The buy box is the most prominent space within the product page in a marketplace. It is used to highlight sellers that marketplaces believe offer the best purchase options for each product the customer is looking for.
buy box is a space within the product page, in a marketplace, that highlights a particular seller's offer. This is an advantage over competitors and contributes greatly to greater conversion rate, so it is an element that deserves the attention of shopkeepers.
But, after all, what to do to put your product in the buy box? Some factors are decisive and that is precisely what we are going to talk about in this article.
In addition, you will know in more detail what it is, know all the buy box advantages and why so many people dedicate themselves to conquer it.
What is buy box?
A buy box is the most prominent space within the product page in a marketplace. It is used to indicate to the consumer a good seller option, among those who offer the product, to deliver the desired goods.
As a consumer, you may have experienced the following situation: accessing a marketplace, such as Amazon or Mercado Livre, and finding several sellers offering the same item.
Among the options that appear, there is usually one highlighted, which directs you to the buy button and calls you to the checkout. This prominent space is called a buy box or shopping box.
Through the buy box, the marketplace contributes to the buying process and offers a better customer experience. After all, it prevents the buyer from being in doubt among the dozens of sellers who are offering the same merchandise.
How does the buy box work?
For a product to appear in the buy box, some criteria are analyzed and weighted by the algorithm from each marketplace. Each algorithm has its own characteristics, but, in any case, its main objective is to contribute to a better shopping experience.
One of its functions within the marketplace is to understand, for example, among the offers available for the same product, what seems to be the most advantageous option for the consumer doing the research.
The main criteria are:
- ratings from other buyers;
- cost of freight;
- store reputation.
All of these elements count for points for a product ad to occupy that prominent place among competitors offering the same item.
Although these factors are the most common, each marketplace uses the buy box in a different way. Therefore, below, we present how the buy box on amazon and Mercado Livre.
With these examples, you will know which are the most important elements to consider when trying to place your company in a prominent place within the big marketplaces.
Amazon buy box
According to Amazon, 82% of sales made through the platform are products that are in the buy box. But to occupy this space, you need to understand how the platform algorithm, as we said earlier.
Amazon evaluates different criteria and compares these requirements across vendors competitors that vie for space in the promotion of a product. And the shopkeeper who has best result in the analysis tends to take the place of the buy box.
It is worth noting that sellers can take turns in the buy box position, not being exclusive to a single retailer. Therefore, this is a position that must be conquered and kept.
But, after all, how to occupy the sales box within Amazon? Here are some influencing factors:
- conta pays of professional seller;
- status set to eligible for buy box (check your status on Amazon Seller Central);
- new products (used items do not occupy the buy box);
- available products in stock.
In addition to these mandatory criteria, it is also essential to be aware of issues such as:
- product delivery method: the seller who opts for Amazon Fulfillment (FBA) is more likely to occupy the buy box;
- total price: products with the lowest total price, including the freight, also increase your chances of occupying the prominent place;
- sending time: goods with shorter shipping time come out ahead in the dispute for the marketplace buy box.
As you have seen, having an excellent price is not enough. It is essential to be aware of other criteria that will help you reach the Amazon buy box.
How does the buy box on Mercado Livre work?
The Free Market is just a sales platform — different from Amazon, which, in addition to the sales platform, is also one of the sellers of products competing for the buy box.
And not having to compete with the owner of the platform gives you more chances to occupy this prominent space. But, despite this difference, the Free Market also has a algorithm which automatically sets who are the best sellers for each product.
To search for a position in the buy box within this marketplace, it is essential to offer the best sales conditions. For this, pay attention, especially to the price.
In Mercado Livre, the price criterion acts as the main factor for evaluating the seller who will be placed in this prominent place, however, it is not the only one either. To compete in the buy box it is necessary, for example, to have a green or yellow reputation.
A reputation in the Free Market It is a very important tool for both sellers and buyers. As the seller makes sales within the platform, he will increase and improve his reputation within it.
A green reputation on MercadoLivre demonstrates experience and good service, therefore, we are talking about a good seller, in whom it is possible to trust.
Therefore, if you are a seller and want to compete for the buy box within the marketplace, you need to be aware of your reputation.
In summary, the factors that will help you have more chances of occupying the buy box on Mercado Livre are:
- have a competitive price;
- provide free shipping through Mercado Envios;
- join Mercado Envios Full;
- offer same-day deliveries;
- have products available on stock.
Each of these elements will help you stand out as an excellent choice for the consumer, and the result is a greater chance of occupying the buy box.
Buy box goals
The buy box was created within the marketplaces to offer a best customer experience, after all, it helps you to find the best purchase option, among the products it offers, taking into account the most competitive price; better deadlines and delivery conditions; and better reputable and more reliable sellers.
Improve customer experience is fundamental for the sales success de any buying and selling platform, whether in marketplaces or in your e-commerce.
So, don't just worry about adapting to the variables that will put you at an advantage in the dispute for the buy box, but also be aware of the quality of the experience you offer within all the sales channels of your brand, especially within your own virtual store.
For that, count on SmartHint. Our focus is to improve the shopping experience and increase the chances of conversion in e-commerce. Discover our technology!