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There are many channels you can use in order to market your wares and grow your e-commerce business. It makes sense to use as many as you can to diversify your marketing activities and ensure that, should one channel no longer be viable, that there’s always a good outlet for your products and services elsewhere.
Here are a few places you should seriously consider having a presence on.
Online marketplaces
Marketplaces are an important place to grow your business. With a loyal audience of over 27 million customers per month eBay is an obvious choice to list on, however there are other names to look out for too. There’s Etsy with 19.8 million buyers*, for craft items, Preloved for vintage and Gumtree for classifieds.
You can also use paid advertising on sites such as Facebook and Google and Amazon however you’ll need to put time and effort into getting your ads right.
Your website
The upside of having your own webstore is you have total control over how your products look and how they’re priced. The downside is websites don’t come with a ready-made audience so you’ll have to find ways to drive traffic to your site. Make use of e-commerce platforms and CMS to help you run the site. Shopify is a great choice for setting up your online store, while Magento is a well-trusted digital commerce platform. Others to consider are Volusion and Opencart.
Multi-channel management software
These can help you if you sell on numerous platforms by helping you manage listings on multiple sites. Suppliers to try include ZenStores or Linnworks to help you manage inventory, shipping, listings and analytics taking away humdrum repetitive tasks with automated software – all on one interface.
Look to building your presence on a number of channels you minimise risk and maximise sales. Some channels will be lower or higher margin and some will drive acquisition rather than retention. Take time to analyse which products sell best on which sites to make the best profits.
 *    Sophie Christie: Fed up with eBay? Sell on Etsy, Depop and Folksy instead; The Telegraph, 30th March 2015

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