A good e-commerce strategy takes advantage of marketplace visibility to boost sales on your own platform. Find out how to do it.
In recent articles, we have shown that marketplaces can be a strategic weapon for the industry to strengthen its direct relationship with consumers. We have also presented an efficient way to resolve the dilemma between having all your eggs in one basket or being in several marketplaces albania phone number data at the same time. And we have revealed that every retailer needs to deal with the reality of platforms: either you have a marketplace, or you are part of one .
Considering that a year ago, in the early stages of the pandemic, companies that had marketplaces represented 78% of total Brazilian e-commerce sales , practically every company with a digital presence needs to make a strategic decision: how to take advantage of the visibility of marketplaces and bring customers to their own platforms?
The importance of data in marketplaces
Unlike what happens in the physical world, where customers often go to a shopping mall to buy from a specific store, on a marketplace , consumers usually enter the platform knowing that someone there will have the product they want. Who the company is that sells it is not as important as the certainty that the platform will have the item and deliver it quickly.
This means that, in practical terms, the customer “belongs” to the marketplace . It is the platform that holds the data about the consumer and controls the relationship. To access this data, sellers have two options:
Keep records of who bought, since the retailer knows who bought what, to be delivered where, and uses this information as one of the sources of insights about consumers. The disadvantage is that it only knows who bought, not what the conversion rate was or the behavior before and after the purchase.
Hire the marketplace 's own data analysis services , which will provide comprehensive information about the behavior of the platform's customers, in great depth. But everything has its cost, and it must be compared to the margins of the retail operation.
There is, however, a third way, which can generate more results in the long term and reduces retailer dependence on any third-party platforms.