在线销售

2024 年成功进行在线销售的 10 个技巧

下面介绍了如何销售新商品,开展业务,以及吸引庞大的买家群。
展示各种商品的亚马逊网上店铺

如何在线销售

服装、书籍、艺术品、古董、食品——您能想到的,都可以在线销售。无论您是想专门从事体育用品还是电子产品销售,您都可以从以下步骤开始:
一位男士和一位女士站在库房中看着平板电脑

成功在线销售的 10 个技巧

服装、书籍、艺术品、古董、食品——您能想到的,都可以在线销售。无论您是想专门从事体育用品还是电子产品销售,您都可以从以下步骤开始:

1.

确定您要销售的商品

哪些商品在线销量最好? 哪些小众市场最有利可图? 要确定哪些在线业务创意适合您,请发掘您的兴趣并瞄准您的优势。

获取商品创意的方法之一是访问亚马逊畅销商品列表,了解其他在线卖家有哪些销量不错的商品。这些畅销商品是靠什么吸引了买家? 例如,仔细了解一下以下方面:
  • 商品价格: 它们是否在一个特定范围内,表现出实惠(价格较低)或高价值(价格较高)的特性?
  • 评论: 买家对商品有何评价(包括负面和正面评价)? 记录该做什么和不该做什么。
  • 季节性: 这些商品的销量是否会在假期、冬季或夏季出现增长(例如,泳衣、冬装等)?
  • Size: It’s also important to consider the size, weight, and durability of the product you may want to sell. Is it large or heavy? If so, it might be more costly to ship, cutting into your profitability or ability to sell. Is your product very delicate or breakable? If so, you may have to take extra precautions and use more materials or specialized packaging.
  • 尺寸: 此商品是否是超大和/或超重商品? 如果是,运输成本可能会更高,这会降低您的盈利能力或销售能力(如果为了覆盖运费而将价格设置过高)。

Did you know?

You can find product ideas through Product Opportunity Explorer

Product Opportunity Explorer is a tool Amazon sellers can use to identify seasonal trends, unmet customer demand, and untapped niches, to help guide decisions about what products to sell within a given category.

2.

采购商品

一旦锁定了可能想要销售的商品,下一步就是弄清楚如何采购。

您可以从头开始制造商品,也可以与制造商合作,根据您的规格设计商品。有些采购方法(如批发)可能需要您追踪库存,而其他方法(如直运和按需打印)让您无需专用的存储空间即可运营。

无论您选择哪种方式,您都可以使用亚马逊开设电子商务店铺,甚至可以使用亚马逊物流管理库存。

如果您想与供应商合作,请注意以下几点:
  • 质量: 确保您选择的供应商是可靠的并能提供优质商品。查看买家评论,索要样品,并通读其条款和条件。
  • 商品价格: 比较不同供应商之间的价格以获得最划算的价格。同时不要忘了将运费考虑在内。
  • 配送时间: 了解供应商配送订单所需的时间。这将有助于您为买家设定切实的期望。
  • 客户服务: 了解供应商是否提供客户服务,以及他们对咨询的回复情况。
  • 退货政策: 询问他们是否接受退货,或者您是否必须自行处理。如果他们接受退货,则请确定是否有重新入库费。
  • 库存: 供应商是否有能力处理大量库存? 确保他们可以随着您业务的发展进行扩展。
  • 配送: 了解他们提供的配送方式以及向买家配送订单的成本。
  • 包装: 了解供应商是否提供自定义包装选项,如品牌包装箱或包装袋。
  • 批量折扣: 询问供应商是否为大订单提供批量折扣。
花时间研究不同供应商的情况并比较其商品,确保您获得最划算的价格并为买家提供优质商品。有关与供应商合作的更多信息,请参阅此库存管理指南

3.

选择销售渠道

您想销售什么商品? 您的目标买家是谁? 您的回答可帮您确定使用哪些渠道来以最佳方式触达买家。

您可能想要使用自己的网站,或在知名销售网站(如亚马逊)上开设店铺,又或者二者兼有

您可以从头开始设计和构建电子商务店铺,也可以使用亚马逊品牌旗舰店构建器等工具打造自定义的沉浸式电子商务网站体验。亚马逊店铺带有内置的基础设施,用于处理付款和管理买家评论等。它还为您提供了一个分析控制面板,以便您追踪销量、评论、商品价格和其他关键绩效指标。

