How to improve customer relationships (and generate profits) through marketplaces
Posted: Tue Jan 07, 2025 8:15 am
Why should you launch your own marketplace to expand your e-commerce strategy ? A question that we have answered at eShow Madrid 2017 . And we have done so with a panel in which Fabien Ploet , head of marketplace at Privalia ; Rafael Sánchez , director of e-Commerce Non Food Spain at Carrefour and José Manuel Saco , marketplace business development manager at La Casa del Libro , have participated .
Big players like Amazon are increasingly taking away market share from retailers in very diverse sectors. The solution to this situation lies in the aforementioned marketplaces and these companies have offered us some of their keys.
To get an idea of the importance of these marketplaces , it is necessary to know that 30% of all purchases made globally in the online environment are made through them. The data indicates that currently in Spain eight of the 12 largest e-commerce sites are marketplaces .
A ranking that is led by Amazon, followed by Aliexpress , El Corte Inglés and Carrefour. And we cannot forget that 60% of Spaniards who buy online do so through marketplaces .
"They are a connected way of working with our brands. A natural tunisia phone number evolution," Fabien Ploet explained to the audience to improve the customer experience .
"It helps us to specialize and be much more competitive in terms of price, as well as to facilitate entry into new categories that we had never considered in the physical world," Carrefour has highlighted.
"It has allowed us to cover purchasing needs in an immediate time," says La Casa del Libro in relation to these reflections.
In terms of profitability, Privalia has indicated that opening a marketplace has brought them the same results as entering a new country, but shortening the timeframes that international expansion entails.
“Opening a marketplace in a company that has been in the physical world for some time is a revolution in its philosophy . Putting it to compete against categories in which you already do well raises internal questions . You open a solution that is competing against the company itself. It is a problem that has to be managed intensively for a long time,” said Rafael Sánchez.
La Casa del Libro has highlighted that working with a marketplace allows them to test which books are most in demand in different countries in order to offer them in other markets.
«You have to maintain a balance in terms of competitiveness between your products and the marketplace ,» adds Rafael Sánchez. The future lies, in his words, in combining the marketplace with physical stores, since the latter is not limited to the digital world. «It is a mix between the capabilities of a seller and those of a distributor.»
The implementation of a marketplace requires an investment in time and technological resources . “I recommend carrying out organisational labs before implementing the marketplace in the organisation so as not to slow down the process. Once integrated, a system of incentives must be found so that traditional buyers see that they are being offered the best deals in each category,” summarised Fabien Ploet.
"Marketplaces will multiply in the coming years and the big sellers will focus on the number of barriers imposed on their entry in the future," he concludes.
Big players like Amazon are increasingly taking away market share from retailers in very diverse sectors. The solution to this situation lies in the aforementioned marketplaces and these companies have offered us some of their keys.
To get an idea of the importance of these marketplaces , it is necessary to know that 30% of all purchases made globally in the online environment are made through them. The data indicates that currently in Spain eight of the 12 largest e-commerce sites are marketplaces .
A ranking that is led by Amazon, followed by Aliexpress , El Corte Inglés and Carrefour. And we cannot forget that 60% of Spaniards who buy online do so through marketplaces .
"They are a connected way of working with our brands. A natural tunisia phone number evolution," Fabien Ploet explained to the audience to improve the customer experience .
"It helps us to specialize and be much more competitive in terms of price, as well as to facilitate entry into new categories that we had never considered in the physical world," Carrefour has highlighted.
"It has allowed us to cover purchasing needs in an immediate time," says La Casa del Libro in relation to these reflections.
In terms of profitability, Privalia has indicated that opening a marketplace has brought them the same results as entering a new country, but shortening the timeframes that international expansion entails.
“Opening a marketplace in a company that has been in the physical world for some time is a revolution in its philosophy . Putting it to compete against categories in which you already do well raises internal questions . You open a solution that is competing against the company itself. It is a problem that has to be managed intensively for a long time,” said Rafael Sánchez.
La Casa del Libro has highlighted that working with a marketplace allows them to test which books are most in demand in different countries in order to offer them in other markets.
«You have to maintain a balance in terms of competitiveness between your products and the marketplace ,» adds Rafael Sánchez. The future lies, in his words, in combining the marketplace with physical stores, since the latter is not limited to the digital world. «It is a mix between the capabilities of a seller and those of a distributor.»
The implementation of a marketplace requires an investment in time and technological resources . “I recommend carrying out organisational labs before implementing the marketplace in the organisation so as not to slow down the process. Once integrated, a system of incentives must be found so that traditional buyers see that they are being offered the best deals in each category,” summarised Fabien Ploet.
"Marketplaces will multiply in the coming years and the big sellers will focus on the number of barriers imposed on their entry in the future," he concludes.