Breaking Through the Noise: A Guide for D2C Brands to Increase Visibility on B2C Ecommerce Marketplaces

The retail industry in India is undergoing a seismic shift as a result of the massive surge in the popularity of D2C brands. With over 800 innovative companies abandoning traditional retail channels to sell their products directly to consumers, these brands have brought a unique approach to the table. As the D2C market in India is projected to reach an astonishing $100 billion by 2025, these brands are competing fiercely to capture the hearts and minds of Indian consumers via B2C sales channels as well.

It has prompted D2C brands to focus on discovering new ways to differentiate themselves and achieve growth through building a strong online presence on B2C ecommerce marketplaces and social media.?

But here's the catch: despite the meteoric rise of D2C brands, they are grappling with a significant challenge - how to gain visibility and stand out in a crowded marketplace dominated by big players.

To truly succeed, D2C brands must prioritise things like brand identity, loyalty programmes, etc. In this article, we’ll explore the challenges faced by D2C brands in India and the strategies they can use to overcome them.

Challenges of Ecommerce Marketplaces for D2C Brands

On one hand, marketplaces offer a unique opportunity for D2C brands to showcase their products to a larger audience and compete with established brands. With their vast user base, marketplaces provide a level playing field for both big and small businesses to showcase their products. D2C brands can gain the visibility they need to stand out from the competition, attract new customers, and achieve sustainable growth in the long run through strategic marketing and advertising.

On the other hand, gaining visibility on marketplaces can be a challenge for D2C brands, as these platforms have strict cataloguing guidelines and require certifications for products to be listed. This can be a time-consuming and costly process for small businesses with limited budget. Moreover, to improve their visibility, D2C brands may have to invest in advertising on these marketplaces which has its own challenges like:

• Limited experience compared to performance ads on Facebook and Google
• Shortage of in-house expertise to maximise efficiency
• Significant investment in marketing and advertising over a prolonged period to observe concrete results.

So What’s the Solution to It?

A strong online presence, social media, influencer marketing, along with strategic partnerships, can help D2C brands attract customers and boost sales. With the right marketing strategies, D2C brands can overcome marketplace limitations and achieve long-term success.

How to Stand Out in a Crowded Online Marketplace

One way for D2C brands to gain a competitive advantage on ecommerce marketplaces is by developing a distinct brand identity and providing a unique customer experience. There are several ways in which brands can achieve this, such as:

• Develop a brand identity - To stand out in the competitive world of eCommerce fashion, start by understanding your target market's needs and preferences. Use this insight to create a strong brand USP that solves a problem or addresses a pain point for your customers. Emphasise your product's unique value and develop a well-planned marketing strategy, including social media to develop a consistent brand identity. Given that customers tend to check a brand's social media platforms before making a purchase, a strong brand identity can be the deciding factor in their buying decision.

• Research your competition - Identify direct and indirect competitors, gather data on their products, pricing, and customer service through customer reviews and industry experts. Analyse their weaknesses. Capitalise on areas of improvement and identify gaps in the market. By thoroughly researching your competition, you can gain an edge over them.

• Optimize product listings - Optimize your product listings with relevant keywords, high-quality images, and detailed descriptions that appeal to your target audience. Consider using videos to showcase your product in action, which can be an effective way to increase engagement and conversions. By optimizing your product listings, you can increase visibility, improve search rankings, and attract customers to your brand on the ecommerce marketplace.

• Offer exclusive products - Create exclusive products that are only available on the marketplace platform to entice customers to shop there. By doing so, you can give customers a reason to choose your brand over others. It can create a sense of urgency and drive sales as customers may fear missing out on the opportunity to purchase a limited edition or unique item.

• Monitor reviews and ratings - Encourage customers to leave reviews and respond promptly to any negative feedback to maintain a positive reputation and improve search rankings. It also shows potential customers that you value their feedback and are committed to providing a positive experience. Furthermore, high ratings and positive reviews can improve your search rankings, making it easier for new customers to discover your products on the marketplace.

• Build customer loyalty - Focus on building customer loyalty by offering exceptional product quality. This not only increases repeat purchases but also benefits from positive word-of-mouth marketing and customer referrals, which can further enhance their ecommerce marketplace presence.

• Foster relationships with key influencers - Fostering relationships with key influencers can also help you tap into new audiences and demographics that you may not have reached otherwise. These influencers have a loyal following who trust their recommendations & can help spread the word about your brand through social media and other channels. By partnering with the right influencers, you can amplify your brand's message and increase your reach, ultimately driving more traffic & sales.

How can EMERGE Help?

Emerge, an ecommerce accelerator, offers a wide range of services to assist D2C brands in achieving their goals. Having scaled 200+ fashion brands across 20+ marketplaces, Emerge has gained deep industry knowledge and provides comprehensive ecommerce & marketing solutions. With proven success strategies that include marketing expertise, customization capabilities, and scalability options, Emerge is a valuable partner for D2C fashion brands looking to thrive in competitive marketplaces.?

Conclusion

Marketplaces provide a unique opportunity for D2C brands to compete with established brands and showcase their products to a larger audience. Developing a distinct brand identity, creating a USP, constructing a marketing strategy, optimizing product listings, offering exclusive products, and monitoring reviews and ratings are some of the strategies D2C brands can use to establish a strong ecommerce presence.?

As the D2C market in India continues to grow, what other strategies do you think brands can use to differentiate themselves and stand out from the competition?

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