Choosing the Optimal Marketplace for Your Brand

Selecting the right marketplace is not a one-size-fits-all decision. It depends on your brand, products, target audience, and business objectives. Take the time to evaluate and compare different options to find the best fit for your brand.

Considerations for Choosing a Marketplace

• Define your Goals and Target Audience: Understand their preferences, demographics, and shopping habits. This will help you align your brand with the right marketplace.

• Research: Explore different online marketplaces to understand their unique features, customer base, and seller requirements. Look into niche marketplaces that cater to specific industries or product categories as well.  Assess the reach and traffic of each marketplace. Consider factors such as the number of active users, monthly visitors, and customer engagement. Some may be invite-only, while others require large advertising commitments for exposure. Examine your competition, are you able to position your differentiators uniquely?

• Examine Marketplace Support and Tools: Look into the seller support and tools offered by each marketplace. Do they have a strong native interface, or require a third party technology? Consider whether they provide resources for optimizing listings, marketing assistance, inventory management, issue resolution, and analytics. 

• Consider Reach: If your brand targets specific geographical regions, evaluate the marketplace’s presence in those areas. Some marketplaces have a strong international presence, while others may be more focused on specific countries or regions.

• Test and Monitor Performance: Once you have shortlisted a few marketplaces, consider running a pilot or trial period on each platform. Assess the performance, sales volume, customer engagement, and overall experience. Use analytics and data to evaluate the success of your products on each marketplace.
• Seek Expert Advice: Consult with industry experts who have experience in selling on different marketplaces. They can provide valuable insights and recommendations based on their knowledge and expertise.

Marketplaces to Consider

• Amazon: Amazon is the largest online marketplace globally, offering robust fulfillment services through Amazon FBA (Fulfillment by Amazon), allowing sellers to store, pack, and ship their products. Amazon’s brand recognition and customer trust can provide a significant boost to new sellers, but competition and the need for paid advertising is growing

• Walmart Marketplace: Walmart Marketplace is the third-largest eCommerce platform in the United States, providing access to millions of Walmart customers, and the platform has a rigorous vetting process for sellers, which can enhance credibility. Walmart’s focus on quality products and competitive pricing makes it attractive for new sellers.

• Target Plus: Target Plus is a curated, invitation-only marketplace, providing an opportunity for sellers to leverage Target’s brand recognition and tap into its loyal customer base. Target Plus is suitable for sellers with high-quality products that align with Target’s brand image.

• Etsy: Etsy is a specialized marketplace focused on handmade, vintage, and unique products. It attracts a community of buyers seeking one-of-a-kind items. If your brand offers handmade or creative products, Etsy can be an ideal platform to showcase your craftsmanship and connect with a niche audience.

• Alibaba: Alibaba is a leading B2B marketplace connecting international buyers with suppliers in China and other parts of Asia. If you’re looking to source products or expand your business internationally, Alibaba provides access to a vast network of manufacturers and wholesalers.
• Newegg: Newegg is a prominent marketplace for consumer electronics, computer hardware, and related products. It has a large customer base of tech-savvy shoppers and offers various promotional opportunities for sellers to reach their target audience.

When selecting a marketplace, consider factors such as the platform’s audience, product categories, seller fees, fulfillment options, and brand alignment. It’s often beneficial to start with one or two platforms and gradually expand as you gain experience and traction in the eCommerce space.  A multi-channel offering can help your brand grow faster and reach a greater audience.

How aiCommerce Can Help Your Brand Grow

Driven by a unique blend of human and artificial intelligence, aiCommerce focuses on holistic eCommerce strategy and profitable growth across B2B & B2C marketplaces to meet consumers where they purchase.

• Multi-Channel Strategy & Consulting: aiCommerce will be able to help your brand maximize profitability across channels with a go-to-market strategy, competitive analysis, and multi-channel strategy for growth.

• Account Management: The aiCommerce team takes customized approach to marketplace management, tailoring strategies and tactics to meet the specific needs of each individual brand.

• Product Listing Optimizations: Each marketplace has its own signals for ranking products on search results pages.  Product listing and brand store optimization involves improving the relevancy and experience for improved visibility and conversion. aiCommerce uses a hybrid AI-human strategy to craft content that best reflects consumer search behavior and ranking opportunities. 

• Advertising Management:  Organic visibility is directly correlated to advertising spend on major marketplaces. Beyond kickstarting the growth flywheel, paid ads allow you target keywords, feature new products, and connect with specific audiences.  aiCommerce can help your brand improve your customer targeting to increase visibility and brand awareness and drive conversions.