Best Practices Every Successful

Brand Should Implement

Barbara Riccardi,Senior Client Strategy Manager, ChannelAdvisor

$1.09 trillion worth of goods were sold on

the world’s largest 18 marketplaces in 2016, accounting for 44% of

all ecommerce globally.

1. Channel Management

and Diversification

2. Marketing Strategy

3. Fulfillment Practices

Channel

Management &

Diversification

Owning the Customer

• Transitioning from B2B to B2C

• Marketplace Relationships• 1P vs. 3P

• What is right for your Brand?

CCUSTOMER FEEDBACK

Maintaining a positive feedback rating on

most marketplaces is crucial to overall

success. This helps instill trust with your

consumers.

FRETURNS

Best Practice: Allow 30 days, free returns.

A

CANCELLATIONS

The less the better.

Each marketplace approaches this metric

differently, BUT a history of non-fulfillment

is detrimental to your business.

GBUYERCOMMUNICATION

Try to communicate a response to any

buyer question or inquiry as quickly as

possibly. Most marketplaces specify a 24-

hours turn around. ALWAYS RESPOND!

H

LATE SHIPMENTS

Establish a handling time

you can fully commit to.

Under promise, Over

deliver.

Customer Service

Marketplace Expansion

NOT every Marketplace is

going to be right for you!

17 countries10 countries

MarketingPricing,

Advertising, and Content

Optimization

• Do you have MAP pricing in place?

• Do you need to have the same price across all channels?

• Can you run promotions?

Repricing + Price Parity

Advertising

Ensure all necessary product descriptors

are included in your titles.

Think: Brand, Product title, Color, Size,

etc.

Write descriptions in a paragraph format.

Use all bullet points available, keep them short,

concise and descriptive.

Harvest keywords from your .com

business, CPC programs, don’t use waste

space with words that are already in your

titles.

Some marketplaces allow you to build out

enhanced content if you are the brand

owner or have a branded description

template. This is a great way to build out

your brand story.

If your item has an MPN or UPC, include

in on the listing.

The more the better. If you can, make use of all

of the image slots on each marketplace. Try to

have at least 4 images.

Content Optimization

FulfillmentConsumer Expectations,

Partnerships, and Fulfillment Optimization

Consumer Expectations

01 02 03

Fulfillment Partnerships

• Ship online purchases from store locations to reduce shipping costs

• Combining ecommerce and physical store inventory to reduce “out-of-stock” online orders

• Route online orders to unsold store inventory to reduce inventory costs and discounts on unsold merchandise

• Make returns an opportunity to re-sell items quickly

Fulfillment Optimization

Every brands approach to marketplaces will be unique.

Focus on quality customer service.

Optimize and advertise.

Panel Discussion

Panelists

Mark Sherman

Senior Manager – Marketplaces

Jon Azrielant

Director of Marketing

Keith Neely

Vice President, Digital Marketing & eCommerce

21

Best Practices Every Successful Brand Should Implement

Mark Bracey ShermanSr. Manager of Marketplaces,

Dyson

Barbara Riccardi Senior Client Strategy Manager,

ChannelAdvisor

Jon AzrielantDirector of Marketing,

Richline Digital (Jewelry.com)

Keith NeelyVP, Digital Marketing & eCommerce,

Mizuno USA