How to Expand from Amazon to Other Marketplaces- 4 Tips to Know
Amazon- the most popular, most visited online marketplace -offers unmatched reach and convenience to sellers and buyers alike. That is why it is often the first choice for new sellers trying to make their space in the online retail market. However, holding on to success in the rapidly evolving eCommerce environment demands a more diversified approach- one that is not restricted to a single marketplace. Selling on multiple platforms allows you to seek out new customers and reduce revenue dependency on any platform.
But if you decide to expand your business beyond Amazon, you must not do so blindly. While this approach allows you to capitalize on and appeal to different audience segments, it is critical to understand the nuances of each marketplace, optimize your listings for different audiences, and manage your operations efficiently across various channels. Here are four tips to help you navigate this crucial expansion.
1. Know your Marketplace and How it Works
Before expanding your business to other marketplaces, do your homework. Research and gather information on each prospective marketplace’s features, compliance policies, and customer base, and create a marketing plan based on this information.
- Familiarize yourself with guidelines on listing, pricing, shipping, and returns
- Research and try to grasp what drives consumer behavior on these platforms
- Learn how to utilize the analytics and advertising options in the marketplace
2. Optimize Product Listings according to the Marketplace
Product listing optimization is necessary to make the listing visible online, on the marketplace’s internal search engine, and external ones like Google or Bing. But, this eCommerce SEO strategy has to be marketplace-specific because each has its unique set of rules and customer expectations.
For example, Amazon’s A9 algorithm favors keyword-rich listings and prioritizes clarity and relevance. The Walmart marketplace emphasizes price competitiveness and shipping speed. So, optimizing listings for your Walmart store should involve ensuring that the product prices are highly competitive and highlighting fast shipping options directly in the product title or description. On Etsy, where the focus is often on handmade or unique items, your product descriptions should have detailed information about the materials and craftsmanship behind the product.
- Get information about the marketplace’s algorithm, user base, search trends, and competitive dynamics
- Identify what keywords consumers use, what product attributes they prioritize, and how they interact with listings
- Customize product titles, descriptions, and images accordingly
- Track metrics such as click-through rates, conversion rates, and customer reviews to make necessary adjustments to the listing
3. Create a Multi-Channel Marketing Strategy
By expanding beyond Amazon to other marketplaces, you expect consumers to interact with your brand across multiple platforms. In this case, you must also deliver a consistent shopping experience across every touchpoint. An effective multichannel marketplace management strategy that helps create a unified brand experience becomes critical for success in this context.
For example, while you may focus on conversion-driven tactics on Amazon, eBay could be the platform where you leverage unique auction-style listings and promotions. Social media might serve as a space to build community and brand loyalty. Meanwhile, your website can be the hub for in-depth content and personalized offers.
- Coordinate paid and organic marketing campaigns across different marketplaces and platforms
- Establish specific goals for each platform based on its strengths and the behaviors of its users
- Maintain a consistent brand voice and message across all channels
- Integrate promotions across different channels for better overall impact
4. Invest in Efficient Inventory and Order Management Systems
As you expand from one channel to many, managing inventory and fulfilling orders across all those platforms will become complex. Without a tried-and-tested system in place, you risk overselling, stockouts, or delayed shipments.
- Use a centralized inventory management system that tracks stock levels in real time across all platforms
- Automate the order fulfillment process to reduce the chances of human error and ensure prompt order processing
- Integrate the inventory and order management systems with your marketing strategy so that the fulfillment processes can handle the potential increase in orders
Expanding from Amazon to Other Channels is All about Strategy
View this expansion as an opportunity to improve your overall eCommerce strategy. By approaching each marketplace with intention and insight, you can grow and build stronger customer relationships. If done right, this will position your brand for long-term success and enhance the brand’s value across all channels.
Author Bio:
Jessica Campbell is an eCommerce consultant and content strategist. She has published over 2000 articles & informative write-ups about eCommerce & Amazon marketplace solutions covering Amazon listing optimization, Amazon PPC management services, Amazon SEO services, Amazon store setup, and Amazon product data entry. Her well-researched and valuable write-ups have helped thousands of businesses uncover rich insights, strengthen their business processes, and stay afloat amidst the rising competition.
