PIM and DAM: choose one vendor or separate systems?

Product images, data sheets, certificates and videos are all part of a product’s information. That is why many PIM vendors offer their own DAM module, and some DAM vendors offer their own PIM module. Whether to buy both from one vendor or connect two specialist systems is one of the first decisions in any selection process. This article explains the differences, provides figures from our directories and lists the questions you should address before deciding.

Key takeaways

• According to the PIM-Consultants directory, 90 of 186 PIM vendors offer their own DAM module, and 21 of 89 DAM vendors offer their own PIM module (as of November 2026).
• 73 of the 89 DAM vendors list an open API. Ready-made connectors are most commonly available for Akeneo (15 DAM vendors), SAP (11), inriver and Stibo STEP (10 each), Salsify (9), Centric PXM (5) and Pimcore (4).
• A single-vendor solution is a good fit if your assets are primarily product assets and you want one data model, one contract and no interface between PIM and DAM.
• Separate systems are a good fit if marketing, brand teams and agencies manage many assets that are not linked to products, if a DAM is already in place, or if rights management, video and a brand portal are important.
• What matters is not the module’s name, but whether it meets your asset management requirements and how assets are linked to products.

What “one vendor” can mean

• PIM with a DAM module: Assets are stored in the PIM and managed directly within the product record. The functionality is often geared towards product assets.
• DAM with a PIM module: An asset management platform extended to include product data. Strong on assets, but the product data model needs careful evaluation.
• Platform with separately licensed modules: One vendor, one database, with PIM and DAM available individually or together.

One vendor or separate systems: a comparison

When a single-vendor solution is a good fit

• Your assets are mainly product images, data sheets, certificates and manuals.
• There is no DAM yet, or the existing system is due to be replaced anyway.
• A small team manages product data and assets together.
• Your online shop, marketplaces and retailers source images directly from the PIM.

When separate systems are a better fit

• A DAM is already in place and widely used by marketing.
• Many assets are not linked to products: campaigns, brand imagery, videos and press photos.
• You need rights and licence management, multi-stage approvals, a brand portal or video processing.
• Agencies and partners work directly with the assets.
• You want to be able to replace PIM and DAM independently.

Specialist DAM systems provide broad coverage of these requirements: in the directory, 76 of the 89 DAM vendors list approval workflows, 69 video processing, 60 rights and licence management and 45 a brand portal. When evaluating a DAM module within a PIM, check each of these capabilities individually.

What to consider with separate systems

• Mapping: Assets should be mapped automatically to the correct product and variant, for example using the product number in the filename or metadata.
• Direction and frequency: Which data flows in which direction, in real time or on a schedule?
• Delivery: Does the DAM deliver images in the required formats to your online shop and marketplaces, or does the PIM retrieve and forward them?
• Rights and expiry dates: Are expired usage rights also reflected in the PIM and across your channels?
• Maintenance: Who keeps the connector up to date when new versions are released, and what does it cost?

The DAM vendor overview shows which DAM systems have a ready-made connector for your PIM, for example using the Connector Akeneo or Connector SAP filter. You can find PIM systems with their own DAM module in the PIM vendor overview.

Six questions to guide your decision

1. What assets do you manage today, and how many are linked to products?
2. Who works with the assets: only product management and e-commerce, or also marketing, agencies and sales?
3. Is a DAM already in place, and how satisfied are its users?
4. Which asset management features are essential, such as rights management, video, a brand portal or web-to-print?
5. Is there a maintained connector for your combination of systems, and who operates it?
6. What are the licensing and implementation costs of each option over five years?

Frequently asked questions

Should you buy PIM and DAM from one vendor or select separate systems?

That depends on your assets. If they are mainly product assets and there is no DAM yet, there is a strong case for a single-vendor solution. If marketing and agencies manage many assets that are not linked to products, or a DAM is already in place, two connected systems are often the better choice. In either case, check each asset management capability individually.

How many PIM systems have their own DAM?

According to the PIM-Consultants directory, 90 of 186 PIM vendors offer their own DAM module (as of November 2026). Conversely, 21 of 89 DAM vendors have their own PIM module.

Can a DAM replace a PIM?

Rarely. A DAM manages files and their metadata. Product attributes, variants, classifications and syndication to channels are the responsibility of a PIM. A DAM can cover both only if it has a fully developed PIM module.

Is an open API enough, or do you need a ready-made connector?

A ready-made connector reduces development and maintenance effort. An open API makes integration possible, but the integration still needs to be built and operated. 73 of the 89 DAM vendors in the directory list an open API.

Sources

• PIM-Consultants: PIM vendor directory, Modules filter (as of November 2026)
• PIM-Consultants: DAM vendor directory, Features and PIM Integration filters (as of November 2026)

As of November 2026