While marketplaces are great for expanding your customer base, having your own e-commerce site is essential for building independence and brand identity . A custom website allows you greater control over the customer experience, loyalty, and higher profit margins, as it eliminates the commissions charged by marketplaces.
Steps to Leverage Small Businesses in Marketplaces and E-commerce
Choose the Right Platform Analyze which marketplaces have the most affinity with your audience. For example:
Amazon and Mercado Livre: For a variety of products with high demand.
Elo7: For handmade and personalized products.
Magalu Marketplace: For businesses that need logistical support.
For your own e-commerce, use platforms such as Shopify , Tray or Loja Integrada , which offer ready-made and adaptable solutions.
Optimize Ads
Descriptive and clear titles.
High quality photos.
Detailed descriptions, with benefits and technical specifications.
Example: Instead of “Sports Shoes”, use “Men’s Sports Running Shoes – Lightweight and Comfortable”.
Invest in Efficient Logistics Fast and indonesia email list reliable delivery is crucial to building customer loyalty. Many marketplaces offer integrated logistics programs, such as Mercado Envios and Amazon FBA .
Take Advantage of Marketing Tools Both marketplaces and e-commerce sites offer tools to boost sales. On Mercado Livre, the Product Ads feature allows you to highlight your products. On e-commerce, use remarketing and discount coupons to attract repeat customers.
Manage Customer Relationships In marketplaces, respond quickly to queries and evaluate feedback to improve your reputation. In e-commerce, send personalized emails with product suggestions and exclusive promotions.
Success Story: ‘La Moda’ Online Store
La Moda, a women’s clothing store in market analysis for a startup – specifics of implementation Santa Catarina, started selling on marketplaces such as Dafiti and Netshoes. After gaining traction, it invested in its own e-commerce, integrating digital marketing strategies. Today, it combines both fronts, winning new customers on marketplaces and building loyalty on its official website, which resulted in a 50% increase in annual revenue .
Common Mistakes to Avoid
Ignoring Inventory Control: Selling on multiple platforms without an integrated system can cause confusion and delays.
Relying solely on Marketplaces: Businesses that do not invest in their own customer base run the risk of losing their identity and relying on high commissions.
Not Tracking Metrics: Monitoring sales, conversion trust review rates, and reviews is essential to optimizing your strategy.
Extra Tips for Small Businesses
Combine the advantages of marketplaces with your own e-commerce to maximize your reach and customer loyalty .
Offer special offers, such as free shipping for purchases over a certain amount.
Invest in e-commerce loyalty programs , encouraging recurring purchases.
Integrating marketplaces and e-commerce into your digital marketing plan can take small businesses to new heights by providing immediate access to a large audience while building a solid base of loyal customers. This hybrid approach is one of the most effective ways to expand sales and strengthen your brand.
Small Business Success Stories in Digital Marketing
Success stories demonstrate how small businesses can use digital marketing strategies to stand out, grow, and achieve impressive results, even with limited resources. They are valuable inspiration for those who are starting out or looking to improve their online presence.
Case 1: Padoca do Maní – Local Strategy and Social Networks
Padoca do Maní , located in São Paulo, is an example of how small businesses can use digital marketing to attract customers. With strategic use of Instagram, the bakery published content that highlighted the artisanal quality of its products, such as photos of fresh bread and exclusive recipes.
In addition, it invested in geo-targeted ads on Google Ads , targeting people who searched for terms like “bakery near me” in the region. In just three months, it saw a 40% increase in the flow of physical customers and managed to retain many of them with personalized campaigns on WhatsApp.
Case 2: Flores do Campo – Blog and SEO
Flores do Campo , a small flower business in Curitiba, decided to invest in SEO and content marketing. They created a blog on their website, with articles on how to care for plants, flower decoration ideas and suggestions for events.
At the same time, they optimized their website for relevant keywords, such as “florist Curitiba” and “custom bouquets.” The site’s organic traffic increased by 50% in six months , and some of those visitors converted into customers, thanks to a simple and functional checkout page.
Case 3: Açaí Brasil – Delivery and Partnerships
The Açaí Brasil franchise in Rio de Janeiro focused on digital marketing to increase sales via delivery. The company partnered with local influencers and used Instagram to promote exclusive promotions, such as “buy one, get one free.”
In addition, they invested in advertising on iFood and Uber Eats, ensuring prominence on the platforms. In one year, revenue from delivery grew by 65% , representing a significant jump in total revenue.
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