Marketplaces have become an increasingly important route to market for brands who want to grow their international online sales. In this blog, we share the three key phases of online marketplace internationalization that every consumer brand will go through during its journey into new markets.
Cross-border online sales have grown significantly in recent years, and the global ecommerce market is forecast to surpass $6 trillion USD by 2024. However, launching in new markets is a complex process which requires expert knowledge and a willingness to invest to reach scale.
Our newly launched Marketplace Internationalization Checklist highlights what consumer brands need to think about when considering whether various marketplaces should be a key channel within their international ecommerce strategies.
Entering new markets however is no easy task. A brand that resonates in its domestic market may not do so in its target market. For this reason, we recommend that brands test for demand in the new market to be sure that customers exist.
A simple way to do this is through cross-border sales via marketplaces. By selling cross-border your products will be readily available in markets that previously might have required a localization strategy, providing a shortcut to marketplace internationalization for many brands.
Once you’ve established that there is demand for your products in your target market, you can begin to increase your profile. Investing in local marketing–while still selling cross-border–is one way to increase sales momentum.
Running local marketing campaigns in your target market with native content can help with demand generation. Engaging with influencers on popular social media channels provides plenty of opportunities for brand awareness and drives customers directly to your sales channels.
Finally, localizing your proposition is the third phase of online marketplace internationalization. Create a local entity, local listings on marketplaces, and move product to the market to fulfill orders once consumer demand warrants the investment. You may also consider launching a localized direct-to-consumer site or partnering with third-party retailers as a means to full localization. Many brands who choose to sell their goods via marketplaces often work with an authorized seller to execute this phase of marketplace internationalization.
For more information on how we could support you in developing your international ecommerce strategy, or if you are interested in us becoming the authorized marketplace seller for your brand anywhere in the world please contact us today.
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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.