4 U.S. Marketplaces Your Brand Should Break Into (Besides Amazon)

It’s no secret that Amazon is the 800-pound gorilla of eCommerce. The giant claims half of all eCommerce sales in the U.S., has over 100 million Prime members in the U.S. alone, and 54% of U.S. product searches online are now starting on Amazon.

And the list goes on and on.

So why invest precious time and resources into expanding to other domestic marketplaces? Can’t I just master Amazon and call it good?

Why go beyond Amazon?

Well, have no doubt that you should dial in your Amazon offering first—it’s the bread and butter of eCommerce. But after you do, George Hatch, Pattern’s Director of Marketplaces, says there are some other key reasons you might consider pursuing the other half of eCommerce sales that the ‘Zon hasn’t dug its massive, furry hands into just yet: brand integrity and incrementality.

“If you're not selling your product in other domestic marketplaces—if you are not representing your brand—somebody else is, and it may not be up to your standards,” he said in Pattern’s recent webinar on the subject.

Not to mention, taking control of your brand across other U.S. marketplaces can help give you the growth that only comes from meeting buyer demand across the eCommerce spectrum (not just on Amazon). Plus, expanding into other U.S. marketplaces might set you up for success in the international eCommerce arena in the future.

The bottom line here is growth, Hatch said. Having a presence on other eCommerce sites can help you access swaths of new customers and grow your brand—all under your own terms.

So which U.S. marketplaces should I break into?

Hatch and the other experts at Pattern agree that four U.S. marketplaces should be at the top of your list when considering going beyond Amazon: Walmart.com, eBay, Jet, and Google Shopping. Each marketplace has a unique offering that could help you find key growth opportunities you didn’t know you were missing out on.


The stats: Walmart.com grew its U.S. eCommerce sales by 37% in the first quarter of 2019, surpassing Apple to become the third largest online retailer in the U.S. after Amazon and eBay. Plus, it’s expected to capture more than 4% of the online retail market this year in the U.S.

Awesome, tell me more: Unlike Amazon, Walmart only supplies some 8% of its 44 million products. The remainder—a fat 92%—is coming from marketplace sellers. And there’s only 23,000 sellers on Walmart.com (compared to the over 5 billion sellers across the Amazon marketplace). Simply put, “the competition there is not to the same level that is it on Amazon," Hatch said.

Any challenges? Well, some people see Walmart as a discount retailer and brands may be hesitant to sell there so as to not tarnish their brand. But, as Hatch noted, if you aren’t there representing your brand, someone else is. Why not do it on your terms?


Fact or fiction? Many people associate eBay with used, c-to-c goods. In actuality, 79% of items sold on eBay are new. Not to mention, 70% of items on eBay ship for free across the U.S., U.K., and Germany. Oh, and 80% of their GMV last quarter came from fixed-price listings (or buy-it-now instead of auctions).

going beyond amazon ebay

Opportunities: eBay offers brands the chance to create a custom storefront and really tell their brand message to the consumer. Additionally, they give more of the buyer’s information back so brands can actually engage with that buyer in the marketfront. That way, brands can make sure that their customer service is on par with what they want to offer buyers.

What could go wrong? Counterfeit activity remains a challenge on eBay (and other eCommerce sites, for that matter). eBay has taken some anti-counterfeit measures in the form of their Verified Rights Owner Program. However, Hatch said, the best way to avoid counterfeits is to ensure you have actual listings on a marketplace to begin with. Buyers prefer to buy from the brand rather than third-party sellers anyway, but that can’t happen unless your brand has a presence in the first place.


Worth it in the long run: It’s true that monthly visits to Jet have dropped since Walmart acquired them in 2016 (going from some 35 million to 10 million). But there are still brands that are making significant sales on Jet, Hatch says. Plus, he sees Walmart possibly relaunching the site in the future.

Be where buyers are: Though there’s not too much to say here, the bottom line, Hatch said, is that “it just makes sense to be anywhere where your buyers might want to engage with your brand.”

Google Shopping

New blood: Since 60% of shoppers that buy on Google Shopping are new to that brand, Google Shopping offers a unique opportunity to reach customers who might not be searching on Amazon for their needs. With over a billion individual users accessing Google’s services across the board, taking advantage of the scale and reach of Google early on will pay dividends in the future.

Ease and freedom: Plus, Google Shopping offers a similar, universal checkout experience to Amazon, taking care of the customer service for the transaction to reduce the number of clicks for a buyer. Buyers can filter by brands and even search for products on Google Images and other Google services like YouTube. Google also allows you to feed them all of your brand information: brand-approved image stacks, descriptions, and titles, all “ensuring that it’s a great brand experience,” Hatch said.

