Marketplaces and Your Own Channel

Who this book is for

Người bán lẻ và bán online ở Việt Nam, bán trên sàn, bán qua mạng xã hội, có cửa hàng nhỏ hoặc bán thương hiệu riêng; quy mô từ một người tự đóng gói tới đội mười người và một kho thuê.

Sound familiar?

• All revenue comes from one marketplace, and every rule change is a threat to the business.
• Platform fees rise each year with no alternative to compare against.
• Holds a list of thousands of buyers and can reach none of them.
• Tried a direct channel once, nobody came, and it was abandoned.

Each chapter answers one question

1. Chapter 1: Does my main channel feed me, or own me?

   What share of my revenue comes from a single channel?

   Dependence can be measured, and knowing that number is the first step to reducing it.

2. Chapter 2: The platform brings buyers, but what does it take?

   What does the marketplace give me that would be very expensive to do myself?

   Marketplaces sell traffic; in exchange they keep the customer list and the right to change the rules.

3. Chapter 3: Is waiting to grow before going direct too late?

   If a customer wants to buy directly from me, how do they do it?

   Your own channel does not need to be perfect; it just needs to exist before you need it.

4. Chapter 4: What in my shop can no platform take away?

   How many past buyers can I contact again?

   A contact list is the only asset in e-commerce that no marketplace can take away.

5. Chapter 5: Being everywhere: strength, or spreading too thin?

   How many channels should I be on?

   Every channel you add brings its own rules, its own stock and its own kind of customer.