|Sat Feb 1 2014 19:43:29|
The Results Are In: Sellers Choice Awards for Marketplaces
By: Ina Steiner
Thanks to everyone who took the time to nominate and rate online marketplaces for this year's Sellers Choice Awards. This is the fifth year you've been able to provide feedback to the venues on which you sell, and it was no holds barred as usual. Here is a summary of the top 5 marketplaces for the past five years.
The best part of Sellers Choice is the comment section where sellers provide context about their ratings. For instance, here's a tip for marketplaces: make sure you have a good shipping calculator!
This year, we let sellers nominate social networking sites to see if sellers were using them as an ecommerce channel. Pinterest and Facebook (but not Twitter) received enough nominations from readers to make it into the final 16. Sellers expressed an eagerness to learn how they might use Pinterest to help them sell, and frustration for Facebook's push to charge them for exposure through its ad platform.
Last year proved to be a challenging year thanks in part to the "Google effect." Whereas Google had previously allowed product listings to display in Google Shopping for free (and more or less democratically), it's now a pay-for-play model.
This means a search for an antique on Google might have come back with listings from Ruby Lane, eBay, eBid, eCrater, Bonanza, etc., in the Google Shopping "One Box" on the search results page. Now, however, Google Shopping will only show such results for listings that marketplaces or merchants have paid to appear.
The Google effect actually favors the larger marketplaces that can afford the resources to manage Google Product Listing Ads (PLA) campaigns, or where shoppers may go to directly to search for items.
From search engines to social networking sites, companies are trying to monetize traffic especially from visitors who are shopping online. Smaller marketplaces in particular need to get savvy about how to drive traffic to sellers' listings.
You can read the results of this year's Sellers Choice Awards for online marketplaces with more thoughts about social ecommerce in Sunday's EcommerceBytes Update newsletter. Let us know what you think of the results.