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By Markus Forst (More) • Last updated on October 25.02.2024, XNUMX • First published on 25.04.2013/XNUMX/XNUMX • So far 4285 readers, 1192 social media shares Likes & Reviews (5 / 5) • Read & write comments
Science has also studied how to sell successfully on Amazon. An overview.
In this article I will explain the success factors in eCommerce according to the models of the eBusiness experts Wirtz and Heinemann. I tried to connect the current success and differentiation factor models according to Wirtz and Heinemann directly to the Amazon Marketplace.
The risks in this business model are mainly specified by Amazon and can hardly be influenced by the dealer himself. Above all, future process changes by Amazon represent an incalculable risk component for the retailer, since process changes always come with them Costs, which are passed on to the dealer, may be connected.
The scientific model of Dr. Bernd B. Wirtz, expert for eCommerce at the University Witten-Herdecke, should the (potential) Online- Introduce merchants to the advantages and disadvantages of the marketplace.
The opportunities and risks that are possible for the online retailer are also shown directly entrepreneur can be derived when selling via Amazon.
Thus, success factors or differentiation factors exist, which are largely provided by Amazon as a service provider. Other factors, however, are made more difficult or even obsolete by using the Marketplace.
Finally, there are numerous success and differentiation factors that the online retailer should pay attention to in order to ensure sustainable Success with the Amazon Marketplace.
Success factor | Description |
Content | Effective presentation of products and services |
Convenience | Develop a user-friendly and intuitive website |
Control | Extent of independently controllable processes |
Interaction | Building and maintaining individual customer relationships |
Community | Establish and maintain relations with like-minded individuals, groups or organizations |
Price Sensitivity | The pricing competence for products and services |
Brand Image | Building a reliable brand in e-business |
Commitment | A strong motivation for Internet use and the desire for constant innovation |
Partnership | Extent of the use of partner relationships in the value added, in order to expand the Internet presence |
Process Improvement | The company's competency to adapt and automate business processes |
Integration | Supporting the partnership and process improvement through the underlying IT systems |
The success of an eCommerce business start-up using the Amazon Marketplace depends largely on the specifics Companys, as well as various environmental conditions, but basic factors and parameters can be identified, with knowledge and attention to which the eCommerce success sustained can be increased.
Here Wirtz focuses on the strategic elements that are to be implemented in the business model in order to establish a sustainable and successful business model and to reduce the susceptibility to crises. The table above shows this clearly.
If the strategic success factors shown in the table according to Wirtz are transferred to the business model of the Amazon Marketplace, the success factors Convenience, Community, Partnership and Process Improvement for the dealer of Amazon are taken over, see orange coloring in table.
Thus, the marketplace retailer only has the task of concentrating on providing the end customer with optimal product presentation (content) and establishing a communicative customer relationship with this (interaction).
Of highest relevance for the Marketplace dealer is also a high price-setting competence (Price Sensitivity), as well as a collaborative integration and continuous improvement of the Amazon Seller Central system with the system world of the Marketplace dealer (integration).
For this, in addition to the use of a merchandise management system, the use of a CRM system is recommended in order to optimally manage the customer relationship (Interaction
In order to be able to ideally implement the strategic success factors relevant to the Marketplace dealer, a high affinity for Internet use and the will to constantly Innovation (Commitment) essential. The strategic success factors of the marketplace dealer have been marked in blue in the table.
Taking into account the strategic success factors according to Wirtz, however, the Amazon Marketplace also carries great risks. These were marked in red in the table.
If a marketplace dealer works exclusively with the Amazon platform and does not maintain any other sales channels, it will be extremely difficult Brand in eBusiness/eCommerce (brand image). Another one Risks for the marketplace dealer represent the independently controllable processes.
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Markus Fost is the winner of the Vendor Award and works in business development as well as a consultant to the board at metabo. Markus Fost, BA cand. MBA, born in 1984, studied business administration at the HfWU Nürtingen-Geislingen. In his professional activity for well-known industrial companies and consulting companies, he was able to gain extensive experience in the e-commerce sector. Markus worked for Graupner GmbH & Co. KG for a total of nine years, most recently in 2009 - 2010 as Commercial Director / CFO. In 2009 he was given the Vendor Award Climber of the Year by Amazon.de as part of his work at Graupner GmbH and Co. KG. Markus Fost is currently working at the power tool manufacturer metabo in business development and as a consultant for the CEO and CFO. More information at www.all-ecommerce.de All texts by Markus Fost.
Really a fabulous contribution!
As someone who has just become self-employed in sales at Amazon, I think that's really great!
Good contribution, I have the same gebookmarket.
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