digital shelf

Share of Search

Share of Search: Tap the Power of Keywords and Reach Your Ideal Audience

In today’s world where every piece of information is just a fingertip away, shoppers have become smart and aware. Accordingly, the brands have to be on their toes to understand what’s on the consumer’s mind. Along with it, it’s also essential for brands to keep track of their competitor’s moves. While the traditional approaches have their own space, the universal metric of Share of Search is set to open a door of effective business insights and therefore more opportunities. 61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority. Learn how Share of Search can change your digital commerce game and help you compete with utmost transparency and efficiency in the ever-evolving digital landscape. What is Share of Search? The simplest way to explain Share of Search is, that it is the percentage of search results on a particular keyword for which a brand appears. An SOS can be measured for general search queries on search engines and eCommerce marketplaces. Share of search is a powerful metric for eCommerce marketers to understand and predict their market share and growth. In terms of digital shelf analytics, the share of search enables brand owners to get transparency of how their brands are performing online in comparison to their competition, get an insight into their brand performance and also revamp their search strategies. Is Share of Search a substitute for Share of Voice? There is an existing misconception that Share of Voice (SOV) can be substituted by Share of Search as both are derived from the same concept. Share of Voice determines the market share success by comparing the brand’s advertising spend with total media expenditure within the industry. Whereas the share of search is determined based on how many times a brand’s keyword is organically typed rather than how much is spent to capture the market share. Share of search gives a fair idea of a brand’s organic reach in digital platforms. By leveraging advanced intelligence solutions, one can better understand the search behaviour of a shopper – like if people are comparing products or trying to learn how to use the products based on keyword searches. Therefore, it will not be a substitute but a collaboratively used metric to understand the pulse of the market, make crucial business decisions based on market position, and create effective strategies to stay relevant. How Search Drives a Shopper’s Behaviour? Today’s shoppers are smart and fast unlike earlier. And to tap the interest of these fast consumers, search plays a crucial role. Your product is just a quick search away. From discovering new and trending products, researching via reviews and ratings or even exploring other options, comparing prices and checking quality, they leverage the internet for everything before buying. Therefore, it has become essential for brands to stay on top of their search game to ensure they don’t get overshadowed by competitors. How does Share of Search Help to Stay Ahead of the Game? According to a study conducted by James Hankins, the share of search entails 83% of a brand’s market share. When used ideally, this metric not only provides the brand’s market position but also enables marketers to accumulate search insights based on geography and product category, thereby understanding consumer preferences. Share of search can help brands to: Appear In The Front Shelf Stats say there are up to 60% higher chances of adding to a cart if a brand’s product appears within the first four search results. Imagine, your loyal customer is at the shampoo aisle looking for their favourite brand. But when searching your competitor’s product overshadows your product by taking the prime position in the aisle. This similar happens in online shopping when your competitors appear above you in the search results when looking for “shampoo”. If your share of search is weak, there will be a higher chance of discovery for your competitor’s product until it goes out of stock. By understanding the competing brand’s share of search, you can identify the hidden tactics in the product detail pages (PDPs) and optimize them to appear on top of the digital shelf. Be Known for What You Do Best Improve your brand’s positioning by covering not just branded but also non-branded keywords. According to an experiment done by HP in 2022, they found that there was a rapid rise in generic search terms like “best laptops”. This experiment increased to 8.2% of customers shifting from consideration to purchase decision. The metric provides a wide coverage to the brand across both branded and non-branded keywords leaving a deeper impact on the customer’s mind. Stay ahead of competitor’s move The product display pages [PDPs] require frequent updates to stay relevant in the dynamic environment of eCommerce businesses. 76% of the shoppers prioritise detailed product descriptions as a significant attribute when shopping. By keeping track of the share of search, marketers can effectively improve the product descriptions, outdated images and missing sections along with incorporating the best-performing keywords. This means that if you own a homemade product brand, the metric must be able to help showcase your product even when a person searches “homemade”. Stay Ahead of Competitors with Insight-driven Analytics The behaviour of a consumer’s search behaviour is dynamic and monitoring it is an ongoing process. It differs according to the stage in which a customer stands. Whether they are looking for a solution, or comparing the products with competitor’s products. All these lead to making the final decision. To keep track of these dynamic changes, the brands require a holistic and advanced eCommerce analytics solution. mScanIt is a ecommerce competitive analysis that helps to fulfil these requirements and more with a comprehensive dashboard that enables one to keep track of search rankings and provides a transparent overview of the brand’s visibility. Get in touch with our experts to solve your eCommerce woes!

