Marketplace fees are now soaring beyond 30% — so how can brands successfully encourage customers to purchase directly through their own D2C website instead?
Today, PRIMO is sharing “magnet campaign” ideas designed to attract customers away from marketplaces and into your brand’s owned channels.
1. Create Your Own “Brand Day”
Instead of competing in expensive advertising wars during campaigns like 9.9 or 11.11 on e-marketplaces, create a special promotional day exclusively for your brand website.
This could be:
- Your brand anniversary
- The CEO’s birthday
- A date connected to your product story or brand identity
Creating your own branded shopping event helps capture customer attention without fighting for traffic, while also building stronger emotional connections with your audience.
2. Offer Website-Exclusive Discounts & Gifts
Make it obvious why customers should buy directly from your website instead of marketplaces.
For example:
- Extra 10% discount
- Exclusive sizes or colors
- Limited-edition gifts unavailable elsewhere
- Members-only promotions
Customers need a clear incentive to change their shopping habits.
3. Launch Early Access or Website-Exclusive Products
Reward website customers with priority access before products become available on marketplaces.
Allow customers to:
- Pre-order first
- Shop new collections earlier
- Access limited-edition releases
Even a 1–2 week exclusivity window can create a stronger sense of VIP treatment and exclusivity.
4. Run “Point Multiplier” Campaigns
Make purchasing through your D2C channel more rewarding with 2X or 3X loyalty points exclusively on your website.
Beyond driving sales, this strategy also encourages customers to sign into their membership accounts — helping brands collect valuable first-party data that marketplaces typically don’t provide.
5. Offer Bundles or Subscription Models That Marketplaces Can’t Support
Your D2C website enables experiences that most marketplaces struggle to deliver.
Examples include:
- Customizable product bundles
- Build-your-own sets
- Monthly subscription services
- Auto-replenishment programs
These models increase customer retention while creating additional reasons for customers to stay within your ecosystem.
6. Create Hyper-Personalized “Welcome to Our Home” Offers
Leverage Customer Data Platform (CDP) insights to identify customers who previously purchased through marketplaces.
Then retarget them via SMS, Email, or LINE OA with personalized offers for their first purchase on your website.
Highlight benefits marketplaces can’t offer, such as:
- Free gift wrapping
- Personalized engraving
- Extended warranties
- Premium customer service
The goal is to make customers feel that buying directly from the brand delivers a more premium experience.
7. Use Retargeting & Influencer Campaigns to Drive Direct Website Traffic
Collaborate with influencers or KOLs using website-exclusive promo codes or direct purchase links.
Offer additional incentives to creators who successfully drive conversions through your website instead of marketplace platforms.
This helps brands:
- Reduce dependency on marketplaces
- Build stronger customer relationships
- Improve long-term profitability
💡 The best strategy is rarely just one campaign. Combine multiple tactics, continuously experiment, and measure which approaches resonate most with your customers.
Consistency is key. Over time, these strategies can help brands grow sustainably while relying less on marketplace platforms.
Looking for a Loyalty CRM, Customer Data Platform (CDP), and Marketing Automation solution to turn marketplace shoppers into loyal customers on your brand’s website?
Discover how PRIMO helps brands build a complete D2C experience—from collecting first-party data and delivering personalized campaigns to managing memberships, loyalty points, and customer engagement—all in one platform.
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