How to Retail Media mit MOVESELL

Whether it’s an established brand or a rising business – there’s no getting around Retail Media in digital commerce. Anyone who wants to be visible in a competitive market has to advertise strategically. But what does Retail Media actually mean? What role do marketplaces like eBay play in it? And how can retailers and brands manage their advertising budgets efficiently?

Florian Vette, co-founder and managing director of MOVESELL GmbH, an agency for business consulting that supports brands strategically on marketplaces like eBay, provides the answers to these questions. The agency currently manages retail media campaigns successfully for over 4,000 brands.

Florian Vette explains why Retail Media is a must-have for e-commerce, which advertising options eBay offers, and how you can use them optimally for your business.

Curious? Then listen in now!

**Important Links**

** Chapter markers **

00:00:00 to 00:02:55: Intro
00:02:55 to 00:10:40: What does Retail Media mean and what services does movesell offer?
00:10:40 to 00:15:00: Which departments within a company should deal with Retail Media?
00:15:00 to 00:24:42: Retail Media at eBay: Strengths and developments
00:24:42 to 00:29:34: Getting started with Retail Media: How do I begin?
00:29:34 to 00:31:35: The future of Retail Media
00:31:35 to 00:33:54: AOM: movesell’s networking event for brands
00:33:54 to 00:37:02: Outro

Isabell: Whether it’s an established brand or a rising business, there’s no getting around Retail Media in digital commerce. Anyone who wants to be visible in a competitive market has to advertise strategically. But what does Retail Media actually mean? What role do marketplaces like eBay play in it? And how can retailers and brands manage their advertising budgets efficiently? In this episode, we’ll clarify why Retail Media is a must-have for e-commerce, which advertising options eBay offers, and how you can use them optimally for your business.

Florian: Retail Media enables, through all these data points that are generated when shoppers buy somewhere, a very precise identification and delivery of my products in the form of advertising to the end customer. And if I, for example, am in the home and garden sector, these purchase data give me very precise profiles and I know who has just bought a new house and who is currently setting up their garden or terrace? And that’s what makes it so exciting.

Isabell: Hello and welcome to "Alles top. Gerne wieder!" the eBay podcast about retail and e-commerce. I’m Isabell Butterwegge, and today I’m not alone here in the studio either.

Lisa: Because I’m back too, Lisa Haak. And today we have a topic for you that’s relevant for all brands that sell their products online: Retail Media. It’s also super relevant for retailers who carry branded products in their assortment or work closely with brands.

Isabell: Exactly! Retail Media isn’t just a buzzword, but a key success factor for everyone selling on marketplaces. And that’s exactly what we’re talking about in this episode with Florian Vette. Florian is co-founder and managing director of movesell.

Lisa: And if you don’t know movesell yet: it’s a tech-enabled agency that supports brands strategically on marketplaces like eBay and currently manages retail media campaigns for many mid-sized brands. They also founded the AOM universe over four years ago and made it their mission to bring brands together and exchange ideas on the topic of marketplaces and also Retail Media. And with that: Flo, great to have you here!

Florian: Moin moin, thanks a lot for the invitation. I’m really happy to be here.

Lisa: We’re happy too. And Flo, I’m a little nervous, because you’re a podcast host yourself and can sort of judge what Isabell and I are doing here today.

Florian: Yes, but I can reassure you, I’m a bit nervous too, because I just walked into your professional studio and I really have to say, we recently moved our agency too, into a new office, which means I currently feel like I’m always standing with one foot in a box, and you really have a great studio here, a great crew, so really impressive what you’ve created here in terms of setup. It really makes you want to do it. And somehow the whole thing also has a real sense of, a sense of importance, and I’m very much looking forward to the session with you.

Isabell: Yes, quite a lot has definitely happened here over the last few years. We’re also super proud of our studio and, of course, of the crew. Florian, Lisa already said that movesell is a tech-enabled consultancy. What exactly do you offer?