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Quick Commerce

Quick Commerce: Are You Aware of Your Product Availability?

Product availability is the key issue for brands looking to expand their presence across face fast-paced Quick-commerce landscape. As more funding coming in Q-com platforms are getting over the issues that hindered their progress so far. With the expansion of new categories that cater to the last-minute needs of shoppers, quick commerce platforms are expanding their horizons.  As more and more brands are turning towards quick commerce platforms around the world, they also need to measure and monitor performance across platforms and geographies. Let’s dive deeper and assess the core issues that brands face on quick commerce platforms and how they can overcome such challenges and boost efficiency across platforms. Different Quick Commerce Platforms Pose Different Challenges Every platform on quick commerce or e-commerce platform has its own set of challenges with different requirements and regulations for brands to optimize product pages and boost their share of search. Here are some of the key challenges that are roadblocks to brands success. 1. Optimizing Product Page Across Quick Commerce Platforms On e-commerce platforms like Amazon and Flipkart perfect page analysis is key for brands to understand what’s working on one platform and not working on the other or vice-versa. eCommerce Competitive analysis at the platform level helps enhance performance on the platform. This means keeping up with the content optimization requirements in the title and description across platforms. However, this approach needs to vary based on the platform. On Quick Commerce platforms optimizing the title became critical along with product images with key ingredient details on them as most q-com platforms do not have detailed product pages. 2. Tracking Product Availability in Real-Time Across Quick Commerce Platforms When a product goes out-of-stock brands for sure lose out to competition as quick commerce users seek rapid fulfilment of their requirements. For example, if a shopper is looking for 5 kg Atta (Flour) and our brand is not available the brand the person generally uses or knows about, the person will simply switch to the next best option and maybe stick to that choice next time. So, the brand not only loses a loyal customer but also loses the shopper’s trust in their brand. This is a very common shopper behavior on quick commerce platforms. The purchase decisions are made really quickly based on the best available products along with product pricing and offers. Another such case is availability across platforms, a shopper looking for a specific product of the brand might search on multiple platforms as well. This means brands must monitor their presence across platforms at the pin-code level and on the platform’s dark stores. Case Study – How a Beverage Giant Optimized Product Availability Across Q-Com Platforms A global leader in the beverage industry, in optimizing their performance across platforms and geographies with the Digital Shelf tracker to monitor their products across Africa, the Middle East, and South Asia (AMESA). In mainly focused on enhancing its market presence by monitoring availability which include Brand Availability Trends Availability share versus competition City-Wise Availability Trends – monthly, weekly, daily, and hourly Platform-wise & geography-wise analysis Heat map to identify new geography to target Tracking Bottlers (Sellers) performance Maintaining Out-of-Stock product lists & real-time alerts In October 2023 in the KSA region, product availability on platforms like Quick Market, Carrefour, and Nana stood at 28%, 57%, and 86%, respectively. However, after comprehensive real-time of monitoring stock availability, they were able to identify the gaps and by the end of November, it improved significantly across platforms, soaring to 51%, 100%, and 94% for Quick Market, Carrefour, and Nana, respectively which enhanced their presence across platforms and bolstered their brand reputation. This significant accomplishment was made possible through a data-driven strategic approach of identifying gaps, implementing real-time monitoring of in-stock and out-of-stock products across platforms, and meticulously tracking the performance of bottlers (sellers) across diverse regions. Final Thoughts When products go out of stock it puts every effort that the brand has made to mark their presence on the quick commerce platform to a standstill. The competition is fierce on quick commerce platforms, and the shoppers’ purchase decisions are swift. Brands need to be on their toes and identify new geographies where competition is available, and they are not and where competition is facing stock-outs to score on every opportunity to become the top choice of the shoppers. Get in touch with our experts for deeper insights. Reach out to learn more!

