The Sellar Market is now live
Why we created the Sellar Market
There’s a problem with conventional marketplaces.
Most who offer a great buyer experience do so at the expense of the suppliers on their platforms. Optimisation typically centres around one metric - price - making a commodity of the brands and products listed.
Trade sales in craft beer is different.
Craft products are inherently high quality. Whilst venue managers keep a watchful eye on their margins (like anyone running a business) their own customers walk through the door to drink the most compelling brands; not just the cheapest.
Locality of the supplier to the venue can also impact a trade buyer’s experience. Offering a convenient direct delivery service is another factor when making a purchasing decision.
Most marketplaces also don’t encourage relationship building. In fact, they’re typically incentivised to do the opposite and keep YOUR customers at arms length.
At Sellar, we wanted to do things differently. What would a marketplace look like if it was built for craft breweries?
The Sellar Market and opening order fees are designed with suppliers in mind.
One dimensional marketplaces miss the mark for our industry. We believe there can be multiple ways to win new sales instead of it being a race to the bottom on price.
So how will trade buyers find you on the new Sellar Market? We’re launching with a specific set of features to enable effortless browsing and searching to help you get discovered.
Browsing the Sellar Market
Not all purchasing decisions begin in the same way. The new main ‘feed’ is structured into different sections. Trade buyers will be able to find you and your products from a variety of different starting points.
Local to you
Each buyer will see a different list depending on where their venue is located. A rotating list of up to 6 suppliers will appear on the main feed. Selecting ‘view map’ brings up the map view side-by-side with a list of suppliers sorted by distance from the buyer’s venue.
Recently added
A continually updating list of all the products being added to Sellar. A product only gets shown when there’s at least one format added with pricing set on at least one price tier.
Recently viewed
A buyer’s browsing history will be pinned to the top of the page. The 6 most recent products the buyer viewed will be on hand should they wish to return to a product they were previously considering. A second chance to get added to the basket.
More on Sellar
The complete list of everyone on Sellar presented in a randomised sorting order; putting your availability list one click away from trade buyers. Buyers can see the formats you stock at-a-glance. Along with your brand imagery. So lead with a great brand hero image to stand out.
Searching the Sellar Market
Search
We make it easy for trade buyers to get started with a search.
The new active search bar provides search suggestions and previous search terms. In-line filters for keg, cask, can and bottle let buyers immediately narrow down search results to formats they are looking to stock. This is great when a buyer doesn’t have a specific keyword in mind to search for, but know which format they’re interested in.
Filters
A host of new filters give trade buyers the ability to narrow down their search to exactly what they’re looking for.
Container filters have been enhanced and now allow buyers to filter by specific type of keg or cask.
ABV filters make it easy to hone in on a specific strength. This is great when a buyer is open to many different styles but has an ideal ABV range in mind.
Dietary filters use the vegan, lactose free and gluten free indicators on your products to help ensure results meet the dietary needs.
Sorting
There are currently two ways to sort search results on Sellar. The default, ‘Popular on Sellar’, sorts results based on recent sales of each product. As you’d imagine, the top results change depending on the search term entered and the filters applied.
The second option allows buyers to sort by most recently added - which sorts results precisely as expected.
See for yourself
This is just the beginning for the Sellar Market. We’ll strive to make it a delightful experience for trade buyers whilst also finding ways to get you in front of more and more customers.
If you already have a buyer account, head over to the new ‘market’ tab which replaces ‘discover’. If you don’t have a buyer account yet, you can easily set one up (for your taproom, for example) here.
---
If you'd rather not be discoverable on Sellar Market (and avoid Opening Order Fees), let us know and we can get that switched off for you. Your Sellar Lists will still work the same for all existing customers and new customers that find you through your links (website, mailer etc.).