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~ ChannelEngine ~

benefits of both the seller and vendor models and combine a delay in vendor listings.
them into a single strategy. • Logistics: Marketplaces sometimes refuse to store
certain products for several reasons, making it
Employing a hybrid model when it comes to selling on impossible to sell them through the vendor model.
marketplaces allows you to act simultaneously as both a Utilising a hybrid model allows you to list these
vendor and a seller. You can take advantage of both 1P and products through a seller account.
3P selling and move between the two with agility as and
when it is needed. Complimenting hybrid selling with hybrid fulfilment
Similarly, marketplaces also regularly switch the method of
Say, for instance, you’re selling three-quarters of your stock fulfilment they favour, making a hybrid delivery approach
through the vendor model, but the marketplace has no incredibly useful.
interest in that final quarter. Rather than the remaining
inventory sitting in a warehouse, a hybrid model allows you Let’s say you’re initially selling a product using Fulfilment
to sell it through 3P and make sales you otherwise might by Amazon, as it gives you access to Prime delivery services
not have. and usually boosts your chance of winning the BuyBox.
If this channel runs out of stock, a hybrid delivery model
Another example of the hybrid model proving priceless means you can instantly switch to your own alternative
presented itself for one of our clients early in the pandemic. fulfilment solutions, continue selling and reduce any damage
Brabantia had been selling well through Amazon’s vendor to your BuyBox share.
model. However, when the platform’s attention switched
toward sanitation products, the POs quickly slowed. Luckily, Likewise, to avoid overloading themselves in the build-up
they had used ChannelEngine to integrate the 3P model to major shopping holidays, marketplaces tend to switch
alongside, meaning they could seamlessly switch over and their delivery preferences, which could be disastrous if your
maintain sales, subsequently growing from 1 to 10 seller brand relied solely on marketplace fulfilment, whereas a
positions in a one-year timespan and significantly reducing hybrid delivery model means you can continue selling using
pressure on the business’ in-house IT department. your own fulfilment. ChannelEngine provides an automatic
switch between marketplace and merchant fulfilment,
“After a successful implementation, many new possibilities minimising disruption in these instances.
opened up for us to become active in certain marketplaces
across Europe. It couldn’t have been timed better! In The decision on how you sell will always come down to
the months following our onboarding, we faced a global your business’ circumstances. Things like existing fulfilment
pandemic and uncertainty of vendor turnover. A significant methods, revenue targets, and the size of your operation all
portion of vendor business was temporarily paused or need to be considered.
reduced, after which our newly set up Seller accounts were
able to take over much of the lost business. Because of That said, while a hybrid or seller model may be more
this, we hit the ground running with our ChannelEngine demanding, the overall benefits in comparison to relying
connected marketplaces.” on a single method are clear. To help manage the increased
workload, using an integrator like ChannelEngine removes
Given how frequently Amazon, Bol, and other online the heavy lifting, allowing you to optimise your offering
marketplaces change their algorithms and product priorities, effortlessly across different selling models and global
the flexibility a hybrid model affords businesses can be vital, marketplaces. Additionally, ChannelEngine has a strong
as no time is wasted having to adjust. partner network that can help brands to optimise their seller
accounts further, aiding with vital elements like advertising,
• Stock optimisation: Stock can be sold through both SEO, and fulfilment.
1p and 3p models, so excess stock that isn’t sold via
the vendor model can be sold via the seller model. Request a demo and learn how to make a smooth connection
• Agility: Being able to seamlessly switch between 1p to some of the most promising marketplaces. ••
and 3p models reduces the impact of marketplace
algorithm shifts.
• Control: Hybrid selling allows you to take back
control of content, pricing, and stock as and when
you need to, so if you’re not happy with how things
are going on a vendor model, you can quickly focus
on the seller model. REQUEST A STRATEGIC SESSION FROM THE
CHANNELENGINE TEAM FOR SELLING
• Listing speed: The seller model allows for faster
CROSS-BORDER.
product listing, so you can still make sales if there’s

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