Own your marketplace buyers

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📲 Turn marketplace buyers into customers you can actually reach

Marketplace sales feel like a win until January, when you want to reach those buyers again and realize you can't.

On October 3, Whisker, the company behind Litter-Robot, explained one way it avoids that. It brings TikTok Shop buyers into its own Litter-Robot app.

Holiday orders through TikTok Shop, Amazon and other marketplaces are about to spike. Here's a journey map for turning those buyers into customers you can reach directly. Check each marketplace's rules on packaging inserts and messaging before you print anything.

Stage 1: The box opens (day 0)

Goal: earn a scan.

Move: a single insert card with one QR code and one reason to scan. Choose the reason that fits your product:

• Durables: "Register your warranty in 30 seconds."
• Consumables: "Get a reminder before you run out."
• Apparel: "Save your fit so your next order fits."

No discount needed. Value tied to the product converts better than a coupon, in my judgment.

Stage 2: First use (days 1 to 3)

Goal: make the account useful.

Move: put setup help behind the scan, such as a 60-second video, troubleshooting steps and care instructions. Ask for email or phone, with consent, to send them.

A cookware brand might send a three-email care series: seasoning, cleaning and first recipe.

Stage 3: The verdict (days 10 to 14)

Goal: catch the opinion while it's fresh.

Move: ask one specific question about the product, invite every buyer to leave a review, and put a support link in the same message so problems get fixed fast. Don't filter who gets the review ask, since selectively asking only happy customers can break review rules.

Stage 4: The next order (around day 45)

Goal: bring the second purchase to your own site.

Move: time it to the product. Consumables get a refill reminder before the estimated run-out date. Durables get an accessory or care product. Apparel gets new colors in the saved size.

Offer something the marketplace listing can't, such as a bundle or early access, instead of a lower price, so you don't undercut your own listings.

What to measure by channel

• Scan rate: scans divided by orders
• Signup rate: accounts or contacts created divided by scans
• Second-order rate on your own site within 90 days

If scan rates are low, change the reason on the card before changing the design. If signups are low, shorten the form.

Holiday stock is shipping now. One card, one reason and one QR code can turn this season's marketplace rush into a list you own in January.

Together with Modash

Influencer Marketing is getting its own festival. Powered by Modash.

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Return on Influence Festival ’26, powered by Modash, brings you practical answers from teams running creator programs.

On Oct 21st, you’ll walk away with:

• Practical frameworks to measure influencer ROI and make a stronger case for budget.
• Real campaign examples to help you decide where influencer fits in your marketing mix.
• Strategies to scale from 5 to 5,000 creators without multiplying the chaos.

Leah Walker, Director of Creator & Influencer Partnerships at Adobe, and Tyler Vaught, Global Head of Creator Marketing at Edelman, along with other industry leaders. More to be announced.

Join free on Oct 21st and leave with actionable insights to build and scale a creator program that moves the needle. 

Can't attend every session live? Register anyway, and you’ll get the recordings in 24 hours.

⚡ Amazon Ad performance can reflect problems outside PPC 

This framework argues that falling conversion rates aren't always caused by campaign changes. Delivery estimates, inventory availability, pricing, Buy Box stability, and stronger competitors can all reduce conversion while bids and targeting remain unchanged.

Why it works: Checking business and listing signals before adjusting campaigns helps identify the actual constraint. Cutting bids because ACoS increased can reduce visibility without fixing the underlying delivery or inventory problem.

Where it needs balance: Stable campaign settings don't automatically mean PPC isn't contributing to the decline. Search-term mix, auction competition, placements, and traffic quality can change without structural edits. Diagnose both advertising and retail signals before making changes.

🎥 Reel of the Day

What Works:

1. Outcome-First Hook - “How I get crystal glow skin before I even touch makeup” sells the result before mentioning Biodance. The crystal glow skin keyword makes viewers stay for the routine.

2. Turn Products Into Steps - Labeling Step 1: Biodance Collagen Mask and Step 2: Caviar PDRN Capsule Cream + Serum makes several products feel like one simple, repeatable skin prep routine.

3. Make Texture the Hero - Close-ups of the mask, serum and applicators make the Reel tactile. For PDRN skincare, showing consistency and application reduces uncertainty around unfamiliar products and makes them more desirable.

Build beauty Reels around a desirable pre-makeup result, then reveal the exact routine step-by-step with product names, texture close-ups and visible skin payoff.

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Thanks for reading this edition! Keep pushing boundaries, testing ideas, and staying inspired. See you in the next edition with more ways to ignite your marketing success. 🥰