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Marketplace Expansion Series Webinar
marketplacestrategy.com
A B O U T
M A R K E T P L A C E
S T R A T E G Y
marketplacestrategy.com
60+CLIENTS
65TEAM MEMBERS
90%CLIENT RETENTION
WHO WE ARE
marketplacestrategy.com
OUR
CLIENTS
AMAZON ADVERTISING PARTNER
M A R K E T PL A C E S T R A T E G Y
Find-a-Partner Directory
Advertising and Programmatic Partner Managers
Access to Alpha/Beta Tests
Exclusive Platform & Data Insights
Strategic Brand Support
Quicker Problem Solving
Please utilize the GoToWebinar chat window your
questions will be answered during the Q&A
portion at the end.
H O U S E K E E P I N G
➔ Session recording & slides will be sent out as a
follow up
➔ Submit questions to the MPS team using the
question window
➔ Interact using the chat window
➔ Email for any additional resources or questions
following the presentation:
dina@marketplacestrategy.com
marketplacestrategy.com
Greg Wolny | Executive Vice President
TODAY’S EXPERT
M A R K E T P L A C E S T R A T E G Y
marketplacestrategy.com
THE
AGENDA
State of E-Commerce
Marketplace Pulse & Emerging Marketplaces
2021 Approach
Key Takeaways
Q & A
01
02
03
04
05
marketplacestrategy.com
2020 IMPACT
STATE OF E-COMMERCE
Actual
P R E P A N D E M I C
ECOMMERCE GROWTH ACCELERATED
57% 30% 63%
Year-over-year increase in
U.S. online revenue in Q3
2020.
-Digital Commerce 360
Increase in U.S. ecommerce
sales during 2020
accelerating online shopping
shift by 2 years.
-eMarketer
Of all online sales will be from
the top 10 ecommerce players
-eMarketer
➔ Amazon 39%
➔ Walmart 5.8%
➔ Best Buy 105.5% Target 103.5%
curbside
➔ Kroger
TOP 10 MARKETPLACES
For the first time or in new
categories, like grocery, health &
hygiene, and home essentials.
In April, redefining how consumers
expect convenience and immediacy.
-Adobe's Digital Economy Index
After the pandemic is over.
-Global Web Index
STAY-AT-HOME ORDERS CAUSED
GROWTH IN ONLINE SALES
COVID SHIFTED CONSUMER BEHAVIOR
Marketplace Testing Add to Assortment Fulfillment
HIGHLIGHTS & CHALLENGES
Can We Have More?
& EMERGING PLATFORMS
MARKETPLACE PULSE
MARKETPLACE MATRIX
Home DepotCVSInstacart Walgreens
EMERGING ADVERTISING PLATFORMS
Target
Managed Svcs Managed Svcs Self-Serve TBDSelf-Serve Managed Svcs
Content
Syndication
Content
Syndication
Content
Syndication
Content
Self-Serve
Content
Syndication
AMAZON.COM G L O B A L C P G C O M P A N Y
ADVERTISING
DATA & ANALYTICS
AD SPEND GROWTH
39.1%
WALMART.COM
ADVERTISING
DATA & ANALYTICS
AD SPEND GROWTH
INSTACART
ADVERTISING
DATA & ANALYTICS
% US GROCERY SALES
73.4% 65%
THE FUTURE IS HERE
2021 APPROACH
PRIORITIZE MARKETPLACES
& ASSORTMENT
What’s your number and what’s
the mix to get there?
Full-funnel & cross platform
coverage is key.
Internal vs. external resources
decisions.
BUDGET ALLOCATION
REALIGNING RESOURCES
STRATEGIC ACTION STEPS
PRIORITIZE MARKETPLACES
& ASSORTMENT
What’s your number and what’s
the mix to get there?
STRATEGIC ACTION STEPS
2020 Target
T I E R O N E
Top Performers
(150 SKUs)
T I E R T W O
Mid Range
(175 SKUs)
T I E R T H R E E
Low Focus
(300 SKUs)
STRATEGIC ACTION STEPS
T I E R O N E
Top Performers
(150 SKUs)
T I E R T W O
Mid Range
(175 SKUs)
T I E R T H R E E
Low Focus
(300 SKUs)
BUDGET ALLOCATION
& MEASUREMENT
Full-funnel & cross platform
coverage is key.
Internal vs. external resources
decisions.
REALIGNING RESOURCES
STRATEGIC ACTION STEPS
NEXT STEPS TO SUCCESS
KEY TAKEAWAYS
You Can’t Ride
Platform Growth
Increased Investment Is A
REQUIREMENT
NEXT STEPS TO SUCCESS IN 2021
Know Your # &
Get There
Have A Goal & Know What Each
Platform Will/Should Do (Be Ready to
Pivot)
Resourcing
Across Platforms
Plan Ownership Across Platforms.
Alignment, Accountability, Autonomy
marketplacestrategy.com
Innovate the
Experience
Make Life Easier For
Your Customers
THE NEW POST-PANDEMIC CONSUMER
Checkout &
Shipping
Checkout Is A Critical Moment
For All Brands
Branding
Consistency
Build Upon Opportunities To
Connect With Your Customers
marketplacestrategy.com
QUESTIONS?
