A Framework for More Effective Marketplace Campaigns
Marketplaces have exploded in popularity across the globe, with international giants Amazon and eBay playing a leading role in many retailers’ e-commerce strategies. When you’re creating a marketplace framework, however, it makes sense to consider the many third-party marketplaces that are cropping up all the time — because they could offer considerable extra exposure for your products.
To help you develop the optimum marketplace framework we’ve rounded up a selection of platforms that could be a good fit for your business:
If you sell items that appeal to a female demographic, Tophatter should be on your radar. This major mobile shopping platform sells around 2 million items a month — from jewellery and accessories to beauty and home — as well as other impulse items. An estimated 90% of Tophatter’s shoppers are women aged 18 to 65; many enjoy the gamification aspect of the platform (online auctions last just seconds rather than days).
To succeed on Tophatter, sellers should interact as much as possible with Tophatter’s marketplace account managers. After all, they’re on hand to provide guidance on what to sell on the platform and have insights on the current best-selling products. They can also offer advice on how to scale an account.
If you can compete aggressively on price, SKU Cloud (formerly Flubit) could offer you great exposure. SKU Cloud is a ‘demand-driven’ marketplace that doesn’t list products for shoppers to browse. Instead the site asks consumers to tell them the exact product they want to buy by entering the Amazon SKU of that item into the search engine. SKU Cloud then presents the shopper with an offer from a SKU Cloud merchant that bests the Amazon offer. The marketplace boasts one of the highest conversion rates in the industry with one in three offers converting to a sale.
To succeed on the platform, sellers need to optimise listings. It is essential to ensure that product data is up-to-date and accurate, with all item specifics filled in. Sellers who take the time to optimise can end up in the top 10% of sellers on the platform, performing way above most of the competition.
ManoMano is a niche European marketplace — and one to look out for if you sell DIY-related products and are looking for a new distribution channel. Only recently launched in the UK, the site’s already generated sales of £4.4 million since its launch in April 2017. Product selection is the marketplace’s unique selling presentation — and, with a catalogue of over 100,000 products it aims to deliver five to 10 times more choice than a local DIY store. Contact a ManoMano representative to see if you could be a good fit.
Zalando is Europe’s biggest online retailer of fashion items — operating in 15 different countries. They have almost 20 million active customers and more than 1,500 brands currently sell on the platform: If you sell apparel, this is one marketplace that’s difficult to overlook. To sell on Zalando you need to have a brand that complements Zalando’s wholesale offering — and offer free delivery — plus a 100-day return policy.
This is a marketplace to consider if you sell anything with a gaming or tech focus (in essence all things a committed gamer might want). Game boasts impressive stats, with more than 1.7 million unique visitors every week and over 10 million page views. The platform now has over 400 third-party sellers, offering anything from tech and audiovisual equipment to mobile phones and tablets. Game offers free promotional marketing too — including on their social media platforms (their Facebook page has 800,000 likes) and a dedicated support team. Find out more at firstname.lastname@example.org.
And if you’re looking to expand overseas…
Did you know that 66% of global consumers have made an international purchase? On top of that, two thirds of consumers are using marketplaces to do so. So it makes sense to start your global expansion plans on marketplaces. eBay helps you promote your goods abroad via eBay’s Global Shipping services — with assistance from listing and handling to taxation and shipping. Sellers on Amazon need to make the most of Amazon’s Fulfilment by Amazon to raise their logistics game.
But other platforms can help you implement an overseas marketplace strategy.
An emerging global marketplace, Fruugo sells into 32 countries abroad. The marketplace has become a lucrative online venue for many sellers looking to extend their reach and increase profits. Fruugo sells in excess of 5 million products with 20,000 brands — and offers a wide variety of items from sports and leisure to electricals, home and apparel.
Marketplaces present the perfect opportunity to sell out-of-season products abroad. For example, sellers in the UK could sell excess winter apparel to buyers in New Zealand. Like its bigger marketplace counterparts, Fruugo offers sellers an easy option to sell overseas — Fruugo can take a seller’s home market data feed and translate it into 17 local languages. The platform is also on hand to offer local customer service and provides help identifying the right products for sellers to sell abroad.
We hope this blog provided you with some food for thought when it comes to planning your marketplace strategy. If you’re looking for ways to increase sales on marketplaces — not only on Amazon and eBay, but on dozens of other e-commerce marketplaces — ChannelAdvisor can help. We currently support more than 90 marketplaces abroad and counting. Contact the UK team to find out about your marketplace options. And why not register for our upcoming live webinar on marketplace trends and challenges, hosted with Marketing Finder?