Why are eCommerce Brands Competitive About Share-of-Shelf?

Retail eCom sales have been booming since 2014. According to Statista, global eCom sales accounted for $4.2 trillion in 2020. The report also predicts that eCom sales would reach $7.3 trillion by 2025, with spending of $5.5 trillion crossing in 2022.

Nowadays, eCom brands retain their existing and new customers through promotions, offers, subscriptions, and deals, which also gives them a competitive edge. Share-of-Shelf (SOS) has become the next big model for boosting these deliverables.

SOS measures the visibility of a product based on a specific keyword under a particular category of an eCom marketplace. A high SOS means that the brand has eased consumer discoverability and product visibility on eCom searches. However, harnessing such results on the eCom store is tiresome as brands constantly need to review the keywords of their brand’s products and competitor listings.

Another significant advantage of reviewing SOS using an eCommerce competitive analytics solution is determining the consumer behavior or journey. Understanding the habits of the online shoppers on eCommerce platforms like Amazon and Flipkart can help devise multiple strategies.

For example, for any given keyword, e.g., brands like Aashirwad, Fortune, Pillsbury, and other brands’ products constantly appear on the first page. Moreover, consumers searching for FMCG or CPG products are almost instantly looking to fill their shelves. Therefore, products of brands with the highest visibility under the search term “atta” will likely incur higher conversion due to urgency.
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