如果您的受众在 Facebook、Instagram 或 Pinterest 等网站上花费大量时间,那么社交媒体也可以是一个很好的销售渠道。Amazon Live 等直播平台甚至可以让您实时与买家互动,展示商品、进行个性化商品推荐及使用其他交互式销售方法。

一些卖家专注于单一销售渠道,另一些卖家则混合使用这两种渠道。请根据您的业务模式,通过尝试看看哪种最适合您的需求。此外,不要低估本地销售渠道,如分类广告和广播或电视广告。线下的努力有助于您提升线上的业务。
  • Listing fee: Typically, a flat fee to list on the site, either per item or a monthly charge
  • Selling fee: A percentage of the selling price (may include shipping and handling)
  • Payment processing fees: Sometimes charged if you accept credit cards
费用会累加。如果您要优先避免支付费用,那么一个在销售结束时向您收取费用的计划(如亚马逊个人计划)可以降低成本。

在亚马逊商城,您可从以下两个销售计划中进行选择:
  1. 个人计划:每件售出商品 $0.99 + 其他销售费用(如果您每月售出的商品不足 40 件,则此为理想选择)
  2. 专业计划:$39.99 美元/月 + 其他费用(如果您每月售出的商品超过 40 件,且想要投放广告,则此为理想选择)
一些其他费用可能包括:
  • 分类费用: 按每笔销售额的一定百分比收费,具体取决于分类(例如,对于母婴商品,如果总销售价格不超过 $10,则收取 8% 的分类费用)
  • 配送成本: 如果使用亚马逊物流,则费用基于商品尺寸和重量(例如,尺寸不超过 15" x 12" x 0.75" 且重量不超过 6 盎司的商品在淡季的费用为 $3.07)
  • 库存费用: 库存费用因多种因素(如商品体积、尺寸和重量以及存储时长)而异

4.

了解发布和销售费用

在线销售的费用因销售渠道而异。在为业务作出选择时,请务必密切关注相关费用、成本和其他收费。

部分商城会收取少量商品发布费用,而其他商城则可以免费发布商品。以下是您会遇到的各种费用的快速明细:
  • 发布费用:通常是在网站上发布商品的固定费用,可以按件或按月收费
  • 销售费用:销售价格的一定百分比(可能包括运费和处理费)
  • 付款处理费:如果您接受信用卡付款,则有时会收取此费用

5.

确定您如何处理配送

配送时间可以决定销售成败。一项针对美国买家的调查发现:
  • 83% 的买家认为是否免运费是影响他们在线下单的最重要因素
  • Security and fraud prevention: Your online business should offer secure payment—to protect yourself and your customers. Consider two-factor authentication, encryption, and fraud detection.
  • Trust badges and SSL certificates: Security badges show that a site has secure sockets layer (SSL) certificates. These are also known as “trust badges.” This means it follows security measures required to safely handle customer data. SSL certificates or trust badges can help boost customer conversion.
  • 超过一半 (54%) 的买家会因为配送成本而放弃下单
请考虑配送商品的成本以及您愿意配送的距离。有些卖家很乐意向国际地区配送商品,并会从亚马逊等拥有全球买家群的商城中受益。其他卖家则倾向于当地交易,仅允许在较小的半径范围内取件或投件。

如果您要配送商品,有些商城可能会有配送和处理时间方面的预期要求,而其他商城会则为您配送商品。这可能会减少您的利润,但可以节省一些时间和麻烦。
  • Amazon Pay: This payment method offers shoppers an easy, secure, fast way to check out on your site using the shipping payment information stored in their Amazon account. You also have access to Express Payout, which lets you receive payments from Amazon within 24 hours—any day, any time (even weekends).
  • Buy with Prime: Buy with Prime lets you display the Prime logo and delivery promise on your own website. Sellers pay for what they use. The cost per unit for Buy with Prime orders depends on factors like product dimensions and weight, average order value, and the number of units per Buy with Prime order. All fees are charged only after sellers make a sale.

6.

Manage inventory and shipping

Shipping can make or break a sale. It’s important to consider how much it'll cost to store and ship an item. Some stores may have a shipping and processing time expectation if you're going to ship items, while others will ship products for you. This can eat into your profit, but may also save you time and effort.

How shipping works on Amazon

When a customer buys a product, either Amazon can ship the order to the seller with Fulfillment by Amazon (FBA), or you can fulfill the order on your own using Fulfilled by Merchant tools and services. Many Amazon sellers use a mix of the two. Learn more in these guides to ecommerce fulfillment and inventory essentials.