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Digital Commerce Intelligence

Cross-border Commerce: Optimize New Opportunities with Digital Commerce Intelligence

The world of e-commerce is expanding the international borders are no longer a hindrance in reaching out to new sets of interested shoppers instead it is an opportunity to expand, explore, and excel in new markets. But every marketplace across the world has its own guidelines, local cultural nuances, and distinct shopper behavior. Brands need that intelligence across platforms, regions, and competition to expand in the digital ecosystem. Let’s explore how intelligence can help brands in their cross-border commerce venture and what impact it has on the digital commerce landscape. What is cross-border commerce? Cross-border e-commerce is when a brand sells or buys products across an international border or across multiple destinations through e-commerce platforms. It could be between B2B or B2C in different countries. Cross-border commerce opens doors to the global market and allows brands to access a wider customer base, making inroads into markets they may not have been able to access via traditional retail. Brands can increase their sales and revenue by targeting customers in different countries and regions, each with its own purchasing power and demand for specific products. Brands can reduce their dependence on a single market by selling in multiple countries. How does e-commerce intelligence help the Cross-Border Commerce venture? In the digital commerce ecosystem, understanding the market and open up to local cultural behavior help identify shoppers’ choices. Rather than applying the experience of one country or marketplace on the other. For instance, the customer behavior and market dynamics of Indian e-commerce is quite a contrast from the Middle East and Southeast Asia e-commerce ecosystem. Equipped with Digital Commerce Intelligence brands can keep track of emerging consumer trends, shopping patterns, and preferences in different countries. Adapting to the market requirements and customer needs. This creates the need for analyzing large volumes of data across geographies and platforms to understand international customer behavior, preferences, and market dynamics. This data can inform decision-making and marketing strategies. eCommerce competitive intelligence across platforms and geographies can ease up the burden of brands, that have a wider global distribution network or sell cross borders on eCommerce platforms. It gives brands a competitive edge and can enhance brand exposure and visibility. It also helps establish a brand’s presence and reputation in the global market. Cross-border commerce provides brands an opportunity to target niche markets where product offerings are in high demand. Like an Indian snack brand targeting expatriate shoppers in the Middle East. Cross-border e-commerce: What you should know? Brands must be aware of the competition, market, and local regulations to build a good market share and build on using market intelligence and insights. Here are some key elements of cross-border e-commerce that brands should explore. Understand Local Trends: Adapting to region-specific trends, product specifications, and packaging helps the brand build a loyal customer base. Data-driven insights on product feedback, customer sentiments, and product detail page content help construct market strategies that suit the specific culture, language, and preferences. Boost Your Digital Presence: Enhancing your presence by bidding on the keywords that can increase your share of search in the region for sponsored listings and ad banners on the eCommerce platform. Identify what your brand needs to boost its digital shelf with platform-level intelligence versus local and global competition across categories and geographies. Know the Regulations: Understand and comply with the local eCommerce business laws and regulations of the platform. Also, prepare your product display page content specific to the platform and geographies. Know Your Competition: Identify key players across platforms under various categories, sub-categories, and variants in the target market and understand their strengths and weaknesses. Continuously monitor your performance and identify areas where you may be falling short or missing opportunities for improvement versus competition. Understand Customer & Market Needs: An understanding of customer preferences can help tailor your products and services to target shoppers in the region. The product descriptions and marketing content should be localized to resonate with local consumers and address their specific needs. Risk Management: Assess and mitigate the risks associated with cross-border commerce, such as currency fluctuations, political instability, or supply chain disruptions. Implement measures to prevent and detect ad fraud, which can be a significant issue in digital advertising. Ensure your products meet local safety and quality standards while maintaining brand consistency. Safeguard your intellectual property rights and trademarks to prevent infringement by others. Businesses need to carefully plan and execute each of these aspects to effectively expand into new markets and capture global e-commerce opportunities. Final Thoughts: Leveraging digital Commerce Intelligence for Cross-Border Commerce Digital commerce intelligence is a linchpin for brand success in cross-border commerce, providing invaluable actionable insights that can help build strategies to outpace the competition. By analysing the competitive landscape in each target market, brands can uncover gaps and advantages. Utilizing digital intelligence for real-time competitor pricing enables dynamic pricing adjustments. Connect with us to learn more about the capabilities of our digital commerce intelligence solution mScanIt, which provides a global dashboard to monitor core KPIs like availability, keyword share, rating and reviews, pricing, and a lot more across countries, platforms, and competition. Optimizing the shopping experience with data-driven insights can be a game-changer for brands in cross-border e-commerce.

