10XCREW

Sometimes our clients tell us, “𝗪𝗲’𝗿𝗲 𝗴𝗿𝗼𝘄𝗶𝗻𝗴, 𝘀𝗼 𝘄𝗲’𝗿𝗲 𝗳𝗶𝗻𝗲.” And I get that. Revenue is visible. It feels concrete. But when we look at 𝗦𝗵𝗮𝗿𝗲 𝗼𝗳 𝗩𝗼𝗶𝗰𝗲, the story is often very different. In the headphones and earphones market on Amazon, the gap between brands is not just about product or price. It is about visibility at the moment of decision. • Who shows up first. • Who dominates the search results. • Who controls both organic and paid placements. That visibility compounds. And over time, it shapes 𝗦𝗵𝗮𝗿𝗲 𝗼𝗳 𝗠𝗮𝗿𝗸𝗲𝘁. The brands leading in SOV today are usually building structural advantage for tomorrow. And if you’re curious where your brand really stands, send me a message for a 𝗳𝗿𝗲𝗲 𝗦𝗵𝗮𝗿𝗲 𝗼𝗳 𝗩𝗼𝗶𝗰𝗲 𝗮𝘂𝗱𝗶𝘁. We also broke down the competitive landscape, the data behind it, and what this means if you are active in a competitive marketplace category. Check out our analysis in the article: https://lnkd.in/eYMZvYmi #RetailMedia #Amazon #ShareOfVoice #D2C #MarketplaceStrategy #10XCREW

👀 You probably think TikTok is just another place to sell products. 𝗕𝗨𝗧 it is increasingly becoming the place where the buying journey actually begins. A lot of product discovery now starts with a TikTok video. A creator shows something interesting, someone gets curious, and suddenly a purchase journey has started. From there the path often splits. 1️⃣Some people buy directly through TikTok Shop. 2️⃣Others leave the platform and go somewhere they trust to validate the purchase like Amazon or Shopify stores. What typically happens next is quite predictable: • People search the product on Google or Amazon • They check reviews and ratings • They compare alternatives • Then they complete the purchase So in many cases 𝗧𝗶𝗸𝗧𝗼𝗸 𝗰𝗿𝗲𝗮𝘁𝗲𝘀 𝘁𝗵𝗲 𝗱𝗲𝗺𝗮𝗻𝗱, while 𝗺𝗮𝗿𝗸𝗲𝘁𝗽𝗹𝗮𝗰𝗲𝘀 𝗼𝗿 𝘄𝗲𝗯𝘀𝗵𝗼𝗽𝘀 𝗰𝗮𝗽𝘁𝘂𝗿𝗲 𝘁𝗵𝗲 𝗳𝗶𝗻𝗮𝗹 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻. For brands this creates an interesting challenge. 𝗬𝗼𝘂 𝗻𝗲𝗲𝗱 𝘁𝗼 𝗯𝗲 𝗽𝗿𝗲𝘀𝗲𝗻𝘁 𝗶𝗻 𝗕𝗢𝗧𝗛 𝗽𝗮𝘁𝗵𝘀 of the journey: • Show up on TikTok where discovery happens • Optimize your stores including TikTok Shop • Make sure your product is easy to find on Amazon • Invest in reviews and strong product pages • Connect your social content with your marketplace presence Because if you are only present in one of these paths, you are probably missing part of your customers. So, what do you think? Let's connect and talk more about this! #Ecommerce #SocialCommerce #Amazon #TikTokShop #EmileValkestijn #10XCREW

