“Don’t put all your eggs in one basket.”
Age old advice we all recognise.
But the internet gives so many options for merchants, that deciding exactly where to sell can be overwhelming. Major market places can bring huge exposure to your products, but even businesses that are dominating marketplaces need to establish their own domain online. Here are the reasons why;
When you sign up to sell on a marketplace, you agree to abide by the rules of the platform. These rules can change at any time, and sellers must adjust to keep selling on that marketplace. When you have your own ecommerce site, you set your own rules. Your contact details can be clearly shown, and with BigCommerce or Shopify you can easily add a live chat plug in.
With a BigCommerce or Shopify e-commerce, the only page you cannot alter is the payments page. This is because the payments page is managed by BigCommerce or Shopify. They have whole teams of experts constantly monitoring and updating to ensure security. This means that you do not have to worry about payment page problems, and your customers can shop with confidence.
Marketplaces make money by charging sellers fees. These fees are usually a percentage of the sale value. Sellers have no control over these fees, and they can rise at any time. When you sell from your own e-commerce website, you eliminate that cost.
When a customer buys a great product from you on a marketplace, they learn that they can find that item on the marketplace. On eBay sellers can brand listings, but on marketplaces like Amazon, where the seller has less options to individualise their store, the buyer will almost certainly associate the good value and service with buying from the marketplace rather than the seller.
When you pay to advertise your business, or are featured in a blog or magazine, it is better to send people to a dedicated website, where you have no competition and can be sure that your brand is the focus.
Find new customers
Guaranteed traffic is the main reason for merchants to have a marketplace presence. There are lots of people who now search eBay or Amazon for products before searching Google. A marketplace presence ensures that you do not miss out on this traffic. But there are still customers out there who do not shop on marketplaces. A dedicated e-commerce website for your products, means that customers who do not like to shop on marketplaces can still buy from you.
Bring offline sales online
When you have a website with BigCommerce or Shopify, you can opt for a POS system to take card payments in brick and mortar stores, at pop ups and events. The sales taken through the POS automatically adjust your inventory and sales records, making it easier to track and report sales.