This guide shows how to connect to and manage Debenhams via M2E Mirakl Connect so you can manage it from your store. After setup, you can:
- Sync products and offers
- Update prices and stock
- Import and process orders
- Send shipment and tracking details
- Check listing status and validation results
The integration uses the Mirakl API. Once connected, your catalog and orders stay in sync automatically.
ℹ️ The same setup flow applies to most other Mirakl marketplaces supported by M2E Mirakl Connect.
Outside M2E Mirakl Connect #
Debenhams is a UK retailer headquartered in London. Founded in 1778, it relaunched as an online marketplace in 2021. It serves customers in the United Kingdom only.
Mirakl powers the marketplace. This means it follows Mirakl rules for:
- Product data and content
- Offers, pricing, and discounts
- Orders, shipments, and tracking
Seller onboarding, category approval, and content validation are handled directly by Debenhams. You can connect Debenhams to M2E Mirakl Connect only after your seller account is approved.
Costs of selling on Debenhams #
Debenhams uses a clear fee structure:
- Setup fee: none
- Monthly fee: £25 (waived for the first year)
- Commission: around 20%, depending on category
- Payout schedule: twice per month (14th and 28th)
The monthly fee and commission cover marketplace access, order processing, and payment settlements.
Fees may vary slightly depending on category or commercial agreement.
Technical requirements #
Before starting setup, make sure the following conditions are met:
- You operate a UK-registered legal entity
- You have a UK bank account
- Prices are available in GBP
- Your products meet Mirakl data standards
- You can provide tracking for all shipments
- You include a return slip in every parcel
- You are approved for the relevant Debenhams categories
Products that don’t meet Debenhams' validation rules may be rejected during review.
Request seller account & access #
Before connecting Debenhams to M2E Mirakl Connect, make sure your seller account is active and that your product data meets the marketplace requirements. Missing access or incomplete data may block product export or order import.
To sell on Debenhams:
- Apply directly to Debenhams. Submit your application through the official seller form. Debenhams reviews each application because it operates a curated marketplace.
- Account approval is required. You can’t connect Debenhams to M2E Mirakl Connect until your seller account is fully approved.
- Mirakl Seller Admin access. After approval, you receive access to the Mirakl Seller Admin portal. This portal is used to manage Debenhams' marketplace data.
- API key. Generate a valid Mirakl API key in your Seller Admin. You will use this key to connect Debenhams to M2E Mirakl Connect.
Debenhams defines approval timelines, which may vary. Once access is granted, you can proceed with the M2E connection and start managing products and orders.
Inside M2E Mirakl Connect #
To manage Debenhams with M2E, connect your Mirakl seller account using an API key. This connection lets M2E exchange product, offer, and order data with the marketplace.
After you connect, M2E syncs:
- Products and offers
- Prices and stock levels
- Orders and order statuses
- Tracking numbers and shipments
Everything stays aligned between your store and Debenhams.
How to connect your Magento store to Debenhams #
You can connect Debenhams to your Adobe Commerce (Magento) store using M2E Mirakl Connect. The setup follows the same process as other Mirakl marketplaces.
Steps
- Install the M2E Mirakl Connect extension and grant the required permissions.
- Sign in to your M2E account or create a new one.
- Add your Debenhams marketplace account using your Mirakl API URL and API key.
- Link your Magento products to Debenhams listings.
- Enable inventory sync to keep stock levels consistent.
- Configure order import to see Debenhams sales in Magento.
When the setup is complete, your catalog, inventory, and orders sync automatically between Magento and Debenhams.
✅ See the full setup guide in the M2E Mirakl Connect User Guide.
Day-to-day management #
After setup, the system runs on its own.
You manage products and stock in Magento. M2E sends updates to Debenhams. Orders import automatically. Your team handles them like regular website orders.
This reduces manual work and keeps operations simple.
Product sync setup #
You can manage Debenhams products in two ways.