Caught myself thinking this week: “𝗪𝗵𝗮𝘁 𝗶𝗳 𝗯𝘂𝘆𝗶𝗻𝗴 𝗶𝘀 𝘀𝗹𝗼𝘄𝗹𝘆 𝗺𝗼𝘃𝗶𝗻𝗴 𝗮𝘄𝗮𝘆 𝗳𝗿𝗼𝗺 𝗽𝗮𝗴𝗲𝘀 𝗮𝗻𝗱 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺𝘀, 𝗮𝗻𝗱 𝗰𝗹𝗼𝘀𝗲𝗿 𝘁𝗼 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻𝘀?” While most of the focus stays on ads and performance dashboards, two signals stood out. • ChatGPT introduced a 4% checkout fee, which points to marketplace-like economics • Amazon is reportedly exploring a large investment in OpenAI, underlining how strategic AI has become at the highest level These are separate developments, but they point in a similar direction. From a D2C perspective, this is worth paying attention to. A 4% fee is not the headline. The more interesting question is where the buying decision is shaped. If AI increasingly 𝗲𝘅𝗽𝗹𝗮𝗶𝗻𝘀 products, 𝗰𝗼𝗺𝗽𝗮𝗿𝗲𝘀 options, and 𝗴𝘂𝗶𝗱𝗲𝘀 choices in one flow, the role of traditional discovery and conversion steps starts to change. That does not mean webshops or marketplaces disappear. It does suggest that decision making may shift earlier and upstream. It feels comparable to the early days of Amazon Marketplace. Not in scale, but in how quietly the dynamics started to move. Curious how others look at this.👋 Sources: Marketplace Pulse: https://lnkd.in/e83ZsEBp Reuters: https://lnkd.in/eN4gFd85

🚀 Today, 10XCREW launches TikTok for Brands! A performance-first service to turn TikTok into a measurable growth engine across channels, led by Marieke Verkoelen as Head of Social Commerce. 𝐑𝐞𝐚𝐝 𝐦𝐨𝐫𝐞 𝐚𝐛𝐨𝐮𝐭: 👉 Our TikTok for Brands service 👉 An exclusive event with TikTok and bol 👉 How to get first-mover advantage to TikTok Shop Netherlands ➤ 𝐎𝐮𝐫 𝐓𝐢𝐤𝐓𝐨𝐤 𝐟𝐨𝐫 𝐁𝐫𝐚𝐧𝐝𝐬 𝐬𝐞𝐫𝐯𝐢𝐜𝐞 TikTok Shop is launching in the Netherlands this summer and the impact may surpass what we saw when Amazon entered the market. While Amazon started with relatively limited reach, TikTok already has 7–8 𝒎𝒊𝒍𝒍𝒊𝒐𝒏 𝒂𝒄𝒕𝒊𝒗𝒆 𝒖𝒔𝒆𝒓𝒔 𝒑𝒆𝒓 𝒎𝒐𝒏𝒕𝒉 𝒊𝒏 𝒕𝒉𝒆 𝑵𝒆𝒕𝒉𝒆𝒓𝒍𝒂𝒏𝒅𝒔. At the same time, the role of social is fundamentally shifting: from inspiration to conversion. No longer a standalone channel, but an integrated part of the digital strategy, with direct relevance for both marketing and sales. The real value doesn’t sit on the platform alone, but in what happens beyond it. Consumers discover products on TikTok and often complete their purchases in other channels, both online and offline. Check out the TikTok for Brands page from 10XCREW 👇 🔗https://lnkd.in/eh5XH6Wj Great to see this picked up by Emerce 👇 🔗https://lnkd.in/e-UcX3ce ➤ 𝐀𝐧 𝐞𝐱𝐜𝐥𝐮𝐬𝐢𝐯𝐞 𝐞𝐯𝐞𝐧𝐭 𝐰𝐢𝐭𝐡 𝐓𝐢𝐤𝐓𝐨𝐤 𝐚𝐧𝐝 𝐛𝐨𝐥 The launch of the TikTok for Brands service will be marked by an event on 𝑾𝒆𝒅𝒏𝒆𝒔𝒅𝒂𝒚, 𝑱𝒖𝒏𝒆 3, 2026, 𝒊𝒏 𝑬𝒊𝒏𝒅𝒉𝒐𝒗𝒆𝒏. TikTok, bol and ChannelEngine will share their vision on the future of social commerce, alongside a panel discussion featuring brands such as Stanley 1913. Seats are limited. Registration is available via: 🔗tiktok.10xcrew.com ➤ 𝐇𝐨𝐰 𝐭𝐨 𝐠𝐞𝐭 𝐟𝐢𝐫𝐬𝐭-𝐦𝐨𝐯𝐞𝐫 𝐚𝐝𝐯𝐚𝐧𝐭𝐚𝐠𝐞 𝐭𝐨 𝐓𝐢𝐤𝐓𝐨𝐤 𝐒𝐡𝐨𝐩 𝐍𝐞𝐭𝐡𝐞𝐫𝐥𝐚𝐧𝐝𝐬 In digital, timing is everything. Early movers capture a larger share of attention, data and learnings, long before the market becomes crowded. We’re working closely with Álvaro Castillo Sierra and the TikTok team and are already preparing a select group of brands ahead of the official launch. Open to discuss? Reply with “𝑻𝒊𝒌𝑻𝒐𝒌 𝑵𝑳” or send me a DM.

