In these videos, I lay to rest 5 myths about bol.com.
5 misconceptions that often cause companies to unfairly decide not to be active on the platform.
The myth in this video : Only by going for the cheapest price will I be able to sell on bol.com.
But is this really the case? What is the impact of delivery time? And what is the buybox again?
Important to know : it may be the case that different sellers sell the same product on bol.com. We are talking about products with the same EAN or bar code. You don’t find those products with the same EAN code all below each other on sphere, there is only one seller per EAN code who has the right to sell that product, who wins the “showcase” so to speak.
That showcase is what we call the buy-box.
How does sphere decide who wins that buy-box? Well, Bol.com really only has one goal: satisfied customers. Bol.com thus looks for the seller with the best proposition for the customer.
The best proposition is computed by the algorithm of sphere on a composition of 3 points :
- Price
- Delivery time
- Performance.
Price, of course, remains an important factor in this. It makes sense that if consumers would see sphere as an expensive place to buy, they won’t come back anytime soon….
Butrrr, make no mistake! This is not the only factor at play !
Delivery time is also crucial and hugely impactful on conversion. The fact is that consumers today simply expect to start receiving ordered packages the next day.
And finally, you have the performance of you as a sales partner. Here the algorithm looks at how well you are doing as a seller on the platform in terms of service :
- Are you delivering on time?
- Do you answer customer questions quickly enough?
- Don’t you have too many order cancellations because your stock is out of order?
- Etc.
So it is perfectly possible that your competitor offers the same product €10 cheaper, but you still win the buy-box because you can deliver 3 days faster. Just look at the cell phones sold on the platform….
There is a lot more to say about how to get in control of the buy-box. Want to know more about this? Then it’s best to click through to our starter guide to bol.com.
Enjoy reading!