How to Design a Successful E-Commerce Channel Strategy


Crafting unique content and pricing strategies for every online marketing and sales channel you use can be a daunting task for e-commerce merchants. But, it’s a critical step in building a successful e-commerce channel strategy. Don’t cut corners if you want to dominate in the e-commerce space! Take the time to tailor your approach to each channel and reap the rewards of a well-executed omnichannel strategy. Find out how you can do it below!

The complexity of managing an e-commerce channel strategy

One of the main challenges that brands and retailers face is adapting and updating product content across channels. Each e-commerce channel has its own unique requirements, such as specific product descriptions, images, and formats. Brands and retailers need to adapt their product content to fit these requirements in order to effectively sell their products on each channel.

For example, a product listing on Amazon may require a different title, product description and images than a product listing on a retailer’s own website. Amazon may require specific bullet points for product features and benefits, while a retailer’s website or another marketplace may allow for more creative product descriptions.

Adapting product content for each channel can be time-consuming and challenging, especially for merchants selling a large number of products. However, it is essential for maximising the effectiveness of each e-commerce channel and driving sales. Failure to adapt product content can result in poor search visibility, low click-through rates, and ultimately, low sales.

To overcome this challenge, brands and retailers need to develop a comprehensive product content strategy that takes into account the unique requirements of each e-commerce channel. This may involve investing in software to streamline the process of adapting and updating product content.

Get your e-commerce channels under control with Lengow

1/ Categorise your products and map the right attributes

To enhance your search engine optimisation (SEO) and increase the discoverability of your products online, it is crucial to properly categorise them. Each e-commerce channel has its unique categories and attributes, and Lengow, a platform for managing e-commerce channels, provides a built-in “Category suggestion” engine that can help you identify the most relevant categories for your product catalogue. In addition, it can aid in mapping out the mandatory attributes required for each channel, which ensures that the product information is consistent and of high quality across all channels. By utilising Lengow’s platform, merchants can improve their SEO and simplify the process of categorising products for multiple e-commerce channels.

2/ Enforce channel-specific rules

Implementing rules at the channel level can be a useful strategy for merchants looking to customise their product information according to the marketplace they are selling on. Whether it’s adjusting prices or adapting product descriptions, rules can be applied to tailor product data to each e-commerce channel. Lengow provides powerful rule-setting tools that can help brands and retailers make changes to their product information with ease. These rules can be used to amend or concatenate product data, enrich fields with additional information, or apply calculations to prices. By leveraging rule-setting tools, e-merchants can customise their product data for each channel and optimise their sales potential.

3/ Exclude specific products

In addition to customising product data for each e-commerce channel, it’s also possible to exclude products from certain channels. This can be a valuable strategy for merchants that want to prevent the sale of products that are out of stock or have a limited availability window. For instance, it can be helpful to automatically de-publish items that will soon go out of stock, thereby avoiding potential customer disappointment or negative reviews. Lengow enables brands and retailers to manage and automate their product publishing processes. By leveraging these tools, e-merchants can ensure that their product information is accurate, up-to-date, and tailored to each e-commerce channel, while also minimising the risk of customer dissatisfaction due to out-of-stock products.

Designing distinctive content and pricing strategies for each online channel is a challenging feat for e-merchants. However, it is a vital step in developing a thriving e-commerce channel strategy. Luckily, the Lengow platform is here to lend a hand and guide you toward success. So, what are you waiting for? Start crafting your winning strategy today!

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Adrian Gmelch

Adrian Gmelch is a tech and e-commerce enthusiast. He initially worked for an international PR agency in Paris for large tech companies before joining Lengow's international field marketing & content team.

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