Fulfillment by Amazon (FBA)

With FBA, you send products to Amazon’s global network of fulfillment centers. When a customer makes a purchase, we pick, pack, and ship their order while handling returns and customer service so you can save time, reduce costs, and grow your business.

Fulfilled by Merchant

Use a suite of solutions to save time and money when you fulfill customer orders yourself. Streamline the orders you receive from Amazon, as well as other sales channels. Get great shipping rates while offering fast, reliable delivery.

Supply Chain by Amazon

Supply Chain by Amazon is a fully automated set of supply chain services that gets your products from manufacturers to customers around the world. It’s a complete end-to-end solution that includes programs like FBA and Multi-Channel Fulfillment (MCF). Supply Chain by Amazon keeps products in stock, automates inventory replenishment, provides faster and more reliable shipping, and can significantly lower costs.

Multi-Channel Fulfillment

If you sell across multiple platforms or use Buy with Prime, your orders can be fulfilled using Multi-Channel Fulfillment (MCF). With MCF, you ship your inventory to Amazon fulfillment centers and Amazon picks, packs, and ships your products, while offering Prime delivery speeds. If you're an existing Amazon seller using FBA for sales on Amazon.com, you can use your FBA inventory for your MCF sales channels, including your own site.

Calculate shipping costs

Considering costs can be a key factor in choosing your fulfillment method. Shipping costs are usually related to the size and weight of the item. Larger and heavier items require more packaging materials and shipping resources, resulting in higher costs. Each method has its own benefits—and you can decide which one is right for each product you sell. You can also use our Revenue Calculator to compare estimates for FBA and your own fulfillment method.
icon: lightbulb

Pro tip

Mix and match your fulfillment options

If you sell online in Amazon stores, you can choose to use FBA for some or all products. The right combination depends on the products and your business goals. For example, you can take advantage of FBA Export or Remote Fulfillment to make international shipping easier.

7.

如实描述

您可以将商品信息看成是全天候为您在线营业的虚拟销售人员。因此,请务必提供有用且准确的信息,来帮助买家做出明智的决策。

这包括添加优质图片以及有关功能和优势的商品详情。这样做的目的是帮助买家了解他们要购买的商品,并展示他们为何应该选择您而非竞争对手。

以下是一些让商品信息更佳详实的提示:
  • 使用清晰简洁的语言
  • 避免使用可能使潜在买家困惑的行话或技术术语
  • 使用 SEO 最佳实践帮助提高商品信息在搜索结果中的排名
  • Include a packing slip: This goes inside the package and should include the customer’s name, address, and order details.
  • Label the package correctly: Make sure you use the correct shipping label with the customer’s address and a return address to prevent items ending up at the wrong location.
以下是一个突出了关键特性和优势的商品信息示例:
icon: lightbulb

Pro tip

Add a personal touch

A thoughtful gesture like a small sticker or handwritten note can go a long way to earn repeat business.

8.

研究确定合适的销售价格

合适的价格可以吸引买家,为您带来竞争优势,并提升您业务的盈利能力。我们的目标是设置合适的商品价格,让您获得较高的利润(实得收入)。

考虑与采购和销售商品相关的成本,例如采购和储存库存的费用、广告费用、处理付款的费用以及税费。有了这些数据,您就可以计算出想要的利润,并据此设定价格。

了解价格范围并制定您自己的定价策略的方法之一是分析竞争对手的商品价格。但是从哪里获得这一数据? 以下给您介绍三种策略:

Pay close attention to customer reviews

Customer reviews can help you—or hurt you if they’re ignored. Reviewers are candid, and many buyers read reviews before deciding to purchase. Be sure to monitor, analyze, and respond to reviews.

Look at answering customer questions as an opportunity to build rapport with a potential buyer. While it’s OK to take a few hours or a day to respond, don’t let requests go unanswered for weeks. Also, be sure to familiarize yourself with the right way and wrong way to get product reviews and avoid policy violations.

Reviews not only inform shoppers’ purchasing decisions, but they can give you valuable insights into what customers like or ways you could improve your products. To help monitor reviews, you can use Amazon's Customer Review Insights feature to gauge customer sentiment for a particular product or niche. Use it to understand customer needs and improve your catalog.

Reward repeat customers

Do you get orders from the same customers month after month? Help them feel appreciated with a simple note, by offering a small discount, or by adding a bonus gift to their order. This will encourage them to keep coming back.

Check out this ecommerce business guide for more guidelines on how to start and grow your business.

9.

