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E-commerce: 4 tips to develop a remarkable marketing strategy in 2020



The beginning of 2020 is a good time to identify the good and bad points of your current activities, but also to determine the necessary changes in the strategy of your online store. The world of e-commerce is always more competitive. It challenges companies and makes them adapt their marketing strategy to a constantly changing market. How does your online activity compare to those of your sector?

To help you assess where you stand and make consistent decisions for your strategy, refer to the kibo code review for their eight-week training program that would help you learn effective methods of marketing for business development.

1. Strengthen your SEO using a strategic approach

SEO always remains a very important part of the digital strategy, if you want to be visible on search engines. There are two traffic sources, search traffic (when a user comes from a search engine) and direct traffic (when a user types the name of your site directly). This means that if you don’t have a solid SEO strategy in place, you may find yourself behind your competition and losing clicks and sales. At the same time, direct traffic is an important source and can be attributed to good brand awareness.

2. Switch to HTTPS secure website version

It is essential to switch to HTTPS, which is to say to have a secure version of your site. Google favors HTTPS sites in search results. The migration to HTTPS  requires a lot of effort and concentration. To avoid errors in HTTPS implementation and to verify that you have successfully migrated to HTTPS, it is always useful to perform a site audit to detect problems quickly.

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3. Optimizing the mobile is a “must-have”

At a time of global “mobilization”, we must follow the news. Google wants to improve the user experience as much as possible and is preparing the release of Mobile First, a Google algorithm that will prioritize the mobile version for indexing and ranking websites. Mobile, therefore, becomes a “must-have”.

Speaking of mobile, it’s impossible not to mention AMP (Accelerated Mobile Pages) – an open-source technology offered and supported by Google. It allows you to create web pages that load very quickly. Mobile users are impatient and when they are looking for something on mobile, they want to have the results right away. Before, AMPs were mainly intended for the media, but we are seeing more and more AMPs used by e-commerce sites. You can create AMPs for your most important products, increase their visibility, and generate interest in your brand/products.

4. Reconsider your PPC advertising campaigns

To attract customers, you need a solid advertising campaign. But it all depends on your budget. Thanks to certain tools, you can work on your Google Ads ads to improve them and make them more attractive and effective for your business. Anyone who works with Google Ads will know that large Excel files are not easy to manage. It’s really a big job! So, to save time, you can use different tools, which allow you to manage campaigns, groups and keyword lists for your Google Ads ads, remove duplicate keywords at the group and campaign level clean up keyword lists for many groups with just a few clicks. Then you can export the data in a format compatible with Google Ads.

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Shopify SEO 2022: The Guide to Optimizing Shopify



Shopify SEO 2022: The Guide to Optimizing Shopify

The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

 A trend we’ve been noticing at Go Fish Digital is that more and more of our clients have been using the Shopify platform. While we initially thought this was just a coincidence, we can see that the data tells a different story:

The Shopify platform has been steadily rising in popularity throughout the years. Looking at BuiltWith usage statistics, we can see that usage of the CMS has more than doubled since October 2017. Currently, 4.24 of the top 10,000 sites and 3.02% of the top 100,000 are using Shopify.

Since we’ve worked with a good amount of Shopify stores, we wanted to share our process for common SEO improvements we help our clients with. The guide below should outline some common adjustments we make on Shopify stores.

What is Shopify SEO?

Shopify SEO is a set of  SEO adjustments that are unique to the Shopify platform. While Shopify stores come with some useful things for SEO, such as a blog and the ability to redirect, it can also create SEO issues such as duplicate content. 

Some of the most common Shopify SEO recommendations are:

  1. Remove duplicate URLs from internal linking architecture

  2. Remove duplicate paginated URLs

  3. Create blog content for keywords with informational intent

  4. Add “Product,” “Article,” & “BreadcrumbList” structured data

  5. Determine how to handle product variant pages

  6. Compress images using

  7. Remove unnecessary Shopify apps

We’ll go into how we handle each of these recommendations below:

Duplicate content

In terms of SEO, duplicate content is the highest priority issue we’ve seen created by Shopify. Duplicate content occurs when either duplicate or similar content exists on two separate URLs. This creates issues for search engines as they might not be able to determine which of the two pages should be the canonical version. On top of this, often times link signals are split between the pages.

