Friday, July 13, 2012

E-Selling. When enough is enough.

When a retailer maps out its strategy, the goal is not typically to block sales of its own product.  And yet, that is exactly what Adidas, Nike and Asics have all just done.  Each company has pulled their products from Amazon and from Ebay, claiming that the massive e-commerce hubs are cheapening their brand images.  And in a time when companies are scurrying to be as internet-savvy as possible, this comes as a loud signal that not all digital "marketing" is positive.
The industries most concerned about online selling are luxury, footwear, apparel and consumer electronics, according to AuctionBytes.com.  Not only do brands worry about their general image, but about the downward price pressure put on e-commerce hubs and about knock-off merchandise being sent through the ether of online sales.
Just as marketing emails have long been relegated to our spam folders and online ads have begun to fade into the background of our websites, it seems that e-commerce has also started to outwear its welcome. We will have to wait and see whether this becomes a larger trend toward brands selling exclusively through their own websites, or whether companies will succumb to customer demand for lower prices and other online touch points of purchase.  Will there ever be an online universe without Ebay?

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