Change each listed Type to simple, variable, variation, grouped or external. A product with sizes or colours is variable, and each size or colour is its own row with Type variation. Types added by plugins (for example subscriptions or bundles) only work when that plugin is active. The checker shows them as a warning, not an error, because it cannot see your plugins.

WooCommerce import error: "Invalid product type."

What it means: The Type column must hold one of WooCommerce's product types: simple, variable, variation, grouped or external. It can add virtual or downloadable after a comma, such as "simple, virtual". Anything else, such as "physical", "simple product" or a type from another platform, makes WooCommerce fail the row.

Find the rows in your file

WooCommerce product import

Choose file

The product CSV you are about to import into WooCommerce (Products, Import), or the one that just failed.

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How to fix it

Change each listed Type to simple, variable, variation, grouped or external.
A product with sizes or colours is variable, and each size or colour is its own row with Type variation.
Types added by plugins (for example subscriptions or bundles) only work when that plugin is active. The checker shows them as a warning, not an error, because it cannot see your plugins.

Example

A file with this problem

Type,SKU,Name,Published,Visibility in catalog,Tax status,In stock?,Stock,Regular price,Images,Parent,Attribute 1 name,Attribute 1 value(s...
physical,MUG-1,Mug,1,visible,taxable,1,5,12.00,,,,,

What the checker says about it

Line 2: "Mug": Type "physical" is not one of WooCommerce's own product types, so the row fails with "Invalid product type." unless a plugin on your store adds the type "physical". Otherwise use simple, variable, variation, grouped or external, optionally followed by ", virtual" or ", downloadable".

Once the listed rows are fixed, check the file again; the checker also looks for the other problems in WooCommerce's import code, so you do not trade one error for the next.

Questions

What does "Invalid product type." mean in WooCommerce?: The Type column must hold one of WooCommerce's product types: simple, variable, variation, grouped or external. It can add virtual or downloadable after a comma, such as "simple, virtual". Anything else, such as "physical", "simple product" or a type from another platform, makes WooCommerce fail the row.
How do I fix it?: Change each listed Type to simple, variable, variation, grouped or external. A product with sizes or colours is variable, and each size or colour is its own row with Type variation. Types added by plugins (for example subscriptions or bundles) only work when that plugin is active. The checker shows them as a warning, not an error, because it cannot see your plugins.

Other WooCommerce import errors

Sources

WooCommerce 11.2.2 source: abstract-wc-product-importer.php: https://github.com/woocommerce/woocommerce/blob/11.2.2/plugins/woocommerce/includes/import/abstract-wc-product-importer.php
WooCommerce: Product CSV Importer and Exporter: https://woocommerce.com/document/product-csv-importer-exporter/

Based on WooCommerce 11.2.2's import code and documentation. Not tested on a live store.