How have marketplaces become essential sales channels?
They have names like Zalando, Amazon, Farfetch and El Corte Inglés, etc., and half of them achieved turnover of more than a billion dollars within 20 years of their creation.
On the internet, these online selling platforms are becoming essential points of contact between brands and their consumers. Increasingly connected consumers have become used to shopping on these platforms, which make their lives easier.
A single platform offering a multitude of items and brands, competitive prices, home delivery, easy returns, secure payment, back-in-stock alerts, etc.
This VIP service available without having to leave the house is difficult to resist. It is therefore not surprising that these platforms are growing exponentially, offering new opportunities to fashion brands.
Marketplaces: opportunities to be seized by fashion brands
There is no doubt that marketplaces act as a lever for brand growth by offering brands unparalleled visibility while enabling them to reach end consumers without having to use a retailer or distributor.
“The e-commerce top 50 is dominated by multibrand distributors like Amazon, La Redoute, Zalando and Veepee. These sites are not brands in themselves but multibrand platforms, major audience hubs that are impossible for brand websites to compete with. For brands, using marketplaces means they can reach millions of consumers, and also gives them a showcase”, explains Greg Zemor, CEO and co- founder of Neteven.
Why expand your presence on marketplaces?
They are an infinitely adaptable shop window! It is really worthwhile for brands to expand their presence on fashion marketplaces.
With so many possibilities and possible combinations, brands can select the marketplaces that best reflect their brand image and commercial strategy. This is now possible thanks to the development of marketplaces specializing in fashion.
And why not sell on El Corte Inglés and La Redoute, offload past collections on Veepee or Showroomprivé, while reaching an international market with Zalando, Yoox or Farfetch?