How to Increase Customer Retention on Marketplaces Amazon, eBay, Etsy and Beyond)
Marketplaces like Amazon, eBay or Etsy can be a game-changer for small businesses. You gain access to built-in traffic and customers who are ready to make a purchase. But the trade-off? You don’t own the customer relationship, which makes it harder to build a brand and create customer loyalty.
Throw in the fact that most marketplaces have restrictions on how you can collect buyer data or reach out directly, and it can mean that getting an audience engaged with your brand can be challenging.
However, there are ways to ensure you stand out from the marketplace noise.
. Whether you’re looking to build your brand on Etsy, want to know how to increase Amazon customer retention, or are considering whether to put your products on eBay, we will uncover how you can still create a customer retention strategy on marketplaces.
Marketplace Loyalty vs Brand Loyalty
One of the most challenging aspects of selling on marketplaces is that people tend to remember the platform, rather than the brand.
Think carefully. What was the last thing you bought on Amazon? Unless it was something clearly branded or part of a regular routine, chances are you have no idea who the actual seller was.
My most recent Amazon order was a pair of earphones, and honestly, I could not tell you who made them. If you asked, I would probably say, “I bought them on Amazon”.
That’s the issue. Even if someone had a good experience with your product, when they’re ready to reorder, they might just go back to Amazon, type in the exact same search, and end up buying from a competitor with a better deal, better visibility or more reviews.
So, while Amazon, eBay, Etsy, and other marketplaces are great platforms on which to get discovered, they are also home to every single one of your competitors. If your brand blends in, it is incredibly easy to be replaced. That’s why using tactics (within marketplace rules) to retain customers is so essential. You want them to remember YOU, not eBay.
Boosting customer retention on marketplaces
While the above outlines the challenges there are still ways that you can grow your brand, and not just your sales on marketplaces.
Garner great reviews
Reviews are everything on marketplaces. They influence buying decisions, boost your visibility, and give future customers the confidence to click “Add to basket.” But they are also a subtle form of retention. If someone has a great experience and takes the time to leave a review, they are more likely to remember your brand and become loyal customers.
The key is to make leaving a review feel natural and easy. On Amazon and eBay, you can use the platform’s messaging tools to follow up after delivery. Keep it short and polite.
A quick thank you and a gentle prompt is often enough. Etsy allows a bit more personality, so you can include a message in your packaging or a note in your confirmation email.
Avoid any language that sounds pushy or incentivised. Stick to the platform’s rules and always prioritise the customer’s experience over chasing a five-star rating.
When done well, reviews do two things. They build trust with future buyers and help reinforce your brand in the customer’s mind, making them more likely to come back next time.
Offer Consistently Brilliant Customer Service
Customer service is one of the few things that is fully in your control on marketplaces. It is also one of the easiest ways to stand out and encourage repeat purchases. When someone has a smooth, helpful experience, they are much more likely to look out for your shop again next time.
Start by replying to messages quickly. Even a short reply to say you are looking into something goes a long way. Buyers on marketplaces are often used to slow or scripted responses, so a human, friendly tone can instantly set you apart provider a far better user experience.
If something goes wrong, offer a solution quickly and without fuss. Refunds, replacements or honest updates are better than radio silence. People understand that problems happen. What they remember is how you handled it, so think about how you can offer great customer support.
This is especially important on platforms like Amazon and eBay, where customer service is not just about retention but also about protecting your seller rating. A poor response can cost you visibility and future sales.
Add Personalisation Where You Can
Marketplaces are known for being a bit transactional. The buyer clicks, pays and moves on. But that is exactly why a touch of personalisation can make a big difference.
Even if you are limited by platform rules, there are still small ways to make the experience feel more personal. A handwritten thank-you note, a message that mentions the product they bought, or a friendly follow-up after delivery can help your brand stand out.
Etsy and eBay give you more flexibility here. You can often add personal touches to packaging, messages or even custom orders. Amazon is stricter, but you can still include thoughtful inserts, use branded packaging or make your tone in any platform-approved messaging sound human.
Customers are more likely to return to a brand they feel connected to. A small detail that makes them feel like more than just another order number is often what they remember later.
Use Inserts Carefully and Within Policy
Including a small insert with your order can be a great way to reinforce your brand, as long as you stay within marketplace rules. Each platform has its own policies about what you can and cannot include, so it is important to check the guidelines before slipping anything into your parcels.
On Amazon, for example, you are not allowed to encourage buyers to shop with you directly or offer discounts in exchange for reviews. But you can include helpful things like product care instructions, tips for getting the best results or a thank you card with your logo and social handle.
On eBay and Etsy, there is usually more flexibility. You can include a branded postcard, a QR code to a helpful blog post or even a note inviting people to tag you on social media.
The goal here is to add value, not push a hard sell. A thoughtful insert that improves the customer experience or adds a bit of personality can go a long way in helping your brand stick in someone’s mind.
Add Product Videos to Build Trust and Boost Retention
Photos do a lot of the heavy lifting on marketplaces, but adding a short product video can make your listing feel more polished and help build trust before someone hits buy now. It also reduces uncertainty, which means fewer returns and more satisfied customers who are more likely to come back.
Videos are also a smart way to start building your brand. If you can convey your logo, tone of voice, or product personality in just a few seconds, that customer is more likely to remember you, not just the platform they bought from.
If you are selling on Amazon and you are brand registered, you can upload videos directly to your listing. These can show the product in use, highlight key features or answer common questions. On Etsy, you can upload short clips that show the item being held, used or styled. eBay lets you embed videos via YouTube or Vimeo in your description.
You could also create a simple “how to” video, especially if your product needs assembly or benefits from care tips. These are helpful to customers and can link them back to your brand, especially if they are hosted on your website or YouTube ch
Create a Presence Outside the Platform
Marketplaces are great for visibility, but they do not help much with brand recognition. That is why it helps to have somewhere else people can find you when they are ready to come back.
Even something as simple as an Instagram account, a basic website or a landing page with your brand name and story can make a difference. It gives people a place to reconnect with you after their order and starts to shift their loyalty from the platform to your brand.
You do not have to push it hard. A small note in your packaging, a logo that matches across platforms or a product video that mentions your brand name can all help reinforce who you are.
If someone Googles your brand after making a purchase from you, what will they find? If the answer is nothing, you are missing an opportunity to build trust and long-term loyalty. However, if they find a simple, consistent presence that feels genuine and trustworthy, that customer is more likely to return directly next time.
Marketplaces make it easy to get discovered, but harder to be remembered. The brands that win are the ones that treat every order like the start of a relationship.
If you want help turning one-time buyers into repeat customers, book a Power Hour or chat to us about ecommerce support. We’ll help you keep them coming back.
