Riya, a passionate designer of eco-friendly handbags, eagerly launched her products on popular Indian marketplaces like Amazon and Flipkart. But to her dismay, sales were sluggish, and her beautifully crafted bags struggled to gain visibility. She wondered, “Why can’t customers find my products despite their quality?” Riya’s story is not unique. Thousands of sellers face similar challenges in the competitive and ever-evolving world of e-commerce marketplaces. Understanding how these platforms operate and adopting a data-driven approach can make all the difference.
Indian e-commerce has given rise to what we call eMarkets, an ecosystem where sellers, algorithms, and customers interact dynamically. Success in eMarkets requires more than just listing a product; it demands strategic efforts tailored to how algorithms prioritise relevance, performance, and engagement. Sellers must learn to navigate this digital ecosystem, sharpening their tactics to ensure visibility and sustained growth.
Overcoming Visibility Challenges. Riya noticed her handbags barely appear in search results, despite being priced competitively. This is a common issue, as marketplace algorithms prioritise relevance, performance, and engagement metrics. By not optimising her product listings for keywords like “eco-friendly tote” or “sustainable handbags,” she was missing out on potential customers. Once she incorporated tools like Helium10 and updated her titles and descriptions with relevant keywords, her products gained better visibility. High-quality images showing her bags from multiple angles further boosted customer interest, increasing her click-through rates.
Competing with Bigger Players. As a newer seller, Riya felt dwarfed by larger, established brands. To level the playing field, she adopted dynamic pricing strategies, leveraging seasonal demand and competitive analysis. She introduced small but enticing discounts during peak shopping events like Diwali and Flipkart’s Big Billion Days. To make her products more appealing, Riya bundled items, offering a handbag with a matching pouch at an attractive price. This combination not only increased her sales velocity but also helped her stand out during high-traffic periods.
Mastering Marketplace Operations. Running her online store alongside her daily operations was overwhelming for Riya. She struggled with inventory management, timely deliveries, and responding to customer queries. By using marketplace analytics like Amazon PI and Flipkart IRIS, she identified her top-performing products and focused on ensuring these were always in stock. A shelf-monitoring tool kept her informed about competitors’ pricing and availability, allowing her to stay competitive.
Riya also ensured that her customer service was top-notch by promptly addressing questions and complaints. This not only improved her ratings but also built trust among her buyers. Encouraging post-purchase reviews further strengthened her reputation and increased her visibility.
The Role of Strategic Advertising. Advertising played a crucial role in Riya’s transformation. She experimented with sponsored ads, testing different campaigns to identify her hero products. By pairing ad campaigns with exclusive coupons, she made her offers irresistible. During key promotional events, her targeted advertising helped her reach a wider audience, resulting in a significant uptick in sales.
Seasonal Sales and Planning. Understanding the importance of seasonal sales, Riya began planning months in advance. She ensured her inventory was sufficient for peak periods and collaborated with marketplaces to qualify for lightning deals and super deals, which gave her additional visibility. By aligning her promotions with customer expectations, she maximised her profits during festive seasons.
Building Trust and Adapting. Riya’s success didn’t come from a one-time effort. She regularly analysed her performance and adapted her strategies. Using data insights, she identified underperforming products and refined her listings or phased them out. Her transparent approach, backed by certifications and guarantees, further enhanced customer confidence.
Scaling Efforts for Growth. Eventually, Riya sought external expertise to streamline her operations and scale her efforts. She partnered with service providers offering tailored solutions for optimising product listings, managing advertising campaigns, and enhancing inventory management. With their support, Riya’s business not only met but exceeded marketplace algorithm standards, driving sustained growth.
Selling on Indian marketplaces requires a combination of strategy, adaptability, and persistence. By leveraging the right tools, refining operations, and staying attuned to customer needs, sellers like Riya can thrive in this competitive ecosystem. With a focus on strategic growth, they can transform challenges into opportunities, ensuring long-term success in the dynamic world of eMarkets.