📢Today we launched 𝗧𝗶𝗸𝗧𝗼𝗸 𝗳𝗼𝗿 𝗕𝗿𝗮𝗻𝗱𝘀 A service to make TikTok drive real sales across your webshop, Amazon, bol, and more. With our new Head of Social Commerce, Marieke Verkoelen, joining us. TikTok is not just for reach anymore. It drives discovery, trust, and action. And people don’t follow a funnel. They discover on TikTok, build trust through content, and buy wherever it’s easiest. 𝗪𝗵𝗮𝘁 𝘄𝗲 𝗱𝗼: • Strategy and consulting • Content and creators • Paid media and scaling • TikTok Shop and live commerce • Data and optimization 𝗛𝗼𝘄 𝘄𝗲 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵 𝗶𝘁: • We get your TikTok account and shop up and running • Optimizing content and collab with creators that people actually trust • Turning good content into formats you can reuse and grow • We connect content, ads, and sales so it all works together • We use data to double down on what’s working 𝗪𝗮𝗻𝘁 𝘁𝗼 𝘀𝗲𝗲 𝗵𝗼𝘄 𝗶𝘁 𝘄𝗼𝗿𝗸𝘀? 🔗 https://lnkd.in/eh7YeAbP We’re also hosting an #event on June 3 in Eindhoven, all about TikTok. Expect insights from experts, brands, and creators from TikTok, bol, ChannelEngine, Stanley 1913, and more. Plus, it's time to connect and network! Interested? Explore the event here: 🔗 https://lnkd.in/es-8Tcc8 P.s Are you curious about TikTok Shop Netherlands? We'll keep you posted!

A lot of brands say, “𝗢𝘂𝗿 𝘀𝗮𝗹𝗲𝘀 𝗮𝗿𝗲 𝘀𝘁𝗮𝗯𝗹𝗲, 𝘀𝗼 𝘄𝗲’𝗿𝗲 𝗱𝗼𝗶𝗻𝗴 𝗳𝗶𝗻𝗲.” But when we look at Share of Voice, the picture is often very different. And that’s where it gets interesting. In the 𝗵𝗲𝗮𝗱𝗽𝗵𝗼𝗻𝗲𝘀 𝗮𝗻𝗱 𝗲𝗮𝗿𝗽𝗵𝗼𝗻𝗲𝘀 market, the battle is not only about product innovation or pricing. It is about visibility at the exact moment people compare, scroll, and decide. On Amazon Germany, for example, one brand clearly dominates both organic and paid #ShareofVoice. Others are present, but far less visible. That difference in visibility often translates into #ShareofMarket over time. Because here’s the reality: 𝗜𝗳 𝘆𝗼𝘂 𝗮𝗿𝗲 𝗻𝗼𝘁 𝘀𝗲𝗲𝗻, 𝘆𝗼𝘂 𝗮𝗿𝗲 𝗻𝗼𝘁 𝗰𝗼𝗻𝘀𝗶𝗱𝗲𝗿𝗲𝗱. 𝗜𝗳 𝘆𝗼𝘂 𝗮𝗿𝗲 𝗻𝗼𝘁 𝗰𝗼𝗻𝘀𝗶𝗱𝗲𝗿𝗲𝗱, 𝘆𝗼𝘂 𝗱𝗼 𝗻𝗼𝘁 𝗴𝗿𝗼𝘄. What we see in this category: • Strong organic positions build structural advantage • Paid placements accelerate competitive pressure • The leaders manage both as one strategy, not as separate channels For D2C and premium brands especially, that gap between Share of Voice and Share of Market can either be a warning sign or a growth opportunity. If you are active on marketplaces and want to understand where you really stand, read our full analysis here: https://lnkd.in/eYMZvYmi And if you are curious how your brand performs, comment below or send me a message for a 𝗳𝗿𝗲𝗲 𝗦𝗢𝗩 𝗮𝘂𝗱𝗶𝘁. #RetailMedia #Amazon #D2C #10XCREW