细致包装商品

确保送达正确的商品且没有残损或零件缺失。如果您想将包装和运输流程以及处理买家退货和退款工作外包,请将商品注册到亚马逊物流中,剩下的工作将由亚马逊包装专员负责。

如果您自行配送订单,以下是一些关于一流包装的建议:

Build your brand

Brand building is the process of defining your strategy, identity, and marketing to figure out how you want to be perceived by your customers. Branding is important because it helps your ecommerce business stand out, build brand recognition, and entice potential customers to shop your store. Amazon Brand Registry can help you grow your audience, increase sales, build brand loyalty, optimize your selling strategy, and protect your brand.

Offer discounts

Help increase sales by attracting customers with coupons and deals. Amazon Coupons allow customers to save money on products in the form of a percentage or a specific dollar amount discount. A Best Deal is a discount on higher priced items and a Lightning Deal is a promotion for a limited period of time

Get customer reviews

Reviews can help shoppers make purchasing decisions and build trust for your products and store. Get high-quality reviews through the Amazon Vine program.

Advertise

Ads can provide a visibility boost for your products and brand, attracting new customers and increasing sales. Amazon Ads offers cost-per-click campaigns that appear in highly visible placements, including on search results pages and product detail pages in the Amazon store. You can also use Sponsored Display ads to advertise beyond the Amazon store.

Optimize your listings

Help customers discover products and make informed purchasing decisions by using search engine optimization (SEO) to help your products rank better in search results. This can include optimizing different parts of a product listing, such as the product title and description, to match relevant search terms and provide customers with the information they’re looking for.

3D models and augmented reality

Give customers an immersive shopping experience by adding 3D models to your product detail pages. Let them see a product from all sides with View in 3D, or give them the opportunity to see it in their own space with View in Your Room. You can also let customers see themselves in shoes and eyewear in real time with Virtual Try-On.

10.

Monitor store performance

Keeping an eye on how your ecommerce store is performing is helpful for measuring your success—or potential areas of improvement. A few different ways to monitor your store’s performance are through analytics reports, product reviews, and inventory management.

Analytics reports

What are your customers clicking on and what are they buying? Better understand your business and customers through Amazon Brand Analytics, available to brands enrolled in Amazon Brand Registry. Brand Analytics aggregates customer search and purchase data through dashboards that you can use to make strategic decisions to optimize your products and advertising.

Product reviews

Product reviews can provide you with helpful information that you can use to identify what’s working in your ecommerce store, or recognize potential gaps or shortcomings in your product selection. Amazon customer reviews and star ratings can be an important indicator of a product’s success—and an important source of feedback for sellers looking for insight on how to improve their product or invent a new one.

Inventory management and performance

As an ecommerce business owner, proper inventory management can help prevent missed sales opportunities and keep customers coming back.

Inventory performance is a measurement of inventory management and replenishment—all of which can directly impact how you are meeting customers’ product quantity needs, demands for certain products, and delivery expectations. You can automatically track how well you manage your inventory with Amazon using the Inventory Performance Index (IPI).

IPI is a metric for Amazon sellers that measures how efficiently they manage your FBA inventory—similar to a credit score for your inventory efficiency. Your score is based on how well you:
  • Replenish popular products
  • Maintain healthy inventory levels
  • Fix listing problems
Just as a high credit score will give you benefits, so will a high inventory score. Keep your IPI score high to lower storage costs, make more profit, and increase customer satisfaction.

11.

Identify new opportunities to grow your business

Identifying new opportunities and niches for your ecommerce store can help your business grow and increase customer loyalty.

Identify new products

Amazon’s Product Opportunity Explorer is a resource that can help you generate new product ideas by better understanding customer demand. It provides insight into Amazon customer search and purchasing behavior, which you can use to identify unmet customer demand and opportunities for new products.

Try selling to businesses

Amazon Business provides a suite of features and tools that can help you connect with business-to-business (B2B) customers. Business customers often buy in larger quantities and return items less—which means you can sell more with less time and effort.

Explore global selling

Amazon Global Selling simplifies international selling and allows you to sell worldwide. Learn how to expand globally and reach customers around the world.

Online selling tools

Amazon has tools and service providers to help your business operate more efficiently, automate key workflows, and scale. When you sign up, you join a community of online sellers with support for meeting your goals and finding success in ecommerce.

Seller Central

Seller Central is your go-to hub for selling on Amazon. It’s a portal to your Amazon account and a one-stop shop for managing products, adjusting prices, fulfilling customer orders, and maintaining settings for your business operations. You can also use Seller Central to access many helpful tools to monitor your sales, explore business growth opportunities, and stay on top of news and announcements.