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Indian E-commerce

Indian E-commerce Market Trends 2024

The world of e-commerce saw some rapid changes post-pandemic lockdown but as the people started adjusting to the new normal new trends started to emerge. The shopper’s behavior has evolved, with marketplaces enhancing the shopping experience with augmented reality and a flurry of mega-sale seasons. During the festive season in 2023, brands promoted their product with extensive sponsored activity and launched new products aggressively. This festive season was coupled with mega events for advertising the Cricket World Cup in India 2023. But what’s next in the eCommerce arena? Let’s move beyond 2023 and dive deep into what this will lead to and what to expect in 2024. eCommerce Trends for 2024 1. Rise of Value-First Shoppers The shopper’s behavior is getting complex and challenging to predict day by that with multiple choices, platforms, and steep competition. Online shoppers buy different products at different prices for various reasons. Understanding their motivation and need is key to excel in 2024 & beyond. Among the most common types of shoppers are impulse buyers, casual shoppers, need-based, research-oriented, and those who follow the trends, value-first shoppers have carved their niche looking for products that offer value for money and are on par with their lifestyle needs. Brands need to tap the buying potential of such shoppers and use insights competition to become the top pick of these shoppers. Health & Wellness, Beauty & Personal Care categories are key target segments. The digital native brands (DNB) catering to such niche of shoppers also need to track competition strategies on e-commerce and quick commerce platforms. 2. Expansion Across Tier 2, 3 Cities & Beyond Brands need to understand the landscape of online shopping has moved beyond tier-1 cities with more influx of shoppers coming from tier-2 & 3 cities. The ease of payment and high-speed internet penetration across tier-2 cities and beyond has led to rise of mobile commerce and social commerce as platforms like Meesho earned 60% of its sale during festive season sale from tier-2 cities. The 2023 was the year of expansion and discovery where tier-2 & 3 cities experience rise in presence of quick commerce -dark store for swift delivery. Even Amazon is witnessing an influx of shoppers into the prime ecosystem from tier 2 and 3 consumers discovering new categories. In 2022, during the prime day sale, the e-commerce retailers saw 65 percent of the growth coming from tier 2 and tier 3 cities. Brands need to identify opportunities in these geographies and explore new opportunities. Identify gaps in the market presence at pin-code level. 3. Personalized Experience with Global Localization The world is shrinking in terms of reach and information access. Shoppers are aware of what’s going on in the global market and what is in trend but personalized experience and connect with products is still a key point in making purchase decision. Brands selling in global e-commerce ecosystem across multiple countries must be in-tune with needs of the local market and competition activities as one marketing experience not necessarily works on other marketplaces. Big brands need to monitor multiple platforms and geographies like one of the largest global beverage brands does it with mScanIt global digital shelf monitoring dashboard in AMESA region. Brands need to provide personalized experience and keep track of what’s trending on in the marketplace in their categories to extend their market share. 4. More Convenience with Quick Commerce The quick Commerce platforms has led to new era of online sales with convenience and fulfilling last minute need. Brands in Food & beverage category are approaching the platforms more aggressively as its dominating over in-store sales which cost hefty margins. The key challenge for platforms and brands on quick commerce in 2024 is optimizing performance and expanding across geographies along with monitoring needs of shoppers at granular level within cities. The rate at which quick commerce platforms are expanding product categories and number of SKUs the signs are looking more positive with rise in order volume and cart value. The new trends of quick sale and product launches have been witnessed recently like Unicorn Info Solutions (Apple reseller) partnering with Blinkit to deliver the latest-generation iPhone models in minutes. 5. Rise of D2C Commerce The D2C Commerce has been a breath of fresh air in 2023 as more investment comping in the wide variety of D2C players in e-commerce 2024 is looking bright. Digital Native Brands expanding horizon beyond their e-commerce websites and venturing into the e-commerce marketplaces and quick commerce arena. With the extension of reach and new sales platforms D2C ecosystem is all set to achieve new milestones in coming years especially in Beauty & personal care, Fashion and Health & Wellness product categories. D2C brands do not need extensive inventory tracking but need to be aware of the competition in traditional e-commerce and in niche category. Digital commerce intelligence for them is more about identifying the gaps in the market and building data-driven strategies. 6. E-commerce Intelligence for Competitive Monitoring Data driven growth is the mantra for 2024. Business intelligence build with competitive analytics and real-time actionable insights can give brand much need edge in highly competitive e-commerce landscape. The e-commerce intelligence help brand boost their product discoverability, keyword share and monitor stock availability in real-time versus competition. The product page content can be optimized to extend brands share of search with adherence to different guidelines across e-commerce & quick commerce platforms. Rating & Reviews tracking help brands identify what working for them and what’s not by keeping track of what people are talking about and working on it to enhance customer experience. Data -driven e-commerce business decision are going to set the tone for future of brands in upcoming rat-race of brands in digital commerce ecosystem. What Brands should do to keep up with the emerging e-commerce trends of 2024 trends? The brands need to be well aware of rapidly evolving shopping behavior and trends across platforms and geographies. The customer preference for tier-2 cities is quite in contrast to the tier-1 cities. Brands need to map what’s their preference is and identify the geographies and platforms

