Why more and more cross-border sellers are transforming into independent websites.
First, take sellers on the Amazon platform as an example. As the world’s leading cross-border e-commerce platform giant, Amazon’s fierce competition on the platform is obvious to all. The phenomenon of follow-up sales is rampant, peers compete maliciously, and sellers There are more and more, but the traffic is in the hands of a few big sellers. Overall, Amazon is a relatively saturated market.
Second, the success of independent website sellers has made many platform sellers envious. For example, there are Amazon sellers who have converted to independent sellers and now have monthly sales of millions of dollars. There are many cases of successful transformation of platform sellers, which has disturbed the hearts of many sellers.
The unique advantages of cross-border independent websites.
Build and promote corporate brands. An independent website is an official website established by a brand owner and has sales functions. Big branding is unstoppable. Compared with platforms, independent websites are more suitable for sellers to build their own brands. Sellers can establish a brand image that is close to target consumers through channels of direct contact with consumers and in continuous promotional activities, laying the foundation for the long-term development of the brand.
Platform regulations and policies are changing rapidly, and sellers need to implement them carefully. If they are not careful, their store may face disaster. Moreover, independent website sellers can jump out of the circle of rules and have high flexibility. Sellers no longer have to worry about not paying attention to changes in platform rules in a timely manner. At the same time, sellers can also give full play to their creativity and create their own unique websites, picture designs, etc. .
For platform sellers, one of the pain points is data restrictions. The core data of many platforms are not open to sellers. Even the Wall Street Journal has previously reported that Amazon collects data from third-party sellers to Promote its brand. Moreover, all buyer data on the independent site belongs to the seller. Sellers can analyze their own customer base through data, which is more conducive to accumulating traffic and achieving remarketing of visitors.
The platform is “paying rent”. Sellers need to pay transaction commissions or annual fees to the platform. Transaction commissions are generally around 8%-15%. In comparison, independent website sellers have lower transaction commission costs, and at the same time, service fees on the payment side are relatively low.
However, some sellers retort that the advertising costs of independent websites are too expensive, and it is difficult to achieve without an operation staff worth tens of millions. As the saying goes, there are gains and losses. If a seller wants to be an independent website, he must no longer rely on platform traffic. It depends on how the seller chooses.