Ao entrar em marketplaces, vendedores precisam fazer menor investimento e podem se beneficiar da força que eles têm. Porém, é importante estar presente em diversas plataformas online
A Black Friday está chegando e, se você é do tipo de pessoa que espera ansiosamente pela data para comprar um produto novo, já deve ter visitado alguns sites para pesquisar as melhores ofertas. Provavelmente, esses sites eram marketplaces: locais onde estão presentes diversos vendedores que apresentam seus produtos ou serviços. OLX, Amazon, Americanas e Mercado Livre são alguns desses ambientes.
Uma analogia feita pelo administrador Jonny César* para explicar esse conceito é de que “a loja virtual está para o marketplace assim como uma loja de rua está para um shopping”. Neles, diferentemente de um e-commerce próprio, as empresas disponibilizam produtos e/ou serviços para venda sem a preocupação de criar e manter uma loja virtual. Esse, inclusive, é um dos benefícios dessa estratégia citados por César. Em troca, o vendedor se adequa às políticas de comercialização e paga um percentual sobre as vendas e eventuais taxas que possam surgir.
A principal vantagem de um pequeno empreendedor estar presente em um marketplace, porém, é o poder de divulgação e a força que o nome da empresa tem. “Imagine que eu comece, nesse ano, a fabricar móveis de madeira e vendê-los pela internet em minha loja virtual. Posso vender também em um marketplace de renome, o que vai fazer com que muito mais pessoas vejam meu produto”, argumenta o administrador.
Cuidados iniciais
Ao decidir fazer parte de um marketplace, a dica é que o vendedor tenha atenção às regras e aos custos de cada um antes de decidir a qual irá aderir. Conforme alerta o administrador, eles costumam ser “bem exigentes e rígidos” com as empresas que não atendem corretamente o cliente. “Alguns marketplaces assumem a logística das entregas, outros não. Quanto custa estar no marketplace? Qual o percentual sobre vendas que vai para ele? Tem mais algum custo? É preciso ir pra ponta do lápis e avaliar todos esses detalhes”, lista.
Nesse momento inicial, é necessário que o empreendedor invista em estudo sobre custos — o que vai exigir conhecimento sobre fluxo de caixa e capital de giro. Outra área que exige atenção, segundo Jonny César, é a logística. “A logística também precisa estar alinhada para que não ocorram atrasos, o que pode queimar o vendedor e até mesmo extinguir a parceria com o marketplace.”
A importância de descentralizar
Apesar dos benefícios que esses sites oferecem, é interessante “pulverizar”, segundo César: ter também um e-commerce, divulgar em redes sociais e fazer o máximo de interações possível. Estar presente apenas em um marketplace pode tornar o vendedor “dependente demais” dele. “E se ele [site] resolver dobrar o percentual cobrado sobre vendas, será que o vendedor tem outros canais de vendas que ajudem a manter a rentabilidade do negócio?”, questiona. “É importante se tornar o mais conhecido possível em vários canais.”
Tendo um site próprio, a marca será mais fortalecida. “Recorda o exemplo dos móveis? Se eu vender no marketplace das Americanas, por exemplo, os clientes provavelmente dirão que compraram seus móveis nas Americanas e não comigo”, exemplifica. Além disso, César aponta que, na própria loja, o empreendedor estará menos sujeito às regras de terceiros. Por não pagar as taxas do marketplaces, no e-commerce ele poderá, por exemplo, vender os produtos por menor preço.
*Jonny César é articulador do Serviço de Apoio às Micro e Pequenas Empresas do Estado do Ceará (Sebrae/CE)
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