Marketplaces sit between owned ecommerce and traditional wholesale: they can add distribution and discovery without the same physical-store requirements. The question is where they strengthen the channel mix rather than simply add complexity.
1. Access a Massive Audience Instantly
By listing your products on online marketplaces such as Amazon, Walmart.com, Target.com, you gain instant access to millions of potential customers. In fact, last year American consumers generated 4.5 billion visits per month on these major online marketplaces, generating over $500B in gross merchandise value (GMV). Gaining access to these potential customers is foundational in adopting an omnichannel strategy, ensuring your brand's presence across key consumer touchpoints.
2. Build Trust and Credibility with Consumers
Marketplaces come with built-in trust and credibility, which are crucial for brands aiming to expand their omnichannel presence. A significant portion of consumers begin their search on Amazon (61%), Google (49%), and Walmart.com (39%) indicating the importance of these platforms in the consumer journey. And the majority of consumers read reviews on Amazon (94%) and websites like Target and Walmart (91%) before purchasing a product, highlighting the crucial role of online marketplace ratings and reviews in purchasing decisions.
3. Gather Key Data and Feedback
Transitioning to online marketplaces offers invaluable learning opportunities. You can gather feedback from customers, refine your product listings, and gain insights into consumer preferences. This data is instrumental when you eventually expand your brand beyond Amazon or Walmart.com.
4. Scale Your Brand Gradually and Sustainably
Marketplaces allow you to scale your business at your own pace. You can start small, with just a few products (typically your best sellers), and gradually expand your offerings as you gain experience and build a loyal customer base. This flexibility relieves the pressure to grow too quickly, which can be particularly advantageous for DTC founders.
5. Expand Your Brand Globally
Many online marketplaces operate globally, providing access to an international audience. The global ecommerce market reached $5.8 trillion in 2023, with approximately 60% of online sales made by the top 100 marketplaces. This is projected to grow to $8.0 trillion by 2027. By establishing a presence on international platforms, DTC brands can significantly increase their global reach.
6. Build a Case Study for Retail Buyers
Success on online marketplaces serves as a compelling case study when approaching traditional retailers. Retail buyers often seek brands with a track record of strong sales and customer engagement on Amazon, Walmart.com, Target.com, etc. Your marketplace success will increase your credibility during early negotiations with retailers.
Conclusion
For DTC ecommerce founders, integrating online marketplaces offers a comprehensive strategy for immediate audience reach and sets the stage for further growth. This approach not only ensures immediate access to a vast audience but also equips brands with the tools and insights needed for strategic scaling into new sales channels. As brands look to scale and penetrate retail and wholesale markets more systematically, a powerful tool comes into play: Omniscale.io.
Omniscale.io enables DTC brands to seamlessly expand into retail and wholesale channels, combining retail intelligence with hands-on sales support. With coverage across +20,000 retail locations and verified buyers, it streamlines the go-to-market strategy for brand founders, CEOs, and sales professionals.
About Omniscale
Omniscale helps leading consumer brands win the right retailers, reach the right buyers, and build a repeatable sales process that turns buyer conversations into retail accounts.