Navigating eCommerce as a seller in the DIY category requires a blend of strategic acumen and a deep understanding of consumer needs. DIY enthusiasts seek not only products but also expertise and inspiration, making brand authority integral to success on the Leroy Merlin marketplace.
What is the Leroy Merlin Marketplace?
Leroy Merlin is the 3rd largest home improvement retailer in the world, specializing in key categories such as building, decoration, and gardening. Leroy Merlin first entered the marketplace sphere in 2018 with the launch of their French marketplace and has since launched additional marketplace platforms servicing Spain, Italy, South Africa, and Brazil.
“The marketplace model will allow us to go well beyond the 60,000 references that we offer on average in stores. By expanding our offer and improving the shopping experience, our objective is to strengthen and consolidate our position as the leading home improvement website.” – Olivier Corbin, Back Office Director of Leroy Merlin’s omnichannel operation
Should I Sell on Leroy Merlin Marketplace?
If your products fall into the DIY category and you want to expand your business in any of Leroy Merlin’s five marketplace regions, then becoming a verified seller will certainly give you the boost in brand awareness and sales revenue you’re seeking.
Leroy Merlin France is the brand’s most established marketplace, boasting over 30 million visitors per month and more than 900 active sellers. The marketplace has seen tremendous success, expanding from 150,000 products at launch to over 1 million products today. With their eCommerce platform in France being the fourth most visited in the country, there’s no denying that the Leroy Merlin marketplace model has been a resounding success for the DIY retailer. The only question is: do you want a piece of the pie?
Benefits of Selling on Leroy Merlin Marketplace
Dominate Your Niche
Diversifying your sales channels by selling on Leroy Merlin allows you to carve a niche market for your products. This strategy reduces dependence on major, more competitive platforms such as Amazon and eBay. By focusing on a specialized market, you can enhance your profitability and stand out in a less saturated environment while exploring European marketplace alternatives.
International Reach
Leroy Merlin provides a platform for sellers to access a global audience. With its international presence, your products can reach customers beyond borders, opening up new avenues for business growth. This expanded reach can lead to increased sales and a broader customer base, especially when selling online in France and other European markets.
Trusted Brand
Being associated with Leroy Merlin gives your business credibility. The platform is a trusted brand in the retail industry, and customers often rely on its reputation for quality and reliability. Leroy Merlin’s dominant position in the home improvement market, with a 12.8% market share in France as of 2021, means your products benefit from association with an established industry leader. Aligning your business with Leroy Merlin can enhance the trustworthiness of your brand, making customers more likely to choose your products.
Reduced Time to Market
The process of getting set up to sell on Leroy Merlin is super easy. In the fast-paced world of eCommerce, a swift setup translates to more time for potential sales and revenue generation.
Cross-Selling Opportunities:
With access to over 400 Mirakl-powered marketplaces after onboarding with Leroy Merlin, you gain the advantage of cross-selling your products across diverse platforms. This extensive network offers more exposure and opportunities to reach different customer demographics, maximizing your potential for sales and brand visibility through eDesk’s Mirakl integration.
Product Promotion
As Leroy Merlin is powered by Mirakl Connect, you’ll get access to promote your product listings on Leroy Merlin marketplace through the Mirakl Ads platform to enhance your brand presence and boost sales.
How to Become a Leroy Merlin Verified Seller
Getting set up to sell on any of Leroy Merlin’s regional marketplaces is fairly simple.
However, there are a few conditions that need to be met before your business will be accepted as a third-party seller:
- You are a professional in the home sector
- Customer satisfaction is your priority
- You master delivery, the B to C relationship (customer service, delivery, after-sales service)
- Committed to our quality standards
- Be registered with the chamber of commerce in the relevant country
Once you’ve satisfied the above conditions, you simply need to complete a straightforward application form to sign up. Here are some useful sign-up links for each regional marketplace:
- Become a verified seller on Leroy Merlin France
- Become a verified seller on Leroy Merlin South Africa
- Become a verified seller on Leroy Merlin Brazil
- Become a verified seller on Leroy Merlin Spain
- Become a verified seller on Leroy Merlin Italy
Once you have completed the form, there will be a quick onboarding process which involves signing up to all requirements contained in Leroy Merlin’s T&Cs and passing the required merchant and product checks.
