This article is based on insights shared during the eCommerce Nurse podcast hosted by Carina McLeod, featuring guests Rob Murray and Owen Aderibigbe from eCommerce Nurse.
One of the most critical decisions in building an eCommerce strategy is selecting the right channels to sell your products. Our latest podcast session explored how product type, price point, and target audience should guide your channel decision-making. Whether you’re deliberating between Amazon, your own DTC website, or social commerce platforms like TikTok, choosing the right channel can significantly impact your success.
Evaluating Your Sales Channels
Every channel has its strengths and limitations. Here’s a closer look:
Amazon: The Marketplace Giant
Amazon remains a powerhouse for sales, particularly for products that are in high demand and considered commodity items. The platform’s massive reach can help you capture a wide audience quickly. However, it also comes with downsides like competitive pricing pressure and less control over branding. Amazon’s environment means you often compete on price and convenience, which can erode your margins if not managed carefully.
Direct-to-Consumer (DTC): The Brand Experience
A DTC website empowers you to control every aspect of the customer experience—from design and content to pricing and customer service. It’s ideal for premium, niche, or customisable products that rely on storytelling and strong brand identity. With a DTC channel, you build customer loyalty and capture valuable data that can inform your long-term strategy. The trade-off is that driving traffic to your own website can be more challenging and costly.
Social Commerce: Engaging the Creative Consumer
Social media platforms like TikTok, Instagram, and Facebook offer unique opportunities for brands that can create engaging, visually appealing content. These platforms are particularly effective for trend-driven products that benefit from influencer marketing and creative storytelling. However, social commerce often requires consistent and engaging content production, making it vital for brands to strike the right balance between organic growth and paid advertising.
Making the Right Choice
When determining which channel best suits your product, consider the following:
- Profitability: Evaluate each channel for potential margins, keeping in mind advertising, fulfillment, and other operational costs.
- Target Audience: Understand where your customers are most likely to shop. Younger, trend-focused audiences might favour social commerce, whereas a more research-driven buyer might prefer Amazon.
- Brand Positioning: Decide how much control you need over the customer experience. If maintaining a premium, consistent brand voice is key, a DTC channel might be best.
- Scalability: Consider the long-term potential of each channel. Can your chosen platform support future growth, or will you need to adapt your strategy as your brand expands?
Case in Point: Tailoring to Your Unique Needs
For example, a luxury skincare brand may benefit more from a DTC approach where it can tell its story and build trust over time, while a high-demand accessory might perform best on Amazon. The key is to tailor your channel strategy to align with your product’s attributes and your overall business goals.
Unsure which channel is right for your products? Contact eCommerce Nurse for expert advice and tailored guidance. We’ll help you evaluate your options and build a multi-channel strategy that drives growth and profitability.
