Abstract: Techniques for allowing a vendor to provide item information for an item to be sold through an online or a brick and mortar store are disclosed. The techniques include receiving first item information from a vendor relating to an item which is to be included in an electronic item catalog for sale through the store. The techniques also include providing a customized spreadsheet which is customized for the item according to the first item information to the vendor via spreadsheet software and receiving second item information into the customized spreadsheet from the vendor. The techniques include validating the second item information and publishing the second item information to an item catalog server for inclusion in the electronic item catalog.