ClickZ eBay Insights Newsletter - 10.17.2024

PLUS: From eBay sales to storefront success.

Author

Sophie Bruxner-Randall
October 17, 2024 • Estimated Reading Time: 8 minutes

Ad Week New York 🎤

ADVERTISING INSIGHTS
Advertising Week NYC Recap

💡 Balancing Fame and Flow in a Post-Privacy Landscape, by Sam Carter, CEO of Fospha.

AdWeek NYC 2024 was packed full of fresh ideas and powerful reminders of evergreen principles. From navigating privacy challenges to ensuring sustainable brand growth, here are my key takeaways that all brands should be implementing:

  1. Balance Fame and Flow: Brands that focus too much on short-term conversions and neglect long-term brand-building efforts fall into the ‘doom loop’, converting only existing demand without generating new demand. Eventually the convertible audience is exhausted, efficiency plummets, and the brand finds itself in trouble. To avoid this, brands need to strike the right balance between conversion and long-term brand awareness to sustain growth.

  2. Go Full-Funnel for Measurement: To balance short and long-term goals of conversion and brand awareness, marketing teams need to be able to measure the impact of both. Last Click attribution chronically undervalues awareness activities, so brands should opt instead for measurement tools that use a full-funnel methodology.

  3. Privacy-Proof Your Tech Stack: With third-party cookies deprecation and new privacy regulations cropping up regularly, brands need to accept the death of user-level data and embrace privacy-centric solutions to future-proof their measurement. 

Read the full article here. 

Hot in D2C eCommerce 🔥

AI POWERS PRIME
Amazon Prime Big Deal Days 2024 Breaks Records with AI and Innovation (top links below 👇)

Amazon’s Prime Big Deal Days 2024 made history with the largest October shopping event ever, saving Prime members over $1 billion globally. This year’s event highlighted Amazon’s cutting-edge AI tools, including its AI assistant, Rufus, and drove massive sales across electronics, toys, and apparel. Top brands like Apple and Dyson offered unbeatable deals, setting the stage for a promising holiday shopping season.

Momentum Commerce reported a 41% sales increase on Day 1, with brands like Crocs and Lego leading the charge, while regions like Canada and Europe saw notable growth despite weather impacts affecting the U.S. Competitors Target and Walmart also launched early sales events, but Amazon's use of innovative shopping tools and AI set it apart in an increasingly competitive market.

For deeper insights into this record-breaking event, explore these key sources:

Specialty Bites 🍪

Amazon and eBay continue to lead the European marketplace sector, capturing 17% and 14% of traffic, respectively. Despite their dominance, the market remains fragmented with numerous smaller players like AliExpress and Etsy gaining single-digit traffic shares. This diversity highlights the market's developmental phase, with room for growth and consolidation.

Marketplaces are categorized into three models: pure, multi-sector, and retailer-run. Pure marketplaces, such as eBay, connect buyers and sellers, offering logistical support. Multi-sector marketplaces, like Amazon, sell both third-party and own-brand products. Retailer-run marketplaces, exemplified by Decathlon, extend product ranges with minimal investment. Understanding these models helps you navigate the evolving marketplace landscape effectively.

eBay has introduced its first beauty advent calendar, featuring 25 premium products from surplus stocks, priced at $49.99. Proceeds benefit The Hygiene Bank. This initiative aligns with eBay's strategy to eliminate selling fees for private sellers, enhancing competitiveness against platforms like Depop and Vinted.

eBay plans to introduce a new Buyer-Facing Fee in the UK by early 2025, aligning with competitors like Vinted and Poshmark. This change will accompany buyer enhancements for added value. Details on the fee's percentage and implementation are expected in the 2024 Q3 earnings release.

Daniel Arango and Kristi Gonzalez, founders of District One, transformed their passion for NYC sneaker culture into a thriving business. By leveraging street credibility and strategic partnerships, they expanded from eBay sales to two storefronts, catering to collectors and everyday buyers while supporting their Lower East Side community.

eBay will restrict private e-bike sales in the UK from October 31 due to fire safety concerns. Only eligible business sellers can list e-bikes, following a rise in battery-related fires. This move, supported by Electrical Safety First, highlights the need for stricter online marketplace regulations.

Performance Platters 🍽️

Microsoft is transitioning from its retail media platform, PromoteIQ, to a partnership with Criteo. This shift reflects the evolving retail media landscape, emphasizing the need for adaptable strategies. While PromoteIQ's closure isn't officially announced, the move highlights the importance of resilient, owned architectures in the dynamic ad tech industry.

Retailers often miss revenue opportunities throughout the purchase funnel, from accessibility issues to ineffective discount strategies and poor mobile optimization. In this insightful podcast, experts explore how optimizing these areas can reduce cart abandonment and boost customer retention. Additionally, they discuss how strategic return policies can enhance customer loyalty while minimizing losses. Listen now for actionable tips to create a more profitable retail experience.

LoopMe introduces Brand Outcome Scores, an AI-driven tool enhancing ad performance by predicting ad effectiveness without cookies. This innovation aids marketers in optimizing campaigns across mobile video, CTV, and display ads. Initially launching in the US and UK, BOS aims to revolutionize advertising strategies globally.

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