CEO of Urtasker.com.
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The coronavirus pandemic has changed the way we do many of our daily activities. Forced lockdowns and stay-at-home orders meant people were shut inside with just their digital devices for connection. While bored at home, many consumers turned to online shopping, and the convenience of one-click purchases has caused a shift in the way people shop.
Online shopping allows consumers to buy products in many different categories from the same place. No more walking from store to store. Instead, everything is available at consumers’ fingertips.
Throughout the pandemic, Amazon went from being a nice-to-have shopping experience to the go-to shopping experience for many. Customers flocked to the marketplace in droves, pushing the platform’s market value from $900 billion in mid-March of 2020 to around $1.8 trillion just this past month.
At Urtasker, we’ve seen an uptick in the number of clients looking to sell on Amazon and improve their visibility on the marketplace. Over the last year, many people have turned to Amazon to buy products in a safe and secure way. This is a seismic change that I believe will continue beyond the pandemic and become a natural part of the way we shop moving forward.
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Based on what I’m seeing, businesses that are already on Amazon are poised to grow; businesses not yet on Amazon may want to consider it as part of an omnichannel approach that will improve the customer experience and expand revenue sources.
If you haven’t already explored the opportunities Amazon can bring, now’s the time to do so. Here’s why:
One-Stop Shopping
The wealth of choice available to consumers today is overwhelming. Huge swathes of brick-and-mortar stores went online during the pandemic, leaving shoppers with option paralysis.
It’s no surprise then that many turned to Amazon to fulfill their shopping needs. It’s a one-stop shop for everything a consumer might want, from health essentials like sanitizer and masks to clothes, food, books and games. According to the “Amazon Advertising Report,” 74% of U.S. consumers start searching for a product on Amazon, with 56% claiming that, if only able to buy from one store, they would choose Amazon.
Consumer Behaviors Have Evolved
At the beginning of the pandemic, we saw clear shifts in online consumer buying habits, with a decrease in apparel and jewelry sales and an increase in orders for books, games and home improvement products. When you start selling on Amazon, it’s important to carry out thorough product research to determine which categories are in high demand. Once you’ve established a presence and have made some sales, you can use the data collected to keep the momentum going.
While it’s difficult to predict whether the online shopping trend will continue at the same pace once the pandemic is over, I believe it’s safe to assume that consumer habits have shifted. McKinsey’s survey of U.S. consumer sentiment, conducted in February 2021, found that many people intend to continue to make at least a portion of their purchases online, particularly in the categories of books, pet supplies, and vitamins and supplements.
Beating The Competition Online
The sheer influx of brands setting up shop online means there has been a fierce rise in competition. Brands are no longer just competing with their local counterparts; they’re competing with every brand across the world. Convenient shipping options and faster international deliveries mean shoppers aren’t just limited to brands in their local vicinity.
As a result, it has become harder to stand out. To go it alone means creating a website that stands out, attracts customers on search engines and converts quickly. However, this can be a long and arduous process, particularly for brands that aren’t internet savvy.
Selling on Amazon gives merchants a chance to get ahead in the early stages. Amazon results dominate the top of search engine result pages (SERPs), and using key advertising tactics like paid ads and product listing optimization helps to increase product visibility and reach new customers.
Tips On Getting Started
Merchants can create an Amazon store in a few simple steps. But getting started is the easy part. It requires some effort to get your brand and products visible on the platform — after all, you’re competing with millions of other sellers in the same place.
Amazon’s paid ad opportunities give merchants the chance to push their products to the top of relevant keyword searches. When running paid ads, use category-specific targeting, carry out thorough keyword research and focus on product-level profitability to discover which products can benefit the most from a paid advertising boost.
Product listing optimization gives descriptions a makeover to organically rank. Be sure to implement relevant, high-volume keywords, use high-quality visuals and create descriptions that dig deeper than dimensions, color and features.
Overcoming The Challenges Of Selling On Amazon
Amazon is a great platform for increasing product visibility and brand awareness, but there are also some challenges to take into consideration. Reviews are an important factor in ranking position, and getting just a handful of negative reviews can result in your products plummetting in the search results. It’s crucial to keep a close eye on customer feedback and address any of your customers’ concerns right away.
Similarly, the Amazon algorithm is constantly changing. What works one week might not work the next, so it’s key to stay on top of trends and monitor the performance of your brand on a regular basis. Get on top of this, and you’ll likely start to bring in a fresh stream of revenue to pump up your brick-and-mortar sales.
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Author: Omer Riaz, Forbes Councils Member
