How does brand visibility differ between on marketplace and off marketplace sales?

In today’s highly competitive eCommerce landscape, brand visibility plays a crucial role in driving sales and building long-term brand equity. Sellers have two primary avenues when it comes to online retailing: marketplace sales (such as selling on platforms like Amazon, eBay, or Walmart) and off marketplace sales (through their own websites or direct-to-consumer portals). While both channels offer valuable opportunities, they create distinctly different outcomes when it comes to brand visibility.

Marketplace Sales: Limited Visibility with Broad Reach

Online marketplaces provide immediate access to a vast consumer base, making them an attractive choice for brands looking for fast exposure and consistent traffic. However, this broad reach often comes at the expense of brand visibility and control.

Within marketplaces, product listings are templated and follow a structured format defined by the platform. This structure limits how much a brand can differentiate itself visually and message-wise.

Key characteristics of brand visibility on marketplaces:

• Standardized design: Limited ability to use unique branding elements like custom fonts, layouts, or branded experiences.
• Search-driven presence: Visibility is largely driven by keyword optimization, price competitiveness, and ratings.
• Competing visibility: Similar products from multiple sellers are displayed side-by-side, often diluting individual brand identity.
• Brand showcase tools: Some premium options (like Amazon A+ Content or Brand Stores) allow for enhanced branding, but at an additional cost.

While marketplaces do offer brand exposure, it often favors products over brand identity. The platform itself retains much of the customer relationship and data, making it challenging for sellers to build ongoing brand loyalty.

Off Marketplace Sales: Brand Control and Custom Identity

Conversely, selling through one’s own website or direct channels provides unmatched control over the customer experience. Brands can design every aspect of their website to reflect their identity, voice, and values.

Key advantages of off marketplace brand visibility:

• Full creative control: Brands can implement custom design, storytelling, and interactive elements that align perfectly with their messaging.
• Stronger brand-consumer relationships: Control over user experience enables brands to engage customers directly and reinforce identity at every touchpoint.
• Data ownership: Access to site analytics and customer information allows for tailored marketing and stronger retention strategies.
• Long-term brand equity: Building a distinct online presence enhances brand recall and fosters customer trust.

However, off marketplace selling also requires more effort in attracting traffic, running digital marketing, and optimizing conversions. It becomes vital for brands to invest in SEO, paid ads, content marketing, and social media to maintain visibility.

Comparing the Two: Which Offers Better Visibility?

The answer depends on a brand’s goals. For immediate reach and simpler logistics, marketplace platforms offer a quick path to sales. However, for brands focused on long-term growth, storytelling, and loyalty, off marketplace channels are far more effective.

A hybrid model often works best — using marketplaces to tap into a wide audience base while simultaneously building a robust branded website to establish long-lasting recognition and loyalty. This dual approach allows brands to leverage each channel’s strengths and manage visibility strategically.

FAQ

• Q: Can a brand grow without selling on marketplaces?
  A: Yes, many brands grow successfully through their own eCommerce sites using digital marketing, social media, and influencer partnerships. However, it usually requires more time and investment compared to marketplaces.
• Q: Is it possible to improve brand visibility on marketplaces?
  A: Yes, by enrolling in programs like Amazon Brand Registry, using A+ Content, and optimizing listings with cohesive brand messaging and visuals, businesses can enhance marketplace visibility.
• Q: What if a customer only remembers the marketplace, not the brand?
  A: This is a common challenge with marketplaces. That’s why integrating off marketplace branding efforts and directing repeat buyers through owned channels can help build lasting brand recognition.
• Q: How does customer data differ between the two?
  A: When selling on marketplaces, the platform owns the customer data. In contrast, off marketplace channels give brands full access to customer demographics, behavior, and preferences.
• Q: What’s the best way to approach both channels?
  A: Balance is key. Start with marketplace sales for quick traction while gradually investing in your own website for better control and visibility. Cross-marketing between platforms can maximize exposure.