ChannelAdvisor, a cloud-based ecommerce solutions provider, announced it has acquired U.K.-based company E-Tale Holdings Limited, which offers a global “Where to Buy” solution.
This acquisition allows ChannelAdvisor to provide what they say is the industry’s first holistic ecommerce initiative that enables branded manufacturers to boost product sales and complement activities across online channels.
“When you consider branded manufacturers, their contact with end consumers has historically been through resellers,” said Scot Wingo, CEO of ChannelAdvisor in a press release. “Ecommerce has ushered in a new generation of shoppers and with them, new shopping habits that send consumers directly to brands in search of their favorite products.”
E-Tale provides its “Where to Buy” functionality to multinational branded manufacturers in more than 30 countries. It allows brands to provide website visitors with up-to-date information about the authorized resellers that carry their products and the availability of those products.
With one click, consumers can purchase products from a trusted reseller of their choice. The solution improves the customer experience, rewards authorized channel partners and monetizes the natural traffic to a brand’s website and digital marketing efforts.
It also allows brands to gain a better understanding of consumer behavior through detailed data about the flow of traffic between the brand and retailer.
With “Where to Buy,” ChannelAdvisor launches its ChannelAdvisor for Brands initiative that includes a variety of solutions to help brands expand their online presence and ecommerce activities, including solutions for marketplaces and digital marketing.
With so many brands expanding direct-to-consumer strategies by experimenting with marketplaces like Amazon and eBay, it gives the brands the opportunity to promote their entire product selection to Amazon’s millions of customers.
When it comes to digital marketing, once brands start selling direct to consumers, ChannelAdvisor’s Digital Marketing enables them to use Google AdWords, Product Listing Ads and more than 100 comparison shopping engines to allow the brand’s DTC strategies to have optimal global reach.