When I first started the ecommerce business, I thought the fastest way to grow was by focusing on product listings and ADs. But soon I realised: without a strong brand and a clear product strategy, growth is slow, fragile and expensive.
This post uncovers how strategic product selection and deliberate brand building turned a slow-starting marketplace business into a thriving operation—and how you can apply these lessons to your business.
Table of Contents
Why Product Strategy Matters
Know your product inside out:
Not all products sell equally. Some are easier to procure, more durable in logistics, and have higher buyer demand.
Research product categories, analyze competitors, and understand buyer needs before committing.
Assess profitability realistically:
Factor in sourcing costs, marketplace commissions, packaging, storage, and delivery.
Avoid chasing products with thin margins—even if they seem popular.
Test with a small SKU range:
Start with a manageable number of products to refine operations and understand buyer behavior.
Scaling too fast with too many SKUs without insights leads to inefficiency and unnecessary inventory costs.
Iterate based on data:
Monitor top-selling products, returns, cancellations, and customer feedback.
Use insights to refine your SKU portfolio and identify high-potential categories.
Key Takeaways:
A product strategy rooted in research reduces trial-and-error costs and accelerates growth.
Brand Building - More Than Just a Logo
Define your value proposition:
Position your business as the solution to a buyer problem, not just a seller of products.
Example: Emphasize quality, uniqueness, or reliability in every listing, packaging, and communication.
Consistency across touchpoints:
Listings, product images, packaging, and even follow-up emails should convey the same brand message.
Consistency builds recognition and trust—critical for repeat purchases.
Customer experience as brand:
Beyond products, the shopping experience creates your brand perception.
Fast delivery, responsive support, and careful packaging signal professionalism and reliability.
Organic advocacy over paid reach:
Encourage satisfied buyers to leave reviews and share experiences.
Word-of-mouth and repeat purchases are more effective long-term than ads.
Key Takeaways:
Brand is the reason buyers remember you and return—not flashy ads or short-term discounts.
Strategic Implementation
Strategic listing optimization:
Align product descriptions and keywords with buyer searches.
Focus on clarity, benefits, and differentiation from competitors.
Market-informed product launches:
Launch products where demand exists and competition is manageable.
Leverage insights from buyers, delivery agents, and competitor analysis to refine launch plans.
Balance organic growth with tactical ads:
Ads should support, not replace, a strong listing and brand story.
Focus ad spend on top-performing SKUs that already demonstrate traction.
Continuous feedback loop:
Collect insights from returns, reviews, and customer queries to improve listings, products, and branding.
This iterative process strengthens buyer trust and long-term growth potential.
Key Takeaways:
A strong brand combined with a clear product strategy creates an ecosystem where customers naturally return and advocate for your business.
My Learnings
Quality beats quantity: A few high-quality products with strong branding outperform a broad inventory of mediocre offerings.
Hands-on involvement pays off: Doing operations yourself in early stages gives insights into what buyers value and where processes can improve.
Focus on differentiation: Unique products or positioning make it harder for competitors to copy and easier to retain buyers.
Patience and persistence: Brand-building is a long-term game, but every small step compounds into sustainable growth.
Need Help with Business Strategy or Brand Positioning? Book a Call
If you want to understand how to pick the right products, build a compelling brand, and position your marketplace business for sustainable growth, book a one-on-one business strategy call.