How to make your e-commerce and marketplaces work

In an increasingly competitive environment, having an ecommerce or selling through marketplaces is no longer a differential advantage. It's simply the starting point.

What truly matters today is not just being present, but how you activate and optimize that presence to generate real results: visibility, conversion, and sustainable growth.
And to achieve this, it’s not enough to have a well-designed online store or appear on platforms like Amazon, Miravia, or Carrefour. You need a connected strategy that integrates product feed, media, creatives, and measurement under a single business logic.

In this article, we break down the key pillars to make your ecommerce and marketplace strategy actually work. With a 100% performance-driven approach, backed by technology and real examples from brands already doing it.

TABLE OF CONTENTS

• 1. Two paths, one strategy: Ecommerce vs Marketplaces
• 2. Your product feed won’t sell itself: how to make your products visible (and desirable)
• 3. Get seen: advertising as a traffic driver (not a waste)
• 4. Creatives that don't bore: design, personalization, and AI to the rescue
• 5. Don’t measure for the sake of it: metrics that matter, insights that drive action
• 6. Real omnichannel strategy
  
  

First, a quick breakdown:

• Ecommerce: you sell products directly on your own website.
• Marketplace: you sell through third-party platforms (Amazon, AliExpress, Miravia, Carrefour, etc.).

Both models can (and should) coexist. In fact, most successful brands do it. But to make it actually work, you have to take it seriously. Here's how:

1. Two paths, one strategy: Ecommerce vs Marketplaces

Selling through your own site or via platforms like Amazon, Miravia or Carrefour is not the same thing.
But they don’t have to be enemies. In fact, the fastest-growing brands are the ones that know how to make both channels work together:

🎯 The key: your ecommerce builds your brand, marketplaces scale your business. It's not one or the other — it's about designing an ecosystem where both support each other.

2. Your product feed won’t sell itself: how to make your products visible (and desirable)

Everything starts with the product. But it’s not just about the physical product — it’s about how you present it, structure it, and make it discoverable.

• Clear title with keywords: don’t name it “Ana Shirt” if nobody searches for that.
• Persuasive description: focus on benefits, not just specs.
• High-quality, consistent visuals: clean backgrounds, multiple angles, models if needed.
• Updated stock and logistics: if you fail here, they won’t come back.

On marketplaces, this is amplified through the famous product feed. If yours isn’t clean and optimized, good luck showing up in results.

🛠️ Pro tip: with solutions like Adsmurai Feeds, you can centralize and automate catalog optimization across platforms. Save time, avoid errors, and boost performance.

3. Get seen: advertising as a traffic driver (not a waste)

Just because your product is published doesn’t mean people will see it or buy it.

Nowadays, qualified traffic doesn’t show up on its own. You need to activate it through well-designed campaigns, where every euro works for you. This is where combining owned media (your ecommerce) with third-party platforms (marketplaces) becomes key without depending solely on one or the other.

💡 Did you know Amazon has disappeared from Google Shopping?

For months now, the ecommerce giant has stopped showing its products in Google Shopping ads. This means there’s now more space for other brands that activate Performance Max campaigns. In short: if your feed and campaigns are on point, you can gain visibility where it was nearly impossible before.

That’s a game-changer.

How to take advantage of it?

• Google Shopping + Performance Max: perfect for capturing intent.
• Meta Ads and TikTok Ads: great for discovery and retargeting.
• Retail Media: run ads within Amazon, Miravia, or Carrefour to appear where purchase decisions are made.
• AI-powered automated campaigns: optimized budget and creatives based on real-time performance.

🧠 Pro tip: it’s not about choosing one channel it’s about activating them in sync and measuring their actual impact on sales. That takes tech, not luck.

4. Creatives that don’t bore: design, personalization, and AI to the rescue

Creativity is still what makes you stand out. But now it must be:

• Personalized by channel and audience.
• Dynamic, based on your product catalog.
• Automatically optimized (and yes, AI is your best ally).

🎨 With Creativ_, we generate realistic product visuals adapted to each campaign.

5. Don’t measure for the sake of it: metrics that matter, insights that drive action

Don’t fall into the “I have tons of dashboards” trap. What you really need is fewer data points — but actionable ones:

• Which products convert best, and why?
• Which channels are wasting budget?
• Which combination of creative + channel + audience drives the most value?
• Are you measuring the incremental value of your campaigns?
  
  

📊 With tools like Campaign Insights AI or Marketing Mix Modeling (MMM), you can answer these questions and make decisions based on data not gut feelings.

 

6. Real omnichannel strategy

No, omnichannel doesn’t mean “we’re also on marketplaces.”
It means having a unified strategy that connects your ecommerce, media channels, and marketplaces  with data flowing between them.

• Centralized product feed for all channels.
• Consistent naming conventions and campaign structures.
• Budgets redistributed based on performance.
• Coordinated repricing and brand consistency.

⚙️ You can orchestrate all of this through Adsmurai Marketing Platform. That’s what brands like HP, Nina Ricci, and Chiquilín do.

What now?

If you’ve made it this far, you already know what’s next: bring order to the digital chaos. Making an ecommerce or a marketplace work isn’t about getting lucky, uploading more products, or throwing more money at ads.

It’s about having a clear strategy, a connected ecosystem, and technology that works for you.