5-7 minute read time
Did you know that the key to profitability and consumer reach lies in maintaining a controlled brand presence across marketplaces?…
In fact, multichannel ecommerce sales are expected to surpass 45% of retail sales, with U.S. ecommerce revenue is projected to exceed $100 billion in 2023.
Marketplace syndication is the key to make that happen.
What is Marketplace Syndication?
Marketplace syndication is the process of publishing a product, including images and descriptions, on various platforms to create a uniform brand experience for consumers.
Consistency in images, titles, and descriptions is crucial for brand control across retail platforms.
However, syndicating content and pricing requires a deep understanding of each platform’s unique requirements, such as accessibility rules on Target or character limits on Amazon and Walmart. Expert guidance is crucial to ensure consistent, optimized, and compliant product listings across marketplaces.
Attract Cross-shopping Customers
Cross-shopping is becoming a significant aspect of the consumer experience due to frictionless online buying. To find the greatest value, they can quickly search for things online and compare them across markets. In physical stores as well, this tendency is growing increasingly widespread.
A common practice among consumers today is showrooming, in which they take out their phones while examining an item and search internet markets for alternatives to make a purchase.
When your brand is present, recognizable, and in control of the right marketplaces, you will be the one capturing that traffic and those conversions, rather than an unauthorized seller.
Maintain Profitability
Brands are often caught in the Profitability Death Spiral. This downward trajectory to zero revenue occurs when you lack control of your brand on major marketplaces. For instance, if you’re selling on Amazon and an unauthorized seller lists your product at a lower price on Walmart, Amazon’s algorithm will automatically adjust your price.
If that unauthorized seller further reduces their price to boost sales, Amazon will decrease again, and this cycle continues—resulting in no profit for any sale.
BetterBrands’ syndication technology ensures that each brand’s MAP policy or MSRP is transmitted to all their ecommerce platforms.
Build Brand Affinity
A significant threat to your brand is the potential loss of customer loyalty. However, with a great product, you can anticipate long-term repeat sales and growth. The key is to reassure your consumers that they can rely on you for every purchase, regardless of whether they buy on Walmart, Target, or Amazon. This consistency in your listings builds customer loyalty and trust.
Be Ready for Global Growth
A growing trend among ecommerce leaders is the desire to expand their brands to global marketplaces. However, what many brands may overlook is the importance of establishing a strong foundation locally before venturing globally. If your brand’s equity and profitability are compromised by inconsistencies across domestic markets, achieving true success on an international scale becomes more challenging.
Syndicate With BetterBrands
Many brands struggle with the challenge of syndicating across various marketplaces due to limited resources. Many ecommerce teams are small, often managing assets through spreadsheets, making it difficult to effectively handle multiple marketplace listings.
The substantial risks associated with losing brand control and profit is too big to ignore. BetterBrands, as your comprehensive 3P partner, takes on this responsibility for you. Our dedicated team ensures your brand remains consistent across marketplaces, leveraging our product information management systems and syndication technology to make this task possible. Just provide us with your content, product info, digital assets, and creative materials, and we’ll handle the rest. [Book a call today for a free consultation]