We’ve seen Shopify create duplicate content in several different ways:

  1. Duplicate product pages

  2. Duplicate collections pages through pagination

Duplicate product pages

Shopify creates this issue within their product pages. By default, Shopify stores allow their /products/ pages to render at two different URL paths:

Shopify accounts for this by ensuring that all /collections/.*/products/ pages include a canonical tag to the associated /products/ page. Notice how the URL in the address differs from the “canonical” field:

URL In Address Bar Is Different Than Canonical Link

While this certainly helps Google consolidate the duplicate content, a more alarming issue occurs when you look at the internal linking structure. By default, Shopify will link to the non-canonical version of all of your product pages.

Shopify collection page links to non-canonical URLs

As well, we’ve also seen Shopify link to the non-canonical versions of URLs when websites utilize “swatch” internal links that point to other color variants.

Thus, Shopify creates your entire site architecture around non-canonical links by default. This creates a high-priority SEO issue because the website is sending Google conflicting signals:

  1. “Here are the pages we internally link to the most often”

  2. “However, the pages we link to the most often are not the URLs we actually want to be ranking in Google. Please index these other URLs with few internal links”

While canonical tags are usually respected, remember Google does treat these as hints instead of directives. This means that you’re relying on Google to make a judgement about whether or not the content is duplicate each time that it crawls these pages. We prefer not to leave this up to chance, especially when dealing with content at scale.

Adjusting internal linking structure

Fortunately, there is a relatively easy fix for this. We’ve been able to work with our dev team to adjust the code in the product.grid-item.liquid file. Following those instructions will allow your Shopify site’s collections pages to point to the canonical /product/ URLs.

Duplicate collections pages

As well, we’ve seen many Shopify sites that create duplicate content through the site’s pagination. More specifically, a duplicate is created of the first collections page in a particular series. This is because once you’re on a paginated URL in a series, the link to the first page will contain “?page=1”:

First page in Shopify pagination links to ?page=1 link

However, this will almost always be a duplicate page. A URL with “?page=1” will almost always contain the same content as the original non-parameterized URL. Once again, we recommend having a developer adjust the internal linking structure so that the first paginated result points to the canonical page.

Product variant pages

While this is technically an extension of Shopify’s duplicate content from above, we thought this warranted its own section because this isn’t necessarily always an SEO issue.

It’s not uncommon to see Shopify stores where multiple product URLs are created for the same product with slight variations. In this case, this can create duplicate content issues as often times the core product is the same, but only a slight attribute (color for instance) changes. This means that multiple pages can exist with duplicate/similar product descriptions and images. Here is an example of duplicate pages created by a variant:

If left alone, this once again creates an instance of duplicate content. However, variant URLs do not have to be an SEO issue. In fact, some sites could benefit from these URLs as they allow you to have indexable pages that could be optimized for very specific terms. Whether or not these are beneficial is going to differ on every site. Some key questions to ask yourself are:

  • Do your customers perform queries based on variant phrases?

  • Do you have the resources to create unique content for all of your product variants?

  • Is this content unique enough to stand on its own?

For a more in-depth guide, Jenny Halasz wrote a great article on determining the best course of action for product variations. If your Shopify store contains product variants, than it’s worth determining early on whether or not these pages should exist at a separate URL. If they should, then you should create unique content for every one and optimize each for that variant’s target keywords.

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Crawling and indexing

After analyzing quite a few Shopify stores, we’ve found some SEO items that are unique to Shopify when it comes to crawling and indexing. Since this is very often an important component of e-commerce SEO, we thought it would be good to share the ones that apply to Shopify.

Robots.txt file

By default, Shopify creates a robots.txt file for your store with quite a few prewritten “Disallow” commands. We find that in most cases, Shopify’s default robots.txt rules are good enough for most store owners. You can see an example of Shopify’s default robots.txt rules here:

An example robots.txt file in Shopify

Here are some sections of the site that Shopify will disallow crawling in:

  • Admin area

  • Checkout

  • Orders

  • Shopping cart

  • Internal search

  • Policies page

However, as Shopify stores get bigger and more customized, there’s a greater chance that you might need to adjust the robots.txt file. Fortunately, as of June 2021, Shopify now let’s you update the robots.txt file

In order to edit the Shopify robots.txt file, store owners must create a robots.txt.liquid file and then create custom rules to specify any changes.

