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Choose丨Independent Station and Amazon, YES or NO ?

Continuing from the previous article "Twice the Growth Rate! Shopify's market size is only 50% of Amazon's! " After its release, it resonated with many sellers.

Some seller friends privately message me to complain:

"It's not easy to do an independent website, and you spend money without seeing the effect."

"The Amazon platform is becoming less and less confident, but the independent station really doesn't know how to do it"

"It's hard to figure out Amazon, and now the wind is blowing to the independent station again?"

Another enthusiastic seller commented at the bottom of our article,

"Most of the independent sites are making money at a loss. Every traffic has to go to Facebook, or Google to buy, plus the ultra-low conversion rate, if the unit price is too low, it will basically lose money . It's a good idea, the fact Very skinny! It’s better to be a reliable platform, even if Amazon can’t do it, there are still a lot of small platforms that can do it!”

There is also an up master who said on a social platform,

The schoolgirl also thinks that there is nothing wrong with what the seller said. Now Mengxin is an independent station, which is a loss-making business. In addition , the channels for drainage are also mixed , and many times, throwing out a lot of banknotes may be a waste.

However, this does not mean that independent stations are not suitable for doing so.

First of all, let's take a look at the current situation of cross-border e-commerce. Amazon has a large number of bans, strict platform policy restrictions, and continuous warehousing and logistics problems… These series of thorny problems make sellers miserable.

Under this circumstance, many Amazon sellers began to take the train to transform into an independent station , gradually shifting the focus of the platform operation.

From the seller's point of view, the popularity of independent stations in recent years, as well as the gradually improved ecology and the ever-lowering threshold , have made many sellers with a keen sense of smell have the intention of setting up independent stations, or have already started the layout of independent stations.

But before that, the attitude of most sellers towards the independent station may be more of a mentality of testing the water or grabbing a spot in advance, and the wave of titles forced them to a "dead end" – increasing their investment in the independent station, and even It is the trend that All in independent stations may become the current mainstream .

But it was also pointed out:

"The operation of Amazon and independent stations is completely different. For example, Amazon's explosion logic, it is difficult to support the operation of an independent station. On Amazon, sellers may only need to do a good job of products , Amazon's traffic and FBA's The logistics system can solve the problems of seller marketing and logistics.

But being an independent station is more like playing eighteen martial arts, not only to understand the product and operation, but also to solve the whole chain of logistics, promotion and marketing, and even payment . "

Therefore, when the transformation needs of Amazon sellers meet the favorable policies of platforms such as Facebook and Google, it is indeed a good time to transform into an independent website , but can it be done in the end? There are many unknowns and choices to face.

From the schoolgirl's point of view, the safest way is to deploy Amazon and independent stations at the same time . Why do you say that? There are two reasons.

One is for legal reasons and the other is for traffic reasons .

1
Legal issues

Based on Amazon's mechanism, if your product sells well on Amazon, but you don't have your own dedicated independent station.

Then others can build an independent station based on your product, and then go to Amazon to complain about plagiarism and plagiarism.

At this time, the first thing Amazon does is to take down your store and products , or make some punishment mechanisms, regardless of whether it is true or false, and then investigate .

Regardless of the outcome of the final investigation, the loss caused by the store being restricted is beyond the seller's ability to bear.

2
traffic problem

As we all know , the traffic on the Amazon platform is messy and inaccurate, and the cost of acquiring customers is high . Therefore, Amazon's merchants will do off-site drainage , which is also allowed within the Amazon mechanism .

Doing off-site drainage involves the level of conversion rate. If the traffic of the drainage is large and the conversion rate is lower than the conversion rate of the platform industry, Amazon will determine that your product is faulty, and then put your product link into the dark pool.

The solution is to screen the traffic that is drained from outside the site. The more accurate the traffic, the higher the conversion rate .

The stand-alone site is one of the tools to filter traffic.

Sellers can set the price of the product on the independent website to be slightly higher than the price of Amazon , so that most users will choose to click on the Amazon link to jump to Amazon to place an order.

Tip: Add introductory words such as buy from Amazon to the product introduction .

People who can click on the link to jump to Amazon are very interested in the product even if they don’t place an order , so that the accuracy of the traffic can be guaranteed . At the same time, merchants can make corresponding supplementary orders based on benchmark traffic and industry conversion rates.

to the end

Independent websites and Amazon each have their own advantages and limitations, and relying only on a certain channel is relatively risky.

We've all heard the saying, "Don't put all your eggs in one basket." It's a very risky move to gamble.

If the basket is smashed, all the eggs will be smashed. To reduce this all-or-nothing situation, it's best to keep your eggs in separate baskets, even if one basket has a smashed egg, there are other baskets.

For Amazon sellers, the independent station is another "basket" for them.

The same is true.