Last September 10–11, delegates from 40 countries gathered to talk about how ecommerce ‘saved’ the air cargo industry. However, there’s an obvious lack of talks about its impact on sustainability, disappointing everyone concerned about the planet.
Speaking of the planet, there might be a pressing matter in the ecommerce universe. Discover what that is below. 👇
- The rising global dominance of Chinese marketplaces 🌏
- Highest-converting product category 🔝
- Best marketing for each consumer generation 💯
ECOMMERCE NEWS
Did you know Chinese marketplaces like Temu, Shein, and AliExpress are attracting tons of British shoppers?
According to LondonlovesBusiness, 60% of U.K.-based consumers have bought from at least one of these sites in the past year—mainly due to their low-priced items and flashy deals. 💸
- 43% of shoppers purchase from Temu, which quickly gained traction since its U.K. launch a year ago.
- 42% have bought from Shein, 25% from TikTok Shop, and 22% from AliExpress.
- 82% of Gen Zers have used these platforms, with 23% making weekly purchases.
The rise in popularity of these sites, especially among Gen Zers, could spell trouble for small retailers. But there’s a catch: only 8% of shoppers trust Temu, while Amazon has a solid 88% trust rating.
💪 How can you stay competitive?
- Leverage trust. With consumers’ low trust in Chinese platforms, show that you’re reliable and provide great customer service to attract and retain buyers.
- Highlight product quality. Many buyers sacrifice quality for cheaper prices on these platforms. Stand out by showcasing superior quality and detailed reviews.
- Target repeat customers. Chinese sites often attract new shoppers with enticing offers but struggle with retaining customers. Build customer loyalty through personalized offers and excellent service.
- Use data-driven marketing. Tools like Amazon Ads and email campaigns can help you reach ideal customers and win them through unique products not found on budget sites.
- Capitalize on fast shipping. While Chinese marketplaces offer low prices, they often have slower delivery times. So, you need to offer fast and reliable shipping options.
🔥 The competition is heating up, but it’s not a lost cause. All you need to do is focus on trust, quality, and speed, and your customers will keep coming back for more.
Shoppers might love a bargain—but they love a reliable seller even more.
TOGETHER WITH LEVANTA
This category had the highest conversion rate on Prime Day 2024
Discover the detailed conversion rate lift Amazon sellers experienced from affiliate marketing, broken down by product category. See how your category performed and leverage these insights to drive even greater results next Prime Day.
Here are some key highlights:
🔶 10x sales volume on Prime Day compared to an average day
🔶 4x conversion rate compared to an average week
🔶 20% average conversion rate for top brands on Levanta
🔶 Highest Converting Category: Clothing, Shoes, and Jewelry at 36.81%
BITES OF THE WEEK
- Discount Submission: Drive your sales with Prime Exclusive Discounts for Prime Big Deal Days!
- Asia-Pacific Ecommerce: There are interesting trends in the Asia-Pacific ecommerce market.
- Europe’s Rising Market: Europe’s online fashion, beauty, and luxury market is expected to reach €224 billion by 2025.
TACTIC TALKS
How to effectively market your brand to each consumer generation
A recent article by eCommerce Fastlane reiterated a fact marketers know but sometimes ignore: each generation consumes content differently. As brand owners, you should understand the differences to craft strategies that’ll engage each generation and draw them to your brand.
📍 So, here’s what you need to know about how to make each generation ‘click’:
Content consumption trends of each generation
- Gen Alpha. The youngest generation prefers interactive visuals.
- Preferred platform/s: Video and game platforms like YouTube and Roblox
- Suggested strategy: Partner with a YouTuber and/or consider in-game advertisements.
- Gen Z. These young adults prefer short-form videos.
- Preferred platform/s: Tiktok and Instagram
- Suggested strategy: Collaborate with influencers and social media content creators.
- Millennials. Also known as Gen Y, these consumers focus on social media. They consume written and visual content, such as videos, photos, and infographics.
- Preferred platform/s: All social media channels and blogs/websites
- Suggested strategy: Create informative but compelling how-to articles, engaging podcasts, and video tutorials.
- Gen X prefers longer written content including articles and email newsletters for information. They also use streaming services like Netflix.
- Preferred platform/s: Facebook and emails
- Suggested strategy: Leverage email marketing and Meta ad campaigns.
- Baby boomers prefer traditional media like TV and print but also use social media to connect.
- Preferred platform/s: Facebook, TV or streaming apps, and prints
- Suggested strategy: Include messages with values and life experiences, blending nostalgia with new possibilities.
🔑 But the key to reaching ALL generations?
A multi-channel strategy!
For instance, you can use videos since everyone can watch them on different platforms. At the same time, you can highlight a product line that resonates with a specific generation to increase brand awareness and sales.
All in all, the best strategy is to be flexible with your marketing.