After full approval, you simply need to upload and publish your products to the platform and sit back as your revenue grows.
As Leroy Merlin is powered by Mirakl Connect, you only have to complete the onboarding process once. Once the onboarding process for Leroy Merlin is successfully completed, you gain access to sell on over 400 Mirakl-powered marketplaces – including Leroy Merlin, Catch, and more. This makes the ultimate guide to effective Mirakl customer support an essential resource for your business.
Costs Associated with Selling on Leroy Merlin Marketplace
Fees will vary depending on which region you are selling in; however, generally, this includes a monthly fee plus a commission on sales. For instance, the subscription fee for Leroy Merlin France is set at €39 per month, whilst Leroy Merlin South Africa has a fee of R300, which is roughly €14.58.
While sales commission fees for specific categories aren’t widely published, marketplace commission rates for products in the DIY category typically range between 10% and 20%, with some categories like heating/cooling at the lower end (around 10%) and categories such as safety equipment and paints at the higher end (up to 15-20%).
How to Sell Successfully on Leroy Merlin Marketplace
Getting set up on Leroy Merlin is pretty straightforward, but when it comes to successful selling, there are a few key aspects to focus on to ensure your business gets the most out of the platform.
Inventory Management and Listing Optimization
Efficiently managing inventory and optimizing marketplace listings plays a crucial role in your success. Maintain a well-managed and current inventory to avoid stockouts or overselling. Enhance product listings by incorporating high-quality images, detailed descriptions, and relevant keywords. Ensure your Leroy Merlin product listings are optimized for SEO and regularly update product information to reflect any changes or additions, maximizing the impact of your listings on the marketplace.
Follow Policies & Guidelines
Policies and guidelines play a vital role in ensuring a smooth selling experience. Establish clear and transparent policies for shipping, returns, and customer satisfaction, and ensure you stick to them to avoid unhappy customers. Familiarize yourself with the Leroy Merlin marketplace policies to avoid account suspension for non-compliance. Issues such as SLA breaches, low customer quality scores, selling restricted or illegal products, committing fraud, attempting to take transactions elsewhere, or failure to meet quality assurance requirements can all lead to problems with your seller account.
Use Competitive Pricing Strategies
Selling successfully on Leroy Merlin involves staying ahead in the competitive DIY market. Regularly research and benchmark your product prices against competitors. Implement dynamic pricing to adapt to market changes and offer value-added propositions to distinguish your products. Transparently communicate shipping costs and policies, considering free or competitive shipping options. Strive for competitive yet profitable pricing to attract customers, and regularly reassess your strategy based on market trends.
Make Customer Service a Priority
To excel on Leroy Merlin’s marketplace, prioritize outstanding customer service. Respond promptly to inquiries, offering clear product details for informed decisions. Streamline order processing, keeping customers informed with transparent updates and tracking information. Foster trust and loyalty by implementing a hassle-free return policy. Embrace customer feedback—both positive and constructive—as a tool for ongoing improvement. By making customer satisfaction a priority, you not only enhance your reputation but also ensure a lasting and positive presence on the platform.
Learn more about eDesk:
In conclusion, becoming a Leroy Merlin verified seller is a strategic move for businesses in the DIY category, offering unique advantages such as niche dominance, international reach, and a trusted brand association. The platform’s expansive marketplace model, powered by Mirakl Connect, opens doors to cross-selling opportunities across 400 marketplaces. Leveraging competitive pricing strategies, efficient inventory management, and adherence to Leroy Merlin’s policies are key to successful selling. Additionally, prioritizing exceptional customer service not only fosters trust and loyalty but ensures a lasting and positive presence on the platform. By embracing these strategies, sellers can tap into Leroy Merlin’s vast audience, which includes over 30 million monthly visitors in France alone, and position themselves for sustainable growth in the expanding eCommerce home improvement market.
