In a dynamic e-commerce landscape where competition is fierce, and marketplaces like Amazon and Flipkart reign supreme, the role of agencies specializing in assisting Direct-to-Consumer (D2C) brands has never been more crucial. We had the privilege of sitting down with Rohit Pawar, the founder of Ad Ascend, a pioneering e-commerce marketplace enabler. With over six years of experience in the field, Rohit shared his insights on the challenges and opportunities D2C brands face in online marketplaces, the significance of data-driven strategies, and the innovative ways his agency is helping brands thrive in this evolving landscape.

Q1- Can you briefly introduce yourself and your agency?
Hi, Rohit Pawar here. I am an e-commerce marketing professional with over 6+ years of experience. I have founded Ad Ascend, an e-commerce marketplace enabler. We believe in adding value and helping our global brand partners grow their E-commerce Marketplace business via Advertising and Optimization.

Q2- What inspired you to start a marketplace agency focused on D2C brands?

Several factors inspired me to start Ad Ascend:

• Entrepreneurial Drive: My primary motivation was my passion for entrepreneurship.
• Expertise: I have significant knowledge of the e-commerce marketplace industry.
• Growth Potential: I recognized the tremendous growth potential in the e-commerce sector.
• Satisfaction in Growth: Lastly, witnessing a brand grow and succeed in the marketplace gave me immense pleasure and contentment.

Q3- What are some key benefits that D2C brands can achieve by leveraging marketplaces like Amazon for their sales and distribution?

D2C brands can gain several advantages by using marketplaces like Amazon:

• Traffic: Marketplaces generate incredibly high traffic, exposing a vast customer base.
• Trust: Customers trust products sold on established marketplaces more than standalone D2C websites.
• Reach & Delivery: Marketplaces offer excellent reach and faster delivery options, enhancing customer experience.

So, excellent visibility, followed by trust and comfort, along with faster delivery, are key benefits.

Q4- Marketplaces like Amazon have millions of sellers. How does your agency help D2C brands stand out and succeed in a competitive environment?

Our approach involves several key steps:

• Understanding Objectives: We start by understanding the brand’s objectives and goals.
• Buyer Persona: We identify the ideal buyer persona for the brand.
• Competitive Analysis: We thoroughly analyze the competition within the category.
• Strategic Improvements: We then identify gaps and improve keywords, landing page experience, and product communication.

Q5- Can you share some success stories or case studies of D2C brands that have significantly benefited from your agency’s services?

Indeed, we’ve helped a Health and Personal Care D2C brand increase its sales by 5x in just six months while maintaining its ROAS targets. We achieved this by dominating sub-category keyword searches and targeting competitors to boost overall sales.

Q6- What are the common challenges D2C brands face when establishing a presence on marketplaces, and how do you address these challenges?

Common challenges include differentiation from competitors and managing advertising costs. To address these:

• We help brands identify their unique selling points and amplify them.
• We optimize advertising placement and bidding to meet the brand’s expectations while managing costs effectively.

Q7- Data-driven decision-making is crucial in e-commerce. How does your agency use data and analytics to optimize the performance of D2C brands on marketplaces?

We utilize third-party tools such as Helium10 and Seller Board for data analysis. We maintain a close partnership with our brand partners, conducting weekly progress evaluations and daily data tracking to make informed decisions.

Q8- What strategies do you recommend to D2C brands for building and maintaining a strong brand identity while selling on third-party marketplaces?

To build and maintain a strong brand identity:

• Establish a Brand Store on the marketplace.
• Accumulate positive reviews to build social proof.
• Optimize product landing pages with high-quality images, well-optimized titles, bullet points, descriptions, videos, and A+ content.

Q9- Fulfillments and logistics can be complex on marketplaces. How does your agency help D2C brands manage their supply chain and order fulfilment efficiently?

We encourage brands to use Fulfilled by Amazon (FBA) or Flipkart (FBF) programs. We assist brands in projecting inventory, booking shipment appointments, and ensuring products are not stocked out in fulfilment centres.

Q10- As the e-commerce landscape evolves, what emerging trends or technologies do you see as particularly important for D2C brands to be aware of and leverage?

The adoption of AI is a game-changer. It expedites content creation and allows for quicker execution. Additionally, selling through live streams is gaining traction, and brands should consider these emerging trends.

Q11- Compliance and policy changes on platforms like Amazon can impact sellers. How do you ensure the D2C brands you work with comply with platform rules and regulations?

We conduct monthly reviews of platform policy changes and ensure our brand partners stay compliant. It’s crucial to stay updated and adjust strategies accordingly.

Q12- What advice do you have for D2C brand owners considering expanding their presence on marketplaces but are hesitant due to the competition and complexity?

Two critical pieces of advice:

• Identify your unique differentiating factor.
• Embrace the massive reach and exposure marketplaces offer, which is challenging to replicate on standalone websites.

Q13- Can you explain your agency’s approach to pricing strategies for D2C brands on marketplaces, especially in maintaining profitability?

We maintain a “Cost Working Sheet” for each brand partner, factoring in all marketplace expenses and costs. This data-driven approach helps brands calculate profitability and set competitive pricing.

Q14- Building a loyal customer base is essential for long-term success. How do you help D2C brands on marketplaces create and nurture customer relationships?

While direct customer connections are limited on marketplaces, we focus on cross-selling and upselling to existing customers to improve brand recognition and loyalty.

Q15- Lastly, what plans and innovations can we expect from your agency in supporting D2C brands in the evolving e-commerce landscape?

We are aggressively adopting AI to expedite our services and enhance the customer experience. We aim to become a one-stop marketplace enabler for any D2C brand, staying at the forefront of industry developments.