EXTERNAL MARKETPLACESAND EFFECTIVE ONLINE STRATEGY
October 2, 2014
EVOLUTION OF MARKETPLACES
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WHY MARKETPLACES?
• High traffic = exposing your inventory to more buyers
– Virtual equivalent to a bricks & mortar location in a mall or shopping district
– For example, eBay.ca boasts ~8M unique visitors each month.
• New customer acquisition
– On eBay, businesses in N. America report 70-90% of sales are new customers
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OPTIONS TO MEET YOUR OBJECTIVES
• Join Marketplaces that showcase opportunities to achieve your business goals:
– Increased sales
– Grow your customer base
• Branded/Non-Branded presence
– Drop-shipping
– Marketplace customer-type
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MARKETPLACES STRATEGY
• Business Objectives drive inventory selection
– Inventory liquidation / Clearance
– Growing brand awareness
– Customer acquisition
– Overall increased sales
• Business Needs
– Is your presence on the marketplace branded or unbranded?
• Does that have material impact on your customer?
– What levers exist on the marketplace to introduce your brand to new customers?
• And/or remain consistent with existing customers
– How does your presence on marketplaces fit into an Omni-channel experience?
• In-store returns?
• BOPIS?
– What are the mobile capabilities?
– What is the pricing structure & cost of entry?
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EBAY CASE STUDY: STAPLES CANADA
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EBAY CASE STUDY: BEST-TECH-DEALZ
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EBAY CASE STUDY: LOWES CANADA
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QUESTIONS
Kevin A. Wolfley
Manager, Merchant Strategy
eBay Canada
(416) 969-2299
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