How Publishers Are Trying To Follow Amazon’s Strategies

How Publishers Are Trying To Follow Amazon's Strategies

More publishers have charged into commerce looking for new revenue. Most have gone straight into the jaws of Amazon. Amazon pulls many in with its convenience and is an addictive partner. Some publishers, Amazon represents upward of 80 percent of their affiliate commerce revenues. This has caused many publishers trying to think of a way to Amazon-proof their e-commerce strategies. Here are some advice and opinions that we have.

Use Audience to Personalize Data

Aram Zucker-Scharff who is a digital ad engineering director at The Washington Post said “The advantages of publishers building gateways [for commerce] is they know their user base better.” He also added, “Amazon has to be very general because they have to serve everyone. If you know that your readers are very interested in a particular thing, you can customize that experience in a way that caters to them.” Publishers can also use the information collected from audience taxonomies and form article recommendations to also better understand product recommendations.

Embrace The Role As An Authority

Amazon is a e commerce platform many of us are familiar with. Its a place where many go to purchase something they’ve even wanting to buy or they are just scratching through the surface of curation. This just gives the publishers which have gained readers’ trusts an advantage. Jacqueline Wladis, the director of partnerships at Keep.com said that “It’s all about curation”. “They’re coming to you as a top-of-funnel publisher because they want new suggestions.”

Tell Products Stories

A lot of brands are still cautious when it comes to e commerce giant Amazon, and that they might be behind in all of Amazon’s fame and glory. Jack Jia, the founder of Musely said that “democratization of product making” gives all publishers an opportunity.

“Think of how many different kinds of bottled water we drink now. There’s audience for each of these makers. But those stories need to be told before someone wants to buy one of those products,” he added. “The Walmarts and Amazons of the world struggle to do that.”

Using Apple Pay To Your Advantage

One of the main reasons why publishers end up attached to Amazon, is because of its convenience it offers its consumers. There are more than 40 million people who use the Amazon iPhone app every month, and over 1.5 million new people download the app every month.

Majority of publishers are not willing to direct their readers to a different retailer or retailers, which have a smaller number of app installation and may have a more time consuming and difficult checkout process. Whereas, Apple Pay offers its users with a quick and convenient check out system, which will definitely ease the friction.

According to CTO Jake McGraw who spent 5 years at Refinery29, most shoppers are more time sensitive compared to price sensitive. It would be best to offer your customers a checkout system that is easy and fast.

 

 

Originally published by DigiDay, written by Max Willens on the 29th September 2017

Google and Walmart Join Forces To Battle E-Commerce Boss Amazon

Google and Walmart Join Forces To Battle E-Commerce Boss Amazon

Google and Walmart Join Forces To Battle E-Commerce Boss Amazon

Google and Walmart are joining forces to take on e-commerce giant and competitor, Amazon.

Starting from late September, Walmart customers will be able to purchase items through the Google Express platform. What is Google Express? It is an online marketplace where customers can shop from various retailers such as Costco, Bed Bath & Beyond, Ulta and so much more all in one place. And the best part of it all is that it gets delivered right to your doorstep. Customers can also easily find and purchase the items they would like to purchase off Walmart through using Google Assistant and the Google Home Smart Speaker. This will definitely be one of Amazon Echo’s biggest competitors. Furthermore, shoppers will be able to link their personal Google accounts to Walmart and get personalized recommendations based on what they like.

With an estimate cap of $894 billion of the two giants put together the relationship is definitely symbiotic.  Walmart has made the right move to up its e-commerce profile by joining forces with Google, while it continues to battle with e-commerce giant Amazon in both the digital and brick-and-mortar world. Google also is at an advantage where Google Express now offers a wider selection of items and a more powerful shopping platform though its Google Home smart speaker and digital assistance.

After the announcement of the joint forces of Google and Walmart, Good has said that they are going to make some changes to better the Google Express platform in order to compete with giant, Amazon Prime. The charges for Google Express and Amazon Prime are super competitive with Google charging at $95 and Amazon Prime charging at $99 annually. Following with the changes, Google will be offering its users free delivery within one to three days of the purchase if the order meets the store’s minimum spend. An example would be, Walmart recently announced that they would offer free two day shipping on customer orders over $35. Customers who purchase from Walmart through the Google Express platform will then be entitled to free shipping, provided they meet the $35 mark.

Amazon and Walmart’s competition has been going on for quite a while now, with Amazon opening more brick-and-mortar stores while Walmart is investing more and more in new e-commerce technology. Walmart has also invested billions to obtain e-commerce shopping platforms Jet.com and Bonobos. It is clear that Walmart is trying to make its mark in the e-commerce sector.

Whereas, Google and Amazon are competitors in various industries, from smart speakers, to e-commerce, to digital assistants, to the cloud. These two giants are constantly neck to neck in the industry. According to reports, Google will be opening a big new office in Seattle, which is as we all know Amazon’s turf. Now, wouldn’t that be interesting. Two HUGE online competitors on the same grounds.

Article originally written by Nat Levy on GeekWire on the 22/8/2017