Florian: Yes, we started around 2016, 2017 with my co-founder Moritz. Back then, marketplaces in Germany and Europe were just really taking off. At that time, the share of usage in e-commerce, as far as marketplaces were concerned, was still relatively low, and then it kept getting higher. And back then we started tackling the topic of Retail Media on the first platforms, such as Amazon. But the possibilities in terms of Sponsored Products and Sponsored Ads were extremely limited. And then the topic really picked up speed and I think it will become much, much bigger in the coming years too. I mean, if you look back, around 2018 the global revenue from Retail Media was, I think, around 40 billion. And if you extrapolate that to 2028, then it will more than quadruple, to over 170 billion. And that’s impressive. Of course, we didn’t plan that on the drawing board; we were just a bit in the right place at the right time. We met at university, playing beach volleyball, and then one thing led to another, and we first looked after small local retailers. I still remember a retailer from Kaltenkirchen up in northern Germany who sells pond care products. And within a year we managed to grow sales from 45,000 to seven figures through marketplaces, and it was kind of crazy. And from that we developed an agency, and today we get to work with many large mid-sized brands. And alongside the agency, where we provide the typical retail media services, but also content services like developing visuals, we also have this consulting division. On top of that, we developed our own software, "ROPT". With that, we don’t win any award for the prettiest brand name, but...

Isabell: What’s it called? Can you repeat that again?

Florian: "ROPT". It stands for Research and Optimization Tool. And in the end it aggregates all the data from the marketplaces and maps it in a BI and monitoring software. So that’s the second division alongside the movesell agency...

Isabell: What exactly does BI and monitoring software mean? What exactly do you do there?

Florian: Yes, good that you’re asking. That’s a question we get a lot. So it’s a business intelligence and monitoring software. That means, to put it simply, we look at which products generate the most revenue, which products have the best profitability? Which retailers are actually selling my products? Where am I rated how and so on and so forth. In the end, it’s kind of like a guidance system for making the right decisions on marketplaces.

Lisa: Which is super important, especially when we hear that Retail Media is becoming super important, especially in terms of sales. When you talk about so much investment, you want to know: where is the revenue going? Where is it coming from? And how to properly steer your campaigns. Flo, we’ve used the term Retail Media a lot now. When I first heard about Retail Media, the term was explained to me with the following analogy: Lisa, when you go to the supermarket, at the end of each aisle there are these special display stands. Or some brands have these special booths or display units in supermarkets. And that is Retail Media. And even today I actually don’t think that’s a bad comparison. But if you had to break it down, how would you explain Retail Media?

Florian: Yes, that’s a really exciting comparison. So the growth of Retail Media is first and foremost totally tied to the growth of marketplaces. If you look at it, marketplaces really do account for the largest share of total Retail Media revenue. And yet, of course, Retail Media can also mean displays in a supermarket, i.e. in the purchase environment. And in the end, it’s about advertising where the customer is, based on the data the customers have left behind. And that’s what makes it so special and so exciting, because when you compare Retail Media with traditional marketing forms, it’s often the classic TV and so on, where it’s simply said: yes, we’ve always done it this way and of course we somehow have a certain target group at 8:15 p.m. But Retail Media enables, through all these data points that are created when shoppers buy somewhere, a very precise identification and delivery of my products in the form of advertising to the end customer. And if I, for example, am in the home and garden sector, these purchase data give me very precise profiles and I know who has actually just bought a new house and who is currently setting up their garden or terrace? And that’s what makes it so exciting.

Lisa: So I’m actually also advertising at the point of sale or potential point of sale, based on the data foundation that the marketplace or the surrounding environment currently provides me with?

Florian: Exactly. I also advertise at the point of sale. But I also have the option to advertise further away from the point of sale. Some marketplaces definitely also have other programs, other websites where, for example, the goal is to educate, to entertain certain target groups about specific topics. And I can still reach my target group there when they are there. Because this whole marketplace business is no longer just a marketplace, but partly also media and more. And that’s what makes it so exciting, also compared with other channels like TV and so on, that we have this closed-loop measurement approach. And that sounds very, very specific at first. In the end, it simply means that I can accompany the customer from the first touchpoint, let’s say they look at an ad somewhere, a retail media ad, all the way to the actual purchase, and that it can be measured as well. That means I later know what my ad has achieved from start to finish. And that’s a huge difference from traditional ad formats. And that’s what makes the format so interesting, really.

