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Saiba mais sobre Marketplace – vale a pena participar?

Com a integração do varejo físico com o digital, surgem alternativas variadas de mercados de atuação on-line para os lojistas. Entre vender pelas redes sociais, criar um e-commerce ou apostar em outros meios como o Marketplace, será preciso analisar as vantagens ideais para a sua realidade. Por isso adiantamos que nesse processo de transição para as vendas on-line é necessário ter um diagnóstico da sua empresa, pois assim será mais fácil tomar uma decisão mais assertiva. Marketplace – vale a pena participar?

Vamos entender primeiro o que é:

Marketplace são sites de grande relevância e com uma taxa elevada de acessos e visitantes, que disponibilizam espaços para lojistas venderem seus produtos nesses canais. É como um grande distribuidor na internet – faz a intermediação do lojista com os compradores. Hoje são mais de 10 marketplaces no Brasil que abrem espaço digital para empresários de todos os portes, e dominam grande parte das vendas on-line do país.

Em linhas gerais, existem marketplaces com várias opções de produtos, como o MercadoLivre e a OLX, e outros que focam em determinados nichos, como a Netshoes e a Dafiti. Cada site tem um tipo de cadastro e processo para fazer parcerias, alguns mais ou menos complexos. A maioria trabalha dessa forma: você cadastra os seus produtos sem pagar nada e toda vez que vender haverá uma comissão (entre 10% e 20%) direcionada para o marketplace.

Listamos alguns exemplos disponíveis:

– MercadoLivre: O maior marketplace do país e o principal na América Latina. Em 2019 alcançou US$ 3,1 bilhões em vendas. Oferece parceria com os Correios e tem facilidades como o Mercado Envios, que possibilita boas opções de frete. Trabalha com o Mercado Pago e um sistema de reputação, que trazem mais segurança às compras e aos pagamentos. Para vender no site é bem simples, basta criar uma conta gratuita e cadastrar os produtos;

– B2W: Responsável por gerir os marketplaces das marcas Lojas Americanas, Submarino e Shoptime. Trabalha com um grande investimento em publicidade e marketing;

– Amazon: Empresa com mais de 20 anos de experiência em vendas on-line, também é um dos principais marketplaces do país. Oferece uma taxa de transação por venda menor do que o Mercado Livre, atraindo muitos varejistas, mas não oferece vantagens como sistema de envio mais barato;

– Dafiti: Marca especializada na venda de roupas, calçados e acessórios, seu marketplace tem mais de 10 milhões de visitantes todo mês. Os lojistas parceiros têm a possibilidade de anunciar produtos nos canais da loja;

– Outros marketplaces: Magazine Luiza/Mercado Magalu, Elo7 (artesanatos, produtos personalizados), OLX, Netshoes, Carrefour, Casas Bahia, Centauro, Enjoei, marketplace do Facebook, marketplace de shoppings, iFood, Uber e afins.

Empresários que usam marketplaces recomendam que os lojistas coloquem seus produtos em mais de um site, para não ficar refém das mudanças internas que podem ocorrer e que talvez impactem o seu negócio.

 Antes de tomar uma decisão, avalie alguns pontos:

Ingressar em um marketplace é a forma mais rápida de ganhar mercado sem gastar muito – já que os esforços de divulgação são da plataforma;

● O retorno financeiro é mais imediato;

● No marketplace há uma disputa maior de preços;

● Criar uma loja virtual leva um pouco mais de tempo.

Também é importante observar o seu mix de produtos com o mix de produtos do marketplace escolhido, para que alcance o público que realmente está buscando itens que você vende. Contudo, será necessário direcionar um time para lidar com todas as frentes e responsabilidades que envolvem as vendas nesses mercados – ou contratar um sistema ERP, como falamos no conteúdo sobre como iniciar o planejamento para vender on-line.

Quer saber mais sobre a transformação digital no varejo e como ela pode ajudar sua empresa durante a crise? Clique aqui!

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