Stylight : everything you need to know
Best for: fashion, home & living, beauty and design brands and retailers with EAN-matched, competitively priced catalogues, looking to reach Stylight's 90 million yearly shoppers across 11 countries, both on Stylight's own comparison site and through its Google Shopping listings as a certified CSS partner.
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Stylight is a fashion, home & living, beauty and design search and comparison platform founded in 2008 and based in Munich, with a second office in Philadelphia. It is not a marketplace: shoppers compare products across more than 1,000 partner shops and 50,000 brands, then click through to buy on the retailer's own site. The platform reaches roughly 90 million shoppers a year across 11 countries and now sits within Inspiration Commerce Group, alongside sister platform MyBestBrands.
Because Stylight is built as a comparison engine, the feed is the product listing itself. Price, availability, size and colour attributes decide whether a shopper sees your product at all, and whether they click through to you instead of a competitor's listing at a lower price. Stylight also runs Shopping ads for its partner shops as a certified Google Comparison Shopping Partner, so the same feed can extend your visibility onto Google Shopping results too.
Lengow structures and delivers this feed to Stylight through a standard advertising channel configuration: category mapping, attribute mapping, exclusions, then a feed URL that Stylight pulls on its own schedule. There is no direct API connection between Lengow and Stylight, and Lengow does not pull channel-level performance reports back automatically. This limitation is shared with most advertising channels, Google being the exception, so you check results in Stylight's own back office or through your account manager.
Key figures
Sources: Stylight company figures (about.stylight.com, 2024); Google Comparison Shopping Partners case study on Stylight (published c. 2020, figures not independently redated by Stylight since); TheIndustry.fashion on Inspiration Commerce Group's ownership of Stylight (June 2025).
Channel positioning
Who will see your ads?
Stylight's shoppers arrive already comparing. They land on category or product pages with clear buying intent rather than browsing for entertainment, and partner reviews describe the traffic as converting well against a premium, editorial backdrop rather than a bargain-bin feel. Sellers outside fashion, home & living, beauty and design are a poor fit here: Stylight has no general merchandise or electronics vertical.
Because the whole site is a price comparison engine, your listed price competes directly against every other retailer carrying the same product. A higher price doesn't just lose the click, it can mean your listing barely surfaces at all, which is exactly the dynamic Lengow's NetRivals data is built to track.
Billing runs on actual clicks against the thresholds set in your insertion order, and Stylight's minimum spend clause means you commit to a floor even if a category underperforms. Budget discipline and realistic vertical or market selection matter more here than on channels with pure pay-as-you-go pricing.
Fashion & apparel
Stylight's founding vertical since 2008, and still where its shopper volume is deepest.
Home & living
A later addition that has driven some of Stylight's strongest reported traffic growth, particularly in Germany.
Beauty
A smaller but active vertical, listed alongside fashion in Stylight's Shopping ads campaigns.
Design & interiors
The fourth vertical, aimed at shoppers comparing furniture and interior brands rather than fast fashion.
Who runs Stylight?
The teams operating a Stylight feed sit closer to performance marketing than to marketplace operations, since budget, price and click volume are tied together contractually.
Performance / SEA marketing managers
Own the CPC budget and the minimum spend commitment set in Stylight's insertion order, and need live price and stock data flowing through the feed to avoid paying for clicks on products that are out of stock or no longer competitively priced.
E-commerce feed managers
Maintain the attribute mapping, price, size, colour, availability, parent and variation IDs, that Stylight's comparison engine and category-level CPC feature depend on. Incomplete variation data means a product simply won't show for the size or colour a shopper searched.
Brand & partnerships marketers
Book Stylight's editorial sales packages and seasonal category placements on top of the always-on comparison listings, and need the feed team to have promotional pricing live before a campaign goes out.
What you need to know before launching
Check the following against your own catalogue and contract before configuring the channel.
Advertiser profile
Fashion, home & living, beauty and design brands and retailers with EAN-matched catalogues. No general merchandise, electronics or grocery vertical.
