This episode tackles crucial questions for ecommerce operators, focusing on the viability of direct-to-consumer (D2C) sales versus marketplace reliance, strategies to close the mobile conversion gap, and optimizing omnichannel fulfillment. It provides insights into how brands can successfully navigate these challenges to scale their online businesses.
Key takeaways
Brands should critically evaluate their D2C strategy, assessing whether their own e-commerce site can achieve significant sales figures (e.g., 10-20% of total or 8-9 figures annually) to justify the investment over relying solely on marketplaces.
To address the mobile conversion gap, businesses must optimize their mobile shopping experience to convert users who are increasingly browsing on mobile devices but not completing purchases at the same rate as desktop users.
Implement robust omnichannel fulfillment strategies to seamlessly integrate online and offline operations, especially as brick-and-mortar retailers expand their e-commerce capabilities.
For new brands, consider how marketplace selling (like Amazon) can establish an initial presence, but also evaluate the long-term benefits of building an independent e-commerce site for brand control and direct customer relationships.
Analyze traffic and revenue data to understand device mix shifts. If mobile traffic is increasing but conversions are low, investigate user behavior to identify where purchases are ultimately being made or why they are abandoned on mobile.
EP107- Listener Questions Listener Questions Q1: Brands selling direct on their own site Shawn Cheng What do u think about a brand to run their own brand store, not through market place such as eBay, Amazon or Alibaba? Jamie Dooley Hi Scot & Jason: Have you heard of any brands seeing true success building a D2C E-Comm business through their own websites? (On a path to do 10-20% of sales and/or 8-9 figures in annual sales?). D2C seems like D2C was a big trend a year ago but I am not hearing about success stories where sales justified significant spend. Scott Silverman Do you think a new brand without an e-commerce site or digital presence could be built by selling on Amazon? Secondarily, should manufacturers selling on their own e-comm sites, shut them down and just sell via retailers? Q2 Mobile Conversion Gap Ari Nahmani Mobile conversion rate... retailers are getting more and more of their web traffic from mobile, but those users are half or a third as likely to convert. They don't seem to be coming back on desktop. So what's happening? We see across the board where YoY traffic is flat, revenue is down due to the device mix over-indexing on mobile YoY. How do we explain this behavior? Where are those users purchasing if ecommerce growth is up? I'm seeing his trend on several client sites and I recall one of your shows that this trend was discussed. Q3: Omni-Channel Fulfillment <a href= "https://www.facebook.com/volakis?fref=ufi&rc=p
Brands should critically evaluate their D2C strategy, assessing whether their own e-commerce site can achieve significant sales figures (e.g., 10-20% of total or 8-9 figures annually) to justify the investment over relying solely on marketplaces.
What does this episode say about amazon & marketplaces?
To address the mobile conversion gap, businesses must optimize their mobile shopping experience to convert users who are increasingly browsing on mobile devices but not completing purchases at the same rate as desktop users.
What does this episode say about retail & omnichannel?
Implement robust omnichannel fulfillment strategies to seamlessly integrate online and offline operations, especially as brick-and-mortar retailers expand their e-commerce capabilities.
What does this episode say about conversion & cro?
For new brands, consider how marketplace selling (like Amazon) can establish an initial presence, but also evaluate the long-term benefits of building an independent e-commerce site for brand control and direct customer relationships.
What does this episode say about dtc strategy?
Analyze traffic and revenue data to understand device mix shifts. If mobile traffic is increasing but conversions are low, investigate user behavior to identify where purchases are ultimately being made or why they are abandoned on mobile.
