On marketplaces, everything revolves around speed and clarity. Consumers want to understand within a few seconds what you are selling, why it is good, and why they should buy from you specifically. If that is not immediately clear, they will click through to a competitor.

Marketplace Specialist Fabian Booijen takes a deeper look at this topic in this blog by sharing his knowledge and years of hands-on experience.

What is a good conversion rate on marketplaces?

There is no exact answer to that question. A good conversion rate differs by category, product, and marketplace.

Some products are purchased very easily. Think of an inexpensive product like fly traps. People usually do not spend much time thinking about that purchase.

For more expensive products, such as a laptop, the situation is different. Consumers compare options, check specifications, and read reviews before making a decision. In general, the higher the price, the longer people tend to think before buying.

That means you cannot simply name one percentage that works for everyone. The most important thing is to compare your performance with your own category, your competitors, and similar products.

How do product images affect my conversion rate?

A lot.

An image says more than a thousand words. You can explain everything perfectly in your product description, but many consumers will first scan your images.

With five to six strong images, you can tell the complete story of your product. Think about showing what the product is, how it is used, its benefits, its dimensions, and why someone should buy it.

If your images are well structured, consumers do not need to search for information. They immediately see the answers to their most important questions. And the less doubt they have, the more likely they are to purchase.

What role does pricing play in conversion?

Price definitely plays a role, but it is a misconception that you always need to be the cheapest option. What matters most is the value you deliver. If your product presentation is stronger, creates more trust, or clearly explains why the product is worth buying, you do not necessarily need the lowest price.

What often does work well is using discounts and promotions strategically. Showing a ”was/now” price can be psychologically powerful because consumers feel like they are getting a good deal. During campaign periods such as Black Friday or Prime Day, discounts are almost expected. On those days, marketplaces attract significantly more traffic, which means a strong promotion can generate much higher sales than on a normal day.

However, trying to be the cheapest by default is not the solution. Especially in the Dutch market, that is often not even necessary.

What are the most common conversion mistakes in listings?

In reality, anything done halfway will hurt your conversion rate.

Poor translations, awkward sentences, or language that does not sound natural can immediately reduce trust. Weak images or unclear bullet points on Amazon also cause consumers to drop off.

If you are not presenting the best possible version of your product, there is a good chance your competitor will. And on large marketplaces such as Amazon, where competition is intense, that difference matters immediately.

The most important advice is simple: do it properly or do not do it at all. And if you have many products, improve them step by step. Launching optimized products one by one works better than putting everything live at once in a half-finished state.

When should I start with A/B testing?

Basically always, but do not overdo it.

A/B testing is useful for discovering what performs better. For example, you can test a different main image, another title, or a new way of highlighting benefits.

At the same time, you should give a test enough time. It makes no sense to change everything again after two days because you usually do not have enough data yet to draw reliable conclusions.

Start with one logical improvement, give it enough time to generate results, and then evaluate the data.

So yes, A/B testing is valuable, as long as you approach it in a clam and structured way.

So, why aren’t visitors buying your products?

In the end, it all comes down to one thing: visitors are not buying because they are uncertain about something. That uncertainty can be small, such as an unclear image, or larger, such as a price that does not feel right.

You do not need everything to be perfect immediately, but every part of your listing needs to make sense. Strong images, clear content, solid reviews, and pricing that matches the value you offer.

If you continue improving step by step, you gradually remove more doubt from the consumer. And less doubt means more purchases.