Small business, (really) big opportunity
When thinking about industry, there is one thing that the USA and the UK have in common. Small and medium-sized enterprises (SMEs) account for over 99% of the business population in both nations. This statistic indicates a significant opportunity for marketplace businesses in these countries. A similar percentage is also true of the European Union.
SMEs are the backbone of our economies and for ecommerce independents, three factors are creating an era of unparalleled opportunity – marketplace reach, a revolution in cash flow and free tools and insights. Here is a breakdown of what sellers can now access to turbocharge growth.
Going global
Marketplaces rely on their sellers’ ability to thrive, and it is no surprise that they are now structured to support smaller businesses. Independent sellers make up over 60% of Amazon’s sales and like other major marketplaces, it recognises their potential. For example, Amazon recently revealed its Polish SMEs sold an average of one product per second in 2023.
Marketplaces offer a truly global shop window, an SME in Manchester can instantly attract buyers from Milan to Manilla which is why major marketplaces offer every additional service including logistics, warehousing, fulfilment and customer service. It is striking to note that 65% of SMEs on Amazon UK export goods to other countries, a figure significantly higher than the proportion of all UK SMEs as only 12% export.
‘Going global’ is now possible because of the resources and infrastructure marketplaces offer. Facilitating expansion into new markets would once have taken years for individual companies to develop. Marketplaces now ensure it is a turnkey solution, leaving sellers free to focus on their products, their suppliers and how to exceed their customers’ expectations.
Independent sellers make up over 60% of Amazon’s sales
Fast sales and now fast payments
With an almost unlimited audience, 24/7, selling products quickly is the promise of ecommerce. Rapid growth is always welcome but it comes with risks that must be managed.
Marketplaces rely on consumer trust and fulfilling their expectations and as any seller knows, for a product listing to be found, it needs to maintain good (in fact, excellent) product and customer service ratings. A product not in stock, or even low on stock, leads to a lower product ranking. This makes sense from the marketplace’s perspective because if a customer can’t buy what they want at that moment, they may leave the site, and the marketplace loses a sale.
Issues are compounded when a competitor’s site ranks higher. Not only do they get a sale but they can build a direct and on-going relationship with that customer. Cash flow is key to avoiding stockouts which is why fast payouts matter. The good news is that sellers with high-growth potential can avoid payout delays and access next day payments so that they can restock quickly. The even better news is that shorter cash cycles accelerate sales. More on that here.
With an almost unlimited audience, 24/7, selling products quickly is the promise of ecommerce.
Tools for Growth
As seller growth is critical to marketplace growth, it’s not surprising that marketplaces invest in tools and channels to expand sales.
From entire marketing ecosystems to innovations to speed up the product listing process, marketplaces are dedicated to upskilling sellers. For example, Amazon recently announced that sellers in France, Germany, Italy, Spain, and the United Kingdom can now leverage generative AI.
Sellers can enter from a few product descriptors and the tool quickly analyses, enriches and produces content ready for use. Some 77% of early adopters say the tool has saved time and importantly 72% say it has improved profitability.
Sellers have other avenues open to them beyond marketplaces which rely on search functions. TikTok Shop’s focus is on assisting its sellers to hone their skills as creators for example. Its TikTok Shop Academy is comprehensive, covering every step required to set up effective shoppable videos to livestream.
Shopping while watching a live video stream is commonplace in southeast Asia and TikTok Shop is focused on providing all the insight and tips sellers might need to fast track the skills of its sellers in Europe and the US too.
TikTok Shop went live in September 2023 and by June 2024, one of its US sellers achieved the first $1 million in livestream and with ambitious growth targets, it seems clear that this particular social media app will remain committed to upskilling its sellers.
Ultimately, marketplaces benefit when its sellers thrive, and they will continue to invest in tools, logistics and knowledge sharing to help drive sales. Add access to next day payments as a catalyst for growth and it’s clear that ecommerce sellers with high-growth potential can plug in to a game-changing environment, one designed and managed to help them succeed as never before.