In order to create a robots.txt.liquid file, store owners can perform the following steps:

  1. Login to your Shopify admin area

  2. In the left sidebar, go to Online Store > Themes

  3. Choose Actions > Edit code

  4. In “Templates”, select the “Add a new template” link

  5. Find the left-most dropdown and choose “robots.txt”

  6. Choose “Create template”

This should create your Shopify robots.txt.liquid file. You can then add rules to your robots.txt.liquid file by adding liquid code. Fortunately, this code isn’t too difficult to add, and Shopify does a good job of highlighting how to do it in their official documentation. Following these steps should allow you to have much more control over which URLs are crawled in your Shopify site.


By default, Shopify will generate a sitemap.xml index file at the URL path “”. Shopify’s sitemap.xml index file will automatically create links to child sitemaps that contain URLs of the following page types:

  1. Product Pages (sitemap_products_1.xml)

  2. Collection Pages (sitemap_collections_1.xml)

  3. Blog Posts (sitemap_blogs_1.xml)

  4. Marketing Pages (sitemap_pages_1.xml)

This sitemap.xml file will dynamically update as new pages are added/removed from to the site. Generally, the Shopify sitemap.xml is good to go out of the box and doesn’t need to be adjusted.

One thing to be aware of is that Shopify will include any published pages in the sitemap.xml file. The most common issue we see is that legacy pages that are published but no longer linked to on the site get included in the sitemap.xml file. It’s worth crawling your sitemap.xml to find any instances of published pages that are included in the sitemap but are not important for search engines to crawl.

Adding the “noindex” tag

While you cannot adjust the robots.txt, Shopify does allow you to add the “noindex” tag. You can exclude a specific page from the index by adding the following code to your theme.liquid file.

{% if template contains ‘search’ %}

<meta name=”robots” content=”noindex”>

{% endif %}

As well, if you want to exclude an entire template, you can use this code:

{% if handle contains ‘page-handle-you-want-to-exclude’ %}

<meta name=”robots” content=”noindex”>

{% endif %}


Shopify does allow you to implement redirects out-of-the-box, which is great. You can use this for consolidating old/expired pages or any other content that no longer exists. You can do this by going to:

  1. Online Store

  2. Navigation

  3. URL Redirects

The big thing to keep in mind is that you will need to delete a page before you can implement a redirect on Shopify. This means that you’ll want to be really sure you’re not going to use the page in the future. To make this process a little less stressful, we recommend implementing the “Rewind Backups” app.

Log files

As of now, Shopify does not allow you to access log files directly through the platform. This has been confirmed by Shopify support.

Fast Simon implementation

Fast Simon is an enterprise solution that adds robust personalization features to your Shopify store, and is becoming increasingly popular. If your Shopify site is utilizing the Fast Simon technology, you’ll want to be sure that you’re taking steps to adjust any potential indexing issues from an improper implementation. 

Confirm that Fast Simon is pre-rendering your website’s content so that Google doesn’t run into crawling and indexing issues. This will give Googlebot a server-side, rendered version of your site that will make it easier for it to interpret the content. For more details, you can read our case study here

Structured data

Product structured data

Overall, Shopify does a pretty good job with structured data. Many Shopify themes should contain “Product” markup out-of-the-box that provides Google with key information such as your product’s name, description, price etc. This is probably the highest priority structured data to have on any e-commerce site, so it’s great that many themes do this for you.

Shopify sites might also benefit from expanding the Product structured data to collections pages as well. This involves adding the Product structured data to define each individual product link in a product listing page. The good folks at Distilled recommend including this structured data on category pages.

Every product in Shopify collections page marked up with Product structured data

Article structured data

As well, if you use Shopify’s blog functionality, you should use “Article” structured data. This is a fantastic schema type that lets Google know that your blog content is more editorial in nature. Of all of the informational content schema, “Article” seems to be the one that Google may prefer since that’s what’s referenced in their official documentation. However, “BlogPosting” schema is also another type of structured data you could add to your Shopify blog

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BreadcrumbList structured data

One addition that we routinely add to Shopify sites are breadcrumb internal links with BreadcrumbList structured data. We believe breadcrumbs are crucial to any e-commerce site, as they provide users with easy-to-use internal links that indicate where they’re at within the hierarchy of a website. As well, these breadcrumbs can help Google better understand the website’s structure. We typically suggest adding site breadcrumbs to Shopify sites and marking those up with BreadcrumbList structured data to help Google better understand those internal links.

