4 Key Selling Channels to Focus on in 2021

Selling channels that will increase the likelihood of people noticing your products

December 28, 2020 | by Devin Partida

As you begin making plans for how to strengthen and grow your retail or ecommerce business, it’s crucial to think about the channels you’ll use to distribute information about your products. Here are four that should be on your list. 

1. Facebook

The activities people do on Facebook span far beyond researching products they want to buy. Many share news stories, post memes, or respond to content posted by their friends and family. Research shows that the social media platform is the most-used around the world. Moreover, Facebook users are among the most broadly representative of the whole population. 

A roundup of recent global social media statistics shows why it’s worthwhile for companies to help people learn about their products via Facebook. Some of the statistics in the compilation also looked specifically at how social networks help drive purchases and encourage people to learn about new products. For example, 43% of overall respondents said they use social media to research products. The percentage rose among younger people, too. Another 24% said they rely on social media recommendations to help them discover new things to buy. 

Small businesses and large corporates use Facebook as a personalized selling channel. This free-for-all platform enables you to extend your reach with a fully customizable storefront that is identical to your brand’s look and feel. Simply choose the products you want to advertise from your catalog, and let customers shop your products wherever and whenever they want to. 

Stat explaining how shoppers prefer to use multiple channels during their purchasing process

2. Instagram

After Facebook, Instagram is the second most popular social platform. It’s not surprising, because it is very user-friendly. It offers a sleek interface that is easy to navigate. Many younger generations prefer this platform, as it is entirely visual. 

Available for individual and business use, the mobile tool enables you to build a global audience, providing plenty of viral potentials when used correctly. And this is why, as a selling channel, it is ideal. It is a great way to showcase products in a visually appealing manner, allowing shoppers to purchase in-app without having to switch applications. So, as consumers are browsing their feeds, they can discover your products and proceed to checkout in minutes.

According to recent stats, at least “80% of Instagram users follow at least one business on the platform,” and “70% of users are more likely to purchase via mobile.” Considering that the global usage of this platform is “over one billion active Instagram accounts,” it is a no-brainer to leverage it to reach a wider audience. The great news is that you can connect your Instagram account with Facebook and integrate feeds, or you can register your Instagram account as a business to enable shopping. All you have to do is transform your posts from general images to shoppable posts by tagging products. You can extend your reach by switching between organic or paid content, and once more people discover your page, your sales will soar.

3. Amazon

Amazon comprised more than 60.5% of online sales growth in 2018. That phenomenal success led many analysts to discuss the so-called “Amazon Effect”, which results in less-prominent ecommerce brands racing to become more competitive to keep up with the giant company. 

Years later, Amazon is no less influential. In fact, the general marketplace has sky-rocketed since the coronavirus pandemic, accelerating the ecommerce industry. Many sell on Amazon because they know consumers include the well-known marketplace in their shopping research. With strict selling criteria to adhere to, content needs to be optimized for this platform. For example, instead of having a general product description, Amazon bullet-point featured lists. These small changes make it easier to filter through categories and find what you want.

The results of a 2019 survey emphasized that Amazon is doing things right when it comes to helping people with product research. About 95% of United States-based respondents felt satisfied with product descriptions on the site due to enriched data. Another finding was that 66% of people start their product searches at Amazon. Even if customers decided to leave the site at some point, at least 74% go back to complete the transaction after browsing on other sites. 

4. Google Shopping 

As every seller flocks to marketplace selling, it’s not always possible for a smaller business with a shoe-string budget. Fortunately, Google Shopping is a feasible alternative. Having said that, it is good to note that Google Shopping is not a marketplace. It is a comparison shopping engine (CSEs) where customers can view products and compare pricing during the research phase. 

It is a very popular marketing tool for all businesses, regardless of size. In fact, this article states that “across US online retail, Google Shopping Ads now make up more than 76.4% of retail search ad spend, and win 85.3% of all clicks.” Much like other channels, Google Shopping has its requirements, which include a rich product title, description,  price, brand, and more. 

These ads are found to be more successful for bottom-funnel campaigns, as it specifically targets consumers who know what they what. For instance, they’ve arrived on Google search looking for a very specific product: they’re not online to browse through multiple ecommerce sites. This approach offers a quick path to purchase that is non-disruptive for shoppers. 

Help your products stay visible in 2021  

These six product information channels will increase the likelihood of people noticing your products and becoming interested in them during the coming year. No matter which of them you utilize, always rely on metrics to determine which efforts provide the most substantial payoffs.

Download a FREE guide and see how PIM adopters are outperforming their competitors

But, before you take the leap into channels, or expand your existing marketplace, make sure your product information is updated, relevant, and consolidated in one central location: Plytix. There are so many new requirements that crop up with channels, and it’s impossible to attend to them, accurately, without a PIM. As it is, managing data within a platform takes time and focus. But once it’s organized in one place without having to work between teams, or edit content manually, you’ll save so much time. (Of course, you want a web store that offers a multichannel experience and exceptional service to your customers, but there are steps to getting there. And this is a speedy one.)

See how our clients have reaped the benefits of PIM in this FREE downloadable whitepaper. They’ve adopted the PIM and jumped ahead of their competitors in just a few months. Let us help you do the same by making your transition to ecommerce success as seamless and effortless as possible.

Devin Partida
Written by Devin Partida

Devin Partida is a writer and blogger covering business and retail technologies, as well as tech trends in general. To read more from Devin, please visit ReHack.com, where she is the Editor-in-Chief.

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