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bricks-to-clicks

Bricks to clicks: Brands expanding their footprints

It’s not about the wings, it’s about the will to fly high. Shopping has been traditionally about look & feel, banking high on customers’ needs, and getting assured by trusting what they see. But times have changed Brands, digital-first, or offline stores, all are moving to the new sky of digital retail expanding their wings and flying high with massive boosts in omnichannel sales in the post-pandemic new normal. Let’s explore how brands are expanding their digital footprints, what’s then towards it, and the perks of going digital. Big Brands Moving to Digital Stores and Luxury eCom Marketplaces The implementation of lockdown measures has not impacted people’s expenditures significantly; rather, it has led to a shift in their spending habits. In response to this change in consumer behavior, well-known fashion brands have adapted by investing in their online shopping platforms and eCommerce stores. As a result, major players in the fashion industry, such as H&M, Puma, Hugo Boss, and Zalando, have witnessed a remarkable surge in sales and an expansion of their customer base over the past few months. For example, H&M, the Swedish fashion retailer that ranks as the world’s second-largest, managed to recover from a 57% decline in local sales through a nearly one-third increase in online sales. Puma, the world-known sportswear firm has decided to invest more in online logistics after they saw their e-commerce sales grow by around 40% in the first quarter and by 77% in April. Showcase For Offline Sale In today’s digital landscape, where a majority (63%) of shopping instances commence online, it has become crucial for businesses to establish a strong online presence to reach potential customers. Even if these customers ultimately make their purchases from local brick-and-mortar stores, it is vital for companies to showcase their products or services on the web. However, the rising costs associated with digital marketing and the need for eCommerce adjustments have raised concerns about the sustainability of exclusively direct-to-consumer (DTC) business models. According to the State of Fashion 2023 report, brands will need to diversify their channel strategies beyond DTC to foster growth and success. Why do brands need to expand their online footprint? Most brands across the world are available online now in the post-pandemic world, even the luxury stores and houses of brands are also available on niche luxury online platforms or selling via their own online store. The ease of accessibility is the key. The ease of purchase and expanding reach to new shoppers who prefer online stores even for luxury shopping. Customer experience. Seamless transition from offline to online saves on massive inventory management costs and store costs. It translates the offline shop experience to online with more consumer-friendly options. What do brands need to do when they decide to go online? Understand the eCom landscape & competition: When a brand goes online, it needs to get hold of the market first to understand what & where it wants to sell and who it is targeting. Understand competition various product performance matrices as it has sharp contrast, starkly different from a brick and mortar sales competition. Know your target: The target customers need to be identified as the brand decides to move into new territory in the online segment. What future holds? The future looks bright as brick-and-mortar stores can co-exist with online marketplaces. The brands on the shelf of the store now making a smooth transition to digital shelf with more control over product performance. The growing digital retail marketplaces with new technology like augmented reality are enhancing the shopping experience like never before. Brands also moving towards competitive intelligence to stay ahead of market trends with insights and analysis vs competitors across geographies and platforms. The sales channels on the online shopping spectrum are also evolving with new avenues with on-the-go shopping potential – Live commerce and Social commerce are extending the reach of brands beyond the bounds of platforms. But still, eCommerce marketplaces remain the key for a brand to boost sales. The rise of Digital Native Brands (DNB) has also opened door the to an innovative set of products and more options for customers along with Brands which has both online & offline presence. The race to reach the top shelf is heating up but the future looks exciting for more Brands across industries and sectors on the eCommerce landscape. Conclusion To sum it up – the World is changing and brands need to change with it. Marketing strategies and sales channels are expanding and online sales is the bandwagon they need to hop on. Expanding digital footprints in the eCommerce arena is the right move. But brands need to back the decision with data-driven decisions, getting that top spot on e-commerce marketplaces is not that easy. Gear up with digital commerce intelligence, and make your marketing strategies based on insights & analytics while keeping a sharp eye on market trends and competitors’ activities. Spread your winds in eCom Sky, fly high, and make your journey more worth it. Click here to connect with us and learn more about what your brand needs to expand its digital footprint in the global digital commerce ecosystem.