Implementing structured data on Shopify

If you want to implement structured data and have a developer on hand, it can be good to have them add the above structured data types. This ensures that these schema elements will always be present on your site.

However, if your development resources are more limited, we find that Schema App Total Schema Markup is a great option. This will incorporate structured data types such as Product and BlogPosting schema on the proper pages of the site. As well, it will even add OfferCatalog schema to mark up every single product within a category page. Their support is also fantastic as they’re team helps you with any technical issues you might encounter.

Improving Shopify site speed

One of the biggest complaints we hear about Shopify is that it suffers from slower speeds. However, compared to other e-commerce platforms, we find that Shopify performs quite well. Out of the box, Shopify uses the Fastly CDN and leverages browser caching which gives you a solid performance foundation. In the past, we’ve actually benchmarked the average speed metrics of 400+ Shopify sites. Below are the average performance metrics of the Shopify sites we tested in our dataset.

  • First Contentful Paint: 3.8 seconds

  • Time To Interactive: 22.1 seconds

  • Total Page Size: 4.41 MB

  • Total Image Assets: 2.1 MB

  • Requests: 171

In terms of improving performance, below are the things we’ll generally advise our clients to do:

  • Lazy load images with the lazysizes library

  • Automatically compress images using

  • Eliminate any low usage Shopify apps

  • Manually resize and compress large images on high priority pages

  • Migrate tracking codes to Google Tag Manager

Keyword research

Performing keyword research for Shopify stores will be very similar to the research you would perform for other e-commerce stores.

Some general ways to generate keywords are:

  • Export your keyword data from Google AdWords. Track and optimize for those that generate the most revenue for the site.

  • Research your AdWords keywords that have high conversion rates. Even if the volume is lower, a high conversion rate indicates that this keyword is more transactional.

  • Review the keywords the site currently gets clicks/impressions for in Google Search Console.

  • Research your high priority keywords and generate new ideas using Moz’s Keyword Explorer.

  • Run your competitors through tools like Ahrefs. Using the “Content Gap” report, you can find keyword opportunities where competitor sites are ranking but yours is not.

  • If you have keywords that use similar modifiers, you can use MergeWords to automatically generate a large variety of keyword variations.

Keyword optimization

Similar to Yoast SEO, Shopify does allow you to optimize key elements such as your title tags, meta descriptions, and URLs. Where possible, you should be using your target keywords in these elements.

To adjust these elements, you simply need to navigate to the page you wish to adjust and scroll down to “Search Engine Listing Preview”:

Optimization Options For Metadata in Shopify

Adding content to product pages

If you decide that each individual product should be indexed, ideally you’ll want to add unique content to each page. Initially, your Shopify products may not have unique on-page content associated with them. This is a common issue for Shopify stores, as oftentimes the same descriptions are used across multiple products or no descriptions are present. Adding product descriptions with on-page best practices will give your products the best chance of ranking in the SERPs.

However, we understand that it’s time-consuming to create unique content for every product that you offer. With clients in the past, we’ve taken a targeted approach as to which products to optimize first. We like to use the “Sales By Product” report which can help prioritize which are the most important products to start adding content to. You can find this report in Analytics > Dashboard > Top Products By Units Sold.

Shopify revenue by product report

By taking this approach, we can quickly identify some of the highest priority pages in the store to optimize. We can then work with a copywriter to start creating content for each individual product. Also, keep in mind that your product descriptions should always be written from a user-focused view. Writing about the features of the product they care about the most will give your site the best chance at improving both conversions and SEO.

Shopify blog

Shopify does include the ability to create a blog, but we often see this missing from a large number of Shopify stores. It makes sense, as revenue is the primary goal of an e-commerce site, so the initial build of the site is product-focused.

However, we live in an era where it’s getting harder and harder to rank product pages in Google. For instance, the below screenshot illustrates the top 3 organic results for the term “cloth diapers”:

SERP for

While many would assume that this is primarily a transactional query, we’re seeing Google is ranking two articles and a single product listing page in the top three results. This is just one instance of a major trend we’ve seen where Google is starting to prefer to rank more informational content above transactional.

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By excluding a blog from a Shopify store, we think this results in a huge missed opportunity for many businesses. The inclusion of a blog allows you to have a natural place where you can create this informational content. If you’re seeing that Google is ranking more blog/article types of content for the keywords mapped to your Shopify store, your best bet is to go out and create that content yourself.