- Publish new products (coming soon). Use Magento data to create new listings on Debenhams. After publishing, M2E controls price and stock based on your store data.
- Link existing listings. If products already exist on Debenhams, link them to Magento items. Linking is required for sync. It defines which Magento product controls each Debenhams listing. Once linked, the stock and prices update automatically.
Policies for product sync #
M2E uses policies to control how data syncs.
Simply saying that a policy is a reusable template. It defines:
- How stock updates
- How pricing rules apply
- How orders are handled
Assign a policy to a group of products. M2E applies the settings automatically.
You can create different policies for brands, categories, or strategies. Edit, duplicate, or remove them anytime.
Category management #
Correct category mapping ensures products appear in the right sections.
M2E lets you assign and update categories in bulk. Accurate mapping improves visibility and reduces errors.
Order management #
M2E handles the full order flow.
- Orders import into Magento
- Stock reduces automatically
- Orders are processed like regular store orders
You can enable automatic order creation. You can also create orders manually if needed. This keeps fulfillment centralized across all channels.
On the Debenhams marketplace side #
The Mirakl platform powers Debenhams. This means the marketplace controls many rules for products, offers, and orders, and follows Mirakl standards.
Once data is exported from M2E Mirakl Connect, Debenhams applies its own validation and order logic in the marketplace back end.
Order behavior
- Orders are accepted automatically by the marketplace
- Orders cannot be canceled before shipment
- If an item is out of stock, the order must be refunded using the correct Mirakl reason code
Because of this flow, accurate stock levels and fast inventory updates are essential. Incorrect data can lead to refunds, rejected orders, or penalties.
Marketplace features #
Debenhams supports a specific set of Mirakl marketplace features.
Supported
- Product content and offers
- Orders and shipment updates
- Carrier mapping
- Merchant-managed returns
- Discounts and strike pricing
- Advertising options, including banner placements
Not supported
- HTML formatting in descriptions
- Refurbished items
- Multiple stock locations
- Product bundles
- Marketplace-managed returns
- Automated repricing tools
ℹ️ Feature availability is defined by Debenhams and may change over time.
Product and offer data requirements #
To publish products successfully, all required fields must meet Debenhams and Mirakl validation rules.
Required product attributes
- EAN (13-digit) as the main identifier
- Product title (maximum 70 characters)
- Collection (brand), selected from predefined values
- Color and Color facet attributes
- Long description in plain text (HTML is not supported)
- Main image that meets Debenhams image standards
- Parent product ID for variant grouping
- Product ID (SKU) as the merchant reference
- Returns type, selected from allowed options
Missing or invalid data will block product creation.
Content review process
Debenhams applies strict content standards.
All new or updated listings are reviewed internally before publication. Products remain unpublished until the content passes approval.
Pricing and discounts #
Pricing on Debenhams follows Mirakl pricing logic and must be configured correctly in M2E Mirakl Connect.
Pricing rules
- All prices must be sent in GBP
- Currency conversion is required if your store uses another currency
Discount models
Debenhams supports both Mirakl pricing versions.
Pricing v1
- Discount price
- Discount start and end dates
Pricing v2
- Strike price (regular price)
- Price (discounted price)
General discount rules:
- The discounted price must be lower than the base price
- Bulk discounts require a quantity greater than 1
Common Mirakl attributes #
Mirakl marketplaces require multiple offer-level attributes. These vary by category but often include:
- Discount price and discount dates
- Lead time to shipment
- Minimum quantity or bulk discount thresholds
Discount dates must use the format YYYY-MM-DD HH:MM:SS in UTC.
Lead time defines the number of days before the order is shipped.
FAQ #
Why are my products not visible on Debenhams? #
Most issues come from marketplace validation errors, such as missing EANs, incomplete content, invalid images, or incorrect category mapping.
What image standards does Debenhams require? #
Debenhams expects high-quality portrait images with a clean background. Images that do not meet size, framing, or style rules may be rejected until corrected.
✅ If you need assistance with setup or troubleshooting, contact our support team.