Selling Partner Appstore

The Selling Partner Appstore is where you can find Amazon-approved third-party apps, integrations, and other software solutions to help with your unique business needs, from automated pricing and listing tools to product research. Many applications focus on automating time-consuming and tedious tasks like product research, filling out tax forms, or building custom reports.

Service Provider Network

The Service Provider Network is a directory of third-parties, vetted by Amazon, to help you manage and grow your business. From getting great images of your products to improving your chances of increasing sales, Amazon service providers can assist with every step of selling online.

Seller University

Make use of thousands of trainings and tutorials on Seller University, a home for educational resources to help brands, businesses, and entrepreneurs learn how to succeed selling in the Amazon store.

Amazon Seller App

Manage your ecommerce store remotely with the Amazon Seller app. You can create listings, track sales, fulfill orders, respond to customers, and more—all from the mobile device of your choice.

New Seller Guide

Speed matters—and for Amazon sellers the first 90 days are especially critical. That's why we invented the New Seller Guide, a set of brand, logistics, pricing, and promotional services that are backed by data science and designed to fuel the growth of new sellers.
Sellers who use the New Seller Guide during their first 90 days generate approximately 6x more first-year sales on average.1 They can also take advantage of over $50,000 in New Seller Incentives.
1Amazon internal data, FY2023, US store
一位女士正在笔记本电脑上了解如何开始在亚马逊商城开店

在亚马逊商城开店

如果您想要销售商品并创建在线业务,亚马逊会提供各种工具和资源来帮助您启动并发展在线销售业务。

在亚马逊商城,创业者比比皆是,各种规模的企业蓬勃发展。在亚马逊商城购物的买家超过 3 亿人,每天,这些买家都会浏览、购买和亚马逊一起销售的第三方卖家的商品,并对这些商品进行评论。

实用资源

无论您是希望创立一个新品牌,还是拓展现有的实体业务,抑或是提高电子商务销量,以下资源都可以帮助您开辟成功之道。
准备好将创意转变为第一笔订单了吗? 查看新卖家指南,掌握在亚马逊开店的前 90 天的成功秘诀。

在线销售常见问题

如何启动在线销售?
如果您想在自己的网站上销售商品,请务必建立付款处理、配送和客户服务系统。然后通过电子邮件营销、搜索引擎优化以及其他数字营销策略来推广商品。

您也可以尝试通过社交媒体进行销售,或者在像亚马逊这样覆盖全球、具有内置基础设施和广告选项的成熟电子商务网站上开店。
无论您选择哪种路线,都可以参考以下成功销售清单:
销售商品的最佳商城是哪个?
您可以通过多种渠道在线销售商品。常见选择包括社交媒体、电子商务网站以及您自己的网站(如果您有网站,或具备建立网站的资源和技能)。

考虑您想要销售的商品的类型和数量,然后选择一个渠道,或尝试组合多个渠道,看看哪种方式适合您的业务模式。

在亚马逊商城,您可以在多个分类中发布商品,吸引全球数百万买家。您还可以使用强大的工具、丰富的资源和全面的支持,例如亚马逊物流和免费的隔日达 Prime 配送。
在亚马逊商城销售商品能否盈利?
在亚马逊商城销售商品利润颇丰。亚马逊小企业赋能报告中的数据显示,2020 年,有超过 65,000 个美国卖家的销售额超过 $100,000。同年,销售额超过 1,000 万美元的美国卖家数量增长了近 40%。

如果您想投身到电子商务的增长浪潮中,亚马逊销售计划为您提供了按销售支付(个人销售计划)或缴纳固定月服务费(专业销售计划)的选项。您可以根据自己的业务模式决定最适合您的选项。
在亚马逊商城开店需要多少费用?
您可以免费开设店铺。然后,选择一项销售计划
  1. 个人计划:每件售出商品 $0.99 + 其他销售费用
  2. 专业计划:$39.99/月 + 其他费用
在哪里可以免费在线销售我的商品?
您可以使用社交媒体或在线分类广告免费发布商品。您也可以创建自己的销售网站,但请记住,您的时间宝贵,而且需要具备相关技能和投资才能打造顺畅的在线购物体验。

或者,您可以免费开设一个店铺,与全球数以百万计的亚马逊买家建立连接。要开始销售,请在个人销售计划(每件售出商品 $0.99 加上其他费用)或专业销售计划(每月 $39.99 加上其他销售费用)之间选择一个。

立即开店

每月 39.99 美元 + 销售费用