Selling to Online Marketplaces: Digital Strategy from Crocs


Joy is a Superior Pair of Footwear

Whether or not you put on your Crocs with socks, with charms or devoid of any, this famous brand name prides itself on coming up with “delightfully cozy footwear” that make the planet a happier location.

And if we had to explain Rebecca Lacerda, the company’s Head of Electronic Marketplaces, it would be joyful. Or bubbly. Or the most effective mate you want you experienced. She’s also an marketplace major professional on Marketplaces, which assortment from Amazon and Zalando in the west to JD and Alibaba in the Asia-Pacific.

In this episode of Within Retail, Grace sits down with Rebecca to explain how models can have interaction with marketplaces, what the pitfalls are to steer clear of and the place she sees the potential of digital marketplaces heading.


A indigenous of Brazil, Rebecca has produced her job at the world’s ideal identified leisure footwear brands for in excess of a ten years, first as a Retail Strategist at Nike, a International Senior Supervisor of Digital at adidas and now in her recent function at Crocs.

With almost a billion pairs offered considering that debuting in 2002 and offered in more than 85 nations around the world, Rebecca is in demand of generating guaranteed they remain a go-to manufacturer for athletes and stars but most importantly,  exciting and fashionable footwear for the entire loved ones.

Screen Shot 2022-07-05 at 10.29.09 AM

Market 101

At their core, Marketplaces are just online purchasing facilities. What individuals of a specified age at the time referred to as malls, or how several parts of the planet look at searching districts and streets devoted to retail gross sales. According to Rebecca, 70% of development in the retail place will do so via multi-brand name channels like marketplaces.

All marketplaces are not produced equal although, so the very careful method involves being aware of which 1 is right for your manufacturer and how greatest to make use of it for optimum reward.

Illustrations of the market product are 1P, the conventional approach: Model → Retailer → Buyer and 3P, DTC by a Platform. But you will find also a hybrid design, a single used by several models currently, where by they’d have one particular assortment offering by way of 1P and an additional by means of 3P.

Whichever you decide on for your brand, or if you are new to marketplaces, this partaking and insightful episode is a need to listen.

Notable Quotable

“You can see a peak in a specified item and say, oh, this is a big development. Or was it just a retailer doing a markdown? Are you really gaining market share or are your items not turning as rapidly as they anticipated? And (a retailer) are simply just placing your rates down and sacrificing their margin to purchase some revenue.”



If you have browse down this significantly (we hope you did!)

Signal up to our weekly Insider Briefing to get the most current industry information and exclusive marketplace examination listed here

Really don’t overlook to level, assessment and subscribe to EDITED: Inside Retail! Get in touch with Grace at [email protected] if there is a person you believe would be a excellent visitor for our show much too.


Supply website link