Cost model & budget
CPC, billed on clicks actually generated during the invoice period, at rates agreed per vertical, site and device in your insertion order. A minimum spend applies if you fall short of the agreed click thresholds.
Countries
11 markets worldwide. Confirm with Stylight or your account manager which of your target countries are live before configuring a channel per country in Lengow.
Technical setup
No direct API between Lengow and Stylight. Your feed is delivered via a URL that Stylight pulls on its own schedule, available in CSV, TXT, HTML or JSON.
Feed requirements
Mandatory: id, price, title, description, link, image_link, gtin/ean, shipping, brand. Add parent_product_id or item_group_id, plus size and colour, for any product sold in variations.
Measurement
No native channel report pulled back into Lengow. Track clicks, spend and minimum-spend status in Stylight's own back office, or ask your account manager.
How to advertise on Stylight with Lengow
Most of the setup follows Lengow's standard advertising channel process: register with Stylight, add the channel catalogue for each country you're targeting, map categories if a Categories tab is present, complete attribute mapping, exclude parent products and any lines you don't want listed, then launch and hand Stylight the feed URL.
What actually trips people up is less the mechanics and more keeping price and stock genuinely current, since Stylight's comparison engine and its Google Shopping listings both surface or bury a product on the strength of that data. Lengow's Advertising channel generic guide covers the shared configuration steps in more detail.
| Channel challenge | What successful advertisers do | What Lengow automates |
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| Keeping listed price competitive against every other retailer carrying the same EAN | Track competitor pricing across Stylight's partner shops and reprice before margin erodes | NetRivals monitors competitor prices and feeds pricing decisions back into the catalogue |
| Variation products not surfacing for the exact size or colour searched | Map parent_product_id, item_group_id, size and colour correctly for every SKU | Lengow's attribute mapping structures variations once and applies it across every channel feed |
| No direct API, so feed errors surface late | Download the CSV at the launch step to check the feed before going live | Lengow generates the feed URL and lets you preview the file before launch |
| Minimum spend thresholds set in the insertion order | Model expected click volume per vertical and market before committing to a threshold | Lengow reporting shows which categories and countries are actually driving impressions, so you can size the commitment realistically |
| Category mapping required on some verticals but not others | Check for a Categories tab in the channel configuration before assuming mapping is needed | Lengow surfaces whether category mapping applies to Stylight or whether a merchant_category attribute is used instead |
| Editorial sales packages need promotional pricing live in advance | Coordinate the promo price change with the campaign date, not after it starts | Lengow lets you schedule price and exclusion changes so the feed updates before the campaign goes live |
| Excluding parent products and out-of-stock lines from the comparison feed | Set up exclusion rules rather than manually filtering exports | Lengow exclusions apply automatically at every feed generation |
| No native performance report from Stylight into Lengow | Request click and spend reports directly from your Stylight account manager | Lengow still reports on feed health, product counts and rejection reasons even where the channel doesn't return performance data |
| Rolling out across up to 11 markets | Prioritise markets with existing traffic before adding new ones | Lengow lets you duplicate and localise a channel configuration per country from one base feed |
Lengow's AI Studio can also help keep the underlying product content, titles, descriptions and images, accurate and complete before it ever reaches Stylight's comparison engine, which matters more here than on channels where content plays a smaller role in whether a listing surfaces at all.
Lengow channel analysis: what makes a Stylight feed work
Here's what Lengow's experience configuring comparison-engine channels like Stylight points to.
On a platform built entirely around price comparison, the feed isn't a marketing asset sitting alongside the product. It is the product listing itself.
Lengow channel analysis, 2026
Price data has to be current
Stale pricing doesn't just look bad, it can mean a listing loses the comparison and stops surfacing.
Variations need full mapping
A missing parent ID or size attribute means a shopper searching for their exact size won't find the product.
Budget the minimum spend properly
Insertion-order thresholds mean an under-forecast vertical still gets billed, so size the commitment against real click volume.
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