Image
Image on category list template
Attach an image to the template, and choose what image-field in PIM that should feed this. Remember to ensure that all categories affected by this template has content in the chosen PIM-field
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Image on Category list template on webshop

Image is linked to a particular PIM-field on category
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Content of the field on category in PIM
Image on product template
Attach an image to the template, and choose what image-field in PIM should feed this, on each product that uses this template. Please note, the field "Image" you see below, is not a default field, but one created for this particular example.

Image on Product template on webshop

Image is linked to a particular PIM-field on each product

Content of the filed on product in PIM