Posted: March 19, 2016
Quality of channel over Quantity of channels
We spend a lot of time speaking with retailers who want to be able to sell on as many channels as possible. Many are hesitant to move forward when they learn we don't support a channel that they think is important.
- Prospective client: How could you not support Rakuten.com?
- Zentail reply: Rakuten.com gets less than 500,000 visits per month...
When you think about the keys to growing your online retail business, it helps to understand the data. There is a very strong correlation between traffic and revenue. Below is a chart of monthly unique visits.
As with most other things in life, with online retail it's more about quality of the channel than quantity of channels. In our previous post we covered Google Shopping. It turns out Amazon.com isn't the only place consumers go to search for products. Google, via Google Shopping's cost-per-click model, should be thought of as a top 3 marketplace in the United States.
Likewise, Walmart is in the midst of opening up Walmart.com to marketplace sellers. With 21 million unique visits per month, you're damn right we're working on making the channel available to our retailers.
At Zentail, we focus on what we call the Big 5 sales channels -- Google Shopping, Amazon, eBay, Walmart, and Jet.com. These are the channels that we have identified as the most valuable for retailers to have exposure to. These channels deserve attention because of the traffic they attract now and the traffic they stand to attract moving forward.