Brands who sell on marketplaces are responsible to ship products to as many as 75 different fulfillment centers, or more–and that’s just for Amazon U.S.. Once you add international marketplaces and D2C channels to the mix, your distribution points get exponentially greater. How can any brand manage this without losing control or revenue?
Pattern, an ecommerce accelerator, has already come head to head with each of these distribution challenges (and more) and has the experience to take them on for your brand. By working with an ecommerce accelerator like Pattern, your brand can avoid the complexity of burgeoning distribution points by shipping everything to one warehouse (ours) and letting us do the literal and proverbial heavy lifting.
What are the three greatest marketplace distribution challenges for most brands?
Watch Pattern CEO and co-founder Dave Wright explain the top 3 challenges and read more below.
Even before ecommerce, distribution has always been a challenge for brands. In the past brands had to ship products to brick and mortar stores, distributors, wholesalers, and specialty retailers, so there was still a lot of logistics involved to reach “direct” to the consumer.
Now, with ecommerce and direct-to-consumer, the same brands are being forced to break apart pallets, break apart the cases, and individually take out each product to ship to consumers–from their own ecommerce site and marketplaces like Amazon.
Alone, brands do not have the infrastructure or capabilities to do all of that, and need a partner who can aggregate all products into a single warehouse, divide as needed, and distribute from one central hub. Pattern, an ecommerce accelerator, can manage all those logistics and literal moving parts since it owns its own fulfillment and logistics, including warehouses around the world.
In addition, since Pattern owns stock in the inventory, it has the full picture of how products are priced and selling. By using its data-driven insights to continue to optimize each listing, Pattern is also able to ideate and sell new bundles and other combinations of products to optimize the breakdown and reassembly of each purchase.
For instance, Pattern helped YogiTea to create 6-pack bundles to introduce customers to different product lines, while also improving the distribution process. The quick sales growth led to the bundles being featured on Amazon’s “Hot New Releases” page in the top 10 new releases, and the variety pack sales led to incremental top line revenue growth, accounting for 14% of all revenue in December 2019.
You offer the best quality product at the very best price, but before a consumer hits the “buy” button, the real competition heats up. They want to know, “When will it arrive?”
If you go through Google shopping, it’ll say, “arrive in 10 days,” and infrastructure wise it is difficult to get good at logistics for just that package. Then, Amazon says generally 2 days, and maybe Prime same day (or within 24 hours). The logistics just got more difficult. Next, imagine you are in China. JD.com says 6 hours, and that is across all of China. How can your brand deliver?
So brands think they have a problem with distribution now, but it's just going to get tougher to compete as delivery windows shrink and your brand expands internationally. Because if your product gets delivered in 9 days and your competitor delivers in 6 hours, you lost the sale.
If this all seems daunting, the good news is you do not have to be amazing at logistics and fulfillment, you just have to find partners who are. Since Pattern ships from its own warehouses, with a global footprint, you can eliminate a few steps (and days and hours) from production to delivery by avoiding shipping and re-shipping between marketplace’s warehouses then to the customer.
Brands who aren't selling globally yet, or don’t really have it as a focus, will likely struggle to just figure out how to get product into countries. Then, once the product arrives overseas via ship or air, you also have to figure out how to drop ship to the consumer and how to ship your product to mass retail channels (and probably a few more retail outlets, too). In addition, every region provides its own complexities, with its own rules, policies, and traditions, which means your brand needs to become local experts in dozens of countries.
In the process of going global, a brand may choose to work with third party agencies or trading partners, and may dedicate too many resources to launch and succeed in the new market. Pattern works with partners around the world, in small and large markets alike, to put the right controls and strategies in place to make sure the deliveries happen and your brand navigates all local customs, traditions, and policies and avoids brokerage fees, unexpected costs, or extra tariffs.
Pattern, an ecommerce accelerator, has the experience and global resources to help your brand handle its distribution challenges ahead. Whether the consumer purchased one unit from Amazon, Walmart, TMall, or another global marketplace, or a wholesaler needs an entire pallet, Pattern has the fulfillment and logistics infrastructure and expertise to deliver within today’s timelines.
Let Pattern take the stress off distribution with fulfillment and logistics so you can continue to see your sales grow.
Contact Us to learn how Pattern will deliver for your brand.
Want to learn more? Watch Dave Wright, Pattern CEO and co-founder, talk more about distribution challenges ecommerce CEOs must solve.
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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.
Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.