channel expansion with ecommerce, aggregates and more

LEADERSHIP

Channel Expansion: eCommerce, Marketplaces and More

Lisa Steinhart, Socius Ryan Burnham, k-eCommerce

LEADERSHIP

How Are Your Sales Evolving?

LEADERSHIP

eCommerce Expertise

Lisa Steinhart Marketing Director, Socius

Ryan Burnham Channel Sales Manager, k-eCommerce

LEADERSHIP

Customer Buying Patterns Mimic Consumer Habits

The most powerful search

engine is between your ears…

LEADERSHIP

In This Session…

• Introduction to Selling on Marketplaces • Compare Contrast • Challenges You’ll Need To Consider • Creative Ways to Solve Common Challenges

LEADERSHIP

Why Consider Channel Expansion?

LEADERSHIP

Amazon VS eBay

Customers expect high level of customer service. Fulfillment must be done in days. Percentage is based on service levels

Amazon

Interaction or Service?

No upfront fees, but higher commission

Amazon

Same (But Different)

Fixed Price Only

Amazon

Auctions or Fixed Price

eBay No upfront fees, but higher commission

Fixed Price and Auction

eBay eBay Customers tend to be more interactive which require more time.

LEADERSHIP

Amazon VS eBay

No custom branding – you use Amazon’s Template. You point to their listings which is why unique identifier is so important.

Amazon

Some or Nothing

API is stable, rarely changes, which means integrations are usually stable.

Amazon

Platform Considerations

Thorough evaluation process. Sometimes overlooked because of A-Z Guarantee.

Amazon

You Have To Be Good

eBay Lots of changes to the API, often without warning.

eBay will move you down in results if your ratings tank. eBay makes your results a little visible then Amazon...but we all comparison shop

eBay eBay Top of page is consistant but the lower half can be customized. You create listings for products

LEADERSHIP

Amazon VS eBay

Requires Amazon Payments – collect and deposit with no fees added. No money = no sale

Amazon


Amazon generally adds this in to their listing, which makes it hard to manage on the sellers end. Sere Taxes session

Amazon

You’re Responsible

Shoppers tend to be more affluent, want their products now. Not willing to wait for an auction to complete

Amazon

Barneys vs WalMart

eBay Product setup enables you to parse taxes vs price – a bit easier!

Bargain hunters – willing to get the cheapest price no matter what the cost.

eBay eBay PayPal 2.9% + .35 Check, Money Order, Cashier’s Check

LEADERSHIP

Amazon VS eBay

Requires Amazon Payments – collect and deposit with no fees added. No money = no sale

Amazon


A-Z Guarantee – you have to be able to handle returns if “materially different” from described.

Amazon

Mandatory VS Discretionary

Shipping Credit applied – doesn’t always cover the cost – you can’t ask for more. Since it’s fixed, you can set your price accordingly.

Amazon

Controlled for Customer

eBay You have the option to duke it out – but the result is negative feedback – PayPal payment refunds get a bit messy.

Complete control – but you’re penalized if shipping is above average with lower visbility in search results.

eBay eBay PayPal 2.9% + .35 Check, Money Order, Cashier’s Check

LEADERSHIP

How Amazon Determines Your Rank

• Price • # Competitive Bids • Seller History • Seller Reviews

LEADERSHIP

Should I Sell On eBay or Amazon?

Three kinds of merchants tend to perform particularly well on marketplaces:

• Merchants selling unique-to-them products. • Merchants who sell hobby or niche products. • Merchants selling refurbished or used products. • Volume of products to offer*

LEADERSHIP

The Others

F T I

F T I

F T I

F T I

LEADERSHIP

- S TRANSITION POINT for RYAN

• Start with business process

• Manual efforts will negate channel efforts

• Weave in how technology can help you move the data between ERP and eCom/Marketplaces

• Product Data • Orders • Inventory • Order Confirmation • Shipping

LEADERSHIP

Busineses Process Consideration: POICS

LEADERSHIP

Challenges of Selling Online - Marketplaces

• Non-integration – Management of multiple databases

• Increased likelihood of errors • Doubled time spent managing databases

– Inventory issues • Selling out-of-stock products leading to late deliveries

– Pricing issues • Selling products with out-of-date cost leads to lost revenue

– Many manual processes

LEADERSHIP


• Catalog setup

LEADERSHIP


• Catalog setup - products

LEADERSHIP


• Catalog setup - prices

LEADERSHIP


• Catalog setup – promotions as applicable

LEADERSHIP


• Product on eBay

LEADERSHIP


• Proceeding through checkout

LEADERSHIP


• Marketplace order in k-eCommerce

LEADERSHIP


• Marketplace order in GP

LEADERSHIP

Today’s Consumer

• Device driven – Omni-channel strategy

• Consumers are connected 24/7/365 • Follow the digital consumer along their journey • Reach your customer how, when and where they

choose to shop

LEADERSHIP

Today’s Consumer

LEADERSHIP

eCommerce Expertise

Lisa Steinhart Marketing Director, Socius

Ryan Burnham Channel Sales Manager, k-eCommerce

channel expansion with ecommerce, aggregates and more

Technology