SOTYA

Success Story: Sotya and its Market Expansion through Ecommerce without Competing with Distributors

Sotya , a leading company in the sale of dietary supplements, faced a significant challenge: Already an established leader in the B2B market, they were looking to gain market share through a channel they had never before explored: direct sales. We decided to implement an online store that maintained their corporate focus but also included an e-commerce section for end consumers. We implemented a strategy to open a new sales channel without directly competing with their distributor network.

Context

Sotya has specialized in offering dietary supplements through B2B channels, working primarily with distributors, specialty stores, and healthcare companies. Although its presence in the wholesale market was solid, demand for direct-to-consumer products has been increasing, thanks to the growing trend among consumers to purchase health and wellness products online.

The company needed to explore a direct sales option without affecting its relationships with distributors, who were a fundamental part of its commercial strategy.

Challenge

Develop an e-commerce platform that would allow direct sales to end consumers without displacing distributors or generating internal competition. To achieve this, Sotya needed to update its website, which, while still geared toward end consumers, maintained the brand's corporate identity and technical information.

  • Solution Strategy

    1. Development of a Dual Ecommerce: Sotya opted to migrate its website to Shopify, which combined its corporate presence with an ecommerce section exclusively for end-users. While the corporate side maintained the technical features, benefits, and applications of its supplements, the online store focused on specific direct-to-consumer products, such as popular and easily accessible supplements.


    2. Respect and Strengthen the Distributor Network: The online store was designed to avoid competing with distributors. In the first phase, a feature was integrated into the website that allowed users to locate authorized distributors closest to their zip code. In the second phase, a development will be implemented to allow distributors to place orders directly from the e-commerce site, thus unifying their operations in a single control panel.


    3. Optimizing the End-Customer Experience: Features were developed to facilitate online shopping for consumers, such as simple navigation, secure payments, and a personalized recommendation system based on the user's purchase history and preferences. For health products, a very in-depth question and answer system was established using artificial intelligence.


    4. Segmentation and Digital Marketing: Through an exhaustive analysis, Sotya segmented its audience into two groups: B2B and B2C customers. Digital marketing campaigns focused on personal well-being, health, and nutritional supplements were designed. Platforms such as social media, Google Ads, and content marketing were used to capture the attention of B2C customers without affecting the relationship with distributors.


    5. Complete rebranding: In addition to the challenges of a migration, and given that the goal was to modernize the company, a complete redesign of the brand was undertaken: from each of its labels, to the graphic media for its distributors and, of course, its social media, working towards absolute coherence across all its channels.

  • Results

    1. Increase in Direct Sales: Sotya experienced an increase in direct sales, especially in categories such as shakes and other supplements, from magnesium for bones and joints to supplements like spirulina for energy boosting, products in high demand by individual consumers.


    2. Positive Relationship with Distributors: Distributors not only maintained their sales, but are also expected to see an increase in demand, as end consumers could look for other products within the distribution network, without affecting direct sales. Sotya managed to maintain the synergy between both channels, strengthening its relationship with its business partners.


    3. Increased Brand Visibility: The online store allowed Sotya to increase its presence in the B2C market, generating greater brand recognition among consumers. Furthermore, the company was able to demonstrate its leadership in the health and wellness sector, reaching a broader audience. This is not to mention the overwhelmingly positive response to the rebranding of the entire brand, both at the distributor and individual levels.


    4. Margin Optimization and Sustained Growth: Eliminating intermediaries in direct sales allows for improved profit margins, which in turn allows Sotya to invest in its digital infrastructure and new product development. This, combined with sustained e-commerce growth, provided the company with a solid foundation for future expansion
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The creation of an e-commerce platform that completely rebranded Sotya's corporate identity and opened a direct channel to end consumers without affecting its relationship with distributors was a key step in its expansion. This approach not only allowed the company to capitalize on the growing demand for online health products, but also strengthened its distributor network and increased brand visibility in a competitive market.

Sotya's success demonstrates how a well-thought-out comprehensive e-commerce strategy can open up new business opportunities without conflict with key players in the distribution chain, adapting to market trends while maintaining the loyalty of business partners.

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