In many categories, the purchase decision starts inside Amazon, Miravia or El Corte Inglés. Being present is not enough: the channel must be operated with the same rigour applied to the owned channel.
Marketplaces have changed buyer behaviour across most categories. In electronics, more than 60% of product searches start inside Amazon, not on Google. In fashion, Zalando and Amazon Fashion are the first point of contact for a significant share of buyers. In grocery, Amazon Fresh and Mercadona Online are regular purchase channels for millions of users.
That means a brand that is not well positioned in the relevant marketplaces for its category is losing visibility at the very point where the buyer makes their decision, not before, not after.
But operating well in marketplaces is not just about uploading a catalogue and running campaigns. Positioning within the platform depends on listing quality, pricing management, stock availability, buyer reviews, and the coordination between organic content and advertising spend. Each of those variables affects all the others.
We are an Amazon Ads Advanced Partner and TikTok Shop Partner, with early access to features, betas and direct platform support.
We define the role of marketplaces within the channel strategy: which products make sense on each platform, how to manage the relationship with the owned channel, which seller or vendor model fits best given volume and margin, and in which international markets it makes sense to activate a presence.
Organic positioning within Amazon and other marketplaces depends directly on listing quality: title, images, bullet points, description, A+ Content. We optimise each listing to respond to buyer search intent within the platform, not to sound good in a marketing brief.
We manage advertising investment within Amazon and other marketplaces coordinated with catalogue management. A Sponsored Products campaign driving traffic to a poorly optimised listing or a product with few reviews will convert worse than the same investment in a product that is well positioned organically.
Price in marketplaces directly affects both organic positioning and profitability. We monitor competitor prices, manage repricing when needed, and coordinate the marketplace pricing strategy with the owned channel to avoid cannibalism.
We measure the real profitability of each platform after deducting marketplace fees, fulfillment costs and advertising spend. That information is the basis for decisions on which products to activate, with what investment and on which platforms.
We operate with feed and catalogue management platforms connected to the marketplaces where the client sells.
