Marketplace, direct B2B or dealers? A channel checklist
A marketplace is a sales channel. Brand, customer relationships and distribution need a broader strategy.
Separate orders from market assets
Platforms can help test demand. When traffic, customer access and pricing depend on a platform, ask what capabilities remain yours outside that channel. Brand materials, a customer database and dealer relationships are foundations to develop over time.
Create a path for business buyers
Business buyers need specifications, applications, supply terms and a clear service scope. A Russian website can carry this information while a local team develops the conversation. Platform and independent channels can coexist; allocation depends on product, budget and team capacity.
Start with a testable market hypothesis
Choose one target segment and buyer type, prepare relevant materials, then evaluate inquiry quality and commercial feedback. Traffic growth alone does not validate a market, and one sale does not establish a repeatable channel.
Questions before choosing a channel
| Channel | What to verify | Feedback to record |
|---|---|---|
| Marketplace | Is the product suitable for standardized purchasing? What are the fees, service duties and customer-data permissions? | Order quality, returns/service questions and customer information you can retain. |
| Direct B2B | Who selects the product and approves procurement? Which specifications and supply documents are required? | Buyer roles, requirement fit, missing materials and next discussion. |
| Dealers | Which regions and buyers are covered? Do current brands and service capabilities fit? | Channel fit, terms, sample feedback and unresolved responsibilities. |
- Choose one product, buyer type and route to test.
- Separate hypotheses from evidence: an inquiry is not an order, and one order is not a repeatable channel.
- Record who said what, what is missing and who owns the next step.