The Future of Digital Retail: Pathway Products’ Pioneering Role in Syndication Across Marketplaces

Brand magnates stand at the brink of an enormous potential to assume command of their market segment and seize cross-channel online retail sales in 2023. The prediction is that over 45% of retail sales will arise from multichannel online sales, with US online retail revenue anticipated to exceed $100 billion.

The inference from the data is unambiguous: maintaining profitability and reaching consumers in 2023 will necessitate a well-regulated brand visibility across various marketplaces. To facilitate this, syndication across marketplaces is crucial.

Pathway Products' specialized teams hold an intimate understanding of the unique characteristics of each marketplace and know how to champion your products. We have the capability to promptly and effortlessly optimize our brand affiliates across key US marketplaces: Amazon, Walmart, and eBay. Our formidable resources and cutting-edge technology allow us to amplify your online retail efforts across international marketplaces.

What does Syndication Across Marketplaces Entail?

Syndication across marketplaces involves taking a product, along with its images, description, and branding, and showcasing it across multiple platforms. This practice ensures a uniform brand experience for your consumers, no matter where they find your products online. To maintain brand control, it's essential to keep images, titles, and descriptive details consistent across retail platforms.

At first glance, the process seems straightforward, but syndicating content and pricing for online retail brands demands a comprehensive understanding of each platform's requirements. Most marketplaces provide "help documents," but these often overlook critical information. Having an expert who comprehends these specifications is pivotal to ensure your product listings are uniform, fully optimized, and compliant across platforms.

Seize the Cross-Shopping Consumers

The ease of online shopping has made cross-shopping a significant component of the consumer experience. Customers can effortlessly search for and compare products across platforms to find the best deal. This trend is increasingly apparent in physical stores too. Many shoppers now participate in showrooming—where they view a product in-store, then use their smartphones to search for alternative online purchase options. By having a strong, consistent, and controlled presence across the right marketplaces, you can divert traffic and conversions from unauthorized sellers to your brand.

Preserve Profitability

At Pathway Products, we often observe brands stuck in what we term the "Profitability Pitfall". This refers to a gradual decrease to zero profit when brands fail to control their presence on major marketplaces. For example, you may be selling on Amazon, and an unauthorized seller lists your product at a lower price on Walmart. In response, Amazon's algorithm automatically adjusts your price. If the unauthorized seller further drops their price to drive sales, Amazon will again lower your price, eventually leaving you with no profit. Pathway Products' syndication technology ensures adherence to each brand's MAP policy or MSRP across all their online retail platforms.

Build Brand Loyalty

In an increasingly competitive online retail landscape, the loss of customer loyalty poses a significant threat to your brand. However, if you offer a great product, you can anticipate continued repeat sales and growth. It's vital to ensure that your consumers can depend on you with every purchase, regardless of whether they buy from Walmart or Amazon. Your consistent, legitimate listings enhance customer loyalty and trust.

Syndicate with Pathway Products

The common obstacle most brands encounter when attempting to syndicate across marketplaces is limited resources. Often, online retail teams are small, managing assets via spreadsheets and lacking sufficient resources to effectively manage each marketplace listing. We understand the struggle and acknowledge the high risk of losing brand control and profitability.

Pathway Products steps up as your comprehensive 3P partner, assuming the responsibility of ensuring your brand remains consistent across marketplaces. We have a devoted content compliance team and robust product information management systems and syndication technology to make this colossal task achievable. Provide us with your content, product details, digital assets, and creative materials, and we'll handle the rest.

Feel free to contact us here to learn more.