Marketplaces in brands' media plans in 2023
Posted: Tue Feb 18, 2025 8:18 am
What place do marketplaces occupy in the media plan of brands of different themes?
The category "cosmetics" has been present on marketplaces for quite a long time, and we are actively working with it. This is a very promising market, where the global annual growth of 5% is predicted, and the growth of Russian e-commerce in 2022 was 30%.
Following from the fact that inflation in the category is quite high, we can conclude that buyers began to choose cheaper goods. And this leads to high competition also because the number of sellers on marketplaces in this topic has increased 3 times.
There is an observation that the smaller the store, the more iran mobile database actively it interacts with marketplaces. That is, small stores work exclusively with e-commerce platforms, because creating your own website and organizing delivery is a complex and expensive process. And since popular social networks with beautiful pictures are prohibited in Russia, the choice naturally falls on marketplaces.
Medium-sized stores have sufficient experience in promotion and, as a rule, they have a well-functioning website. Based on the situation, they direct traffic from external performance channels to both marketplaces and the website, depending on the conversion rate.
Large stores look at e-commerce platforms with caution. They rarely upload all their products there, usually choosing a specific line, and spend their main budgets on external channels. And the largest players have a rather negative attitude towards marketplaces or even create their own.
The category "cosmetics" has been present on marketplaces for quite a long time, and we are actively working with it. This is a very promising market, where the global annual growth of 5% is predicted, and the growth of Russian e-commerce in 2022 was 30%.
Following from the fact that inflation in the category is quite high, we can conclude that buyers began to choose cheaper goods. And this leads to high competition also because the number of sellers on marketplaces in this topic has increased 3 times.
There is an observation that the smaller the store, the more iran mobile database actively it interacts with marketplaces. That is, small stores work exclusively with e-commerce platforms, because creating your own website and organizing delivery is a complex and expensive process. And since popular social networks with beautiful pictures are prohibited in Russia, the choice naturally falls on marketplaces.
Medium-sized stores have sufficient experience in promotion and, as a rule, they have a well-functioning website. Based on the situation, they direct traffic from external performance channels to both marketplaces and the website, depending on the conversion rate.
Large stores look at e-commerce platforms with caution. They rarely upload all their products there, usually choosing a specific line, and spend their main budgets on external channels. And the largest players have a rather negative attitude towards marketplaces or even create their own.