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ecommerce-competitive-intelligence

What Does Your Search Rank on Marketplaces Say About Your Brand?

Turning visitors into customers starts with achieving high search rankings. The higher search rank directly results in high visibility and more probability of getting picked up by the shoppers. It is just like a physical shopping scenario where your product is placed at a perfect place to catch the shopper’s eye and at a distance to be easily picked up from the shelf. In an eCommerce marketplace, most shoppers buy the top product on the list unless they are looking for something specific not featured in the list. A higher search rank also means the product will be available to more shoppers online based on the search. The goal is to create an attractive Product page, grab shoppers’ attention – convert that add-to-cart decision to an instant buy. eCommerce platforms like Amazon use their own search algorithm to list a product that is completely different from Google’s. When a buyer searches for a product on Amazon, results are delivered through a two-step process. Firstly, they pull relevant results from their catalogue and then they rank them according to relevancy. They continually evaluate their algorithms using human judgments, programmatic analysis, key business metrics, and performance metrics. Here are some important things that your search rank on the eCommerce marketplace says about your brand 1. Identifies your product position vis-a-vis competitor product in the products category or sub-category The product with the best search rank on the digital shelf gets the highest visibility and, eventually, has a chance at achieving higher sales. The search algorithm of eCommerce marketplaces shows results based on historical purchases, best sellers, reviews & ratings, and other factors. Brands try their best to make their product easily discoverable, especially on the top keywords. One of the methods of optimizing the pages is by identifying the most relevant keyword for a specific product and product category on the product’s page. By doing so, they can evaluate the leader and measure their overall performance on the organic and sponsored search results. Analyzing the search results would show the top-ranking product under a category and enable making strategies around the same too. But a more diversified method of knowing the top performer and runner-up would include measuring search results across the platform, variants, pin code, and other levels. 2. Does your product have the best SEO? Or could the product achieve a higher organic ranking? Brands only select a few keywords on which they display their sponsored listings. One of the key components affecting the search rank of the digital shelf of the remaining organic product listings is SEO. Regularly monitoring such search results on the organic keywords helps to find the product with the best page optimization. Analyzing the top search results against the competitors enables brands to find the brand leading the search rank on the digital shelf. A higher search rank on organic results only requires efforts from marketers. So, the brand saves money whenever the product has a high search rank without additional bidding costs. This is how high search ranking will impact your business: Established authority and good reputation Round-the-clock promotion Higher Organic search traffic High-quality visitors and increased conversion Such product listings help brands to achieve a higher conversion rate. The biggest factors influencing page optimization include the images, video, title, description, and any other form of content in the hands of the brand. The most effective method of measuring the performance of each of these components is by analyzing them with the competitors. Once the results display the product pages with the best results, marketers can use the information to enhance the page performance for each listing. 3. Does your Product Listing have the Potential to Influence Customer’s Buying Decisions? The urgency to buy a product is higher on quick commerce apps like BlinkIt or Dunzo than on Amazon or Flipkart because they offer fast delivery. If you want brown bread and search for it, the tendency to buy from the top results due to urgency is the highest. Wouldn’t you agree? Maybe not, but many do the same. Most visitors across a pin code often see similar results on eCom apps, so the demand for products on the top search results is higher than others. Therefore, the top results often go Out-of-Stock (OOS) faster than others. The top results on Amazon and other eCommerce marketplaces can change the buyer’s perspective. For example, if you searched for ‘shoes for men’ and saw a variety of sporty shoes, you might not go for a known brand and opt for a new one, just because of the design and features. The designs shown in the top results convince the online shopper that the results display the trending forms of shoes, and sport shoe buyers must have them. The top results on the keyword searches influenced the buyer’s perspective about the sport shoe designs. Final Thoughts The search rank of a product on sponsored and organic keyword-based results tells a lot of tales to brands and e-commerce marketers. Brands need to focus on the results of the digital shelf as it enables them to achieve higher visibility and, eventually, sales. Moreover, digital shelf analytics enables brands to understand more about the areas of improvement of their products. Measuring the product’s performance at this level would require measuring the performance of the competitors with real-time actionable insights. Our eCommerce competitive intelligence solution, mScanIt, is helping brands to measure the performance of their product pages. It also helps brand marketers to find factors enabling competitors to achieve higher results and earn the trust of customers.

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