Isabell: And you’re basically guiding your customers, who are primarily brands, through this whole process, or rather helping them find that process or the right process for themselves in their strategy. Right?

Florian: Yes, in the end it’s really always about the topic of growth. That means, how can I as a brand grow on a marketplace? Ideally profitably. And these growth levers have definitely changed over the last few years. At the beginning it was only about the fact that if I list my items, as quickly and broadly as possible, then I’ll sell. But eventually everyone did that, and then you had to differentiate in other ways. It was about having great content, great descriptions, great images. And that’s still important, of course, but nowadays many brands do that, and it’s no longer enough to stand out. And then we moved on to the next phase. And that’s also the phase we’re still in today, namely Retail Media. The marketplaces realized that a very obvious monetization stream, i.e. a way to make money, is to fill certain placements in search results or on product pages with advertising. And as a brand, I have the opportunity to place the most relevant products possible for certain search terms or on certain product pages, products they know have a high likelihood of purchase. They can pay money for that; there’s usually an auction mechanism behind it. And then it really always comes down to the question: okay, for which search terms do I have profitability that works for me? And when I’ve found that, it’s about scaling it and increasing revenue more and more there, and making the whole thing profitable.

Lisa: When you talk to brands about the retail media strategy you then develop with them, who are the contacts you deal with there? So, which departments do you talk to about marketplace business? Because what we often see when we work with brands is that there is either an e-commerce contact person or there’s a marketing department. But Retail Media seems to me to be a topic that brings both together. So who is the driving force there for you on the other side of the table?

Florian: I think it’s a topic that, to some extent, even divides brands internally. Because when marketplaces started, marketplaces for brands were absolutely "lower funnel"; that means it was about being just a channel where I can sell. And accordingly, it was also interesting for departments within brands that dealt with selling, the sales department, the e-commerce department. And now more and more marketplaces are developing into a kind of media platform. That means I no longer just have sales goals that I can achieve there, but I also have branding and brand awareness opportunities. And I can definitely also make my products known there when I launch new products. I can place certain messages there that I want to stand for as a brand. And suddenly the topic is also interesting in the "upper funnel", meaning for brand awareness topics. Then the marketing department gets involved, and that’s something we haven’t had for very long. And now the marketing department understands: okay, the marketplace topic is also exciting for me somehow and I may be able to achieve my goals there more cost-efficiently and more demonstrably than on other channels I’ve pursued so far. And now we have the situation that both the sales department and the marketing department are interested in this one channel. And that very often leads to this kind of internal conflict at brands...

Lisa: Yes, because they may also have different goals, simply, right?

Florian: Totally, totally. That’s absolutely fascinating. And often they don’t even want to talk to each other, because marketing points at sales, sales points at marketing, and getting that sorted and saying: okay, we have to do this hand in hand, we have to do this together, it’s not about me stealing budget from one department or the other way around, but rather this is a channel, namely the marketplace, that is well suited for both departments to achieve their goals. You work hand in hand more than ever. And I think that’s something you can also put as a bottom line. The teams on the brand side need to come closer together if they want to be successful on marketplaces in the future and achieve their goals.

Lisa: That may also be a great call-out for our retailers out there listening and always speaking with the e-commerce contacts. When talking about marketplaces, it’s worth bringing up the Retail Media angle too and seeing whether there are additional contacts on the brand side who need to be convinced by the marketplaces, or whether it’s also worth talking about marketing strategy, strategies, funnel strategies.

