How to create top-performing marketplace listings to dominate the competition?

Did you know that over 50% of online purchases begin on a marketplace? In this ultra-competitive world, your ad is your shop window. It’s what attracts, reassures and convinces… or drives away. If you’re an e-merchant, you can no longer publish an online ad without a solid strategy. Creating effective marketplace listings is like training your sales staff to be irreproachable in the store. You need an engaging posture, a punchy sales pitch and the ability to respond to customer doubts in a matter of seconds.

Would you like some useful tips for optimizing your marketplace product sheets, boosting your online visibility and maximizing your sales? We’ve got you covered!

Why are high-performance marketplace listings essential?

On a marketplace, you don’t sell alone. You share the space with thousands of other sellers. But you can’t afford to get lost in the crowd. The key to your success: an optimized marketplace ad and maximum visibility. A well-constructed ad seduces the algorithm as much as the user. Better still, it moves up the results, attracts more clicks, converts better… and enters a virtuous loop that boosts your performance.

Remember: on a marketplace, everything happens in a micro-second. The customer scans, not reads. If they hesitate, they click elsewhere. That’s why it’s so important to grab their attention in the first few seconds. A well-constructed marketplace ad is a bulwark against buyer volatility. It reduces doubts, anticipates objections and transforms intention into purchase.

8 tips to improve your marketplace listings

To capture attention, convince and sell, every detail of your product listing counts. Here are 7 tips for creating truly effective marketplace listings.

Look after your visuals

Visuals are your first impression. They must be convincing even before the customer reads a line.

• Product photos: high definition, professional lighting, multiple angles, zoom. Also show details (materials, finishes, dimensions).
• Lifestyle photos: show the product in a real-life situation to help customers project themselves.
• Infographics: summarize key benefits (service life, compatibility, warranties).
• Product videos: a real lever for product promotion. Demonstrations, unboxing, testimonials… it’s an asset for triggering purchases.

Note: opt for a good weight/quality ratio for your visuals. Files that are too heavy slow down loading… and therefore sales.

Listing of a Dreame H12 Pro vacuum cleaner on Rakuten

Work on your product storytelling

A product isn’t just a data sheet. It’s a story you need to tell to reach your audience.

• Who are you? A committed brand, a family of craftsmen, a design enthusiast? Tell your story.
• Why this product? What problem does it solve?
• What impact does it have? Local, ethical, well-being… let us know.

Product storytelling creates an emotional connection, sets you apart from the competition and builds a strong brand, all the more so on a marketplace.

Offer a unique value proposition

Why choose your ad over another? That’s the question every buyer asks when comparing products. Your unique value proposition (UVP) must answer this question clearly. In a few words, you need to convey what makes your product or service different: an exclusive feature, a great price, express delivery, free shipping, associated ultra-reactive customer service, local manufacturing.

Our advice: analyze your competitors, find out what they don’t do and highlight your difference in the title and first few lines of the description. This is what will make the customer switch to your side

Optimize your listings for SEO marketplace

Product SEO is the key to success on marketplaces. Before you can convince anyone, you have to be found. And to do that, you need to optimize each marketplace ad with the right keywords: the ones that web users use.

To optimize your listings, use the search suggestions on the platform itself to identify the most frequently entered terms. You can also use tools such as Google Keyword Planner or Ubersuggest to complete your analysis. In practice, integrate these keywords naturally into titles, subtitles, descriptions and image tags. Also consider synonyms and related keywords. The result of a good SEO marketplace strategy: you move up the rankings, you benefit from greater visibility and your sales increase.

Adapt to your target

A good product that’s poorly presented remains invisible. The tone, vocabulary and level of detail must be adapted to your target audience. Let’s take an example: a tech buyer doesn’t expect the same thing as a decorator or a parent with young children. Similarly, depending on the platform, expectations change. On Leboncoin, the expectation is simplicity and honesty. On Rakuten, on the other hand, customers expect complete listings, visible guarantees and fast delivery. By knowing your audience, you can address them with the right codes

Be transparent and exhaustive to build trust

The faster buyers find information, the more reassured they are. To leave no stone unturned, you need to clearly display the following information on your marketplace ad:

– Price.
– Any discounts.
– Delivery times.
– Shipping costs.

Mention all technical specifications, dimensions, compatibility and legal requirements. For example, for household electrical appliances, the energy label is essential: it provides information on consumption and can have a significant impact on the decision to buy.

It’s simple: the more precise your ad is, the less the customer will need to look elsewhere. You make it easier for them to make their decision, and at the same time reduce the risk of product returns.

Respond to customer objections

All buyers hesitate. That’s why your marketplace ad needs to anticipate any questions they might have, and respond to customer objections to remove any obstacles to a sale. Easy to assemble? Washable? Durable? Made in France? Include the right information in the description and, if possible, add a FAQ. You’ll show that you understand the customer’s needs and help them make up their mind.

And don’t forget the impact of social proof: customer reviews, ratings, testimonials… On Rakuten, for example, these elements directly influence product referencing and the visibility of your listings. The more you reassure, the more you sell.

Actively manage your inventory and prices

A product marked as “unavailable” is also a lost sale. An ad with zero stock is automatically delisted on many marketplaces. Our advice: keep your stocks up to date and adjust your prices according to the market. Keep an eye on the competition, and if necessary, use repricing tools to stay competitive without cutting into your margins.

Tip: don’t hesitate to activate special offers. Temporary promotions, instant coupons, free delivery… these online sales techniques catch the eye and trigger purchases.

As you can see, a good marketplace ad is a conversion lever, a strategic tool and a powerful sales pitch. It speaks for you, captures attention, convinces and reassures. By applying these 7 tips, you’ll build a strong presence and stand out from the competition. The result: every visit to your store becomes a sales opportunity.

Need more? At Rakuten, we’ll help you optimize your marketplace product sheets and provide you with tools to boost your online visibility. Take advantage of these services today to put your listings on the map