When you think of marketplaces, you automatically associate them with a channel that is almost exclusively suitable for B2C companies.
But what if they were a useful and profitable tool for B2B as well?
For B2C companies, especially those that sell products belonging to product categories such as electronics, household items or leisure, marketplaces can be a fundamental channel to increase their turnover. . .
Take the example of Amazon: thanks to the authority acquired over the years, its great customer focus and a whole series of services offered to sellers and buyers, it has become the main player in the context of online sales.
Today it is used by people as a real tool for Research before making a purchase and its average conversion rate hovers around the 12%. You understood well! ten% in After compared to the average conversion rate of an e-commerce.
So, should a business sell on Amazon? I am actually quite convinced that it is not for everyone. But it deserves the space of another article.
Let’s come back to the usefulness that marketplaces can have for B2B companies.
The use that they can make of it is twofold:
- Feat the tools that these channels offer to brand owners to help their network of resellers generate more sales;
- To sell in the first person by using the specific sections of certain marketplaces dedicated to B2B.
Let’s start with the first case: some marketplaces offer brand owners the option of taking certain measures to protect their brand’s presence within the platform.
The most relevant example is that of Amazon and the Trademark Registry: a procedure that allows to demonstrate the ownership of the mark and therefore to access a whole series of advantages.
So what is a brand owner on Amazon, what can’t a retailer do?
- Make corrections product sheets created by other sellers and standardize them in terms of images and texts;
- Open it shop of Mark, a kind of showcase site in which to collect its catalog and give relevance to a particular product or message;
- Activate details countryside ADV (Sponsored Brand) in order to give visibility not only to certain products but to the entire catalog and the brand itself;
- Open some reports against sellers who are not authorized by the brand or who apply incorrect sales policies.
It is therefore a series of actions aimed at protecting the brand, standardizing its presence within the platform and facilitating sales by its resellers.
To deepen the second point, it is important to emphasize that there are certain marketplaces such as Amazon or Cdiscount which have decided to devote a special section to B2B sellers. In fact, these are marketplaces very similar to those intended for B2C, but with specific characteristics adapted to the needs of professionals.
- Purchase options different for each product (orders grouped together in indivisible packages for example, or special discounts for large quantity orders);
- Payment terms more flexible: request for quotation, dynamic selection, automatic payments, payment in installments, payments via a trusted third party, factoring;
- Pricing options: dynamic prices, wholesale prices, differentiation of prices excluding tax and excluding tax, price by consumption segment;
- Confidentiality sensitive data relating to certain products (to prevent counterfeiting or theft of technology);
- The possibility for B2B sellers to choose their buyers depending on their positioning in the market (for example, luxury clothing brands will prefer to work with high-end retailers).
Therefore, B2B sellers can not only use platforms similar to B2C, but gain additional protections from them.
So let’s come back to our first thoughts and try to draw a conclusion … if at first glance marketplaces may seem like channels suitable only for B2C sales, they also offer various possibilities for B2B.
The secret is to know them grab e feat For Your Business !