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What are marketplaces? And why is it important to consider them? <\/p>\n","protected":false},"author":2,"featured_media":16353,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[233,223,227,228],"tags":[],"class_list":["post-20827","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon-en","category-analysis-trends","category-fashion-marketplace","category-marketplace-observatory"],"acf":{"content_generator":[{"acf_fc_layout":"single_text_title","single_text_title_tag":"h2","content":"What are marketplaces? And why is it important to consider them in one's online sales strategy? ","anchor_id":""},{"acf_fc_layout":"single_text_block","content":"Marketplaces are virtual spaces<\/em> that connect multiple retailers and brands to millions of potential buyers. Amazon, eBay, Zalando are just a few famous examples.\r\n\r\nIf e-commerce is the digital storefront owned exclusively by a brand<\/em>, marketplaces represent a kind of digital shopping mall<\/em>, where users browse through millions of products from different brands and categories.<\/strong>\r\n\r\nAccording to Statista<\/a> reports, marketplaces dominate the e-commerce sector in Germany<\/strong> and Italy<\/strong>. Estimates of online sales in January 2024 show that 44% of transactions<\/strong> in these countries take place through marketplaces. In France<\/strong>, on the other hand, the share of marketplaces accounts for 29 percent<\/strong> of the market. <\/span>","anchor_id":""},{"acf_fc_layout":"block_image","image":14281,"block_image_width":"full","block_image_shadow":"","anchor_id":""},{"acf_fc_layout":"single_text_block","content":"Marketplaces can be of two types:\r\n\r\n \t
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Reaching a significantly larger pool of potential customers<\/strong><\/h4>\r\n<\/li>\r\n<\/ol>\r\nMarketplaces are popular<\/strong> and are optimally positioned<\/strong> on search engines. They therefore turn out to be easily accessible to millions of visitors, who are increasingly accustomed to starting a search on such platforms.\r\n
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Acquire traffic at a lower cost and sell more easily abroad<\/strong><\/h4>\r\n<\/li>\r\n<\/ol>\r\nCompared to the resources needed to make your e-commerce stand out (SEO activities, Pay per Click Campaigns, social media, etc...), reaching a large audience with marketplaces is less expensive on average<\/strong>. For this very reason, many brands start selling abroad precisely through marketplaces.\r\n
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Intercepting latent demand<\/em><\/strong><\/h4>\r\n<\/li>\r\n<\/ol>\r\nOn marketplaces, users do (mostly) unbranded<\/em> searches, i.e., unrelated to a brand (example \"work pants\" vs. \"Diadora Utility work pants\"). This allows (even) little-known brands to be found online.\r\n
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Emptying the warehouse<\/strong><\/h4>\r\n<\/li>\r\n<\/ol>\r\nGood prices are one of the reasons why users frequently visit marketplaces. Reaching millions of customers through marketplaces is an effective tactic for disposing of in-stock products<\/strong>. Marketplaces that operate in Flash Sales mode are particularly useful in this regard.\r\n
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Study the needs of your audience<\/strong><\/h4>\r\n<\/li>\r\n<\/ol>\r\nSelling on marketplaces can be a great way to quickly assess which products are most sought after and purchased by the public, observe competitors' prices and strategies<\/strong>, and adjust the offer based on the data collected.","anchor_id":""},{"acf_fc_layout":"single_text_title","single_text_title_tag":"h2","content":"How to sell on marketplaces","anchor_id":""},{"acf_fc_layout":"single_text_block","content":"There are 3 strategies through which to sell on marketplaces:\r\n
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<\/h2>","anchor_id":""},{"acf_fc_layout":"grid_banner","grid_banner_title":"Where to reach more customers online?","grid_banner_text":"If you have happened to ask yourself this question at least once, then you are in the right place.","grid_banner_buttons":[{"button":{"title":"Take me to the map","url":"https:\/\/www.yocabe.com\/en\/guide\/map-marketplace-2024-the-smart-platform-to-multiply-your-online-marketplace-sales\/","target":""}}],"grid_banner_image":16421,"anchor_id":""},{"acf_fc_layout":"single_text_title","single_text_title_tag":"h2","content":"The most common errors","anchor_id":""},{"acf_fc_layout":"single_text_block","content":"Including marketplaces in your sales strategy requires expertise and experience. Without knowing their mechanisms, languages and rules, you run the risk of making mistakes and wasting resources. Here are the 4 most common missteps of novice brands and retailers:\r\n
1. Post incomplete or unoptimized product sheets<\/strong><\/h3>\r\nThe product page must provide the user with clear and complete information<\/strong>. Therefore, it must have a title<\/strong> that states the brand, the type of product, the main function, and possibly some keywords that will help users find you.\r\n\r\nThe product sheet should also include anadequate description<\/strong> and pictures<\/strong> that are of good quality<\/strong> and match the product being sold.\r\n
2. Managing inventory loosely<\/strong><\/h3>\r\nIt is essential that one's inventory be continuously updated<\/strong>: if a product is not available, it should not be posted. The risk is to provide a poor user experience, with obvious consequences for the seller's reputation.\r\n
3. Underestimating the importance of customer service.<\/strong><\/h3>\r\nResponding to a customer within 24 hours, communicating in the language of the country where the transaction takes place, meeting deadlines, and providing transparent information are just some of the customer service best practices<\/strong> that brands and retailers need to adopt. In most marketplaces (such as Amazon) these are activities that have a direct impact on each seller's ranking<\/strong>.\r\n
4. Selling at too low a price<\/strong><\/h3>\r\nIt can happen that the total cost of selling on a marketplace<\/strong> is somewhat underestimated. A common mistake is to disregard commissions payable to the marketplace, shipping costs, or logistics costs (in the case of joining specific programs such as Amazon's FBA, eBay's Guaranteed Delivery, and Zalando's ZFS).\r\n
5. <\/strong>Do not operate with a multichannel approach <\/b><\/h3>\r\nMultichanneling in e-commerce is essential for success, providing visibility and flexibility. Dependence on a single channel is limiting, while using multiple modes of distribution allows you to reach a wider audience. <\/span>\r\n\r\nAdopting a multichannel strategy maximizes online presence and addresses market challenges successfully.<\/span>\r\n\r\nAccording to a Harvard Business Review study, 73 percent of consumers use multiple channels during their purchase journey, underscoring the importance of reaching customers through different channels, such as marketplaces, e-commerce and social media.<\/span>\r\n
6. Reusing B2B logistics for B2C channels. <\/b><\/h3>\r\nA logistics structure that satisfies the traditional sales network is not always ready to process even individual customer orders.<\/span>\r\n\r\nThis underscores the need to adapt and enhance logistics capabilities in order to meet the specific needs of individual consumers, highlighting the importance of increased flexibility and versatility in the logistics process.<\/span>\r\n\r\n.<\/em>","anchor_id":""},{"acf_fc_layout":"grid_banner","grid_banner_title":"Selling on marketplaces","grid_banner_text":"The 28 most common mistakes of companies selling on marketplaces.","grid_banner_buttons":[{"button":{"title":"Download the guide","url":"https:\/\/www.yocabe.com\/en\/guide\/guide-see-on-marketplaces-the-28-mistakes-to-avoid\/","target":""}}],"grid_banner_image":19671,"anchor_id":""},{"acf_fc_layout":"single_text_title","single_text_title_tag":"h2","content":"Major marketplaces","anchor_id":""},{"acf_fc_layout":"single_text_block","content":"Depending on their business goals and target product category, brands today have the opportunity to choose from numerous marketplaces<\/a>. Here is a selection of the main ones:\r\n
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