Introduction
As online shopping continues to transform the retail landscape, brands must find innovative ways to diversify and expand their digital presence. Enter Mirakl-powered marketplaces, a platform that enables established retailers to host third-party sellers on their ecommerce sites. Macy’s, Kohl’s, and Kroger are key players utilizing this technology to build robust online marketplaces, offering U.S. brands new opportunities to reach diverse consumer bases. In this blog, we will explore why diversifying across these emerging Mirakl-powered marketplaces is a smart move for brands looking to grow in the evolving ecommerce ecosystem.
Why Diversifying Across Multiple Marketplaces Matters
Expanding your brand across multiple platforms offers several advantages, from attracting new customer segments to reducing dependence on a single marketplace. Selling on these different platforms allows your brand to benefit from each retailer’s unique tools and audiences.
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Reach New Audiences: Macy’s is known for its fashion-forward customers, Kohl’s appeals to families seeking value, and Kroger attracts everyday shoppers looking for convenience. Expanding across these platforms allows you to connect with a more diverse range of shoppers.
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Reduce Risk: Relying on a single marketplace can make your business vulnerable to sudden changes in policies or competition. Diversifying across platforms like Macy’s, Kohl’s, and Kroger helps mitigate these risks and ensures greater stability for your brand.
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Access Platform-Specific Benefits: Each marketplace offers its own tools and promotional strategies. Macy’s excels in fashion and home decor, Kohl’s has strong promotional periods and a family-focused audience, and Kroger benefits from loyal, convenience-driven shoppers. Tailoring your approach to each platform maximizes your brand’s potential for success.
Macy’s: Elevating Your Brand Online
Macy’s is a trusted name in retail, known for offering everything from luxury brands to budget-friendly items. By incorporating a marketplace model, Macy’s has expanded its offerings, allowing third-party sellers to list products online. With more than 5 million monthly unique visitors, Macy’s presents a great opportunity for brands looking to gain exposure in apparel, home goods, and health & beauty categories.
Why Diversify Here?
Macy’s extensive customer base of 44 million loyal shoppers and its strong omnichannel integration make it a highly attractive platform for sellers. Macy’s Marketplace also benefits from the Star Rewards loyalty program, which brings repeat traffic to the site. This makes it ideal for brands that want to position themselves alongside trusted, iconic names while still reaching a broad consumer base.
Kohl’s: Family-Focused Value
Kohl’s has a strong reputation for offering a wide variety of products at affordable prices, making it popular with families and budget-conscious shoppers. Through its marketplace, Kohl’s has expanded its offerings, providing third-party sellers access to a growing ecommerce platform. With top categories like home goods, sporting goods, and toys, Kohl’s is an appealing platform for brands looking to tap into this value-driven customer base.
Why Diversify Here?
Kohl’s offers sellers the ability to reach a loyal, promotion-focused audience. With consistent sales events and customer loyalty programs like Kohl’s Cash, the site draws repeat visitors looking for good deals. For brands offering products in popular categories like home essentials or electronics, Kohl’s provides a large, consistent traffic flow that can help drive significant sales.
Kroger: Beyond Groceries
Kroger, a leader in the grocery industry, has expanded its ecommerce offerings to include non-food products such as furniture, health & beauty, and home goods. By opening its platform to third-party sellers, Kroger allows brands to reach millions of customers who visit the site for both groceries and everyday essentials.
Why Diversify Here?
With over 11 million customers shopping daily, Kroger offers a unique opportunity for brands to reach a large, convenience-driven audience. For sellers of everyday essentials, beauty products, and home decor, Kroger’s marketplace offers access to a consistent, high-traffic platform, making it an ideal venue for increasing visibility and sales.
Managing Multiple Marketplaces Made Easy
Diversifying across these platforms comes with its own set of challenges, particularly in managing different listings, inventory, and pricing. Each marketplace has its own rules, making manual management time-consuming and complex.
Solution: Automation tools like StoreAutomator can simplify the process by synchronizing listings, managing inventory, and updating prices across all platforms in real-time. By automating these tasks, brands can focus on growth without worrying about operational inefficiencies.
Practical Steps to Start Expanding
- Choose the Right Platform: Consider the audience and product categories of each platform to find the best fit for your brand. Macy’s suits premium products, Kohl’s excels in family-oriented and value categories, and Kroger works well for household essentials and health & beauty.
- Leverage Automation for Efficiency: Automation tools are essential for scaling across multiple platforms. StoreAutomator simplifies the management of listings, inventory, and pricing across marketplaces like Macy’s, Kohl’s, and Kroger.
- Start Small and Scale Up: Test your products on one or two marketplaces first to see what works, then gradually expand to more platforms once you’ve refined your strategy.
Conclusion
Macy’s, Kohl’s, and Kroger represent exciting opportunities for brands looking to diversify their ecommerce presence. By expanding across these emerging marketplaces, you can reach new audiences, reduce risk, and take advantage of platform-specific tools to boost your sales. As the digital marketplace continues to grow, diversifying your brand’s reach could be key to long-term success.
Ready to Explore More?
Mirakl continues to expand the marketplaces it works with globally, offering brands more opportunities to connect with diverse customer bases through trusted retail partners. As new marketplaces emerge, the potential for reaching new audiences and driving growth multiplies. If you’d like a full list of Mirakl-powered marketplaces and StoreAutomator’s integrations, email us at hello@storeautomator.com. Likewise, if you’d like to discuss launching on any of these platforms, please book here to see how StoreAutomator can help.