Recommend Necessary Items & Next Steps
It’s critical that the marketplace platform allows self-service as much as possible and adapts to their needs. Based on this, each individual user needs to have an optimized experience.
And at the very least, that optimized experience is based on each user’s browsing history and their experience on the site.
The eCommerce marketplace can directly influence not only the ease and use and how much users come back to the marketplace repeatedly and utilize it fully, but it can also influence purchasing decisions and areas that they’re researching.
The recommendations that marketplace analysis provide can be extremely helpful to buyers. Sometimes buyers forget that they need to purchase something else that’s related to this, such as batteries for this item to work.
Another example would be if there’s someone buying a machine part, and they don’t realize they need to purchase a sealant for the part. But then they see the list of recommended products, possibly called the “People who bought this also bought this” list, and the sealant they need is there.
This may lead to them purchasing both of the items they need, rather than only purchasing one and then finding out later it wouldn’t work without the sealant. The former situation leads to higher satisfaction with their purchase and trust in the marketplace for providing the information they needed.
This is just an example, but it shows how vital marketplace analysis is to the success of the platform.
In addition, buyers may write reviews that the machine part doesn’t include the sealant, and they may even give a lower rating because that information wasn’t clear.
In situations like these, it’s important to tell the seller to document that information in their product listing so the buyer is aware of that going in.
Then we can have automated suggestions for what would go with that machine part, or we could give the seller the opportunity to make recommendations.