Mar 16, 2024
#544 - Amazon & TikTok Shop Seller Strategies
Listen in as we welcome Delaney Del Mundo, a veritable goldmine of e-commerce expertise with a rich background from Walmart to the pulsing beat of TikTok Shop and the competitive arena of Amazon. Our conversation traverses her journey from the sunny streets of Los Angeles to the pioneering days at Walmart.com post their Jet acquisition. Delaney is now the Director of the Amazon strategy team at Vendo, where she masterfully balances profit and loss management, SEO support, and listing optimization. As we explore her current role, you'll discover the ins and outs of her approach to fostering brand success across diverse marketplaces.
Tune in to hear Delaney shed light on the complexities of affiliate networks and content-creator partnerships that can make or break a brand's profitability. With the ever-evolving landscape of e-commerce, we tackle TikTok Shop's growing influence on content strategies, emphasizing the critical shift from keywords to engagement. Delaney also provides valuable insights into Amazon's new inventory fees, offering strategic advice for navigating these changes without sacrificing the bottom line. The conversation pivots to a holistic view of business health, focusing on the vital lifetime value to customer acquisition cost ratio. In our discussion, Delaney takes us through the intricate process of using Amazon’s Search Query Performance, revealing how strategic analysis can lead to improved visibility and sales. By leveraging tools like Helium 10’s Cerebro and Market Tracker 360 for competitor analysis tools, she unveils techniques to stay ahead in the competitive e-commerce landscape. Delaney's enthusiasm for these tools' potential to revolutionize market analysis and her anticipation for future enhancements are infectious. Whether you're a seasoned seller or just starting, this episode is packed with strategies to propel your brand forward in the dynamic world of selling on Amazon.
In episode 544 of the Serious Sellers Podcast, Bradley and Delaney discuss:
* 00:00 - Strategies for E-Commerce Success
* 04:14 - Strategic Amazon Management and Planning
* 10:32 - Walmart Marketplace vs. Walmart Stores
* 13:09 - E-Commerce Strategies and Amazon Inventory Fees
* 20:58 - Search Query Performance for Sellers
* 21:09 - Search Query Optimization and Market Analysis
* 26:16 - Market Analysis Tools and Travel Tales
* 28:04 - Utilizing Time Tracker for Competitive Advantage
* 32:00 - Maximizing Brand Visibility and Cross-Sales
* 36:05 - Upcoming Event in Manila
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Transcript
Bradley Sutton:
Today we've got an industry expert with a lot of experience on Walmart, TikTok shop and Amazon who's gonna be giving us tons of cool strategies, including some that no one has ever talked about on this show before. How cool is that? Pretty cool, I think. Sellers have lost thousands of dollars by not knowing that they were hijacked, perhaps on their Amazon listing, or maybe somebody changed their main image or Amazon changed their shipping dimension so they had to pay extra money every order. Helium 10 can actually send you a text message or email if any of these things or other critical events happen to your Amazon account. For more information, go to h10.me/alerts.
Bradley Sutton:
Hello everybody and welcome to another episode of the Serious Sellers podcast by Helium 10. I'm your host, Bradley Sutton, and this is the show that's completely BS free, unscripted and unrehearsed organic conversation about serious strategies for serious sellers of any level in the e-commerce world. And now we are having for the first time in the show, Delaney. Welcome to the show.
Delaney:
Thanks, Bradley, happy to be here. I think it's long awaited on my side, so glad to be joining you today.
Bradley Sutton:
Yes, yes, Now we first met at least you know, I've known about you because we've worked with Vendo a lot in the past, and I think I met you first at the maybe in Puerto Rico, at the billion dollar seller summit, and I looked across the room. I was like she looks like a white flip like me, which, for those who don't know us, half Filipino and half American, and that's what I am. I don't look like it. She does, and so I was like are you just what Filipinos do? Like? There's that Jokoy’s joke where they're like oh yeah, my mom was Filipino when she sees somebody. But I did that exact same thing. I'm like Filipino, American. And she's like, yep, I'm like, oh, I could. Then me too. And anyways, we bonded there and I was like all right, a fellow Filipino American in the Amazon world, we got to have you on the podcast. So no, that's not the reason why I had you on the podcast. I heard from your boss that you are an A player and know your stuff and I'm like that's the kind of person we want on the show. But anyways, Delaney, enough about me and my rambling here. Let's just start with where I mean we met Puerto Rico, but where in the world are you right now? Where do you live?
Delaney:
Yes, Bradley, I'm out in Los Angeles, so actually not too far away from you today. But speaking of the Filipino American, yes, you're right, it seems like my mom's genes might be stronger than your Filipino side. I got the Sinigang and the Adobo in the fridge. Don't worry, I'm more than I think.
Bradley Sutton:
Yes. There we go.
Delaney:
But yes, I'm out in LA.
Bradley Sutton:
Awesome, is that where you were born and raised?
Delaney:
Yep, born and raised in LA, lived for a few years out in New York but made my way back here. So, plans, where do you live? In New York? I lived in the city for a few years and then also in the upstate New York area, so Nice.
Bradley Sutton:
I lived in Brooklyn myself for a couple years. Where'd you go to high school? In LA?
Delaney:
High school. I went to Burroughs High School out in Burbank.
Bradley Sutton:
In Burbank? Okay, nice. And then how about college?
Delaney:
College, Hamilton College in upstate New York.
Bradley Sutton:
So a really very rare that somebody gives me a college or university I have never, ever heard of.
Delaney:
Yeah, there were 1800 kids in the entire school. So super small community, but small and tight.
Bradley Sutton:
Well, what do you study?
Delaney:
I studied economics.
Bradley Sutton:
Interesting Now, when you graduated, did you work at all into there, or did you already find e-commerce by that time? Or what's your journey to e-commerce like?
Delaney:
Yeah, so I actually got my start over on the Walmart side of the business, so working for Walmart.com as soon as Walmart had acquired Jet. So I was part of that group of individuals and then found my way on the brand side for a few years working at Walmart.
Bradley Sutton:
What did you do at Walmart?
Delaney:
So you might have told me that, but I forgot it. No, no, no, I managed the beauty category there. So on the dot-com side worked closely with the store merchants and grew the beauty channel.
Bradley Sutton:
Interesting, okay, and then how did you get to the Amazon side of things?
Delaney:
Yeah. So then from there, ended up shifting over to the brand side. For a few years worked for a beauty brand and at that beauty brand managed all their retailer.com channels, so Zulily, eBay, Walmart.com, Amazon.com, etc. So a bit more full circle. And now here at Vendo, leading, of course, the Amazon team as well as TikTok shop, which is one of our newer channels that we launched just a few months ago now. And then, of course, as you know, Bradley, you've had some of our Walmart.com teammates on the podcast as well.
Bradley Sutton:
Okay, and then what do you specifically do, like what's your specialties? I gue…