For off-site promotion in 2023, how do sellers choose the delivery platform?

At the beginning of the new year, as the e-commerce industry continues to develop, cross-border sellers must also keep up with the latest trends and technologies in order to maintain long-term competitiveness.

Data analysis agency Fospha has made several predictions about the future of e-commerce advertising based on its advanced independent attribution model and a large amount of data from European and North American e-commerce brands.

In terms of advertising platforms, TikTok, a social media platform known for its short video content, has seen explosive growth in popularity in recent years. It is expected that in the new year it will continue to be the preferred advertising channel besides Google and FB.

TikTok is growing faster than any other digital platform, according to Fospha. The platform is also seeing strong returns on advertising, outperforming platforms like YouTube and trailing only Reddit in attracting new customers .

Judging from the data, sellers’ attention to TikTok does not seem to stop in the short term - brands that hope to diversify advertising outside of Meta and Google and improve their return on spend (ROAS) will allocate more advertising budgets to TikTok.

However, as the demand for advertising on TikTok increases, sellers’ costs will also increase accordingly. This year, simply increasing advertising investment may not work, and optimizing delivery strategies will become the key to achieving high returns.

In 2023, the way to maximize advertising returns on TikTok is still to create high-quality, attractive content that resonates with users, and creativity remains the key to differentiating the TikTok platform.

When it comes to advertising platforms, Meta is a must . It is expected that Meta will still be the preferred advertising platform for cross-border sellers in 2023. Its sophisticated audience search and optimization capabilities, as well as its huge coverage, make it a must-have tool for many cross-border sellers to increase exposure.

Although sellers tightened their advertising budgets last year due to the slowdown in e-commerce growth, data from Fospha shows that as brands begin to turn to upper-funnel advertising and Meta continues to release new advertising models, the platform is expected to continue to be the preferred platform for cross-border sellers in the new year.

In addition to the traditional advertising platforms mentioned above, Pinterest's position in the advertising industry will be further consolidated in 2023. Although it is generally home furnishing brands that advertise on Pinterest, new data shows that Pinterest has attracted many brands in other categories.

It is understood that Pinterest's user base is highly engaged and has a strong interest in finding new products. Most importantly, according to Fospha data, Pinterest has always been the delivery channel with the best ROAS performance.

Many organizations predict that 2023 will be even more severe than 2022 for most D2C brands, especially the UK market. In this case, sellers need to pay most attention to reasonably arranging their advertising budgets and maximizing returns.

Off-site promotion

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