Florian: This is also a big topic for many marketplaces—I keep hearing about it: How do we change this image that has developed, namely that we’re only "lower funnel", i.e. only selling, a little bit, because we’re now so much more than that. We’re often pioneers when it comes to using data effectively to achieve the best possible advertising. And best possible advertising, I should also say, isn’t just annoying for the end customer and aimed at selling, but good advertising is also exactly what the end customer wants, because instead of being annoyed by the ad, they get presented with exactly what fits their needs. And that’s what Retail Media brings with it: huge opportunities for the market. So, very, very exciting.

Isabell: I think it’s really exciting that you say that, of course, so many different departments with partly different budgets and cost centers are involved. That was actually one of the reasons why we offer separate invoicing for the Retail Media options. We’ll probably come back to what exactly eBay does in this area for brands. But for us, it’s the case that we offer separate invoicing, and then it can be more easily assigned to the specific cost centers within brands, such as marketing or sales or the e-commerce area.

Isabell: You’ve already mentioned "upper funnel" and "lower funnel" a few times. Can you break that down again for our listeners, what exactly that means?

Florian: Definitely. Yes, great that you’re pointing that out to me. I notice that I definitely tend to drift a bit into the brand...

Lisa: Do you do this professionally or why do you know so much about it?

Florian: Yes, but it’s also, of course, a certain occupational hazard, because you feel like you’re saying really great things, but somehow half the people aren’t listening. So if you’re still with us: thank you very, very much for that. I’m happy to explain it. In the end, you can imagine it like this: if you have a funnel and a prospect enters that funnel at the top, then it’s first about brand awareness. That means I want to learn something about the brand first. Who is the brand anyway? What products does the brand offer? And once I have concrete interest in the brand and the products, then I move further down the funnel. And that’s the lower funnel. And that’s where I actually make the purchase. So, when people talk about funnels, it’s always about creating interest at the beginning at the top in the upper funnel, achieving familiarity, and then going through this funnel and buying at the end of the tunnel. That’s the distinction. I hope that’s understandable.

Isabell: Absolutely. We’ve also talked about the purchase funnel a few times on this podcast, which is really what it is in the end.

Florian: Totally! 100 percent, yes.

Lisa: Flo, you’re the expert when it comes to the marketplace-wide topic of Retail Media. Where do you see eBay’s strengths there compared with other online marketplaces?

Florian: Yes, that’s a really exciting question and one we’ve also discussed with various brands on our podcast, "AHEAD ON MARKETPLACES." Nespresso, among others, but also many others. And what stands out is that brands often have a very long and positive history with eBay. If you look across Europe and at the market shares in the Retail Media sector across Europe, eBay is actually the second-largest player with around 7 percent market share. And many brands aren’t even aware of the opportunities there. So, often we have a close relationship with brands, we have a good history, we have a positive basic image. And yet there are still some areas where eBay today is positioned very differently, refreshingly differently. For example, there’s the used goods area. That’s a huge trend. I think this is a major topic today, we can also see Vinted rising, and if I think about how many second-hand packages have arrived at our place at home because my girlfriend orders things, I have to say eBay is, I think, positioned stronger than almost any other marketplace. I think that’s absolutely a topic of the future. And if we’re honest, it’s also absolutely important from a sustainability perspective that there are players who focus on that and many product categories where this is also a huge business field. What I then find particularly interesting is the eBay Brand Cockpit. And I think there’s more to it than many brands think and know. To be a bit critical as well, I think because you’re only now really starting to talk about it, I think this could have been something—if you’d gone to market with it earlier, more people would be using it today. But for example, you can see the sales of your own branded products, whether I sell them myself or through a trade partner, and there you can actually see my total revenue very precisely. And I can see what authorized retailers are selling. I can support retailers in a targeted way with budgets for, for example, Retail Media. I can look at the performance very precisely, and I think eBay understands this relationship between brands and retailers—that it’s something together. And it’s not about there being the brand and the retailer and everyone going their own way, but rather they’ve usually grown together, and they can also continue developing strongly together, looking forward into the future. And eBay is a marketplace that shows the path of how it can work. Precisely with these targeted programs to support retailers. And that’s something we also hear from many brands as very attractive. How do you see it? So, from your inside perspective? Where do you see a particular strength of eBay?

