What are the five keys to success for e-commerce marketplace platforms?

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.