If you run a Shopify store (or any e-commerce site), we would urge you to take the following few steps:

  1. Identify your highest priority keywords

  2. Manually perform a Google query for each one

  3. Make note of the types of content Google is ranking on the first page. Is it primarily informational, transactional, or a mix of both?

  4. If you’re seeing primarily mixed or informational content, evaluate your own content to see if you have any that matches the user intent. If so, improve the quality and optimize.

  5. If you do not have this content, consider creating new blog content around informational topics that seems to fulfill the user intent

As an example, we have a client that was interested in ranking for the term “CRM software,” an extremely competitive keyword. When analyzing the SERPs, we found that Google was ranking primarily informational pages about “What Is CRM Software?” Since they only had a product page that highlighted their specific CRM, we suggested the client create a more informational page that talked generally about what CRM software is and the benefits it provides. After creating and optimizing the page, we soon saw a significant increase in organic traffic (credit to Ally Mickler):

The issue that we see on many Shopify sites is that there is very little focus on informational pages despite the fact that those perform well in the search engines. Most Shopify sites should be using the blogging platform, as this will provide an avenue to create informational content that will result in organic traffic and revenue.


Similar to WordPress’s plugins, Shopify offers “Apps” that allow you to add advanced functionality to your site without having to manually adjust the code. However, unlike WordPress, most of the Shopify Apps you’ll find are paid. This will require either a one-time or monthly fee.

Shopify apps for SEO

While your best bet is likely teaming up with a developer who’s comfortable with Shopify, here are some Shopify apps that can help improve the SEO of your site.

  • A great automated way of compressing large image files. Crucial for most Shopify sites as many of these sites are heavily image-based.

  • Schema App Total Schema Markup: This app may be used if you do not have a Shopify developer who is able to add custom structured data to your site.

  • Smart SEO: An app that can add meta tags, alt tags, & JSON-LD

  • Yotpo Reviews: This app can help you add product reviews to your site, making your content eligible for rich review stars in the SERPs.

  • Rewind Backups: Creates backups of your site. Great to implement before making development changes or adding redirects.

Is Yoast SEO available for Shopify?

Yoast SEO is exclusively a WordPress plugin. There is currently no Yoast SEO Shopify App.

Limiting your Shopify apps

Similar to WordPress plugins, Shopify apps will inject additional code onto your site. This means that adding a large number of apps can slow down the site. Shopify sites are especially susceptible to bloat, as many apps are focused on improving conversions. Often times, these apps will add more JavaScript and CSS files which can hurt page load times. You’ll want to be sure that you regularly audit the apps you’re using and remove any that are not adding value or being utilized by the site.

Client results

We’ve seen pretty good success in our clients that use Shopify stores. Below you can find some of the results we’ve been able to achieve for them. However, please note that these case studies do not just include the recommendations above. For these clients, we have used a combination of some of the recommendations outlined above as well as other SEO initiatives.

In one example, we worked with a Shopify store that was interested in ranking for very competitive terms surrounding the main product their store focused on. We evaluated their top performing products in the “Sales by product” report. This resulted in a large effort to work with the client to add new content to their product pages as they were not initially optimized. This combined with other initiatives has helped improve their first page rankings by 113 keywords (credit to Jennifer Wright & LaRhonda Sparrow).

Graph of first-page keyword rankings over time

In another instance, a client came to us with an issue that they were not ranking for their branded keywords. Instead, third-party retailers that also carried their products were often outranking them. We worked with them to adjust their internal linking structure to point to the canonical pages instead of the duplicate pages created by Shopify. We also optimized their content to better utilize the branded terminology on relevant pages. As a result, they’ve seen a nice increase in overall rankings in just several months time.

Graph of total ranking improvements over time.

Moving forward

As Shopify usage continues to grow, it will be increasingly important to understand the SEO implications that come with the platform. Hopefully, this guide has provided you with additional knowledge that will help make your Shopify store stronger in the search engines. If you’re interested in learning more about Shopify, you can also check out our Shopify SEO Learning Center.

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What is a Multi-Vendor Ecommerce Marketplace And Why is it The Future of Retail?



What is a Multi-Vendor Ecommerce Marketplace And Why is it The Future of Retail?

We live in an age of convenience, and few things are more convenient for the consumer than the multi-vendor marketplace. Right now, multi-vendor marketplaces are emerging everywhere, with new ideas and new platforms popping up all the time.

