A new sales model in the digital world?

Redirecting customers to brand websites – a shift in the e-commerce paradigm

Amazon, a global leader in the digital world, is testing an innovative approach to its online sales model. If a product is out of stock on the platform, users can be redirected directly to the manufacturer's or authorized reseller's website. This solution represents a significant shift from the traditional marketplace model, where Amazon serves as an intermediary throughout the entire purchasing process.

What does this mean for brands and retailers?

Until now, companies selling on marketplaces had to accept terms imposed by the platforms, including commissions, logistical constraints, and customer service regulations. Redirecting customers to manufacturer websites gives brands greater independence and control over sales, which translates into:

• Direct relationship with the customer – brands can manage customer service, communication and loyalty programs themselves.
• Bypassing marketplace commissions – eliminating intermediaries means higher margins and greater pricing flexibility.
• Greater control over data – brands have full access to customer information, allowing for better analysis and personalization of offers.
• Freedom in shaping your marketing strategy – the ability to build your own SEO strategy, advertising campaigns and create unique shopping experiences.

Impact on the ecosystem of the digital world

Amazon's shift in approach could inspire other marketplaces to modify their strategies. In the long term, this could lead to a decentralization of online sales, with brands seeking independence from intermediary platforms.

This doesn't mean the end of marketplaces, however. For smaller sellers, they will remain a key distribution channel, but larger brands may gradually shift their focus to direct sales. Possible consequences of this trend include:

• New models of cooperation between marketplaces and brands.
• The growing role of independent online stores as the main sales channel.
• The need for brands to invest more in developing their own sales and customer service ecosystems.

The future of this model depends on the results of Amazon's tests and the reaction of both customers and sellers. If the strategy proves effective, it could mark the beginning of a new era in the digital world, one in which marketplaces play a more supportive rather than dominant role in the e-commerce ecosystem.

Benefits and impact on the industry

• Businesses : Possibility to increase sales without having to use Amazon logistics and without sales commissions.
• Consumers : Access to the manufacturer's full range, better prices and the ability to purchase directly from the source.
• Amazon : Optimizing warehouse processes and potentially greater brand loyalty.

How can e-business prepare for this?

1. Find  the right e-commerce consultant to help you develop your e-commerce (critical analysis from outside the organization).
2. Improve your own websites and e-commerce systems to attract customers.
3. Implement appropriate tools and scenarios to recognize traffic from the marketplace and respond appropriately, e.g., by offering special promotions to customers from a given marketplace.
4. Optimize SEO and advertising campaigns to increase the visibility of your own platform.
5. Create attractive offers and loyalty programs for customers.
6. Integrate appropriate payment and logistics systems to streamline the purchasing process.
7. Perhaps you can choose and focus on a specific offer (even though currently such a specialized online store, focusing on a specific, narrow offer, does not do well in e-commerce).

Is this the end of marketplace dominance?

Although Amazon remains the dominant player on the market (globally, in Europe, but not yet in Poland?), the tested functionality may encourage brands to build their own sales platforms. If such a solution comes into effect, it will probably be the first time a large marketplace has so strongly supported brand stores, redirecting its traffic to them (probably nofollow). In any case, this seems to be an additional argument why it is worth and necessary to invest in your own online store. (P.S. The question may immediately arise: how does such a platform intend to select such stores, and based on what criteria – manufacturer's store?, store with the widest selection?, authorized store? We'll see how it goes...

Write to us and learn how to adapt your online store to new trends.

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