Scaling from Shopify to Marketplaces: A Playbook
Why Multichannel?
The "DTC-only" era is ending. Customer acquisition costs (CAC) on Meta and Google have skyrocketed. Marketplaces like Amazon and Walmart offer a massive, built-in audience with high buying intent. But moving from a single channel to many is exponentially more complex.
1. Data Normalization
Amazon calls it "ASIN". Shopify calls it "Variant ID". Your warehouse calls it "SKU". The first step in your playbook is creating a unified data dictionary. Your OMS serves as the Rosetta Stone, translating these identifiers in real-time so systems can talk to each other.
2. The Buy Box Strategy
On marketplaces, price and shipping speed determine visibility. We'll discuss how to use algorithmic repricing and distributed warehousing to win the Buy Box without eroding your margins.
3. Brand Consistency
Control your listing content. Ensure your images, descriptions, and enhanced brand content (EBC) are consistent across all platforms. A disjointed brand presence confuses customers and lowers conversion rates.
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