Marketplaces have become a driving force in the development of online trade, improved logistics and contributed to the development of e-commerce in the regions. According to the Association of Internet Trade Companies, the volume of the e-commerce market in 2023 grew by 28% and amounted to ₽6.4 trillion, largely due to the growth of sales on marketplaces. In the second half of 2023 alone, they fulfilled 77% of all orders in the online trade market.
Quick launch and low entry threshold have ensured marketplaces’ popularity, although the growth of sellers on the platforms has slowed down over the past year. Approaches to store positioning have also changed — each seller strives to emphasize the uniqueness of the product. Marketplaces remain an effective sales channel, but are no longer the only one for sellers — in addition to showcases on large platforms, they are actively developing their own websites. The “marketplace + website + omnichannel” model will be a trend in the coming years.
Why Websites Are Popular Again
According to the Coordination Center for the National Domain of the Internet, already in 2021, the majority of SME representatives had their own website on the .ru or .рф domains, namely 81% of small businesses and 89.5% of medium-sized businesses (versus 54% in 2019 ).
A website is an intangible asset of a company. It allows you to tell users about your business, present services and products, gain the trust of your target audience and resolve objections. And also to emphasize the status of your company.
In 2022, according to Data Insight , almost half of sellers reported an increase in sales on their own websites after entering marketplaces. And a study by Tinkoff eCommerce shows that 75% of marketplace users check the seller’s website before buying. And mainly to make sure that the seller is not a scammer.
Over the past two years, many new non-specialized players have entered the marketplaces — some have lost traffic on their websites, but have increased sales as sellers. To ensure a sustainable niche, experienced sellers will focus on brand development and personalization.
Data Insight notes that sellers have become increasingly interested in building their own brands, a trend that will strengthen in the coming year. This is also facilitated by the fact that consumers are looking for unique products and stores that match their preferences and tastes. 75% of D2 °C buyers are willing to pay more for a personalized experience. This trend is especially noticeable among young cross-border buyers – 58% of them prefer to buy directly from the seller’s website.
How websites solve business problems
Users constantly check information on the Internet – compare prices, look for additional information about the seller and goods, information about discounts and loyalty programs. A competent selling online store removes objections and helps find customers. Here’s how else a website helps a business.
Increases customer loyalty
Through the website, a business can work with a client base – collect personal data, email addresses for mailings, set up targeted advertising. On marketplaces, for example, there is no such opportunity yet – sellers cannot collect information about users.
The site helps to maintain contact with customers, promptly inform them about new products, promotions and special offers, and also answer customer questions about the product, thereby increasing the conversion to purchase. This strengthens relationships with existing customers who are willing to spend more on products of their favorite brand than new buyers.
Creates a brand and tells about the company
53% of users believe that the brand influences the purchase decision more than other factors. The company’s website conveys uniqueness, style, values, individuality through design and content. A professionally designed website helps create a unique and memorable image of the company. On the platform, you can post photos of employees, additional information about the company’s technologies and achievements in the industry, and share the history of the business.
Simplifies interaction with users
With modern web analytics tools, you can track user behavior on your website, analyze their preferences, and improve conversion. With the help of feedback forms and online chats, you can organize feedback with customers, get feedback on products, and quickly respond to questions. This will allow you to establish a strong emotional connection with customers – companies that have succeeded in this have a higher market value . In addition, loyal customers who are emotionally connected to the brand are willing to spend more.
Reduces costs and automates sales
Order processing, receipt issuance, dispatch and delivery control can be automated using additional programs, such as CRM. This allows you to reduce operating costs and improve business efficiency.
Attracts new customers and presents products
The website is the same showcase as a store on the marketplace, but it allows you to tell more about the product, delivery methods and terms. Detailed descriptions, high-quality website design and company transparency help the client make the final decision to buy. In addition, with the help of SEO, contextual advertising, content marketing and other tools, you can attract more users to the site.
Marketplace / social networks / website
Social networks contribute to business development only up to a certain point – as the main or only way of promotion, they are used by beginning entrepreneurs or small businesses. As the company grows, the need for its own online store usually appears.
Another problem appears on marketplaces – the brand gets lost among a huge number of competitors. Most marketplace users do not care who exactly to buy the product from – the presence of positive reviews and the price are decisive. The seller becomes “one of”, so sooner or later the question of developing an identity arises. At the same time, a strong brand significantly strengthens the store’s position on the marketplace and helps to increase turnover.
How to determine if a company needs a website
Not every private entrepreneur needs a website – for example, for a seller who has just entered the marketplace or has a limited range of goods, creating his own online store does not make sense. A small business that does not have significant turnover and works mainly with local clients can also do without a website. But already with an increase in sales, it is worth thinking about at least a simple business card to attract new clients and develop the brand.
When is it better to choose a marketplace
At the start of a business
The advantage of marketplaces is a quick launch, well-established fulfillment and a wide audience. According to Data Insight , 97% of users who buy online use marketplaces. And to enter the platform with any product, it is enough to create an account, enter into an agreement with the marketplace and upload a catalog. Marketplaces themselves are responsible for attracting traffic to the platform – the seller does not need to spend money on additional advertising. The platforms also take on the delivery of goods, storage and packaging.
When selling products to a wide audience
Products for a wide audience sell especially well on the platforms – household chemicals, clothes, toys, dishes, small household appliances. Things that are always in demand. But expensive items, jewelry, premium products are less likely to be in demand on the marketplace. At the same time, if the goods are stored in the warehouse for a long time and are not sold, the platform may charge a fine.
What kind of sellers is the site suitable for?
For companies that develop a brand
To avoid getting lost among the many sellers on the marketplace, develop your brand presence with the help of a website. Users will receive more information about the company, will be able to learn additional characteristics of the product, values and advantages. The website will allow you to strengthen relationships with the audience through competitions, promotions and reviews.
For manufacturers, owners of private labels
If you have a production, for example, you are engaged in sewing clothes, assembling furniture or making jewelry, a website will help to gain the trust of the audience and form loyalty.
For sellers with a complex product
Before ordering certain product categories, such as fragile goods or equipment, the user will look for additional information about the seller. Of course, you can create well-written, attractive product cards and reflect the characteristics in the description, but if the user does not find information about the store on the Internet, he may not decide to make a purchase. The site will close the objection and strengthen trust. And this is also an opportunity for the user to ask questions of interest and make sure of the seller’s integrity and openness.
