E-handelsplatforme vs. markedspladser – vælg det rette
Når vi taler om at sælge produkter online, er det normalt gennem en webshop, der muliggør køb og salg via internettet. Men i de seneste år er digitale markedspladser steget i popularitet, og mange virksomheder har oplevet en kraftig stigning i deres salg ved handel på en markedsplads.
Det store spørgsmål, der forvirrer mange virksomhedsejere, er - om de skal kortlægge deres eget territorium ved at opbygge en uafhængig webshop eller sælge på "one-size-fits-all" markedspladser. Hver har sine egne fordele og ulemper. Hvis du står over for det samme dilemma for din print on demand-virksomhed, så læs videre, mens vi nedbryder det grundlæggende, lister forskellene og hvilke faktorer, du skal overveje, når du træffer den store beslutning.
The basics
What is an ecommerce platform?
En e-handelsplatform er en hjemmeside eller app, der giver dig mulighed for at oprette din egen onlinebutik og sælge produkter direkte til kunder. Disse platforme giver ejerne de værktøjer og den infrastruktur, de skal bruge til at administrere deres onlinebutik, behandle ordrer og håndtere kundeforespørgsler.
E-handelsplatforme bruges typisk af virksomheder, der ønsker fuld kontrol over deres online salg og kundeoplevelse.
Eksempler - Shopify, BigCommerce, Squarespace, WooCommerce (via WordPress).
Pros:
Brand control: The sky's the limit when it comes to personalizing your store. When you sell on an ecommerce platform, you have more control over the look and feel of your online store, which can help you establish and maintain your brand's identity.
Customization: Ecommerce platforms often offer more flexibility and customization options than marketplaces, allowing you to tailor the shopping experience to your specific needs and preferences.
Customer data: When you sell on an ecommerce platform, you have access to more detailed customer data, such as their purchase history and contact information, which can help you better understand your customers and make informed business decisions.
Marketing opportunities: Ecommerce platforms often offer a range of marketing tools and features that can help you promote your products and reach new customers.
Reduced fees: Many ecommerce platforms charge lower per-order fees than marketplaces, which can help you save money and increase your profitability.
Cons:
Upfront costs: Setting up an ecommerce platform can be more expensive than using a marketplace, as you may need to pay for things like hosting, payment processing, and design costs.
Limited traffic: When you sell on an ecommerce platform, you are responsible for driving traffic to your store and promoting your products. This can require time and money, especially if you are just starting out and don't yet have a large following or established customer base.
Technical skills: Setting up and managing an ecommerce platform can require a certain level of technical expertise, which may be a barrier for some sellers who don't have the necessary skills or resources.
What is an online marketplace?
Markedspladsen er en udvidelse af e-handel, da den giver virksomheder mulighed for at nå ud til kunder, men der findes også andre sælgere på den samme platform. Den giver kunderne en central placering, hvor de kan shoppe og sammenligne produkter fra forskellige sælgere.
Disse websteder har ofte en stor eksisterende kundebase, tilbyder forskellige produkter og har typisk yderligere funktioner som f.eks. anmeldelser og vurderinger samt et indbygget publikum af potentielle købere.
Virksomheder, der ønsker at nå ud til et bredere publikum og drage fordel af platformens eksisterende popularitet og troværdighed, vælger denne løsning.
Pros:
Large customer base: Ecommerce marketplaces often have a large and diverse customer base, which can make it easier for your products to be discovered by potential customers - around the globe.
Traffic: Marketplaces often actively promote their site to generate their own traffic. Some may also offer marketing tools and features to help sellers promote their products, such as sponsored listings and targeted advertising, which can help drive traffic to your products.
Reduced upfront costs: Selling on a marketplace usually requires fewer upfront costs than setting up an ecommerce platform, as you don't need to worry about things like hosting, payment processing, and design costs.
Simplicity: Marketplaces are generally easier to use and require fewer technical skills to set up and manage, making them a good option for sellers who are just starting out and don't have a lot of experience with ecommerce.
Trust and credibility: Established marketplaces often have a level of trust and credibility with consumers, which can help build confidence in your brand and increase sales.
Cons:
Fees: Marketplaces often charge fees for listing products and/or for each sale, which can eat into your profits.
Limited customization: Marketplaces generally have more limited customization options compared to ecommerce platforms, which can make it difficult to create a unique and personalized shopping experience for your customers.
Brand control: When you sell on a marketplace, you may have less control over the look and feel of your store, and your products may be presented alongside those of other sellers. This can make it harder to establish and maintain a strong brand identity.
Competition: Marketplaces can be highly competitive, as many sellers are offering similar products to a large and diverse customer base. This can make it harder for your products to stand out and be noticed, which can impact your sales.
The differences
Ownership & control
Den vigtigste forskel mellem en e-handelsplatform og en markedsplads er ejerskab og kontrol. Med en e-handelsplatform har du fuld kontrol over din onlinebutik, herunder design, branding, prissætning og produktudbud. Dette giver dig mulighed for at skabe en unik og differentieret oplevelse for dine kunder. På den anden side er e-handelsmarkedspladser mere standardiserede og tilbyder mindre kontrol. Du skal overholde markedspladsens regler og politikker og kan have begrænset kontrol over din branding. Dette kan begrænse fleksibiliteten og kreativiteten i din virksomhed, men det giver også et niveau af konsistens og tillid for købere.
Her er et overblik over andre forskelle:
Ecommerce platforms | Marketplaces | ||
|---|---|---|---|
Traffic | |||
Traffic | You are responsible for attracting customers and increasing the store’s traffic. | Marketplaces generate traffic due to the convenience of having many options available. | |
Marketing | |||
Marketing | You are in charge of lead generation and advertising efforts. | Marketplaces nurture, attract, and engage leads on their own. | |
Competition | |||
Competition | You are the only seller showcasing your products. | You compete with other sellers and their products. | |
Cost | |||
Cost | You need to bear the costs of hosting and maintaining the website. Higher costs of setting up. | You need to pay a commission on every sale made. Lower costs of setting up. | |
Time | |||
Time | Setting up a new shop and continuing maintenance can be time-consuming. | Quick to set up and minimal maintenance required. | |
Ecommerce platforms | Marketplaces | ||
Making the right choice for your business
Alt handler i bund og grund om dine specifikke mål og din virksomheds behov. Der findes ingen universal løsning.
Hvis du vil skabe et unikt image, som du ønsker at være kendt for, og du ikke vil give afkald på kontrollen, skal du vælge platform-vejen. Hvis du ikke er så fokuseret på dit brand for nu, vil have noget hurtigt og hurtigt i gang med at sælge, så vælg en markedsplads.
Hvis du vil nå ud til et større publikum og drage fordel af den trafik og synlighed, som en markedsplads giver, kan en e-handelsmarkedsplads være et bedre valg. Dette er især fordelagtigt for små eller nye virksomheder, der måske ikke har en stor kundebase i forvejen. Du vil dog være i direkte konkurrence med andre sælgere på den samme hjemmeside.
En anden mulighed er at gå begge veje - oprette din egen butik med en platform som Shopify, samt liste dine produkter på en markedsplads, såsom Etsy.
E-handelsplatforme og markedspladser er to forskellige salgskanaler, der hver især har deres egne fordele og ulemper. I sidste ende er det vigtigste, at du laver din research, nøje overvejer dine muligheder og vælger den salgskanal, der bedst stemmer overens med dine mål.
Klar til at komme i gang med din e-handelsrejse? Vælg din platform eller markedsplads, og skriv dig gratis op til Gelato for at starte med at sælge print on demand i dag.