Etablir une présence en ligne cohérente sur plusieurs marketplaces pour les marques est une excellente stratégie pour stimuler les ventes

Marketplaces for businesses: an engine of growth

The global pandemic has changed the way we shop, disrupting the strategies companies use to market their products and services.

To cope with the influx of consumers on online platforms, new points of sale have emerged. Data from one study showed that 47% [1] of online purchases made worldwide are made via marketplaces. This expansion was not limited to the giant Amazon; other smaller platforms, such as Etsy or Farfetch, are constantly growing.

So, establishing a consistent online presence across multiple marketplaces, in addition to your site, is a great strategy to boost your sales.

Marketplaces are online open spaces where customers can search for various products on a single channel. They therefore allow them to find a wide variety of products, to compare prices easily and thus offer them a smoother and more efficient shopping experience. From instant responses from customer service to personalized and faster shipping, marketplaces offer a number of benefits for both the user and the business. In addition, they offer SMEs a ready-to-use location to sell their products and services, and allow larger companies to access a wider audience, for a lower cost of sale.

Why do brands choose to sell on marketplaces?

Several reasons justify this choice. First of all, this strategy gives better visibility to brands, then these e-commerce platforms offer an additional channel to market products and services, outside of the retailer’s distribution channels. Selling on an open platform also builds confidence among customers who see unbiased reviews, allowing them to make faster purchasing decisions. International e-commerce platforms provide access to markets beyond borders, a significant feature in our globalized economies.

Investigation [2] showed that brands that sell products on a marketplace get a 38% higher ROI than those that just use their website. Brands that sell on two marketplaces increase their revenue by 120%. However, the products marketed and their availability are determining factors for your e-commerce strategy. Thus, it is possible to increase its sales by using a platform that creates, optimizes and distributes its flows on these channels.

Is it viable and accessible, even for the smallest merchants?

Jérémie Leitao, deputy director of Making Science France

Today with the evolution of e-commerce, owning an e-commerce site is no longer necessarily a prerequisite for brands. Many merchants now do business only on marketplaces like Amazon or Ebay. Deciding whether or not to use an e-commerce site largely depends on the type of products and services you sell and your goals.

Few merchants have sufficient digital and logistical capacities to meet customer demand. The option of partnering with a marketplace therefore appears to be the best solution. In addition, the initial investment is less than developing a website and renting all the services and solutions of an e-commerce platform.

If the volume of business is high enough, marketplaces can prove to be considerably more profitable compared to the time and capital invested in setting up your e-commerce site.

Additionally, a marketplace is a great option if your business is small, just getting started, and want to test and analyze typical customers, and gather insights while preparing for a more personalized web launch.

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Furthermore, establishing a brand on a marketplace can generate international opportunities. The information provided by a marketplace can help determine if there is a demand for a product, helping to plan the longer-term sales strategy.

The importance of marketplaces for SMEs no longer needs to be proven. However, like any growth lever, they require that all of their characteristics be taken into account. It is therefore strongly recommended to choose your model carefully.

AAuthor: Jérémie Leitaodeputy director of Making Science France

[1] * Statista https://www.statista.com/statistics/897678/online-shopper-preference-for-first-time-repeat-purchases-platform-global/

[2] Ecommerce Trends 2021 https://www.nilocommerce.com/_/docs/Study_EcommerceTrends2021_EN.pdf

(c) )Fig. DepositPhotos







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