Before entering marketplaces, it is imperative What do we get as a result to assess who you will encounter in the market.
When analyzing companies or brands , look at
- assortment on the marketplace : what sellers offer users, how many SKUs (stock units), etc.;
- capacity of niches . For example, a Client recently came to us with a desire to enter the marketplace with bouquets of dried purchasing directors email lists flowers. Thanks to analytics services, we found out that there are very few sales in this category, but many offers. The demand for this product is low, and it is pointless to talk about any serious sales in this category. It is necessary to work on increasing demand, and this implies huge costs for external marketing;
- number of sellers of the brand , if we analyze a specific brand. This can be either one seller or a large number. In the second option, we will have to analyze each of the sellers;
- brand demand on the marketplace through search queries. For example, the same Dyson can be searched for both through an to a website without programming item (“Dyson hair dryer”, “Dyson vacuum cleaner”) and simply by the brand name. And if we suddenly consider this brand as a competitor, then during the analysis we will see high brand demand. Which is logical, because the company has put a lot of effort into its formation;
- external traffic . To identify it, you can gambling data enter high-frequency queries into the Yandex search bar for your product and pay attention to what kind of advertising from what seller will “catch up” with you;
- store rating, number of reviews . It is logical that if the store’s sales volume is high, then the rating will correspond to it, and there will be many reviews on the product card.
If you research a competing product , you will discover
- sales leaders . To understand what place they occupy in the search results, whether they are advertised, with what rates, etc. This allows you to immediately assess the availability of resources to “fight” them;
- price segmentation and sales . External analytics services will help analyze them by our product/category and sales in each of the price segments. And even by such an indicator as lost revenue.
For example, there were high sales previously, there is no product left in stock, and the analytics service, taking into account the sales speed in the past, assumes that high sales are possible, but for some reason they are “missed”. In our experience, the main reason is untimely replenishment of stock.
