Razer Grew Marketplace GMV 10x. Here’s How They Did It

There was an increase in gambling.

According to research company Nielsen, 82 peassociated e-commerce categories. And for one leading manufacturer of gaming notebooks and accessories, it opened a floodgate of possibilities. Then again, the brand’s e-commerce group was not expecting the challenges that could surface, also.

In the long run, the business beat its own expectations to record record-high earnings of $447 million and 25 percent YoY growth. However, those gains came with a special set of growing pains.

To learn how gambling hardware maker Razer managed to capitalize on the unprecedented chance, we went behind the scenes in an meeting with the brand’s e-commerce team.

Getting ahead of the e-commerce match

As the world’s top lifestyle brand for players, Razer’s triple-headed snake trademark is among the most recognized logos in the worldwide gaming community. With a fan base of 100 million faithful consumers spanning every continent, the company supplies avid gamers with award-winning laptops, accessories and applications.

Quite simply, it’s what people rely for outstanding gaming adventures. When consumers turned to e-commerce to fulfill their shopping needs, the business responded by listing its goods on marketplaces like Amazon, eBay and Catch. Demand was high, sales were up and the profit potential was promising.

But then things got complicated, and the internet team discovered precisely how challenging it is to maintain a strong market presence. There was stock to handle, stock levels to monitor and product listings to fine-tune. With each new market launch, the process became more complicated.

The team knew there was a better way. They set out to find a solution that would make market management more efficient.

Along with the ChannelAdvisor Managed Services for Marketplaces specialists, Razer managed to automate data feeds, develop competitive pricing plans and more.

“ChannelAdvisor keeps us attached to each market, and frees our staff to dedicate more time to high-value initiatives,” said Digital Specialist Hueyming Koh. “The platform makes everything so much simpler.”

She added that ChannelAdvisor’s unique mixture of e-commerce experience and innovative technology has helped guarantee Razer does not overlook emerging opportunities.

“They keep us up to date on opportunities among the individual marketplaces, and before changing regulations and laws — like the value-added tax (VAT) changes leading to Brexit,” she said.

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Reaching new growth and revenue Objectives

Since switching from manual supervision to e-commerce automation, Razer has managed to enlarge…

And expand…

And expand some more.

Thus far, the brand has managed to double the amount of marketplaces in which it sells and reach 10x more market GMV. And they have done it all while spending less time on online selling activities.

“Efficiency in work has gone up by about 50%,” stated Senior Manager of Online Sales Operations Ain Karel Areola. “We can easily list products using a universal template for many marketplaces, and we could collect insights quickly with the ChannelAdvisor dashboard”

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The Growing Influence of Walmart Advertising

How long and focus is your brand committing to advertisements on Walmart Marketplace?

If the answer is anything less than”a lot,” it might be time to reevaluate your electronic marketing strategy.

With 100 million unique monthly visitors, Walmart is quickly becoming a favorite destination for droves of customers since they do more shopping online. An estimated 90 percent of Americans shop there, and several do so daily. The retail giant’s e-commerce company grew 69 percent from the fourth quarter of fiscal year 2021 and doubled in size after a surge of 50,000 new vendors.

To put it differently, Walmart Marketplace is growing in influence. And it is changing the way third-party vendors connect with customers.

The rising importance of Walmart advertising

Web traffic and sales are not all that is increasing on this very important e-commerce channel. As customers continue to make more purchases online, and as the market continues to attract more of these shoppers, the provider’s retail media business is accelerating, too.

The amount of paid search impressions on Walmart has more than doubled over the last year. 1 recent study found that an average of four paid search ads now appear on the first page of results, compared with only 1.7 in January 2020. Researchers in eMarketer say the growth is a”strong indicator that [Walmart’s] ecommerce platform is currently drawing adequate search volume to support a meaningful and appealing search advertising business as the firm looks to expand its electronic advertising footprint.”

In actuality, the market’s search advertising revenues are expected to boost 69.9percent by year’s end. So in case you advertise on Walmart, it is time to buckle up for some stiff competition.

The provider’s advertising arm, Walmart Connect, increased its number of net new advertisers by 40 percent as retailers and brands sought to reach shoppers closer to the point of sale. As the company continues to develop its media networks and include features like retail intelligence and performance-based advertising, sellers have even more reason to invest in electronic advertising campaigns throughout the platform. The market has also been opened up to non-US sellers, which means there’ll be even more brands and retailers bidding for top placements.

In other words:

The bidding challenges many third party sellers are already experiencing are most likely to become even more fierce in the months ahead.

Making the most of your Walmart advertisement investments

As the bidding wars start to build, it is vital to have the appropriate plans in place. With more product listings competing for limited space, the struggle for Walmart visibility goes far beyond conventional best practices and product content marketing.

Looking forward, a well-managed Walmart advertising strategy will be essential for long-term market success. And thankfully, there are ways to get the most out of Walmart’s marketing opportunities — even as the market becomes more crowded.

For example, many brands and retailers are working to gain a competitive edge by:

  • Using search query reports to identify keywords that are likely to perform well
  • Automating bidding and key word production
  • Leveraging custom effort scheduling and dayparting

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