How to integrate your e‑commerce with marketplaces

This is why it is crucial to adopt strategies that allow you to exploit different distribution and sales channels, capable of stimulating access to new and profitable markets. An example of this is the integration of e-commerce with marketplaces, a strategy that allows you to maximize visibility and sales through consolidated and authoritative platforms.Integrating your e-commerce business with marketplaces is not just a move potentially capable of increasing sales, but a real business strategy that can redefine the sustainability and growth of a company in the medium and long term. The most established platforms, such as Amazon, eBay, Shopify, Prestashop and Woocommerce, just to name a few, offer unparalleled visibility on a global level and represent not only a consolidated point of reference for millions of users, but also a precious opportunity for companies that wish to broaden their development prospects beyond national borders and sell products abroad.

The total cross-border e-commerce market in Europe for example, according to a study by CB Commerce, reached a turnover of 265 billion euros in 2022: of these 167 billion euros, or 63% of the total, were generated by marketplaces. The global data are even more flattering: according to Mirakl, in recent years marketplaces have grown at a double rate compared to e-commerce in general, while in the last two years, consumers who have decided to purchase on large generalist platforms have increased by 35%. Therefore, being present on these platforms means not only having access to a vast clientele, but also being able to benefit from advanced technologies and efficient logistics networks.

Marketplace integration: what the advantages are for e-commerce

The process of integrating an e-commerce business with marketplaces is an operation that consists of connecting your online store with larger platforms through sales and shipping automation processes, which can also include warehouse and stock management. Adopting this strategy can prove particularly profitable and can transform the way a company positions itself and operates in the online market. Here are the main advantages.

Increased exposure. Sites like Amazon, eBay, Shopify, Prestashop and Woocommerce attract millions of visitors a day, offering a global showcase that can be used to expose your products to a much wider audience than a single e-commerce site could normally reach.

Consumer loyalty. Being present on an established marketplace can increase trust in the brand. Consumers tend to feel more confident in purchasing from well-known and reliable platforms, with intuitive paths and clear and widely tested payment and product return methods. According to data provided by Amazon, users who purchase on the platform complete 28% of purchases in just 3 minutes, 50% in less than 15 minutes.

Logistics efficiency. Many marketplaces offer fulfillment options, which can lighten the logistical load on selling companies, from warehouse management to returns management, allowing companies to focus on their core business.

Access to new markets. Integrating e-commerce with international marketplaces opens the doors to foreign markets without the need to establish a physical presence, thus reducing barriers to entry into new geographic areas.

Analysis and data. Marketplaces, thanks to integrated management systems, provide access to a vast range of data that can help companies understand customer preferences and behavior better, allowing them to optimize offers and marketing strategies more effectively.

How to manage the integration between e-commerce and marketplaces

Despite the obvious benefits, there are quite a few SMEs and artisan companies who hesitate in taking this step, often for fear of losing the brand's identity or facing management and technical complexities without the necessary know-how and resources. However, with the appropriate tools and with the support of specialized players, the integration of the e-commerce catalog with the marketplaces can be managed effectively and help optimize not only sales processes but also logistics operations. Let us examine what the main steps to take are.

Platform choice. The first step to take is to choose the marketplaces best suited to your business. It is essential to evaluate based on their compatibility with the products sold, reputation among consumers and the technical specifications necessary for integration. Relying on specialized players allows you to join a greater number of platforms more easily, maintaining high standards of process efficiency.

Use of integrated management software. Adopting integrated management software, developed both in plug-in and online versions, allows you to automate the management of orders, shipments and returns of your e-commerce. Solutions of this type are ideal for small businesses and startups, thanks to their flexibility and highly customizable features.

Catalog customization. It is possible to maintain the brand identity and calibrate the offer by customizing the product catalog for each integrated marketplace. This means adapting descriptions, images and prices based on the specific needs of each platform, increasing the chances of conversion

Performance monitoring and optimization. Once e-commerce and marketplaces have been integrated, it is essential to continuously monitor reporting and performance, using the analytical tools offered by the platforms to collect data on sales, customer behavior and market trends. This allows you to optimize pricing, promotions and inventory management strategies in real time.

MBE eship is the service dedicated to SMEs, start-ups and artisans who wish to expand their business with multi-channel strategies. Developed in both a web and plug-in version, it allows you to manage Amazon or eBay shipments directly through a selected MBE Center. Compatible with the main online sales platforms, easy to install and monitor through a single panel, MBE eShip is the perfect solution for companies that want to grow while keeping every phase of the process under control.