Does There Have To Be A Gap Between Ecommerce Platforms and Brands?

As the World Trade Organisation is pressed to come up with global rules for ecommerce platforms, there is another debate brewing. It centres on the perceived gap between global platforms and brands. The argument that platforms are tightening the squeeze on brands is being most hotly debated in the United States. It is argued that brands are being sold out by major platforms such as Amazon.

Ecommerce platforms undercutting brands isn't something that started happening yesterday. It has been going on for years. What is new is technology that puts the power back in brands' hands. We are not talking about increased advertising on the likes of eBay and Amazon to rise above cheaper products. Smart ecommerce tech, within most online businesses' reach, makes major ecommerce marketplaces work for larger concerns while increasing the visibility of smaller, emerging businesses. How?

Brands are making their mark in ecommerce

Brands are thriving online. That is because they have the ability to connect with their customers on a personal level and form relationships that go far beyond low price tags. Last year, the UK's top 75 brands had a total worth of £205bn. With literally thousands more competing for market share, now is the time to get ahead online.

By using smart technology, brands can develop their own ecommerce platforms that also tap into lucrative online arenas such as Amazon and thrive. Any brand can integrate its systems with multiple channels and increase its reach. At the same time, they can use real-time data to outwit the competition while remaining profitable.

Comgem supports the growth of B2B ecommerce platforms. Its commercial director Dani Attard says: “There is no need for brands to be held to ransom by major platforms when they can have their own. They can deploy the technologies like those used by major marketplaces – not just to survive but to thrive. At the same time, they can still sell their products on the likes of Amazon and remain competitive. The idea that UK businesses, particularly those in the B2B sector, have to crumble under the weight of the ecommerce giants is very outdated.”

Ecommerce platforms for brands

Dani says integrations, automation and personalised marketing are making a real difference to bottom lines. “We are seeing established B2B brands break into new markets and increase revenues by taking a proactive approach to issues associated with major ecommerce platforms,” she said. “They are not the enemy but a tool to reaching more people and increasing sales. What we love about the tech we have developed is that it personalises customers' experiences, growing sales and aiding buyer retention.

“Giving B2B ecommerce brands the opportunity to show different website visitors different products and different prices, we can increase the likelihood of a sale. Coupled with omnichannel optimisation and automations that guarantee seamless online journeys, there is an awful lot brands can do to mitigate the perceived gap between major ecommerce platforms and their own online marketing.”

Want to know more? Download Comgem's free guide to the the ecommerce features every brand should be using.