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Buy Box e concorrência: quem está realmente vendendo sua marca?
BranddiIP Team ·
Every day, thousands of brands lose space and revenue within marketplaces without even realizing it. The competition is not just between different companies, it happens within the Buy Box.
The “Add to Cart” button could be directing sales to a parallel reseller, an unauthorized distributor or, even worse, a counterfeiter. And the consumer, without knowing this, believes they are buying directly from you.
This article is a warning for those who believe have control of their own operation on the marketplaces. Let's show why the dispute over the Buy Box redefines power within e-commerce and how to protect your brand!
What is a Buy Box and why does it matter so much?
The Buy Box is the box that generally appears to the right of the product's main image on marketplace pages, with the “Add to Cart” and “Buy Now” buttons, as well as information such as price, delivery time, responsible seller and shipping options. shipping.
As there are several sellers on marketplaces offering the same product, the system needs to choose which one will be displayed in this prominent area. To do this, the marketplace algorithm takes into account a series of performance and reliability criteria.
How does the Buy Box dispute work?
The Buy Box dispute works as a competition between sellers offering the same product within a marketplace. The platform's algorithm analyzes several criteria to decide who will appear in the main frame of the page.
Among the factors considered are the total price of the offer (including shipping), the shipping time, the seller's reputation, the return rate and the level of customer service.
In the image below, we can see a real example of Buy Boxon a Mercado Livre page. In this case, the person who won the competition for the Buy Box was the official Lizze store, indicated by the “Official Store” seal just below the price. src="https://cdn.prod.website-files.com/6689757856399456a21b0ba3/6909eacc15c9abd456add509_af0821ce.png" loading="lazy">The function of the Buy Box is to highlight the seller that, in theory, offers the best combination of cost, efficiency and trust.
Despite this, in many cases, official brands end up losing visibility to parallel distributors or even counterfeiters, who manipulate prices or delivery conditions to win the Buy Box. and customer experience.
In the list below, the main risks of not occupying the Buy Box:
Loss of sales and visibility
Most purchases happen through the Buy Box. When a competitor occupies the space, the official product loses exposure and the sales volume drops immediately, as the consumer rarely seeks out other sellers.
Price erosion and discount wars
Constant competition encourages the aggressive reduction of prices. Each seller tries to win by cutting prices, which creates a race to the lowest price and destroys the brand's profit margins.
Damage to the consumer experience
If the spotlight goes to a parallel seller, the customer may receive a counterfeit, late or poorly packaged product. Even without direct fault, the official brand is held responsible for the bad experience.
What characterizes an unauthorized seller and how to identify irregular advertisements?
An unauthorized seller is one who sells products from a brand without having any commercial link or official permission to do so. It could be a parallel reseller, an out-of-contract distributor or even someone selling counterfeit items, of unknown origin or acquired irregularly.
These profiles often take advantage of the visibility of well-known brands to create their own advertisements, using images, descriptions and even official logos without consent
Irregular advertisements are easy to identify by some signs: market;Absence of an “Official Store” seal;Errors in the description or exaggerated titles (such as “guaranteed original”, “last units” and “premium import”). href="https://www.branddi.com/pt-br/blog/brand-equity">brand equity and customer trust. online brand protection tools help automatically track inappropriate mentions of the brand's name and alert when an unauthorized seller tries to pass itself off as an official.
Remember: the Buy Box is the most sought-after space in e-commerce, and when your brand is not there, someone else is profiting in your place.
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