Back in February 2024, we hosted our inaugural e-commerce event with some of the biggest and brightest names in the biz. The day was a huge success with plans underway for an even bigger and better event the same time next year – eCom Insights 2025!
At this world-leading event, our partners, Linnworks, set up a pop-up podcast studio to interview some of the great minds passing through. You can watch the entire video with Matthew Burgess, Ecommerce & Marketplace Manager at Green People, below or check out the key take-aways underneath.
Green People, a pioneering name in the natural and organic beauty industry, has been dedicated to skincare, haircare, and sun care for 27 years. Under the leadership of founder Charlotte, who played a crucial role in establishing organic beauty standards, Green People proudly holds the title of the world’s first certified organic beauty brand.
Strategic Marketplace Expansion
Competing with industry giants, Green People has meticulously crafted a multi-channel strategy to maximise every investment. A significant part of this strategy involves enhancing their presence on Amazon. Initially, third-party sellers listed Green People’s products with incorrect information, harming the brand’s image. By taking control and optimising their Amazon listings, Green People has improved their product appeal and visibility.
Venturing into Europe
Primarily a UK-based company, Green People is now gearing up to expand into European markets. They have developed an e-commerce platform for Germany and Spain but are cautious about financial risks. To streamline operations and avoid customs issues, they plan to establish a warehouse within the EU, ensuring smoother transactions and quicker delivery times.
Key Learnings from Amazon
Success on Amazon requires embracing promotions and ensuring consistent product availability. Green People’s catalogue of over 150 products demands meticulous inventory management. Going out of stock can significantly impact rankings, making consistent availability crucial for maintaining market position.
Strategic Marketplace Selection
Matthew Burgess, the e-commerce and marketplace manager at Green People, emphasises the importance of strategic marketplace selection. Rather than spreading thin across multiple platforms, Green People focuses on marketplaces that align with their brand goals. This strategic approach ensures better returns and adherence to marketplace criteria, contributing to sustained growth.
Conclusion
Green People’s journey showcases the importance of strategic planning, accurate representation, and efficient logistics in the competitive beauty industry. By leveraging multi-channel strategies and focusing on growth and innovation, Green People continues to thrive as a leader in the organic beauty market.
