Your how-to guide to selling on the top Australian Marketplaces such as Amazon, eBay, Catch, Kogan, GraysOnline, Alibaba, MyDeal and TradeMe PLUS International sites such as Alibaba, Jet, Fishpond, Rakuten, Etsy, Newegg, and Overstock.
Here in Australia, retailers lag behind the rest of the world when it comes to omnichannel marketing and eCommerce using online marketplaces such as eBay, Amazon, Alibaba and the likes. For the consumer, online shopping is a straight-forward alternative given the fact that our country is SO large, it makes good sense to order online and ship?
Australia is the tenth-largest eCommerce market by revenue, according to research by Management Consultancy firm, A.T Kearney. This proves that Australian shoppers are steps ahead of our local retailers.
This presents a GREAT OPPORTUNITY for retailers in Australia and New Zealand to tap into this online market. Not only will it grow sales, but it also allows your business to scale and reach new customer segments (the people who will never visit your store)
BEFORE you race off and create your eCommerce program with listings on various online marketplaces like eBay and Amazon, it’s crucial that you have a plan in place first!
How to sell your products using online marketplaces
Here are our best tips to ensure that you begin your eCommerce omnichannel sales and marketing journey the right way!
Choose the marketplaces that suit your business.
Each online marketplace has a slightly different way they operate. How to choose the best marketplace for you will depend on what you’re selling, who your target audience is, and how you want to do business e.g. transaction and distribution.
Some marketplaces like eBay expect you to manage your customer’s entire shopping experience. They give you the tools to sell your products and communicate with your buyer, but they rely on you to manage your stock and handle the logistics of getting the sold item to its new owner.
Others like Amazon take over the entire process. For a higher sales fee, they handle the stock holding, the customer transaction, and also the shipments.
Spend time to get your listing correct
Take your time to build your product listing. Focus on the content like the description and various keywords that will be required to ensure your listing gets the maximum search results (what people are searching for). Support this with quality information about your products that can answer pretty much all the shopper’s questions. Have high-resolution images and video.
Localise your listing
Make sure that the content being used for your product listings suits the Australian / New Zealand market.
Try and bridge the gap between cultures, in turn helping to improve the overall engagement of your new audience e.g. using English, managing slang, and units of measurement in metric
Implement a streamlined delivery process.
The distribution and logistics can be one of the biggest challenges for eCommerce companies. This country is big, and people can live a long way away from major freight handling regions.
Your first goal is to provide a speedy and reliable delivery service.
Take into consideration how this will work and if your choice of an online marketplace is best served for outsourcing your delivery through its fulfilment centres. In the short term, companies like Australia Post provide low-cost access to people living in your target market.
Think about packaging and presentation.
That golden moment when someone receives their purchase creates strong brands.
Think about your packaging and presentation, make it appealing, fun and creative. Step up your presentation, include personalised cards or quirky elements that will create an experience your customer will want to tell others…
Choose a secure and reputable payment gateway
Most online marketplaces handle customer orders and payments. However, if you are implementing an eCommerce program on your own website or industry portal, there are third-party online payment services such as Shopify, PayPal and Amazon Payments that make the process simple for you and the experience for your customers exceptional.
Think about your other trading partners
By selling direct, are you competing with your sales and distribution partners?
Avoid potential conflict and lost sales by thinking about the following;
- Which market does each distribution channels sell into?
- What products are best suited to each market?
- Offer/Bundles specific to markets and distribution channels.
Transparency is KEY to success here…
Review your online brand message and identity
By default, online shoppers will be researching your company to establish “social proof”. When was the last time you reviewed your company profile, slogans and overall brand story?
Does your website and social media pages all contain the same consistent information about your business and its offer?
Review your Digital Customer Experience and Journey
Your Digital Customer Experience and Journey is the logical flow that your customers take from the initial research of your brand/offer, through to making a purchase.
It’s essential that you work with a digital agency to review the way that your online brand assets such as your website and social media pages are providing the right information and flow for your customer. Think about your customer’s problem and what they are searching for, how they might search, what information they are looking for, and how they eventually will make a purchase.
Customise your digital marketing and paid advertising
Think about any changes in your companies marketing to suit these new markets?
Do you spend money marketing promotions and then refer your customers to your listings on your online marketplaces?
Do you change your marketing to be more brand focused in order to grow your brand value, reputation, and to create trust?
Manage your product listings
It’s essential that you treat these online marketplaces just the same as you would an external sales representative. Review your listing to ensure it keeps performing and results showing in online searches. Make sure that the product information you have published stays current
Take notice of customer reviews and feedback. In an online world, these can become make or break. If you foresee an issue, resolve it in advance.
5 Star online service wins the eCommerce space!
Need some Help?
eCommerce in Australia remains a relatively new market. However, with the rise of major online marketplaces and more fulfilment centres popping up around the country, selling online in Australia is becoming increasingly more accessible.
As we embrace more and more international promotions such as Black Friday and Cyber Monday, and third-party online payment services gaining popularity, such as PayPal and Amazon Payments, now is the time to enter this growing market.
If you are struggling to work out where to start, then use this guide as the basis of your project plan and next action steps.
We recommend that you also engage an agency like rev Branding who specialise in helping people grow their business across online marketplaces. We can help you with;
- Getting your brand identity and message correct
- Creating your digital experience and journey
- Content creation to ensure your product listings are compliant
- Digital Marketing campaigns
- New Product Development (NPD)
- NPD Workflow
- Product launch campaigns.
To understand more about how we help companies market their business using eCommerce Marketplaces, please contact Robert Durrant our NPD specialist on +61 3 9863 7444 or [email protected]
Learn more about our rev™ Go-to-Shelf Solutions