Who competes on marketplaces

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Both companies (brands) and the products themselves (product cards) “compete” with each other .

It turns out that you need to compare yourself with companies producing competing products, and your product cards with those of your competitors.

When analyzing companies (brands), pay attention to

category leaders : who are they, study their rating and revenue. To obtain the necessary data, it is worth using specialized services, there are many of them, we will not recommend a specific one.

This is the picture that philippines consumer email list emerges in the category “Fiction Books”:

leaderboard.png

Image from the author's archive

It is clear that the first three sellers take a significant share of sales (approximately 75%), and a seller entering this category will have to “fight” with them;

growth rates . We study which position is in demand and after what time it loses it, what new products the seller brings to sale.

The analysis will help to identify products that are worth selling, as well as to estimate their “lifespan”;

the presence of monopolists (more than 40% of sales, but the threshold may vary depending on the category). If there is a monopolist, it is worth understanding that it will not be easy to “bite off” a piece of its sales volume: a significant budget will be needed for both internal and external promotion. But even with such resources, the desired result is not guaranteed;
category growth volumes . Why is there growth, if there is any: due to new sellers, increased demand for these products, or simply the market is growing;
how companies operate outside of marketplaces: attracting, engaging, converting, and retaining target audiences.
All the necessary information can be found in the Ozon seller's Personal Account or external analytics services if you work for Wildberries.