Slick, fast, reliable, and you only have to input your data once – from the consumer’s point of view, multi-vendor marketplaces are perfect.

From the vendor’s point of view, it’s a bit different. You want your products to be displayed to their best advantage. You want your branding and your brand presence to be consistent. You want a certain amount of integrity. You want to build loyalty. Hopping onto a multi-vendor marketing platform can feel like sacrificing all of this.

But it doesn’t have to. It’s great to have your own, well-designed, perfectly curated ecommerce site, but you’re doing yourself a disservice if you’re relying solely on your own site to bring in conversions.

The hard truth is this: unless they’re deeply engaged with your brand, customers often can’t be bothered to create an account on your own personal platform. They are sick of filling out forms, they are deeply concerned about ecommerce security, and they don’t want to sign in every time they want to re-order your product.

If you don’t have a presence on a multi-vendor marketing platform, you will lose sales. What’s more, you won’t benefit from the advantages that the multi-vendor marketplace has to offer.

Remember, jumping onto a marketplace doesn’t mean you have to sacrifice your own ecommerce platform – it just gives you an extra string to your bow.

Still not sure? Let’s break multi-vendor marketplaces down for you:

What is a multi-vendor marketplace?

Think of a multi-vendor marketplace as like an online department store. It’s a platform through which different vendors can distribute their products/services, all in one place.

Different vendors distinguish themselves through things like digital signage and clever SEO. Revenue is distributed to the relevant vendor following purchase. But from the point of view of the customer, everything is done via one platform.

Amazon, eBay, and Etsy are classic examples of multi-vendor marketplaces. Individual vendors can list their products/services on the platform and will get the revenue paid directly to them (after costs), but all the ecommerce processes are handled by the marketplace platform itself. For example, Amazon does not take you to the individual vendor’s site to process your transaction – it handles the checkout process itself.

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What are the benefits of a multi-vendor marketplace?

Consumers and vendors alike love multi-vendor marketplaces for a variety of reasons:

It’s rich in technology: a good multi-vendor marketplace will provide more tech than you could manage on your own. For example, their checkouts will be fast, secure, and fully optimized. They’ll have a slick app, strong multicloud or hybrid cloud architecture, a large online presence, dedicated support teams, and so on. All of these advantages become yours when you join.

●They have a great user experience: good multi-vendor marketplaces are fast, intuitive, and supportive. This gives a great customer experience and keeps consumers coming back.

●Everything can be done from just one account: ask customers what their ecommerce frustrations are, and having to create new accounts in every online store comes near the top. It’s frustrating to have to enter your info over and over again. With a multi-vendor marketplace, customers only have to create one account to shop for everything they need.

●Customers increasingly prefer trusted multi-vendor sites over niche, independent websites: that is as much a matter of ease as it is of preference – it’s much easier to find what you’re looking for on a site that you know, that you already have an account with, and that lets you order what you want in a single click than it is to track that product down through the web.

●Customers trust multi-vendor marketplaces: the days when people would click and convert on random adverts that popped up on Facebook are gone. You can have the best ad copy in the world, but many consumers will still head to (for example) Amazon in order to search for your product and read the reviews before purchasing. If they can’t find reviews on a known and trusted multi-vendor site, you’ll lose leads.

●It increases the conversion rate: all in all, less customer frustration means more sales. Most vendors find that their average ecommerce conversion rates rise when they join a good multi-vendor marketplace.

Of course, it’s not all rainbows and sunshine. There are disadvantages to everything, including multi-vendor marketplaces. You should consider these carefully before setting out your stall.

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What are the drawbacks of a multi-vendor marketplace?

Everything in business involves compromise, but joining a multi-vendor marketplace may involve more compromise than you’re comfortable with. Consider the following before taking the plunge:

●You can’t always do things your way: depending on the model of multi-vendor marketplace you use, you may have to compromise on certain things. For example, you may find that you have to display your products in a way that suits the platform but which may not show them to their best advantage.

●You might have to change your business model: for example, to meet multi-vendor marketing demand, you may need to go wholesale. What is wholesale? Well, rather than making products to meet direct consumer demand, wholesale involves manufacturing in bulk and delivering to a fulfillment warehouse so that demand can be met at speed whenever it occurs.

Amazon, for example, strongly encourages retailers to go wholesale. However, it’s not always viable for smaller businesses to opt for a wholesale model, as it involves a lot of upfront cost for uncertain rewards.

