The former director of innovation for the Casino group (Monoprix, Cdiscount, etc.) is well placed to know that brands that sell their products on market places can have trouble offering them at the best price and being visible. client.
This is why Cyril Bourgois co-founded last June, with two other former employees of the distribution group, a start-up called Omny and dedicated to optimizing their sales on the market places.
It has just raised two million euros from Founders Future and Kima Ventures.
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“
Marketplaces are claiming a growing share of online sales
,” observes Cyril Bourgois.
But brands have difficulty operating this model.
They do not have the technological and operational expertise necessary to take full advantage of it.
The
world of marketplaces requires more responsiveness than physical commerce.
For example, the price must vary several times a day
”.
A huge mass of data is freely accessible from the marketplaces of Amazon or Cdiscount.
Omny uses this gold mine to optimize the selling price of a product, the keywords used in its presentation file or the optimal number of products to store.
A huge market
The start-up does not necessarily offer the lowest price.
Its software evaluates the stock of competitors (trying to put as many products as possible in the basket, while stocks last) to display the appropriate price.
It is also remunerated as a percentage of the margin generated, and not as a percentage of turnover.
“
We offer a turnkey solution.
Our goal is for brands to spend as little time as possible on these tasks, which can be automated
,” explains Cyril Bourgois.
The start-up mainly targets the drugstore, DIY and toy markets.
It already counts Bioderma, Bio, Erborian or Bobolat among its customers.
The turnover achieved by Citypharma on Amazon has increased from 0% to 3% in 2022, and should reach 10% in 2023. The brand has also contributed to fundraising for Omny.
The market is huge and still emerging.
Marketplace sales currently represent a third of online sales.
This figure should reach 59% in 2027. What offer great prospects for development.
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