What the best shops do best - Kevin Indig @Recommerce

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What the best shops do best Kevin Indig Growth Advisor, Author of the Growth Memo

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4 “The 4 winds” G. marketplace Search engine -> marketplace Paid Surge Paid channels = +$$$ Stressed consumers AI disruption AI softens competitive advantages 3rd Wave New competition from Chinese retailers

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5 01Google Marketplace

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6 More shopping journeys start on Amazon

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7 Ad revenue growth = Amazon > Google

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8 Social networks eat into E-commerce visibility

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9 Reddit rivals Amazon’s organic traﬃc

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10 Big retailers struggle, specialists gain

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11 From search engine to marketplace

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12 02Paid Surge

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14 Less, later, lower Amazon ad spent: +30%, CPC: +18%, ROAS: -8% / -5% https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-great-uncertainty-us-consumer-conﬁdence-and-behavior-during-inﬂationary-times https://news.adobe.com/news/news-details/2023/Media-Alert-Adobe-Cyber-Monday-Surges-to-12.4-Billion-in-Online-Spending-Breaking-E-Commerce-Record/default.aspx

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15 AOV slowing down, CPC accelerating https://content.tinuiti.com/rs/006-GWW-889/images/Tinuiti%20-%20Google%20Report%20-%20Q1%202022.pdf

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16 03AI Disruption

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17 SGE = nuclear bomb

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18 That’s because this new generative AI shopping experience is built on Google’s Shopping Graph, which has more than 35 billion product listings — making it the world’s most comprehensive dataset of constantly-changing products, sellers, brands, reviews and inventory out there. In fact, every hour, more than 1.8 billion listings are refreshed in our Shopping Graph to give people fresh, reliable results. https://blog.google/products/search/generative-ai-search/

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19 Shopping SGE in action

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20 Shopping SGE in action

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21 Shopping SGE in action

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22 Aiﬃciencies

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23 Lower barriers to entry for merchants https://www.businessinsider.com/jeff-bezos-notes-third-party-sellers-are-besting-amazon-2019-4 https://www.marketplacepulse.com/stats/amazon-third-party-seller-services-sales

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24 04Chinese 3rd Wave

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25 Shein outruns fast fashion competitors Amazon Temu Shein $40 billion $16 billion $700 billion TikTok $20 billion

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26 Temu’s impression share already on par with Walmart and Target Source: https://content.tinuiti.com/rs/006-GWW-889/images/Tinuiti%20-%20Google%20Report%20-%20Q1%202022.pdf

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27 Shein outruns fast fashion competitors

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28 05What the best shops do best

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29 SEOzempic slide

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30 Health issues…

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31 … as a result of overweight

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32 … as a result of overweight

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33 Analogy for faceted indexing?

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34 +11% of keywords show shopping ﬁlters

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35 Progressive facet indexing

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36 Analogy for merchant center optimization?

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37 +40% of keywords show product carousels

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38 Merchant center optimization Product info - GTIN number - In / out of stock - Product category Shipping - Return policy - Shipping times Tech - Exact product match - No eligibility issues - Link to checkout - Thumbnail optimization Reputation - Top quality badge - Seller rating Promotions - Discounts

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39 Merchant Feed a/b testing Image credit: Feedonomics Include important attributes in your title, such as strong brand names, age group, gender, size, color, size type, or personalization options. Provide customers with the most relevant information about your product to better match search queries and drive performance lift. Put key details at the front of your product title, especially if they’re not visible in the image. Product titles are truncated in most ad formats, so show your most relevant and compelling content at the beginning of the title to inform customers before they click through to your site. From: https://support.google.com/merchants/answer/7380908?hl=en

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40 Thumbnail optimization

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41 Image carousels show up for 60% of keywords

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42 Be mindful of industry-speciﬁc preferences

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43 Editorial content

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44 Nike and Purple show how it’s done

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45 Extremely high content quality

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46 Easy-to-digest and structured content

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47 Custom graphics

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48 Quizzes as conversion accelerants

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49 Interlink content and product pages Links to content on category pages Product carousels in blog articles

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50 3rd party reviews

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51 Drive reviews from positive NPS answers

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52 Email clients after purchase

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53 Wrapping up

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54 01 Divided focus The best merchants optimize for classic search AND marketplace 02 Facets + content Progressive facet indexing PLUS editorial content 03 Run lean High page/quality ratio

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55 “The best newsletter on SEO growth and insider case studies. A must for any SEO professional looking to level up!” - Adam Gent Go to www.growth-memo.com 1 2 3 Enter your email Hit “subscribe”

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56 Go to LINK 1 2 3 Download the deck Block an hour time for brainstorming 4 Test these ideas

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57 {make the audience want more, what would be possible for them?}

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Thank You. www.growth-memo.com Kevin Indig

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60 What does it take? 01 Divided focus The best merchants pay attention to classic search and test marketplace features 02 03

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61 01 Divided focus The best merchants pay attention to classic search and test marketplace features 02 Facets + content A mix of longtail query targeting and editorial content with a high page/quality ratio What does it take?

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62 01 Divided focus The best merchants pay attention to classic search and test marketplace features 02 Facets + content A mix of longtail query targeting and editorial content with a high page/quality ratio 03 Branding Video + 3rd party reviews What does it take?

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63 Reddit or niche forums

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64 Factors: • Reviews • Material • Pros / cons • Availability • Material • Color • Size • Images • Descriptions • Youtube videos SGE + shopping graph

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65 AI-generated title, description, features Amazon Seller School, https://youtu.be/pfCLdQx_9Ko

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66 Less clicks for more money (text ads) Source: https://content.tinuiti.com/rs/006-GWW-889/images/Tinuiti%20-%20Google%20Report%20-%20Q1%202022.pdf

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67 More app downloads than Amazon – She-mu https://techhq.com/2023/11/which-site-will-win-the-black-friday-temu-shein-battle/

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68 She-mu - more app downloads than Amazon https://appﬁgures.com/resources/insights/20230519?f=2

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69 +50% of Amazon’s 3rd party sellers are from China https://www.marketplacepulse.com/articles/amazons-signiﬁcant-reliance-on-chinese-sellers

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70 Remember the 4 P’s? Old New Price Supply chain, marketing, margin, retail markup, perceived value CAC vs. LTV Product Who needs it and why? Reviews Place Brick & Mortar Shipping Promotion Advertising, PR discounts, PLAs, thumbnails

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71 New game, new rules

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72 Which one would you click?

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73 Good thumbnails… … avoid white background … show the product in action … are tested