Intro

Ecooking, a Danish skincare brand known for its high-quality organic products in Denmark and thus focusing on expanding abroad in 2023, wanted to test new markets on Amazon and thus subsequently make more efforts in those countries that showed potential and demand.

The goal was to leverage Amazon's extensive reach to reach new European markets while maintaining its commitment to quality and customer satisfaction.

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Challenge

Primary challenges included:

• Launching the brand in a competitive market with large, well-established competitors. The research was developed through a performance report that determined which products should be prioritized and in which countries.

• Developing a complex barcode strategy to keep track of the Amazon value chain without disrupting existing retail partnerships.

• A comprehensive and complex logistics operation for product distribution throughout Europe, with a focus on the UK and Germany.

• Setting up and optimizing the brand's products on 6 European Amazon marketplaces.

• Continuous optimization of PPC advertising across 6 different European markets.

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Strategic approach

To meet these challenges, the following measures were taken:

• Implementation of a strategic barcode system to distinguish products sold on Amazon from those delivered to physical stores in order to thus be able to control prices.

• Development of a logistics plan to streamline shipping, storage and delivery, ensuring efficient distribution in the UK, DE and the other European countries. Focus on an effective run-rate of 75-90 days of item storage to avoid fees and maximize flexibility in the distribution of goods by demand.

• Implementation of a targeted launch strategy that enabled eCooking's debut in 6 European countries on Amazon, adapted to the nuances of each regional market. Including UK, Germany, France, Spain, Italy and Poland.

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My approach went as follows:

• Major comprehensive guidance on account setup and optimization of product listings on Amazon across the European markets of a total of 16 products.
• Conducting extensive research to improve organic reach, search rankings and best performance paid keywords and search terms.
• Setting up and managing PPC advertising to increase sales and thus rise in ranking for better organic rankings - while focusing on profitable growth.
• Continuous optimization of listings on A+ content, product images & videos, keywords etc. to ensure that product listings were optimized in line with market developments.

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Results

The strategic initiatives resulted in impressive growth:

• Over 150% increase in total sales across all marketplaces in the most recent 30-day period.
• Consistently positive growth, with a marked increase 40% in Q4, 2023.
• Germany: Continuous growth of 55% of revenue in a 6 month period.
• The growth strategy included additional European markets such as France, Italy, Spain and Poland, all with promising percentage increases, especially in recent months with an average growth of 19%

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Conclusion

eCooking's strategic push on Amazon, led to a significant percentage increase in sales and strengthened the brand's presence in Europe. This initiative not only secured new markets but also set the stage for continued growth and supported an internationalisation strategy internally at Ecooking.

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