In today’s e-commerce landscape, visibility is everything. Instead of using traditional search engines, British shoppers are increasingly starting their purchasing journeys on retail platforms like Amazon, Zalando, and ASOS. But these platforms – known as “marketplaces” – are more than just transactional spaces. They are competitive arenas where brands must strive for attention, trust, and customer loyalty.

With Amazon alone hosting over 350 million product listings, competition is fierce, which makes standing out from the crowd imperative. With European fashion and lifestyle markets projected to grow minimally, by 1-3% in 2025, brands must seize every opportunity to attract and convert customers.

If marketplaces are the arenas, listing optimisation and performance marketing are the tools that allow brands to compete. They ensure products are not only visible to target audiences but compelling enough to convert even casual browsers.

Together, these form the fundamental pillars of e-commerce success, and brands that excel will secure prime positions within marketplaces, driving discoverability, engagement and, ultimately, sales.

Retail marketplaces as the new search engines

In recent years, we have seen a significant transformation in the customer journey. Marketplaces have emerged as go-to destinations for shoppers to browse, compare and buy without ever leaving the platform, functioning as both storefronts and search engines.

This shift underscores the growing importance of retail media and performance marketing, which enable brands to optimise product listings and stand out in highly competitive environments. This presents both challenges and opportunities for brands as marketplaces use their own internal algorithms and rank product listings accordingly.

If you’re not being seen, you’re not being chosen – but marketplace success doesn’t end with visibility. Determining which listings earn the coveted search spots depends on a set of unique criteria – typically things like keyword relevance, user engagement metrics, pricing strategies, and ad spend. However, since no two marketplace requirements or algorithms are the same, developing a platform-specific digital strategy is crucial.

Methods must ensure that products are optimised not just to appeal to consumers, but to align with each platform’s unique ranking criteria. To stand out, brands need to implement a considered combination of retail media and performance marketing strategies that enhance both reach and conversion rates.

One size doesn’t fit all: The importance of tailored strategies

Each marketplace operates with its own set of algorithms and user preferences, meaning a one-size-fits-all approach won’t work. Instead, brands must tailor their tactics to each platform’s specific ranking criteria to achieve greater visibility and engagement.

Amazon, for instance, favours keyword relevance, sales velocity and customer feedback, making precise, keyword-rich titles, competitive pricing and positive reviews essential. An optimised listing here will feature keywords that answer what the audience is searching for and are both technical and functional – remember, they’re looking for solutions, not just products.

Fashion-focused marketplaces like ASOS and Zalando, meanwhile, rank lifestyle-driven storytelling, sustainability credentials and product data more highly, rewarding descriptions that resonate with brand positioning.

Despite these variances, strong product listings share common traits that lead to success across a range of marketplaces. Data accuracy and transparency are critical, and listings that provide detailed information on sizing, material composition and sustainability credentials help to reduce returns and build consumer trust.

Marketplace algorithms also reward listings that feature high-quality content and visuals. E, and engaging images and videos improve click-through rates and sales conversations, whilst reducing customer enquiries.

Retail media and performance marketing: Winning attention in a crowded marketplace

With so many competing product listings, retail media is instrumental in connecting brands with consumers at critical decision-making moments. Marketplaces offer a variety of advertising formats that allow brands to drive visibility, with the most premium spots often reserved for those who invest in sponsored ads, display campaigns and promotions.

Selecting the right format depends on the brand’s individual goals. Sponsored ads, for example, are most effective for targeting shoppers with high purchase intent, whilst display ads and network promotions tend to be best for building brand awareness and attracting potential customers earlier in their purchasing journey.

Regardless of the approach, leveraging data is essential to maximise the return on these investments. Indeed, performance marketing isn’t just about running ads; it’s about optimising every stage of the funnel from the moment a consumer sees an ad to the point of purchase. Each interaction must be data-driven to ensure efficiency and maximise conversion. By analysing performance metrics such as click-through, conversation rates and return on ad spend, brands can refine their strategies to improve both reach and sales efficiency.

Performance marketing techniques enhance retail media by ensuring listings are optimised for sales conversion. Customers today are no longer searching for products – they are searching for solutions. Strong listings are visually appealing and informative, with compelling titles, detailed descriptions and bullet points, and high-quality images and videos. These factors improve marketplace rankings and foster greater engagement from shoppers, who can feel confident and assured in their purchases.

E-commerce success isn’t just about being seen; it’s about being chosen, which requires continuous optimisation and strategic investment. Brands that take a considered, data-driven approach to retail media and performance marketing will ultimately capture market share, strengthen consumer trust, and build resilience in an ever-changing digital economy.

Photo by Danny Howe on Unsplash

• Alexander Otto, head of corporate relations at Tradebyte, an integrator for brands and marketplaces, driving success in e-commerce.