Marketplaces and large retailers have become the main online retailers. On the one hand, they help brands to increase sales and on the other, they boost their branding. Thus, most brands are eager to have visibility on marketplaces such as Amazon, Aliexpress, eBay, and on the most powerful retailers such as Carrefour, Mediamarkt, El Corte Inglés, etc. In
fact, the weight of online sales for many companies comes largely from these sales channels.
However, according to a study carried out by Optopus , an agency specialising in optimising digital points of sale, 85% of brands do not take full advantage of the potential that these platforms offer, and this puts them in a less privileged position, losing visibility and, consequently, sales.
Furthermore, those few brands that optimize content use a single solution for all the online estonia number data sites where their products are located, whether they are marketplaces, e-retailers or online supermarkets. This is a mistake because each site has different characteristics that require generating different content. Therefore, it is necessary to customize the product pages of each of the distributors where a brand is located if you want to get the maximum possible profitability and, at the same time, not be penalized by Google due to content repetition.
In addition, these sales platforms use algorithms and reference points that determine the placement of a product within a digital shelf. Knowing that 70% of consumers buy on the first page of a product search, it is essential for companies to know exactly how to position themselves at the top of the rankings.
Thus, the major handicap for most brands is understanding the possibilities of each distributor or marketplace, providing the best content adapted to each algorithm and platform, and being able to control the information to gain positions on the digital shelf.
With a multidisciplinary team that is expert in understanding how each distributor's algorithm works, the Optopus agency has spent the last few years helping brands detect all those lost opportunities that they are not taking advantage of. Based on customized audits for each brand, they monitor all kinds of online stores, e-Retailers and marketplaces and evaluate how products are positioned on category pages and search results, understanding which are the key factors that influence product rankings. They have worked with 40 major brands in more than 15 markets and 48 distributors , where they analyze five major areas of performance according to the market portfolio: cross-selling, loyalty, SEO, ecommerce canvas, textual and visual impact.