‘Use data to understand buyers and competition:’ Optiseller CEO

By Sasha Fedorenko March 20, 2019 - 12:11 pm

Use data to understand buyers and competition,’ is the advice Optiseller CEO gives to marketplace sellers to succeed in 2019.

Speaking to Tamebay, Craig MacCallum, CEO of Optiseller starts emphasising on the importance of data. He points to the advantage of data in helping sellers improve their day-to-day trading but also use it to plant for future triumph. He says that with insight on hand, sellers can identify current trends, buying habits of their customer base and their competition. Merchants can then map this information to their inventory and determine any gaps or opportunities in their product offering. However, merchants also need to manage their data smartly without getting lost in costly manual manipulation. It’s vital that sellers automated their data flow and focus on business growth opportunities.

Optiseller CEO on marketplaces selling development

Craig says that this year marketplaces will continue gaining momentum. Consumers are looking for an easy way to conveniently purchase on ‘one stop shop.’ He says that suppliers, brands and high-street retailers are migrating towards selling on marketplaces because of the opportunities they present. This includes a shift from Amazon Vendor to marketplace selling, as more retailers look to harness the flow of potential buyers but control their brand.

Great service as a competitive edge

Craig says that great customer experience is a competitive factor for sellers aiming to stay on top of the competition. Shopping behaviour continues to change, influenced by factors such as customer service delivery options and flexible returns. Sellers should focus on delivering the best possible experience to exceed shoppers expectations.


When asked about Brexit, Craig simply replied that the key thing is to prepare for additional paperwork. He says that cross-border trading in a post-Brexit world would be similar to selling to customers outside of EU.

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