Where are the Profits?
Even as digital/B2C/D2C/ecommerce companies are growing rapidly, their profits are not keeping pace. Every B2C/D2C CEO must be thinking: “I’ve integrated every digital facet—from an optimised website and app to a seamless omnichannel experience and prompt delivery. What’s missing in this equation? Why aren’t the profits pouring in?” Even traditional retailers who have invested in digital transformation initiatives would be asking themselves the same question: “Where are the returns on my investment?”
The short answer: Elsewhere. The profits are on the balance sheets of the ads sellers, arms sellers, and access sellers. They are just not with the actual sellers!
Ads sellers: In the world dominated by algorithms and screen scrolls, visibility is everything. Ad sellers, like Google and Meta, have capitalised on this need. They’ve transformed the digital ad space into a highly competitive auction arena where brands pay escalating amounts to be seen. Even with large ad budgets, there’s no guarantee of conversion, meaning companies often spend exorbitant amounts on customer acquisition (and in many cases, reacquisition) with no assured return on investment. The result is that while ad revenues for these tech giants soar, the actual businesses striving for customer attention find their profit margins squeezed.
Arms sellers: Cloud services have undeniably transformed the way businesses operate, offering scalability, flexibility, and efficiency. However, they come at a price. As businesses scale, so does their reliance on these services, leading to escalating costs. Data needs to be captured, stored, and analysed. AI algorithms need to search for patterns. All this comes at a cost. Companies like Amazon, Microsoft, and Google, which dominate the cloud services sector, continue to grow, fuelled by the profits that, in another reality, might have remained with the eCommerce and digital enterprises using their platforms.
Access sellers: Then come the marketplaces – platforms that promise brands unparalleled access to customers. Yet, these gateways come at a steep price. Brands often find themselves paying hefty commissions, adhering to strict platform-specific guidelines, and competing in a red ocean of endless vendors. In this scramble, while the marketplace platform ensures its cut from every transaction, the individual sellers find their profit margins thinning. The scenario is exacerbated when marketplaces roll out their own in-house brands, vying for a slice of the lucrative segments.
In essence, while digital and eCommerce platforms were once hailed as the democratising force for businesses, the evolving landscape paints a more complex picture. The mystery of the missing profits isn’t really a mystery at all when one understands the intricate web of costs and dependencies in the current digital ecosystem. For businesses to truly thrive and regain their profitability, there needs to be a fundamental shift in strategy, one that prioritises sustainable growth over sheer volume and seeks to balance out the power held by the digital giants. So, what is it that brands can do? The answer lies in understanding the eFolly of every digital business.
