5 tips for your marketplace strategy in Germany

2019 was another year of growth for German e-commerce. According to behv, a double-digit growth rate was achieved compared to the previous year, with an increase of more than 11 percent in gross sales (over 70 billion euros in total). Nearly half of the revenues—as in the previous year—were generated by online marketplaces. Marketplaces offer an attractive sales channel not only to small and medium-sized but also to large retailers. They, therefore, often function as a second mainstay alongside a company’s own online shop. Here, retailers can benefit from “digital walk-in customers“, tap into new target groups, increase their reach and expand their multi-channel activities. It’s no surprise that more than 57 percent of the most successful sellers are already selling their products not only via their own online shop but also via marketplaces.

To a large extent, the customer journey is defined by the marketplace operator—but if you follow these tips and tricks, you can set yourself apart from the omnipresent competition and offer your customers individual shopping experience.

Marketing starts with the details on the product page. It is essentail to ensure your items have a clear product title with corresponding keyword optimisation. Product information such as material, colour, and other category-specific attributes should also be included and complete on all items. German consumers like to have product information in their mother tongue.

Professional and high-resolution product images displaying product details ensure both a high conversion rate and a low return rate. If the product ordered corresponds exactly to the product information and images, the chances of a product return decrease significantly.

Ensure you can guarantee competitive shipping prices and delivery times. For example, do you have stock allowing you to react flexibly to trends or adapt your product range? German consumers are very demanding in this regard.

If you receive a negative review, do not leave it ignored—contact the customer. This increases customer satisfaction, loyalty, and trust. 36% of German shoppers rely above all on online customer reviews when making a purchase.

Many marketplace providers offer their sellers exclusive additional services, which either push the product offers or allow customers to benefit from extra services.

At real.de, you can offer your customers market delivery (Click & Collect), collecting and redeeming of PAYBACK points (famous loyalty programme in Germany) and various financing options. In addition, you can use real.de’s in-house advertising tool “Sponsored Product Ads” to promote your own offers.

Selling successfully on marketplaces is largely dependent on the quality and performance of the seller’s product catalogue. You should, therefore, check your products regularly. This will ensure that all information and data is up-to-date, all available marketplace services are used efficiently, and delivery specific aspects can be successfully implemented. Online marketplaces can then serve as revenue generators and driving forces for traders. Start selling on Germany’s largest online marketplace now—register as a seller on real.de!

Mockup: Ingo Joseph from Pexels