With Amazon bulldozing its way through the marketplace in nearly every industry, small business owners are fearful of being left behind in the rubble. Those who are selling products online, that are also available by large retailers, are at a competitive disadvantage and should find a way to set themselves apart from the super stores, perhaps by selling items not available on the likes of Amazon. But what about businesses who are selling their own product line? Should they join forces with the enemy by selling their product through the Amazon marketplace?
Absolutely! Even if the profit margin is reduced, it is best to sell goods in as many different marketplaces as possible. While the profit margin may be less, the volume of sales will likely be higher, making it well worth the effort. The Amazon ecommerce platform is powerful and small businesses would otherwise not be able to gain such broad market exposure.
Should small retailers abandon their online store? Heck no. They should keep doing what they do best, being an authority on their product line and play big. A small retailer’s website should filled with valuable compelling content such as “How To” videos and blogs that offer consumer’s insight into the product. The Amazon shopping cart is a marketing workhorse but it can’t offer the same personalized, interactive experience that the business owner can to woo customers. They might onsider offering an incentive to purchase directly from the manufacturer such as a money back guarantee. Remember that Amazon is only another marketplace and everyone has their favorite places to shop.
