only stunning but also properly formatted for different platforms.
When we started working on Toriut, we weren’t aiming to create a hybrid solution that blended PIM and MAM. The goal was simple: build a PIM system that worked seamlessly for Shopify sellers. But here’s the thing about creating something new—you never really know where it might lead. And with Toriut, we ended up with something far more versatile than we initially imagined.
Let me take you back a bit. Our team has been deeply involved in digital asset management (DAM) for over a decade, thanks to Pics.io, our DAM solution. Pics.io wasn’t just another tool we worked on—it became a cornerstone for teams managing sprawling media libraries: photos, videos, graphics, you name it. So, when we started building Toriut, we couldn’t help but bring some of that DAM DNA into the mix. After all, we knew first-hand how valuable media functionality could be.
That’s how Toriut ended up with features that go beyond what a typical PIM system offers. At its core, it’s still a PIM—perfect for organizing product data like descriptions, prices, and technical specs. But dig deeper, and you’ll find it’s also capable of handling your media assets in a way that feels more like a DAM. It’s as if Toriut accidentally became the bridge between PIM and MAM. And honestly? That’s what makes it special.
So, What Makes Toriut Different?
Here’s what I mean when I say Toriut is more than just a PIM. Let’s break it down:
- One home for everything. Whether you’re managing product descriptions or high-resolution images, Toriut keeps everything in one place. No more jumping between systems or wondering where that critical asset is stored.
- Finding what you need—fast. With metadata tagging and smart search features, Toriut makes it ridiculously easy to locate exactly what you need. Whether it’s a product spec sheet or a promotional video, it’s all a click away.
- Keeping track of changes. Ever lose track of which version of an image or file is the right one? Toriut’s version control has your back, ensuring you’re always working with the latest updates.
- Collaboration that actually works. Instead of emails flying back and forth or teams working in silos, Toriut creates a shared workspace. Everyone—from marketers to product managers—can stay in sync without breaking a sweat.
- Built for e-commerce, but bigger. Sure, Toriut was designed with Shopify in mind, but it’s not just for e-commerce. Teams across industries who juggle product data and media assets are finding it just as useful.
Why PIM and MAM Work Better Together
Let’s take a step back and talk about why combining PIM and MAM functionalities is such a big deal. PIM systems excel at managing the structured stuff—product names, SKUs, dimensions, prices. MAM systems shine when it comes to the creative chaos of media—photos, videos, audio, graphics. But here’s the thing: in today’s world, product data and media are inseparable. A product description is incomplete without a compelling image or video. And a gorgeous photo is useless without the right product details to back it up.
By blending PIM and MAM, Toriut simplifies this whole ecosystem. It’s not about forcing two systems to talk to each other; it’s about building a solution that naturally handles both worlds.
If there’s one thing I’ve learned from working on Toriut, it’s that the best solutions often come from listening to what users actually need. We started with a PIM, but our users showed us that media management was just as critical. That realization shaped Toriut into what it is today: a platform that doesn’t just manage data or media—it manages the intersection of both.
And that’s where the real magic happens. Not because we planned it that way, but because we stayed open to what users wanted. So, if you’re someone juggling product data, media assets, or both, maybe Toriut can be that unexpected bridge for you too.
Did you enjoy this article? Give Toriut a try — or book a demo with us, and we'll be happy to answer any of your questions.
