List of Values Definition
A List of Values (LOV) is a predefined, controlled set of allowed entries for a product attribute, from which users must choose instead of typing a value freely.
For an attribute like "Color," an LOV might contain exactly: Black, White, Blue, Red, Green. Anyone filling in that attribute picks from the list; they cannot enter "blueish" or "BLK." LOVs are also called controlled vocabularies, value lists, or enumerations.
Why use an LOV instead of free text?
Free-text fields inevitably accumulate variations of the same value through different spellings, capitalizations, abbreviations, and languages. An LOV prevents this at the point of entry, which is far cheaper than cleaning it up later through deduplication and normalization. The result is attribute values that are reliable enough to drive filters, search, exports, and reporting.
Where are LOVs used?
- Filtering and navigation: product filters only work when every product uses the same value for the same property
- Channel exports: marketplaces often accept only their own permitted values, so internal LOVs are mapped to channel LOVs during syndication
- Classification standards: systems like ETIM and eCl@ss are built on standardized attributes with fixed value lists
- Translations: each LOV entry is translated once and reused everywhere, instead of translating thousands of free-text variations
Who maintains the lists?
LOVs are part of a company's product data model and are typically owned by whoever governs it, often a data steward or PIM administrator under the company's data governance rules. New values are added through a controlled process, not by individual editors, so the list stays clean as the assortment grows.