In the dynamic world of e-commerce, marketplace platforms like Amazon, eBay, Etsy, and Walmart have become vital sales channels for sellers. However, relying solely on these platforms to sell your products can limit your control over branding, customer experience, and long-term growth. One of the most powerful ways to take your marketplace business to the next level is by building your own e-commerce website.
At 247 Commerce, we specialise in helping marketplace sellers create their own custom websites to complement their marketplace presence and unlock new opportunities for growth. In this blog, we’ll explore why having an independent website is crucial for marketplace sellers, the features your website should include, and how to set yourself up for e-commerce success.
Why Marketplace Sellers Need Their Own Website
While selling on marketplace platforms can expose your products to millions of customers, there are significant limitations that come with it. These platforms are highly competitive, and you don’t have full control over your branding, customer data, or website design. By building your own e-commerce website, you gain full autonomy and control over your online presence.
Here’s why marketplace sellers should invest in their own websites:
- Branding Control
- On marketplace platforms, your brand is often overshadowed by the platform itself. You don’t have the flexibility to design your own store or personalise the shopping experience. With your own website, you have complete control over your branding, layout, and design, which helps you create a unique identity that resonates with your customers.
- Customer Data Ownership
- Marketplaces control customer interactions, meaning you don’t have access to crucial customer data like email addresses, purchase history, or browsing behaviour. With your own website, you can gather valuable insights that help you create personalised marketing campaigns, build loyalty programs, and optimise your sales strategy.
- Higher Profit Margins
- Selling on marketplaces means paying fees and commissions to the platform. By selling directly on your own website, you eliminate these fees, allowing you to keep more of your revenue and invest it back into growing your business.
- SEO and Organic Traffic
- A well-optimised website gives you the ability to improve your search engine rankings and attract organic traffic. Unlike marketplace listings, which often face stiff competition, your own website allows you to build long-term SEO strategies that increase visibility on Google, driving more potential customers to your store.
- Long-Term Growth
- As you grow and expand, having your own website allows you to build an asset that increases in value over time. Whether you want to expand your product line, introduce new services, or build a community around your brand, an independent website offers the flexibility to scale according to your vision.
Key Features of a Successful Website for Marketplace Sellers
When building a website for your marketplace business, it’s important to include the right features to ensure that it not only reflects your brand but also enhances the customer experience. Below are key features every marketplace seller’s website should have:
1. Easy Product Catalogue Management
Your website needs a powerful e-commerce platform that allows you to easily manage your product listings. Choose a platform that offers robust product management features, such as:
- Inventory management: Keep track of your stock levels in real-time.
- Product categorisation: Organise products into categories, making it easy for customers to browse.
- Bulk upload options: If you’re managing a large inventory, having an easy way to upload products in bulk can save you time.
- Custom attributes: Provide detailed product information, such as sizes, colours, or materials, to help customers make informed purchasing decisions.
2. User-Friendly Navigation and Design
A clean, well-organised website makes it easy for customers to find products and make purchases. Focus on the following elements:
- Simple, intuitive navigation: Ensure that product categories and menus are easy to access, whether the user is on desktop or mobile.
- Mobile responsiveness: With increasing mobile shopping, your website must be optimised for all devices.
- Search functionality: Provide a powerful search bar that helps customers find exactly what they’re looking for quickly.
3. Seamless Checkout Process
A simple, secure checkout process is key to reducing cart abandonment and increasing conversions. Features to consider:
- Guest checkout: Not all customers want to create an account. Allow them to complete their purchase as guests.
- Multiple payment options: Support various payment methods, including credit cards, PayPal, and newer services like Apple Pay or Google Pay.
- Shipping options: Offer flexible shipping choices, including standard, express, and international shipping, to cater to different customer needs.
4. SEO-Optimised Content
To drive organic traffic to your site, SEO is a must. Some ways to optimise your content for search engines include:
- Optimised product descriptions: Write compelling, keyword-rich descriptions for your products to help them rank higher in search results.
- Blog or content hub: Create a blog that provides value to your audience. Not only does this improve SEO, but it also helps you build trust and authority within your industry.
- Customer reviews: Product reviews not only help customers make purchasing decisions but also contribute to SEO by adding fresh, keyword-rich content to your product pages.
5. Customer Support Features
Providing excellent customer support is crucial for building trust and loyalty. Some key support features include:
- Live chat: Offer real-time assistance to help customers with questions or concerns during their shopping experience.
- Help center: Include an FAQ section or knowledge base that answers common questions about your products, shipping, returns, and more.
- Easy returns process: Make the returns process as straightforward as possible to give customers peace of mind when purchasing from your website.
6. Email Marketing and Automation
Email marketing is a powerful tool for e-commerce businesses. By integrating email marketing tools into your website, you can:
- Send personalised product recommendations based on customer behaviour.
- Notify customers of promotions, new products, and restocks.
- Automate cart abandonment emails to recover lost sales.
7. Social Proof and Trust Signals
Trust is a significant factor in online purchasing decisions. Include the following elements to build credibility:
- Product reviews: Display customer reviews and ratings for your products.
- Trust badges: Display security badges, SSL certificates, and payment provider logos to reassure customers that their information is safe.
- Social media integration: Showcase user-generated content, like photos and reviews, from platforms like Instagram or Facebook.
How to Market Your E-Commerce Website as a Marketplace Seller
Once your website is up and running, it’s time to drive traffic and increase conversions. Here are some strategies to help you market your new site effectively:
- Leverage Social Media: Use social media platforms to drive traffic to your website by sharing promotions, new product launches, and customer reviews.
- Invest in Paid Ads: Run paid advertising campaigns through platforms like Google Ads, Facebook Ads, or Instagram Ads to target specific customer segments.
- Email Marketing: Build an email list from your marketplace customers and encourage them to visit your website with exclusive discounts or early access to new products.
- Offer Exclusive Website-Only Discounts: Give your website customers a reason to shop directly on your site by offering discounts or exclusive products that aren’t available on marketplace platforms.
Benefits of Having Your Own E-Commerce Website as a Marketplace Seller
- Increased Control: A standalone website gives you full control over branding, customer experience, and data management.
- Higher Profit Margins: By eliminating marketplace fees and commissions, you can increase your profit margins.
- Improved Customer Loyalty: Direct sales through your website allow you to build stronger relationships with your customers, encouraging repeat business.
Expanded Market Reach: With an SEO-optimised website, you can attract organic traffic from search engines, extending your reach beyond marketplace platforms.
