Diversify, Optimize, and Celebrate
Nikki Eijpen
I Think, Build & Run Digital Commerce For Brands, Wholesale & Retail ???? Posting About Digital Commerce Strategy, Digital Shelf Management, Marketplaces, Webshop Implementation, Commerce Technology?
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Dear Thinkers, Builders & Runners,
This is the fifth edition of the newsletter, and I’ve decided to change my approach to it a bit. Usually I just write what comes to mind. And I pick one topic and make that the centre of the newsletter. But I feel that’s a bit boring, and in case the topic I’m writing about is not relevant, the complete newsletter becomes irrelevant. So, I’m restructuring it to add a bit of diversity in topics.
This and following newsletters will have a personal note (‘Behind the Scenes‘), e-commerce news (‘What’s new?‘), a practical tip or how-to (‘Step-by-Step‘), a short knowledge piece (‘E-commerce Essential‘) and, as I am living in Mexico City, a fun fact about Mexico (‘Viva México’). I hope you’ll like it!
Happy reading,
Nikki
Behind the Scenes
It’s been a very good month for me! I’m working two projects: a webshop implementation project and a customer experience project to optimize delivery options. Besides that, I’m working on getting new projects. I’m happy to see the funnel filling up. That’s also thanks to the good relationship we have with our partners Salsify, CloudSuite and ChannelEngine.
A few months ago I challenged myself to be more visible on LinkedIn and post daily. I failed that challenge as you may have noticed. I gave priority to other tasks and I lost all inspiration and motivation to keep writing posts, and definitely writing quality posts. I’ll pick up writing on LinkedIn again, but not as much as before.
It’s not that I haven’t been writing at all. I have written a whitepaper. That’s going to be released in collaboration with SPARQUE, a tool for personalizing product discovery and recommendations. The whitepaper is called ‘Swipe Right For Sales: 99 Touchpoints To Make Your Webshop The Perfect Matchmaker‘, and it contains exactly as it promises: 99 tips to drive conversion by match making products and visitors. It’ll be released soon, so I’ll put the link in the next edition of Think, Build and Run. I’m also going to write a whitepaper with Salsify, but I don’t have much to share about this one yet.
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What’s new?
Amazon terminating contracts of small Vendor brands
Amazon is consolidating is portfolio of Vendors and is massively ending contracts with smaller brands (typically selling under $10M per year). This is the message they received:
Hello,
We’ve made the decision to stop sourcing products from your company as part of our regular review of product offerings, and a strategic realignment to optimize our operations and better serve our customers.
Effective [date of termination], our vendor relationship will be terminated. We won’t enter into any new agreements, or extend current ones, beyond this termination date.
If you’d like to continue selling your products on Amazon, we welcome you to list your items as an independent seller. As a seller, you’d maintain access to the same customer base. You could also choose from fulfillment options, as well as a range of tools and services designed to fit your business needs and support your continued success.
If you don’t have a seller account, you can sign up today. We appreciate your support during this transition, and thank you for your understanding. Contact us if you have any questions.
The Amazon Vendor Central Team
The key takeaway is to diversify your sales channels and avoid being dependent on a particular sales channel. Even on Amazon it’s wise to diversify. If you are selling on Amazon as a Vendor it’s a good idea to start selling as a Seller too. Especially for smaller brands and distributors (who do not own the brand) as their contract with Amazon is at risk.
Shopify deprecating the REST API for products and variants
Earlier this year Shopify announced to deprecate the REST API for products and variants. Per February 1st, 2025 (public apps) or April 1st, 2025 (custom apps) apps that use the REST API for updating product information in Shopify should have migrated to the new GraphQL product API. So, if you run a Shopify store, and you use the REST API to update your product data in Shopify, you only have a few months left to update your integration.
领英推荐
IKEA is piloting a marketplace for second-hand furniture
IKEA is testing a second-hand marketplace, allowing customers to sell their used IKEA furniture directly to other consumers. Named IKEA Preowned, the platform aims to expand Ikea’s online revenue and strengthen its presence in the second-hand furniture market. A pilot launched in Spain and Norway this summer will run until December.
The customer-to-customer (C2C) marketplace lets sellers upload product photos, set prices, and benefit from AI-generated product details. However, buyers will be responsible for picking up items from the seller’s location. Sellers will have the option to receive cash or an Ikea voucher with a 15% discount.
With Ikea products already accounting for 10% of the second-hand home furnishings market, this new platform could enhance the buying and selling experience.
While IKEA is experimenting with the marketplace business model, H&M has announced that it will close its marketplace Afound this year due to a lack of seller interest.
Step-by-Step: How to Optimize a PDP for Conversion
By following these steps, you can create a PDP that not only attracts visitors but also converts them into customers. Let me know if you’d like any adjustments or additional details!
E-Commerce Essential: The Scope of the E-Commerce Manager's Role
The e-commerce manager's role is both dynamic and multifaceted, carrying various responsibilities crucial for online business success. Here’s an overview of what the role entails:
1. Strategic Planning: E-commerce managers develop and implement strategies to drive online growth. This involves setting goals, defining KPIs, and adapting strategies based on market trends and competitor insights.
2. Channel Management: They ensure all e-commerce channels, including the webshop, third-party marketplaces and online retail, are aligned with brand standards and are optimized for performance.
3. Product and Content Oversight: Managing the product catalogue is key. E-commerce managers ensure accurate and engaging product listings, coordinate with inventory teams, and oversee content updates.
4. Digital Marketing: Developing and executing digital marketing campaigns across channels like SEO, paid search, and social media is crucial for driving traffic and increasing sales. Analysing campaign performance helps refine strategies for better results.
5. Data Analysis: Data-driven decision-making is essential. E-commerce managers track metrics such as sales performance and customer behaviour to optimize strategies and report progress.
6. Customer Experience: Creating a seamless end-to-end shopping experience involves managing customer service operations, addressing issues, and personalizing interactions to enhance satisfaction and loyalty.
7. Financial Oversight: Budget management is crucial. E-commerce managers track expenditures and ensure operations are cost-effective and profitable.
8. Cross-Functional Collaboration: Effective collaboration with marketing, IT, logistics, and customer service teams ensures smooth operations and alignment with business objectives.
In essence, e-commerce managers juggle strategic planning, platform management, marketing, data analysis, and customer service, requiring a blend of strategic vision, technical expertise, and leadership skills.
Viva México: The Celebration of Independence on September 16th
Mexico’s Independence Day, celebrated on September 16th, marks the beginning of the country's fight for freedom from Spanish rule in 1810. It all started with "El Grito de Dolores," a call to arms by Miguel Hidalgo, a Catholic priest, in the town of Dolores. This historic moment sparked an 11-year war that eventually led to Mexico’s independence.
Today, the celebration is massive! On the night of September 15th, the President of Mexico reenacts El Grito from the National Palace in Mexico City, ringing the same bell Hidalgo rang over 200 years ago. The streets come alive with parades, fireworks, music, and delicious food like pozole and chiles en nogada. Mexicans proudly display their green, white, and red flags, and the phrase "?Viva México, cabrones!" echoes through the country.