Vendor Survey Outcomes: How you can Appeal to Patrons to On-line Marketplaces

Seller Survey Attracting Buyers to Marketplaces

In late March/early April, we surveyed on-line sellers and requested them in the event that they had been glad with how on-line marketplaces attracted consumers to their websites and the simplest methods of doing so.

We performed the survey in collaboration with eBay resellers Don of “The Public sale Professor” YouTube channel and Dom of the “Prime Time Treasure Hunter” YouTube channel, who’re each sellers and members of affiliate packages together with eBay and Amazon.

Over 300 sellers responded to the survey, and the outcomes are fascinating to anybody who sells on on-line marketplaces. 47% self-reported as fulltime sellers; 42% had been part-time sellers; and 11% had been “informal” sellers.

Along with asking questions, we invited sellers to share their ideas within the feedback part, and this supplied coloration into why they answered questions the best way they did.

Finest Methods of Advertising to Appeal to New Patrons

We requested sellers, “What are the simplest methods on-line marketplaces can appeal to consumers?” and requested them to rank the next 5 strategies so as.

Advertisements on serps and different paid search
Online marketing
E-mail advertising
Social media advertising
TV / Radio commercials

As proven within the following slide, sellers ranked Social media advertising as the simplest adopted carefully by Advertisements on serps and different paid search. TV and radio commercials got here in third place. Online marketing adopted in fourth place, barely outranking E-mail advertising.

Seller Survey How Marketplaces Attract Buyers

Which Marketplaces Are Finest at Advertising to Appeal to New Patrons

We supplied the names of 6 marketplaces and requested sellers to rank them, asking: “Which on-line marketplaces do the perfect job of selling to draw consumers to their web site?”

Amazon was the clear winner, with every of the remaining marketplaces having a slight chief over the others within the following order: Etsy, eBay, Fb Market, Mercari, and Poshmark.

Seller Survey Best at Attracting Buyers

How Properly Marketplaces Use Incentives to Appeal to Patrons

We supplied the names of the identical 6 marketplaces and requested sellers to rank them by asking, “Which marketplaces are the simplest at utilizing incentives to draw consumers?”

The outcomes had been similar to the earlier query, with Amazon rating first, with one notable exception. Sellers believed eBay did higher than Etsy at utilizing incentives (by greater than a bit), as the next slide shows:

Seller Survey Best at Incentive Marketing

Advertising Focus: On a regular basis Objects vs. Luxurious Items

Lastly, we requested sellers, “With regards to attracting new consumers, is it more practical for marketplaces to focus their adverts and advertising on on a regular basis gadgets or luxurious items?

Nearly all of sellers (71%) thought it higher to deal with widespread on a regular basis gadgets. Fewer than 4% felt it was higher to deal with luxurious/costly gadgets. And over 1 / 4 thought it was higher to deal with one thing else (26%).

Seller Survey Marketing Focus Luxe vs Everyday

Feedback: Sellers Need Marketplaces to Promote

We requested sellers to go away feedback associated to how on-line marketplaces appeal to consumers and the way efficient these strategies had been – together with the place they excelled and what they need to be doing.

Social media adverts had been steadily cited, equivalent to the vendor who advisable marketplaces run “repetitive adverts that present up in your social media reminding you of the gadgets you’ve clicked on.”

One other mentioned, “Advertisements on social media and Google search outcomes have gotten to the be a very powerful method to promote.”

“They need to be doing a little widespread sense commercials on TV concerning searching for something on their platforms,” one vendor mentioned. “There are a zillion commercials for all the things else however I’m not seeing TV adverts for any of the above listed Marketplaces. TV adverts are the place I feel these Marketplaces should be.”

Quite a lot of sellers particularly talked about YouTube and Netflix. “Community TV goes away, however direct video promoting continues to be a factor,” one vendor wrote.

Sellers Need to Know The place Visitors Is Coming From

One vendor mentioned within the feedback part that it was tough for sellers to know what was handiest as a result of marketplaces didn’t share particulars about the place site visitors and gross sales are coming from. “On eBay we’re largely blind as to if or the place consumers come from. Previously, there have been instruments to trace websites that despatched prospects that ordered and paid. eBay ended these instruments a number of years in the past. I don’t belief the information eBay reveals for promoted listings.”

Sellers identified that attracting consumers is necessary, however what they see once they get to {the marketplace} is simply as necessary – having what consumers need, in a means that they will discover these gadgets, and having a very good expertise, are all very important. “TV Advertisements, media blitz, attracting stable sellers with nice gadgets and costs,” wrote one respondent.

“Inflation had hit onerous, everyone seems to be on the lookout for a cut price, give them one,” mentioned one other

Sellers Need Marketplaces to Fund Advertising Campaigns

Marketplaces encourage sellers to promote their very own listings, however quite a few sellers mentioned within the feedback that marketplaces must be funding campaigns that publicize {the marketplace}.

“They need to be taking up the promoting prices, it’s their platform, which they appear to continually overlook,” one respondent wrote. “We mainly “hire” house from them so if they need extra prospects coming there then they need to be paying for it.”

“eBay, years in the past took away vendor reductions to pay for elevated promoting, which they need to have been offering web site promoting any means as a price of enterprise, then 6 months later lower means again on that promoting,” a vendor mentioned. “Nothing greater than a method to enhance earnings at vendor’s expense.”