But, (just as on other marketplaces) content in Google’s catalog can tend to take precedence over other content. Improving your search ranking may be a challenge, but nothing you can’t take on with some effort.

How do I get started?

The logistics of expanding to a new domestic marketplace can be daunting. It takes time—and a plan—to get there. Hatch says the marketplace experts at Pattern are a ready and willing resource to help you decide when is best to consider breaking into other U.S. marketplaces and how to do it best.

Even though other domestic marketplaces may seem to hide in Amazon’s large shadow, it’s no reason to ignore them, Hatch said.

"One of the reasons we feel that omni-channel ecommerce is so important for a brand is that—anywhere a buyer is shopping—we really want our brand partners to make sure that they have their message out there."

Explore Our Ecommerce Resource Library

Find relevant content to accelerate your ecommerce business. Stay on top of industry trends and best practices.

Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 20, 2022

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)
Sept 13, 2022

Global Ecommerce Weekly News: 13th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon scales back on US warehouse facilities Amazon is shutting down two facilities with 300 employees, discarding plans for 42 facilities, and delaying plans to open a further 21 buildings across the US. The ecommerce giant is scaling back on hiring as well as the expansion of its vast delivery network, as it was left with an excess of space following its rapid expansion during the pandemic. [Read more on Business Insider](https://www.businessinsider.com/amazon-closes-2-facilities-scraps-plans-42-new-buildings-report-2022-9?r=US&IR=T) --- Other Marketplace News --- JD.com is ‘betting’ on ecommerce grocery market Amidst a slowing economy and a decline in ecommerce, Chinese ecommerce giant JD.com has increased its urgency to seek new growth engines. The company is looking to boost its online grocery business through offline partnerships and expansion into lower-tier cities, where it may be able to unleash more consumption power. [Read more on The Star](https://www.thestar.com.my/tech/tech-news/2022/09/08/chinese-ecommerce-giant-jdcom-bets-big-on-online-grocery-lower-tier-markets-amid-slowing-economy) Shopee shuts operations in Argentina, Chile, Colombia, and Mexico Sea’s ecommerce arm, Shopee, has shut local operations in some LATAM countries but will continue to maintain cross-border operations in a few markets. Latin America is Sea’s most important region following South-east Asia, accounting for close to 19% of its revenue in 2021. The move away from these countries is largely due to increased levels of macro uncertainty and rising interest and inflation rates, and rather putting a focus on its core operations. [Read more on Straits Times](https://www.straitstimes.com/business/companies-markets/seas-shopee-shuts-operations-in-argentina-chile-colombia-mexico-sources) --- Other Ecommerce News --- Instagram scales back in-stream shopping elements Instagram is re-examining its approach as it hasn’t been able to make ‘fetch’ happen. ‘Fetch’ in this context being the online shopping trends which have become all-consuming in China, and what Western social platforms have been hoping to add into their apps to make them more addictive and revenue-generating. Consumers have not been swayed by the latest shopping tools on TikTok and Instagram, leading to Instagram scaling back its in-stream shopping program. [Read more on SocialMediaToday](https://www.socialmediatoday.com/news/instagram-scales-back-in-stream-shopping-elements-as-it-re-examines-its-app/631276/) FedEx Express supporting the growth of cross border ecommerce FedEx express has expanded its international commerce shipping service to four more markets across the Asia Pacific, Middle East and Africa (AMEA) region in an effort to support the strong development of ecommerce in this region. Three of the fastest growing markets, the Philippines, Indonesia and Vietnam are leading Southeast Asia’s ecommerce sales, which is set to reach $100 billion by 2023. [Read more on Post & Parcel](https://postandparcel.info/149889/news/e-commerce/fedex-express-supports-the-growth-of-cross-border-e-commerce-within-the-amea-region/) India ramps up hiring as companies prepare for shoppers Ecommerce companies are getting ready for the festive season by rapidly expanding their temporary workforce. As ecommerce in India grows, the country is predicted to have 372 million online shoppers by the end of 2022. The festive season this year, running from October to December, is expected to see a two-fold increase in logistics and delivery alone. During this period, companies are predicted to add 20% more to their existing workforce base, with a 8-10% higher pay scale compared to last year. [Read more on Business Insider India](https://www.businessinsider.in/business/ecommerce/news/the-great-indian-festival-of-hiring-e-commerce-companies-gear-up-for-indias-shoppers/articleshow/94000346.cms)