Isabell: Yes, you actually already answered that yourself. So we’ve been working with brands for a very long time. It’s not a new topic for us, but over the last few years we’ve definitely been paying more attention to this brand focus. Brands can sell with us in basically two ways, and I think that also makes us a bit special. So they can, as you just said, bring their products onto our marketplace through authorized retailers, or they can also sell directly with us. And if they sell directly, then they have access to a very, very large and extensive advertising portfolio right away. And since 2023, brands can also fund advertising or Retail Media for their authorized retailers or for other retailers. We call it "Brand-Funded Advertising." And that’s exactly what they can then control in the Brand Cockpit. And the Brand Cockpit, I think we haven’t even talked about it in this podcast yet, is a cockpit we launched last year, specifically for brands. And it’s basically the counterpart to the Seller Cockpit Pro that retailers know. And in the Brand Cockpit, brands can log in and see their revenue, see how much revenue their authorized retailers are generating. But they can also monitor their campaigns. And I think one very, very big strength of ours is that we always keep the exchange going. That means you don’t just book a campaign with us and then it goes nowhere, but you work with advertising partner managers who optimize those campaigns. And that applies not only to brands that are represented on our marketplace indirectly through authorized retailers, but also to those that are direct. So they too can, if they want, benefit from this retail media management. And I think that’s what really sets us apart from other marketplaces.

Florian: Where do you want to go in the long term? So, do you say you actually want brands to do everything themselves? So a very strong, self-service-driven approach? Or do you say you want to develop internal people like a kind of eBay consultants who achieve the goals together with the brands?

Lisa: I think the answer isn’t black and white. Because there will always be cases where we’re happy to exchange ideas. Every brand has its own D2C strategy. Every brand comes with very different ideas about what they want to achieve with a campaign or Retail Media. Or also a strategy for how to shape sales on eBay, especially when it comes to refurbished business or product launches. All of that has to be handled differently and that’s why pure self-serve isn’t the approach we’re going to take. What we do look at, of course, is how we can provide Retail Media options so that there’s a scalable solution and brands can make use of their Retail Media opportunities at eBay. But the special thing is this managed service and the fact that someone who is an eBay expert is assigned to support the brands, or the retailers. And we’re not moving away from that at the moment. That doesn’t mean, however, that there shouldn’t be additional self-service options, such as with the Brand Cockpit, so that brands can regain that control, just like with your BI tool. Earlier we also looked at the fact that when you spend money somewhere, you want to know whether the whole thing is worth it for you or what you’re getting out of it. And we also notice in our conversations that it’s important for brands to regain control, to want to manage their own brand more within the brand environment. That means we are already thinking about how we can offer self-serve options so that product data, brand presentation, or also branding and awareness can be managed more self-serve. But when it comes to Retail Media and campaigns, we believe in the good mix of managed service and self-serve.

Florian: Yes, I think that’s right too. Most other marketplaces have that as well, because there are always certain placements, like on a homepage or when you try something special with a brand. You take a category once and brand the environment somehow. I’m thinking of something like a LEGO or Playmobil environment in the toy sector or something like that. And of course that’s something you can’t possibly fit into self-service. You have to sit down together for that, and many brands appreciate that too. And I think that’s where you also have a strong position, because you have this long-term and close partnership with brands, so that you can have exactly those kinds of conversations. What I’d be interested in as well: are there certain categories where you say, wow, on eBay we’re really, really good, also compared with other marketplaces? And if you don’t do Retail Media on eBay, then it’s kind of your own fault because you don’t want to grow. If I may put it that way... so what are the categories where you say, wow, we really feel at home there.

Isabell: Yes, so we’ve already talked about one area. So everything that isn’t new definitely has a home with us and works really, really well too. Yes, and then we can also say we’re the number one marketplace for vehicle parts and accessories. So that’s also an area where we’re really very good. And what also works very well for us is everything in the home & garden area, so home and garden, but things like toys and fashion are also in focus for us.

