Research done with over 350 consumer brands revealed the following key success factors on e-commerce marketplaces platforms:
- Design for online, meeting marketplace retailers’ profitability targets including shipping costs to end consumers
- Be retail ready, with all items accurately listed in a digital catalogue
- Brand consistency across different marketplaces regarding packaging etc.
- Develop a purposeful assortment strategy, ensuring a differentiated assortment for each retailer to circumvent the pricing “race to the bottom” war that retailers often engage
- Coordinate pricing and distribution, with a focus on coordinating marketplace promotional activities through integrated marketing plans and an approach to ad platforms with a comprehensive strategy in mind.