Poor marketing opportunities
Posted: Sun Feb 16, 2025 8:19 am
Lack of access to your customers. And everything that follows from this. It is impossible to accumulate a customer base, sell again, remind about yourself, inform about discounts, promotions, collect feedback, organize a loyalty program, and ...
☒ It is impossible to provide support, solve problematic situations. Defects, incorrect assortment, and incomplete sets lead to negativity and bad reviews due to the buyer's inability to simply call the store, where the problem would be solved on the same day. Since direct communication between the seller and the buyer is actually not allowed, and publishing your contacts is simply prohibited on marketplaces.
The seller is offered to participate in the platform's constant discount promotions. Such promotions are too universal, they do not adapt to the audience of a specific brand, nor to the seasonal needs of a separate niche, nor do they motivate you to buy more from one seller. For example, you will not make promotions on the marketplace: "3 for the peru mobile database price of two", "discount from 5,000 rubles", "cheaper in a set", "bonus with purchase", a promotion for a specific product with a time limit, a promotion for a category of goods, etc.
☒ No access to behavioral analytics. Not only do you not see your customers, you are also deprived of the opportunity to analyze their behavior. Standard capabilities of analytics systems like Yandex Metrica are not available to the seller on the marketplace. You will not analyze the behavior of the visitor to the card of your products, you will not see what they focus on, and at what point they refuse to buy. In order to improve the conversion of their cards, sellers are forced to blindly follow the hackneyed advice of info gypsies. Instead of carefully applying a scientific approach based on analytics.
☒ A scanty set of advertising tools. On marketplaces, there is an opportunity to either be in the TOP or appear in recommendations for other products for money. Often this is a waste of money, since you will not be able to target your advertising to the audience you need. Once your ad reaches the TOP of the marketplace, your product will stand next to mass-market products at a low price that are sold in bulk. Using Yandex Direct to drive traffic to your product cards gives you more tools. But at the same time, you share your traffic with the platform and your competitors, which dramatically reduces the effectiveness of such advertising. And again, you are cut off from analytics, since you obviously do not have access to the marketplace visitor counter. As a result, there is no way to optimize advertising costs.
☒ It is impossible to provide support, solve problematic situations. Defects, incorrect assortment, and incomplete sets lead to negativity and bad reviews due to the buyer's inability to simply call the store, where the problem would be solved on the same day. Since direct communication between the seller and the buyer is actually not allowed, and publishing your contacts is simply prohibited on marketplaces.
The seller is offered to participate in the platform's constant discount promotions. Such promotions are too universal, they do not adapt to the audience of a specific brand, nor to the seasonal needs of a separate niche, nor do they motivate you to buy more from one seller. For example, you will not make promotions on the marketplace: "3 for the peru mobile database price of two", "discount from 5,000 rubles", "cheaper in a set", "bonus with purchase", a promotion for a specific product with a time limit, a promotion for a category of goods, etc.
☒ No access to behavioral analytics. Not only do you not see your customers, you are also deprived of the opportunity to analyze their behavior. Standard capabilities of analytics systems like Yandex Metrica are not available to the seller on the marketplace. You will not analyze the behavior of the visitor to the card of your products, you will not see what they focus on, and at what point they refuse to buy. In order to improve the conversion of their cards, sellers are forced to blindly follow the hackneyed advice of info gypsies. Instead of carefully applying a scientific approach based on analytics.
☒ A scanty set of advertising tools. On marketplaces, there is an opportunity to either be in the TOP or appear in recommendations for other products for money. Often this is a waste of money, since you will not be able to target your advertising to the audience you need. Once your ad reaches the TOP of the marketplace, your product will stand next to mass-market products at a low price that are sold in bulk. Using Yandex Direct to drive traffic to your product cards gives you more tools. But at the same time, you share your traffic with the platform and your competitors, which dramatically reduces the effectiveness of such advertising. And again, you are cut off from analytics, since you obviously do not have access to the marketplace visitor counter. As a result, there is no way to optimize advertising costs.