Marketplaces: How to Choose Channels and...

Will Haire is co-founder of BellaVix, a boutique agency specializing in scaling retail brands on marketplaces like Amazon, Walmart, and Target. Using the right strategies for each brand they’ve generated over half a billion dollars in sales already.

Dive in:

[03:21] Journey from App Development to eCommerce

[08:39] "Prioritize Positive Customer Experience"

[10:19] Marketplace Focus: Amazon's Key Role

[15:15] Focus on Mastering One Platform

[16:16] Integrated Marketing Strategies Essential

[22:13] Navigating Amazon's Competitive Marketplace

[24:10] Optimizing Listings for Better Conversion

[27:15] Insider Tips from Will!

Platform Mastery Over Spreading Too Thin

Rather than trying to launch on every possible marketplace all at once, Will stresses the importance of “platform mastery.” He explains that it’s more strategic (and sustainable) to focus your investment and efforts on one marketplace at a time—preferably Amazon first, given its scale and potential—before expanding elsewhere. By deeply understanding one platform's customer and optimizing the experience, brands can achieve real sales growth, avoid burnout, and set themselves up for future expansion.

Not All Marketplaces Fit Every Brand

Will points out that just because a marketplace exists doesn’t mean it’s right for every brand or product. For example, Walmart’s audience may not be suitable for premium products, as its shoppers tend to prioritize value and price. Brands should consider customer fit and long-term business goals—even thinking ahead to potential brick-and-mortar retail relationships—when deciding which marketplaces to join.

Building Strong Listings & Customer Experiences is Non-Negotiable

At the most basic level, brands must ensure their listings are accurate, professional, and provide a good customer experience—even if they’re not actively investing in marketplace growth just yet. Bad listings or neglect can lead to damaging reviews and missed opportunities. When a brand is ready to go beyond the basics, investment in content (like A+ Content on Amazon), SEO, and advertising should be considered, but always after the fundamentals are well established.

Takeaways:

• Marketplace mastery starts with focus. Don’t spread yourself too thin. Choose one marketplace, get to know your customer, and deliver a great experience. Growth comes from depth, not just presence across platforms.
• There’s more to marketplaces than just operations. Great marketing is essential for real success! Before you scale up, make sure your listings are strong, your brand shines, and customers have a seamless experience.
• When deciding where to sell, remember: not every marketplace fits every product. Look for true product-market fit and opportunities for long-term growth. Quality presence beats quantity every time.
• Marketplace growth isn’t just about ads. Start with SEO-optimized listings, impactful visuals, and authentic reviews. Your brand’s story matters—every listing is a cultural touchpoint with your audience.
• AI and changing marketplace tools mean brands can’t “set and forget.” To stay relevant, keep learning, stay agile, and always look for ways to improve your listings and the customer journey.

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