ChannelAdvisor Expands E-Commerce Support for Branded Manufacturers
ChannelAdvisor is expanding its e-commerce support for branded manufacturers with its recent acquisition of UK-based company E-Tale.
E-Tale offers a “Where to Buy” solution for multinational branded manufacturers in more than 30 countries. With Where to Buy, brands can provide their website visitors with up-to-date information about the authorized resellers that carry their products as well as the availability of those products. Then, consumers have the ability to purchase products from a trusted reseller of their choice with just a click. The solution aims to improve the consumer experience, reward authorized channel partners and monetize the natural traffic to a brand’s website as well as the brand’s digital marketing efforts. Moreover, it allows brands to gain a better understanding of consumer behavior thanks to data regarding the flow of traffic between the brand and retailer.
“Working with ChannelAdvisor not only gives us a global infrastructure, but it also gives us the resources to focus on innovation, customer service and client delivery,” said Bradley Keenan, CEO of E-Tale. “We look forward to joining the ChannelAdvisor team and developing an end-to-end solution for brands in the evolving digital landscape.”
It is also important to note that with the E-Tale acquisition, ChannelAdvisor is launching its ChannelAdvisor for Brands initiative that includes a variety of solutions to help brands expand their online presence and e-commerce activities. ChannelAdvisor for Brands includes the Where to Buy solution, as well as a Marketplace and Digital Marketing solution. ChannelAdvisor’s Digital Marketing solution, for instance, enables brands to use Google AdWords, Product Listing Ads and more than 100 comparison shopping engines to optimize their global reach.
“When you consider branded manufacturers, their contact with end consumers has historically been through resellers,” said Scot Wingo, ChannelAdvisor CEO. “E-commerce 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. We’re thrilled to welcome the E-Tale team and solution to the ChannelAdvisor family. This acquisition can help brands maximize sales opportunities for their products no matter where they are in the online journey.”