{"id":2448,"date":"2021-03-30T18:52:07","date_gmt":"2021-03-30T16:52:07","guid":{"rendered":"https:\/\/marketplace-uni.com\/?p=2448"},"modified":"2022-06-17T10:05:18","modified_gmt":"2022-06-17T08:05:18","slug":"ecom-real-talk-tauchen-wir-ein-in-die-welt-der-online-marktplaetze-fuer-mode","status":"publish","type":"post","link":"https:\/\/marketplace-uni.com\/en\/ecom-real-talk-tauchen-wir-ein-in-die-welt-der-online-marktplaetze-fuer-mode\/","title":{"rendered":"Online marketplaces for fashion: What you should look out for as a brand"},"content":{"rendered":"
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\"We don't want to sell online because we want to protect our brick-and-mortar retailers.\" I've heard this sentence over and over again in the last 9 years since I started selling online. However, I hear it less and less in the fashion industry. But just look at another industry and we're back to the same starting point. It seems that only the fashion industry started a process of change towards online marketplaces for fashion a few years ago. I would say that this is a brave attitude, considering that we are talking about brick-and-mortar retailers. And have you ever thought about what's best for your end customer? I mean, after all, they are buying your products. Can the end customer get your products where they prefer and where they normally shop?<\/p>

I would like to share my knowledge from the last 9 years in online sales with you. In a \"real, in-depth conversation\" about exactly this topic and at the same time give you more insights and expertise along the way. I have seen all the sites Amazon internally, the brand sites internally and the own online shops externally and now have this 360 degree view. I have also noticed that online sales no longer pose such big questions. It's now more about the business with online marketplaces, which always poses difficulties for brands because there is a huge lack of knowledge here. Why? Because it's a relatively new topic and also complex.<\/p>

\"The question with online sales is no longer \"if\", but rather \"when and how?\". Especially when it comes to online marketplaces.\"<\/p><\/blockquote>

So it's time to take a brief look at the world of online fashion marketplaces.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Two options for online sales channels with online shops such as Amazon, Zalando & Co.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Online marketplaces for fashion<\/strong> are different sales channels for brands and retailers to sell their products online via large online shops, e.g. Amazon. There is the wholesale business, which is still a B2B business. You have a buyer who pre-orders your items and sells them on behalf of the online shop. At Amazon this is called Amazon Vendors, for Zalando it is the normal wholesale business.<\/p>

In addition to wholesale, you can also sell your products as a brand via the marketplace itself - you use the online shop for this. You have to stock the product yourself and sell it via the online shop, e.g. as a seller on Amazon, and also send it to your end customer. The good thing for you as a brand is that you can decide where you want to sell your products and at what retail price. If you sell via the wholesale business, the online shop itself decides on the retail price and sells your products.<\/p>

In Germany and Europe, there are several online marketplaces for fashion, which are also known as partner programmes of online shops such as Amazon, Zalando, About you, Otto, Klingel, Ebay, Sportscheck, Mytoys, Limango, Mirapodo, Galeria, La Redoute, Douglas, BOL and Allegro and many more. This small selection focuses mainly on fashion and lifestyle products.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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What online marketplaces for fashion tell us about future growth<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Marketplaces have become growth engines for large online shops. Zalando therefore declared in its 2019 annual report that it would increase its GMV share of the partner programme (marketplace) from 10% in 2018 to 40% in 2023\/24, and to 50% in the long term. In 2019, they already increased the share of their 2019 annual report from 10% to 15% and in 2020 even to 24%. According to estimates, Amazon's sellers already generated 60% of total sales in 2019. These examples show that sales via online marketplaces for fashion will become significant in the near future.<\/p>

\"Marketplaces where you can sell all the products you want, depending on your selection\"<\/p><\/blockquote>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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I would like to use the graphic above to explain a case study in more detail. You are a retail brand that already sells its products via the wholesale buyer on Zalando (marked in dark blue).<\/p>

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