That remark seems to be a reference to eBay’s justification for elevating charges in 2017, reported on the EcommerceBytes Weblog on the time.

One other vendor wrote, “eBay must be doing extra promoting interval. As an alternative of doing inventory buybacks, the cash ought to have been spent on lobbying to not have the $600 threshold. Most on-line promoting websites will see a dramatic drop starting of subsequent yr with much less sellers.”

Sellers Need Marketplaces to Promote On a regular basis Objects

Some sellers commented on eBay’s current deal with selling luxurious items. “I promote on eBay. Dismayed that they’re pushing luxe gadgets as a substitute of the on a regular basis gadgets and bread & butter collectibles that constructed the platform.”

One other wrote, “eBay actually turned off my prospects with their current announcement to deal with luxurious items. My prospects have moved their purchases of on a regular basis items to different platforms. Disparaging and ignoring your core classes and prospects is making for a quick demise.”

One other mentioned Etsy can also be responsible of excluding sure classes. “They promote their backside line, subsequently high-end gadgets. I refuse to pay extra cash for promotion. I promote on eBay and Etsy and do all proper, however don’t really feel “promoted” by them when their promotions hardly ever embody classic/antiques.”

“I promote on Etsy and though they do tv promoting, not one of the adverts whether or not television, e-mail, and so on. apply to what I promote,” one respondent wrote. “There are 1,000s of provide retailers that really feel under-represented by Etsy’s advertising division.”

“Every market wants an identification that matches the products bought,” wrote one other vendor. “Amazon does a very good job of being the all the things retailer, however others equivalent to eBay has an identification that now not matches what it’s promoting (used versus new merchandise).”

“I really feel that they’re targeted on a small section of the consumers….when that dries up, then what,” a vendor requested. “They want to stick with what made their enterprise within the first place, identical to Sears eliminating the catalog. Corporations get huge and have a tendency to overlook after about 45years what made the corporate nice within the first place…new administration will get in there and the who mannequin will get messed with to the detriment of the entire firm. Follow what made you nice within the first place. Phrase of mouth is a really highly effective software. Keep the course and care for all of your prospects equally….they’re all valued and value your time. If not, then why are you of worth to me the client?”

“After this pandemic lots of people can’t afford luxurious gadgets,” mentioned one vendor. “I might deal with the on a regular basis and customary gadgets individuals want or need. I for one wouldn’t purchase a luxurious merchandise on-line in any respect.”

“I’ve by no means seen an advert or industrial for used clothes and jewellery. Somebody must ramp up the phrases “used” and “classic” to indicate how stunning pre-owned gadgets could be,” mentioned one other vendor.

Sellers Embrace Nontraditional Advertising

There have been a number of references to supply automobiles sporting Amazon logos as being an efficient advertising methodology. Because it seems, Amazon not too long ago kicked off an advert marketing campaign utilizing its supply vans as “cell billboards,” which we wrote about on the AuctionBytes Weblog on Sunday.

One other vendor mentioned, “I feel for as a lot as we sellers pay in charges all on-line marketplaces may do higher at providing direct incentives through coupons or multi-item reductions out of their pockets.”

“Commercials and incentives providing offers,” wrote one other. “Like Amazon has Prime Day. eBay wants to supply an incentive to get individuals to the positioning.”

“I feel platforms must be encouraging on-line influencers via monetary incentives to curate their favourite merchandise or classes on their platforms and share these in partnership prize coupon giveaways to followers. Amazon is an element means there with their Influencer touchdown pages, however their restrictions on “qualifying” for a web page are EXTREMELY ANNOYING!”

“I’d prefer to see on-line marketplaces promote on sport apps,” mentioned one vendor. “That appears to be the place I spend my free time. LOL!”

“eBay must carry again the eBay bucks program,” wrote one other respondent. “This was a terrific small incentive to get the client to return again to eBay for the following factor they needed or wanted. Additionally they have to carry again coupons, even small ones, equivalent to a $1 or $2 off $10. They want radio and TV adverts, search engine adverts, or social media adverts emphasizing the nice vary of things discovered on eBay, which has at all times been eBay’s biggest benefit over all different marketplaces together with Amazon.”

A observe about survey rating questions: SurveyMonkey weighs the responses in reverse so {that a} respondent’s most most popular alternative (which they ranked as #1) has the biggest weight. That is executed to make sure that when the information is introduced on a chart, it’s clear which reply alternative is most most popular.

Our survey collaborators might be masking the survey on their YouTube channels – you should definitely be careful for his or her tackle the outcomes.

And take a look at the AuctionBytes Weblog for extra details about the outcomes across the challenge of selling Luxurious Items vs. On a regular basis Objects.

Ina Steiner

Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She’s a extensively cited authority on market promoting and is creator of “Flip eBay Information Into {Dollars}” (McGraw-Hill 2006). Her weblog was featured within the guide, “Running a blog Heroes” (Wiley 2008). She is a member of the On-line Information Affiliation (Sep 2005 – current) and Investigative Reporters and Editors (Mar 2006 – current). Comply with her on Twitter at @ecommercebytes and ship information tricks to [email protected] See disclosure at

Source link