If you make a sale on eBay or Amazon, do you have the right to market to the customer in the future? Whose customer is it, anyway?
A new market research report from Internet Retailer raises the issue once again. In an article about a survey of 200 consumers conducted as part of its research, Internet Retailer said
while some consumers make purchases from a marketplace seller's own website, the majority do not.
The publication quoted an executive at Indigenous Software who said, "Retailers are not typically building loyalty with customers on marketplaces. These are customers of the marketplace, not the retailers."
The article also noted that Amazon prohibits marketplace sellers from marketing to consumers who buy their products on Amazon.com, viewing them as Amazon customers.
So what do sellers think? In general, experienced sellers are much more cautious about trying to market to Amazon shoppers, even when it comes to the packing slips and inserts inside packages sent to shoppers.
However, almost anything goes on eBay once a customer has placed an order - at that point, sellers consider the customer their own.
The attitude of buyers is likewise different on Amazon versus eBay. Generally speaking, shoppers feel they are buying from Amazon even when purchasing from a 3rd party seller, while it's quite clear on eBay that they are buying from a seller who is independent of eBay.
What do you think - do you consider marketplace customers to be your own? And do you try to draw Amazon and/or eBay customers to your own site? What techniques are most effective?