Can ecommerce marketplaces expand a brand?

It’s funny how ecommerce brands fear established online marketplaces. When I discuss with those brands selling on Amazon, Walmart.com, Sears.com or any of the hundreds of online marketplaces, I often get a look of terror. Their concerns, typically, are as follows. “I don’t own the customer, so I am helping to build a competitor’s business.” “When my sales grow, the marketplace is going to steal my business.” “I’m spending money on marketing to drive customers to my site. I don’t have the budget to send traffic to two sites.” “It costs more to sell on the marketplaces than on […]

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