Foreign entrepreneurs are accustomed to entering the Russian market by their usual methods - through retailers or other intermediaries. This path is difficult, energy and financially costly. It is often only available to large players.
If earlier Russian partners were ready to sell goods themselves in any quantities due to low prices, the fall in the ruble exchange rate changed the situation: now imported goods have become 2-3 times more expensive than 7 years ago, so Russian distributors are no longer ready to invest in marketing. The pandemic has also shaped this trend: now in the Russian market, the one who sells his product or service on his own is more successful.
The 21st century is expanding business opportunities. A tool such as a marketplace allows SMEs to enter the Russian market with minimal risks and costs. In addition, this is a good opportunity to expand the target audience, get an additional source of traffic and potential buyers for companies that have already settled in Russia. So, according to experts, from 2019 to 2024, the average annual growth rate of Russian e-commerce will be 33.2% - the volume of online sales will grow from 1.7 to 7.2 trillion rubles.
Today we'll talk about how to strengthen your position on Russian marketplaces and increase sales.
So, you conducted an analysis and decided to be placed on the marketplace. We entered into an agreement with the trading platform on good terms, placed the goods and began to receive the first orders. In a passive format, sales reach a certain level and no longer grow, what should we do?
How to attract additional traffic to your products and increase conversion?
1. Contextual advertising. Many big brands use this tool. They run ads not on their website, but on specific product pages on the marketplace. Large marketplaces are especially trusted by buyers, so the conversion rate from such ads is higher
But here it is important to consider whether there is a corresponding permission clause in the agreement with the marketplace. If everything is in order with this, such traffic attraction will increase conversions.
2. SEO optimization. The more information and search keywords contained in your product card, the more chances the search engine will bring it to the top. The high traffic and the relevance of the resource as a whole will only contribute to this process.
In addition, the accuracy of the product description will increase its search results in the internal marketolace search.
3. The amount of revenue. Marketplace is a commercial platform. It is interested in selling more and with maximum margins. The marketplace takes into account sales statistics for every 2 weeks, its results affect the ranking of offers in the search. The more profitable your product is for the platform, the higher it will stand. Given this fact, it is better to start promotion on the platform with the most popular and marginal products.
4. Use your customer base. If you have a customer base, you can send emails with special offers and discounts, as well as introductory information, attracting people straight to the marketplace.
5. Participation in promotions. Discounts are always of great interest to buyers. The more you participate in the promotional programs of the marketplace, the more impressions your products will receive, and the faster they will start selling.
In general, the success of sales on the marketplace depends on the number of views and your position in the search. The first lines include the products that, according to marketplace statistics, are the most popular and bring the greatest revenue.
However, it should be borne in mind that each Russian marketplace has its own characteristics. Algorithms of one platform can be radically different from the principles of another. If you do not want to spend time and money testing new tools, entrust this work to professionals.
The RAUIE has been helping foreign companies to enter the Russian market for over 10 years.
We know how to make your business in Russia successful!
If you need expert advice, you can leave a request through the feedback form on the website ("ask a question" on the right side of the page) or by the contacts below:
Maxim Kuznetsov - vice-president of the RAUIE
investment@raspp.ru
WeChat: maximkuznetsov
