Opening a marketplace account is not a strategy. The real work starts before the first listing goes live.
1. Understanding the brand
Before selecting a marketplace, you need to understand: the product; its positioning; its price; its margin; its customers; its competition; its logistics capacity.
Not every brand benefits from being everywhere.
2. Selecting the right channels
We favour a relevance-based approach. An electronics product won't necessarily follow the same strategy as a home, sport or DIY product.
The goal is to build a matrix: Product × Audience × Marketplace × Margin.
3. Preparing the catalogue
A specialised marketplace generally expects structured data. EAN. SKU. Titles. Descriptions. Images. Attributes. Compatibilities. Stock. Prices. Regulatory data.
Poor product data can prevent a reference from performing before the consumer even discovers it.
4. Connecting operations
When several channels are open, flows must be under control. Catalogue → stock → order → logistics → tracking → accounting → profitability.
This is where technology becomes essential.
5. Measuring
A marketplace must be managed as an independent commercial channel. Revenue. Margin. Average basket. Returns. Commissions. Logistics cost. Performance per SKU. Stock.
The strategy must then evolve based on this data.
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