MARKETPLACE VS ECOMMERCE WEB
In the web industry, a marketplace
is an e-commerce website. However, not all e-commerce websites
are marketplaces. What are the sheer differences between these
two different models? We gathered ten main ones to
help guide you through your Marketplace journey.
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1. Lighter initial investment
With an E-commerce website, it is often necessary, in order
to jumpstart your activity, but also to maintain it, to invest
beforehand a great sum of money in inventory, as to create
a large offering for the clients. Marketplaces offer the advantage
of letting their sellers handle their stock on their own,
which can considerably reduce your initial investment. Thus,
Marketplaces will generally be able to index more products,
as it gathers them from multiple vendors, without endangering
its finances. The cost of launching a marketplace website
is roughly the same as a quality e-commerce website, despite
being much more complex.
2. A much larger inventory
The greater the inventory, the more likely it will be for
a customer to find what they are looking for. A larger catalog
however implies that more work will be put into merchandising
as the attention span of your visitors will eventually diminish
even if they are interested in the website.
The Pareto principle tends to apply in Marketplaces, as a
minority of products will amount for the majority of sales.
On E-Commerce websites, that means you will have to get rid
of unsold products at some point, by vastly lowering their
prices, as keeping them in stock would prevent you from stocking
something else that sells better. On marketplaces, you can
choose to deactivate a product that doesn't sell with the
push of a button. Since you never bought it, there are no
costs associated.
3. A scalable model
As a Marketplace doesn't buy any products, it takes considerably
less financial risks than traditional E-Commerce websites
that has to constantly invest in stock that may never sell.
That way, Marketplaces achieve economies of scale more easily,
and therefore allows them to expand faster than E-commerce
websites. If traffic grows very fast, it may be necessary
to more agressively seek new vendors to meet the demand, but
you won't need to worry about spending large sums of money
into new inventory or storing facilities.
4. A 2-ways customer relationship
Being able to sell a lot of products is good, but is not all
it takes for success to ensue. Customers have to see your
business as a major actor of the sector if you really want
your activity to prosper. In fact, you also have to provide
them with top notch customer service. This is no trivial task
and can require a lot of commitment from an E-Commerce website,
that is the go-to actor if anything happens or if customers
have inquiries. On the other hand, Marketplaces play more
of a mediator role that monitor transactions between buyers
and sellers and only steps in if something goes wrong between
the buyer and the seller.
5. Long tail marketing
Since a Marketplace indexes a great amount of products of
the given sector the website operates in, it is able to give
strong emphasis on its SEO and SMO, especially by positioning
itself on more long tails than usual using Google Adwords.
It therefore allows the company to market more specific products
rather than general categories where competition is fierce
and as such get better rankings in search engines. As a Marketplace
doesn't ship the products to the customers directly, it cannot
brand them, as opposed to E-Commerce websites. However, vendors
will have invested in Marketing beforehand to promote their
brand, so that expense won't have to be covered by Marketplace
operators.
6. Positive cash flow
The result of these various savings is clearly felt in the
finances of the company. Since E-Commerce websites have heavier
initial investments to make to fire up its activity, its treasury
will take longer to break even. Marketplaces have better profit
margins since their revenue is essentially percentages of
the transactions, which is money that they can subsequently
re-invest into their activity in order to achieve a perennial
growth.
7. A more complex navigation
A marketplace essentially gathers multiple vendors, each with
their own product list, but all are eventually organized into
one well-coordinated catalog, with therefore more references
than traditional E-Commerce websites, as they are not limited
by stock. It allows to create more detailed and hence efficient
filters for the research bar, which means the user can then
refine his search a lot more precisely.
8. Specific metrics
As a consequence of owning a more complex catalog, Marketplaces
are able to further track their sales with more accurate metrics.
It can, for example, not only know which are its best products
but also know which vendors are more efficient. As a result,
it is able to set in motion the best measures for each scenario
and promote content that truly matters to its users.
9. A volume approach
Primarily earning revenue from the commissions it deducts
from sales, Marketplaces need to sell greater volumes of products
than E-commerce websites do, as its margins for each sale
are lower. As such, it has to deal with a lot more transactions,
which is why it is critical to stress on the automation of
its systems as much as possible.
10. Different technology
Nowadays, a large amount of solutions that can be used to
build an E-Commerce website are available on the market ,
such as Magento, Prestashop or Shopify to only mention the
most popular ones. The necessary technology to build a Marketplace
is different, while it is possible to theoretically build
one with the previously mentioned technologies, it is very
complicated because they were not meant to be used that way.
Real powerful Marketplace solutions come down to very few
competent actors on the Market at the moment, IZBERG Marketplace
being one. Developed since 2012, our complete solution comes
with several modules that can transform any website into a
multi-vendor platform.
In 2013, a study from French E-Commerce trade union Fevad
shows that among online merchants, those with a Marketplace
has recorded a growth twice superior as those who didn't,
on average. Thus, could Marketplaces be the natural evolution
of E-Commerce websites, holding the key to perennial growth?
Fret not, you do not necessarily have to choose between one
or the other, as Marketplaces can very well complement existing
E-commerce websites.
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