●Certain products/services may not be allowed: it’s not uncommon for multi-vendor marketing platforms to have strict site rules (not allowing the sale of risque or controversial products is a common one). You may find this limiting.

●Data analysis can be more complex: for example, mapping a digital customer journey is harder when your customers interact with your products via a third party (e.g., the multi-vendor platform). A good multi-vendor marketing platform will give you decent analytics options, but you may still have to dig a lot deeper to find relevant insights into your customer behavior data.

What to look for in a multi-vendor marketplace

You can offset a lot of the disadvantages of a multi-vendor marketplace by being clever about the marketplace you choose. Here are some things to consider before taking the plunge:

●Does it fit your niche? If you’re on point with your marketing, you’ll know your market niche, target audience, and so on. Make sure that your marketplace fits that profile.

For example, if you are targeting a socially-conscious audience who avoid giving trade to Bezos, Amazon is probably not the platform for you – but Etsy might suit. On the other hand, if your customers like speed and convenience above all else, Amazon or eBay are probably the way forward.

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●Does it fit your business model? As mentioned above, if you craft individualized pieces and the marketplace prefers you to deliver wholesale, something like Amazon is probably not for you. Look for something that can let you fulfill your orders and follow your business model in a way that works for you.

●What is the customer service like? This is as relevant for you as it is for the consumer. As a vendor, you need to feel supported and listened to.

For example, some multi-vendor marketplaces offer things like a regular free online conference, and dedicated helplines for their vendors, while others leave their vendors to work things out their own way. If you prefer to be more independent, choose a marketplace that’s less hands-on. If you need the support, look for a marketplace that provides it.

●Is it worth the money? Multi-vendor marketing platforms provide a lot of advantages – but they don’t do so for free. They will take a cut to cover their costs. Look into the potential ROI of any multi-vendor marketing platform, and be realistic about your prospects. You don’t want to end up spending more on a subscription than you gain in sales.

●Where are your competitors? Sometimes, it’s a good move to set yourself up on the same platform as your competitors. Sometimes, it’s not. Your market research will tell you what’s a good strategy for you – but it’s definitely worth looking into before you click that sign-up button.

Multi-vendor marketplaces are the future

For trust, security, and ease of purchase, you can’t beat a multi-vendor marketplace. While you might need to make some compromises when posting your products, we think that the advantages far outweigh these issues – especially if you choose your marketplace carefully.

In the years to come, it’s likely that multi-vendor marketplaces will only rise in popularity, so we recommend taking the jump now in order to stay ahead of the curve.

Of course, if you can’t find the perfect multi-vendor marketplace for you – you can always build your own! Who knows? Your platform could be just what vendors and customers are looking for.

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Why marketing automation is crucial to your success





According to Forrester, 80% of marketing automation users see a 77% increase in conversions [1].

As a B2B marketer, you work with vast amounts of data to execute campaigns across multiple channels. You create personalized communications with helpful information to turn prospects into qualified leads that are more likely to convert for sales.  

So, you probably know the pain of having to hack together different systems to get all this done. You need one system to find and target your audience, one to run your campaign, one to analyze the results, one to pass the leads to sales, and maybe even a few more.

Marketing automation can help, though.  

With it, you can use one system for all your marketing tasks. Marketing automation also streamlines your processes to reduce costs, improve productivity, and boost efficiency.

Invesp found that marketing automation drives a 14.2% rise in sales productivity and a 12.2% reduction in marketing overhead [2].

Read this guide for a thorough overview of:

  • The impact marketing automation can make, its different types, and benefits
  • How to build a foundational strategy to get the most value from marketing automation
  • Five steps to get started launching successful automated campaigns

[1] . “Forrester Data: Marketing Automation Technology Forecast, 2017 To 2023 (Global),
”Forrester, Accessed August 12, 2021 (Client login required)

[2] . “The Rise of Marketing Automation – Statistics and Trends [Infographic],”
Invesp, Accessed August 9, 2021

About The Author

Make every customer interaction matter by connecting all your business data across advertising, marketing, sales, commerce, and service. Oracle Advertising and Customer Experience (CX) is a connected suite of applications that goes beyond traditional CRM to help you create and nurture lasting customer relationships. Build a complete view of every interaction and every customer, no matter how and when they engage. Empower your entire business to deliver exceptional customer experiences—from acquisition to retention—and everything in between.

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