Multi-vendor e-commerce marketplaces have rapidly emerged as one of the fastest-growing sales channels for fashion brands. And integrating them successfully into your omnichannel strategy can significantly boost brand awareness, especially in international markets. But with many logistical, administrative and technological factors to manage, it’s key to conduct thorough research before making your marketplace debut.
In this exclusive Beyond Threads webinar, Erik Janssen Steenberg, Business Development and Innovation Manager at Bleckmann, shares valuable insights into the opportunities and challenges of launching your brand on e-commerce marketplaces.
What are the benefits of e-commerce marketplaces for fashion brands?
E-commerce marketplaces such as Zalando, About You, Selfridges and Saks Fifth Avenue are multi-vendor online platforms that allow fashion brands to reach a much wider audience than they could on their own. Incorporating marketplaces into your omnichannel strategy can therefore bring several benefits to ambitious fashion brands.
One major advantage is the ease of expansion for fashion brands into new regions and markets. “With just a few strategic adjustments, brands can enter new countries and grow their customer base with minimal effort,” explains Erik. “In addition, with millions of visitors per day, these platforms offer valuable, brand-safe exposure for your brand.”
Brands also retain greater control over inventory and sales data; unlike traditional wholesale models, selling directly through marketplaces enables detailed insights into customer behaviour and purchasing patterns. Adding marketplaces to an omnichannel model can also enhance the customer experience by creating a seamless shopping journey across multiple touchpoints and attracting customers to brand-owned channels.
Top tips for success on e-commerce marketplaces
E-commerce marketplaces certainly offer brands an excellent opportunity to reach new customers and drive sales – but onboarding and managing these platforms can come with challenges. “Brands need to consider the complexity of operating across multiple channels,” explains Erik. “Managing various marketplace platforms alongside your own online store and physical retail locations demands significant operational effort.”
In addition, brands often face technical challenges when integrating systems and synchronising data across multiple platforms. Each marketplace operates differently, and aligning systems can be complex. It’s also important to account for marketplace fees and regulatory requirements, as every platform has its own policies, commission rates and compliance rules. Careful financial planning and a clear understanding of the regulations are essential to protect margins and ensure long-term profitability.
Finally, it’s essential that your brand has a strong identity on whichever marketplace you choose. “Consistent and compelling messaging is key to helping you to stand out on these competitive platforms,” adds Erik. “And don’t forget that your pricing should be aligned with all your other channels to avoid a situation where shoppers are getting a better or worse deal by shopping through a marketplace. These platforms are a great ‘shop window’ and can help turn curious browsers into long-term brand fans.”
How can e-commerce marketplaces drive your brand’s growth?
With access to millions of potential customers to enable greater brand visibility, marketplaces offer brands a powerful platform for expansion. And while onboarding and managing marketplace operations can be complex, Erik emphasises that these platforms are an essential part of the modern retail landscape.
“Marketplaces are here to stay – and for fashion brands, they represent a significant opportunity to drive growth and reach new audiences,” he concludes. “By embracing flexibility and scalability, and partnering with the right technology and logistics experts, brands can unlock new revenue streams and deliver a seamless customer experience.”
Want to find out more about the benefits of marketplaces for your brand? Press play on the latest Beyond Threads webinar now, or get in contact for a free consultation with one of our experts!