THANK YOU
Greg Wolny | Executive Vice President
greg.wolny@marketplacestrategy.com
marketplacestrategy.com

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Venturing Beyond Amazon: How Brands Will Diversify Sales Channels in 2021

  • 1. Marketplace Expansion Series Webinar marketplacestrategy.com
  • 2. A B O U T M A R K E T P L A C E S T R A T E G Y marketplacestrategy.com
  • 3. 60+CLIENTS 65TEAM MEMBERS 90%CLIENT RETENTION WHO WE ARE marketplacestrategy.com
  • 5. AMAZON ADVERTISING PARTNER M A R K E T PL A C E S T R A T E G Y Find-a-Partner Directory Advertising and Programmatic Partner Managers Access to Alpha/Beta Tests Exclusive Platform & Data Insights Strategic Brand Support Quicker Problem Solving
  • 6. Please utilize the GoToWebinar chat window your questions will be answered during the Q&A portion at the end. H O U S E K E E P I N G ➔ Session recording & slides will be sent out as a follow up ➔ Submit questions to the MPS team using the question window ➔ Interact using the chat window ➔ Email for any additional resources or questions following the presentation: dina@marketplacestrategy.com marketplacestrategy.com
  • 7. Greg Wolny | Executive Vice President TODAY’S EXPERT M A R K E T P L A C E S T R A T E G Y marketplacestrategy.com
  • 8. THE AGENDA State of E-Commerce Marketplace Pulse & Emerging Marketplaces 2021 Approach Key Takeaways Q & A 01 02 03 04 05 marketplacestrategy.com
  • 9. 2020 IMPACT STATE OF E-COMMERCE
  • 10. Actual P R E P A N D E M I C ECOMMERCE GROWTH ACCELERATED 57% 30% 63% Year-over-year increase in U.S. online revenue in Q3 2020. -Digital Commerce 360 Increase in U.S. ecommerce sales during 2020 accelerating online shopping shift by 2 years. -eMarketer Of all online sales will be from the top 10 ecommerce players -eMarketer
  • 11. ➔ Amazon 39% ➔ Walmart 5.8% ➔ Best Buy 105.5% Target 103.5% curbside ➔ Kroger TOP 10 MARKETPLACES
  • 12. For the first time or in new categories, like grocery, health & hygiene, and home essentials. In April, redefining how consumers expect convenience and immediacy. -Adobe's Digital Economy Index After the pandemic is over. -Global Web Index STAY-AT-HOME ORDERS CAUSED GROWTH IN ONLINE SALES COVID SHIFTED CONSUMER BEHAVIOR
  • 13. Marketplace Testing Add to Assortment Fulfillment HIGHLIGHTS & CHALLENGES Can We Have More?
  • 16. Home DepotCVSInstacart Walgreens EMERGING ADVERTISING PLATFORMS Target Managed Svcs Managed Svcs Self-Serve TBDSelf-Serve Managed Svcs Content Syndication Content Syndication Content Syndication Content Self-Serve Content Syndication
  • 17. AMAZON.COM G L O B A L C P G C O M P A N Y ADVERTISING DATA & ANALYTICS AD SPEND GROWTH 39.1% WALMART.COM ADVERTISING DATA & ANALYTICS AD SPEND GROWTH INSTACART ADVERTISING DATA & ANALYTICS % US GROCERY SALES 73.4% 65%
  • 18. THE FUTURE IS HERE 2021 APPROACH
  • 19. PRIORITIZE MARKETPLACES & ASSORTMENT What’s your number and what’s the mix to get there? Full-funnel & cross platform coverage is key. Internal vs. external resources decisions. BUDGET ALLOCATION REALIGNING RESOURCES STRATEGIC ACTION STEPS
  • 20. PRIORITIZE MARKETPLACES & ASSORTMENT What’s your number and what’s the mix to get there? STRATEGIC ACTION STEPS 2020 Target T I E R O N E Top Performers (150 SKUs) T I E R T W O Mid Range (175 SKUs) T I E R T H R E E Low Focus (300 SKUs)
  • 21. STRATEGIC ACTION STEPS T I E R O N E Top Performers (150 SKUs) T I E R T W O Mid Range (175 SKUs) T I E R T H R E E Low Focus (300 SKUs) BUDGET ALLOCATION & MEASUREMENT Full-funnel & cross platform coverage is key.
  • 22. Internal vs. external resources decisions. REALIGNING RESOURCES STRATEGIC ACTION STEPS
  • 23. NEXT STEPS TO SUCCESS KEY TAKEAWAYS
  • 24. You Can’t Ride Platform Growth Increased Investment Is A REQUIREMENT NEXT STEPS TO SUCCESS IN 2021 Know Your # & Get There Have A Goal & Know What Each Platform Will/Should Do (Be Ready to Pivot) Resourcing Across Platforms Plan Ownership Across Platforms. Alignment, Accountability, Autonomy marketplacestrategy.com
  • 25. Innovate the Experience Make Life Easier For Your Customers THE NEW POST-PANDEMIC CONSUMER Checkout & Shipping Checkout Is A Critical Moment For All Brands Branding Consistency Build Upon Opportunities To Connect With Your Customers marketplacestrategy.com
  • 26. QUESTIONS? THANK YOU Greg Wolny | Executive Vice President greg.wolny@marketplacestrategy.com marketplacestrategy.com