Introduction

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Ecooking, a Danish skin care brand known for its organic, high-quality products in Denmark and thus has a focus in 2023 to expand abroad, wanted to test new markets on Amazon and thus subsequently a greater effort in the 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

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The 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.

• An extensive and complex logistic operation for product distribution throughout Europe, with a focus on the UK and Germany.

• Setup and optimization of 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

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To overcome these challenges, the following measures were implemented:

• Implementation of a strategic barcode system to distinguish products sold on Amazon from those delivered to brick-and-mortar stores in order to control prices.

• Preparation of a logistics plan to streamline shipping, storage and delivery, ensure efficient distribution in the UK, DE and the other European countries. Focus on an efficient run-rate of 75-90 days of product storage to avoid fees and maximize flexibility in the distribution of products according to demand.

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

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My approach went as follows:

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• Greater comprehensive guidance on account setup and optimization of product listings on Amazon across European markets for a total of 16 products.
• Carrying out extensive research to improve organic reach, search rankings and best performing paid keywords and search terms.
• Setting up and managing PPC advertising to increase sales and thus rise in ranking for better organic placements - 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 accordance with market developments.

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Results

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The strategic initiatives resulted in impressive growth:

• Over 150% increase in total sales across all marketplaces in the past 30 day period.
• Consistently positive growth, with a significant increase of 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

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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 internationalization strategy internally at Ecooking.

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#Design of Amazon Store

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