Real world showcase, Amazon the envy of the French companies, who wish to offer greater visibility. But the choice to sell on Amazon is not just a simple multiplication of the visitors.
For a TPE or a French SME, sell on Amazon represents a great opportunity to multiply their visibility and therefore their sales. By joining the Marketplace of Amazon, each contractor has a catchment area unexpected. In 2019, 10.000 French companies had succumbed to these 28 million unique visitors per month.
A global giant in e-commerce for personalized support ?
Just browse through the testimonials (many) of these entrepreneurs to understand that Amazon is much more than just provide a showcase. The juggernaut world of e-commerce offers tips on how to write the descriptions of products or services sold, guides to optimize its billing, tutorials for adopting a policy of delivery attractive to consumers.
And, the firm of Jeff Bezos is the leader on almost all sectors of activity, and studies of Médiamétrie show : the beauty products, the culture, the High-tech products, consumer goods, ….
For French companies, as for others, the promise of development are therefore required, even if it is necessary to observe one and only one rule, enacted by the corporation of Seattle : the customer is KING. And it is then that the attractive market square and Amazon begins to look like a giant without scruples.
The customer is KING, drift endangering the SME and the TPE
Amazon sets the rules of trade ambitious, making the customer satisfaction a true axiom. A rate of return that is too high, the customers opinion, not enough praise, claims that multiply, … and the giant of e-commerce to suspend the account of the company. This is what confirms to us an e-retailer specializing in the sale of cosmetics :
This thirty-year-old must testify under the guise of anonymity, knowing that in the contrary case, it would again be punished. An omerta is imposed tacitly of course.
Be visible on the platform of Amazon, therefore, has not only advantages, and the threat of the dereference is all the more effective, as quickly as small businesses become dependent. How could it be otherwise when Amazon is 50, 60, 70 or even 80% of the sales ?
The least expensive for a cost-effectiveness to reinvent
Because Amazon is always looking to satisfy its customers, constant efforts are required from the companies, which must, nevertheless, grant a commission (between 15% and 20% in general) on each of their sales. Profitability is hard to find.
In addition, sell on Amazon allows the platform to know all of the catalog companies, to identify the best sales in particular. And when the success is at the rendezvous, the flagship products of the SMES are then copied (usually by chinese companies) to be sold cheaper on the same Marketplace. Officially, Amazon has no role to play in this multiplication of copies. But the result is without appeal, and the companies must then agree to a reduction of their margin, if they wish to continue the adventure in remaining competitive.
An e-merchant alerts us on other drifts, putting more in danger the health of the TPE and SMES. He also wants to testify anonymously, refusing to lose his right to sell on Amazon.
If the TPE and SMES in france are struggling to deploy solutions to commercial, related to this processing of data, Amazon, on the other hand, has the financial means, technical and human, to take full advantage of Big Data. And that will then have to meet the new requirements of the global giant’s e-commerce ?