The e-marketplaces are an alternative for companies when selling products and services online inside and outside Spain.
The electronic markets or e-marketplaces are e-commerce platforms on the Internet operated by a company whose objective is not the sale, but to facilitate the technology so that buyers and sellers have a meeting point where to do business online.
They can focus on trade between companies, consumers or to show the offer of public tenders.
A basic element to identify an e-marketplace is that it allows a commercial function to be carried out: To facilitate the contact details of the companies, to directly carry out the sale of products, to receive or send requests for information and budgets, to organize auctions or reverse auctions, etc.
“Basically, these are platforms on the Internet that allow buyers and sellers to get in touch.¨
Example Rakuten, one of the largest multi-sector e-marketplaces in the world. These markets act as shopping centers in the offline world: They bring together the offer from different companies and meet the demand to facilitate trade between both parties. “They allow companies without the ability to create online stores in various markets to have a place to sell their products adapted to their needs.”
The electronic markets, in general lines allow to publish information about the company. It is important to provide all possible data to become reliable in the eyes of the buyer and, if possible, include the logo, photos of the headquarters, etc. Others allow the direct purchase of these products.
Multiplatforms allow to display products in a catalog in several e-marketplaces simultaneously. The catalog of products is a crucial aspect in markets oriented to the seller, the better they show what they sell, the greater the possibility of success.
Offers and demands can be included as classified ads. Other marketing systems are auctions, they can be upwards, allowing buyers to bid for products by raising their final price, such as eBay, or with a lower price as reverse auctions. In this case sellers offer their services to the buyer as public tenders.
Some perform complementary payment management services, through an international payment platform, companies receive their payments in the account without worrying from which country they have been made. They can even act as guarantors of payments such as the escrow system, where the e -marketplace collects the money from the buyer and is not released until the merchandise has been received. An example is Nubelo , a professional services contracting platform, which uses this system to mediate between freelancers and contracting companies, thus ensuring both the payment for the work performed, as well as the correct development of the operation, since the money is not delivered until the order has been successfully completed.
Other markets also help in the logistics process. For example, Rakuten has agreements with several partners and offers special conditions to companies that use this website.
One of the great advantages of e-marketplaces is their ability to cover new markets and locate new business partners at a very low cost by participating in platforms of international focus. “It is an international showcase that allows us to show our products in the countries with the highest demand”, with electronic markets “you can reach inaccessible places through distribution”.
These platforms are also a good tool for prospecting new markets, and let you know the prices that are being sold in them or meet the competitors. The e-marketplaces: “It allows us to have a better knowledge of the market that we are going to address and generate more confidence from the consumer who already knows the platform.”
There are companies that do not use them to sell directly, but as a way to get contacts from potential customers. This is the case of COMPAC , (they do visibility marketing, and new customers contact them thanks to the presence in directories).
“The great advantage is the continuous flow of contacts, because more and more customers seek and demand information online and the more visibility you have, the easier it is to close sales.”
• There is no physical implantation.
• No website or own store is necessary.
• Economic rates of use.
• Less investment in online marketing.
Information about new markets:
It is an international project promoted by several foreign trade promotion agencies in order to communicate to SMEs the importance and usefulness of electronic markets to start in international trade or expand their business internationally taking advantage of the online channel.
ICEX has joined this initiative since its inception, convinced of its usefulness as a 100% instrument aligned with its objective of promoting the internationalization of Spanish companies. There is a website in Spanish ( www.emarketservices.es ) and another in English ( www.emarketservices.com ). Thanks to their checklists, entrepreneurs can assess themselves and find out how to select the most appropriate market for their company or if they are ready to start operating through them. But without a doubt, its most valuable asset is the international directory of electronic markets.