Global e-commerce is getting rapid at the moment, and it is estimated that by 2026, global e-commerce sales will reach 7.4 trillion US dollars. In this huge market, what kind of marketing enterprises choose has become a key decision. Among them, the official website of the enterprise and the e-commerce platform are the two main online channels. This article will deeply analyze the difference between corporate websites and e-commerce platforms in actual use.
1. Definition and website building of the official website of the enterprise
The official website of an enterprise refers to a website in the field of e-commerce where the enterprise has an independent domain name, space, and page, and can conduct a series of transactions and services such as online promotion, sales, and after-sales of products. It is different from dragging or automatically generated websites through third-party websites, but adds e-commerce functions on the basis of the official website of the enterprise. Enterprises can choose professional website construction service providers such as DTUY to cooperate.
2. The difference between the official website of the enterprise and the e-commerce platform
Operational autonomy
Independent station: In the operation of the official website of the enterprise, the enterprise has a high degree of autonomy. They can independently design website interfaces, formulate sales strategies, manage customer data, etc., and are not restricted by platform rules. This flexibility enables companies to better present their brand image and improve user experience.
E-commerce platforms: E-commerce platforms usually have a series of strict rules and regulations, and sellers need to abide by these rules in order to operate on the platform. While this helps maintain the order and credibility of the platform, it may also limit sellers' innovation and space.
Brand Building and Consumer Relationship
Enterprise official website: Enterprise official website is a fertile ground for brand building. Enterprises can face consumers directly through independent stations and establish closer connections. Through product iteration and brand image building, enterprises can obtain greater commodity premium space. In addition, the official website of the enterprise also helps to accumulate traffic, carry out remarketing and conversion, and traffic costs.
E-commerce platform: On e-commerce platform, enterprises face limited platform traffic competition. In order to gain more exposure and sales opportunities, companies may need to continuously reduce prices or participate in promotional activities, which may lead to damage to brand image and compression of profit margins. At the same time, the consumer data on the e-commerce platform is owned by the platform, and enterprises cannot make full use of this data for private domain operations.
Data and Marketing Strategy
Enterprise official website: The advantage of enterprise official website is that enterprises can have all consumer data. These data include consumer contact, purchase records, browsing behavior, etc., which provide valuable marketing resources for enterprises. Enterprises can use this data to carry out private domain operation activities such as customer segmentation, personalized marketing, and potential customer mining to improve conversion rates and customer loyalty.
E-commerce platform: On e-commerce platform, enterprises cannot access and use detailed data of consumers. This makes it difficult for enterprises to formulate and implement effective marketing strategies, and limits their market competitiveness.
3. What are the reasons for choosing the official website of the company?
The trend of digital shopping is improving
With the continuous growth of global Internet users and the length of online shopping, corporate official websites, as an online channel controllable by brands, have faster growth and greater potential. Consumers are increasingly inclined to shop on independent websites in the global market, showing the importance and growth potential of corporate official websites.
Traffic Dividend of Social Media
The popularity of social media has brought huge traffic dividends. The official website of the enterprise can directly attract traffic through social media, converting consumers into private domain traffic of the brand. Through recommendations and sharing on social media, independent sites can drive consumer behavior, increase conversion rates and customer loyalty.
There are significant differences between corporate official websites and e-commerce platforms in terms of operational autonomy, brand building and consumer relations, data and marketing strategies, etc. For companies that want to go overseas, choosing an official website or an e-commerce platform needs to be decided according to their own situation and market demand. However, with the improvement of digital shopping trends and the traffic dividends brought about by the popularity of social media, the advantages and potential of corporate official websites as an online channel controllable by brands cannot be ignored. DTUY believes that it will be the future trend for enterprises to carry out their own website design as a support for global trade marketing.
