Promotion on marketplaces

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Depending on the segment and specifics of the business, on the platforms, on the core audience, the user path will change, but the structure remains unchanged. In the digital direction, we can influence the consumer's opinion at all stages of decision-making.

Three years ago, when choosing a product, users watched a video review on YouTube. Now, 80% of buyers first look for products on marketplaces, then continue searching on other resources.

The marketplace is a convenient platform austria phone data where you can find the product you need, compare it with other products in this category, read reviews, and make a purchase.

To influence the user at all stages of decision-making, the platforms have their own tools:



media tools that influence user awareness;
search advertising that helps you make decisions;
mailings that stimulate purchases;
customer service that helps resolve buyer disputes;


Statistics
Speaking about marketplaces, we consider them not only as a platform for selling and promoting goods, but also as a media platform. According to data from January 2023, almost 50% of the Russian audience 12+ uses various platforms to purchase goods. The leaders are Avito, Ozon and Wildberries.



In our experience, there were successful cases of promoting companies that do not sell their products on these platforms. For example, banks or developers.

Commercial indicators
According to the Datainsight study “Top Russian Online Stores”, in 2022, Wildberries increased sales by 100%, Ozon – by 83%, Yandex Market – by 93%, MegaMarket – by 67%. Interestingly, despite the increase in orders, Ozon’s average check amount fell.

Comparison of functionality
To compare the promotion opportunities on key platforms, we analyzed them according to several indicators.


The need to purchase a product to write a review.
Social action on someone else's review.
Sorting reviews.
Sellers.
Replies to reviews.
As a result of the analysis, the following features can be identified .


At the moment, only Yandex Market does not require the purchase of goods to write a review.
You can complain about a review on all platforms. Sometimes a complaint can be used to remove a negative review (the main thing is that the reason for the complaint must be justified).
Likes and dislikes can be used as an additional tool for reputation management (possibly at Ozon, Yandex Market and Megamarket). By stimulating social activity, you can raise the ranking of the desired review.
Reply to a review on behalf of the brand (available only on Ozon): if your brand has other sellers (not an official store), you can now reply to any user reviews on behalf of the official brand. Previously, only sellers could reply to reviews. This will help brands spread their communication strategy and tone of voice.

SUCCESS FACTORS for sales on marketplaces
Let's look at the main factors that influence high sales on marketplaces.



Constant sales for high ranking of cards in search.
SEO optimization.
Encouraging reviews to improve ratings.
Ensuring high-quality logistics and speed of delivery.
Beautifully designed cards, product video.
Competitive price and loyalty programs. An interesting observation: the size of the discount affects customer loyalty, even if the discounted price is higher than for an identical product from a competitor, but without a discount.
In addition to these factors, we would like to add one more success factor: celebrities increase card conversion.



When analyzing products of different brands in different categories, we noticed that product sales increased several times within one day after updating cards with images of media personalities.



The vicious circle of marketplaces : without reviews, no one buys a product; without a purchase, no reviews

We know how to find a way out of this circle. As part of our work on new cards, we engage opinion leaders to make trial purchases.

Search instructions:


We go to popular review sites (irecommend, otzovik, etc.).
We are collecting a database of people who have a good rating on the site and who fit the profile of the buyer of this product.
We contact each influencer and offer to make a trial purchase (with a discount on the product, of course).
After making a purchase, we ask the user to leave a short review on the marketplace and a detailed review on the review site.



According to our analysis, 95% of users accept the offer. This is a good mechanic that really works. You get "live" reviews and an overview of your product on review sites, the opinion leader gets the product at a discount.

Our inds.