Lisa: Flo, let me ask you back: when a brand comes to you and says it wants to start with Retail Media on eBay. What would you advise as the first steps?

Florian: At the beginning you always have to ask yourself: what is the goal? So what does the brand want to achieve? Because that has a huge impact on what specific retail media measures you end up implementing. Typical goals can be: I want to grow revenue, and profitably if possible. Or I want to improve my profitability. I want to acquire many new customers or maybe increase awareness for a new product launch. The most common case, I think, and I think that can be said quite safely, is profitable revenue growth. And if you choose that as the goal scenario, then at the beginning it’s always about selecting the right products. The topic of assortment strategy is very closely linked to Retail Media. And when I choose the right products, where I know I have a great value for money, I have good reviews, the customers are thrilled. Then of course I make sure I allocate a certain part of my budget there. That means I say: okay, how much budget should these products, these hero products, get? And then I look at what my target cost-of-sales ratio is. That means, what do I want? What can 1 euro in revenue cost me at most, say 10 percent, for example. That means I know I want to spend at most 10 percent of the selling price on advertising. Everything else should remain for me. And once I’ve defined that, the selected campaign formats follow from it. Later I can optimize bids, I can position myself on the right, suitable search terms, on the right product pages, and so on and so forth. It always depends a bit on which category you’re in and how the product assortment works. But I think that’s the most common scenario there is. And when you ask those questions and answer them correctly, then it gets into the nitty-gritty, into the engine room. Because then you really have to make adjustments every day, and we do that several times a day too, to bids, to search terms, to selected products, and so on and so forth. We actually end up with tens of thousands of adjustments within two or three days because it’s so complex and so much data is generated every minute, every second, so that in the end you achieve that overarching goal, namely profitable revenue growth.

Isabell: And how do you plan your advertising budgets? Feel free to share your experiences with us. Use the Q&A function in the Spotify app or discuss directly with other retailers in the eBay Community. We’re already looking forward to your insights!

Isabell: And would you say it’s better to focus on one marketplace or to spread out more broadly?

Florian: I think that depends a bit on the category. If I’m in the vehicle parts sector now, it certainly makes sense to focus only on eBay. If I’m in the home & garden sector now, there may be another channel like Amazon, ManoMano and so on where I can also be active in parallel. What’s always important is that I evaluate as precisely as possible which customers I actually gain where? Because what I definitely don’t want is just to reach the same customers on the same, on other marketplaces. That means an always very important KPI is the topic of new customers. So look at who am I reaching there? Who becomes my customer there? The moment a marketplace can demonstrably bring me more revenue, profitable revenue, and new customers too, and sells that credibly, then I’m in exactly the right place there.

Isabell: Do you have a tip for how to find that out?

Florian: Yes, there are... the marketplaces differ there. Sometimes it’s of course very easy by simply looking at the delivery addresses and seeing, okay, if everything ends up in my shop system, where is each customer actually coming from? And if on a marketplace I only gain customers who were already in my CRM, then that may not be the best channel to acquire new customers. But if I see that a marketplace is constantly bringing me new customer records, then that might be really exciting. And maybe I’m also in a category where I don’t just monetize the customer once, but several times, because, for example, I sell dietary supplements and if I’ve sold vitamin D once, there’s a high probability that they may also buy vitamin B, omega-3, and so on from me. That means I might also be able to pay a little more for the customer. The really important thing, I think, is always new customers and whether I can grow revenue profitably somehow.

Lisa: You already mentioned earlier how strongly Retail Media will grow in the future. And that it’s definitely an area worth looking into. Not least because that’s why we’re doing this podcast today. But if you had to reduce it to a few points, where do you see the future of Retail Media?

Florian: I think the marketplaces are not quite done yet monetizing and making use of the traffic that’s on the marketplaces. But we’ll have reached that in a few years. And then the question really becomes which marketplace will be able to make the data so usable that it can also be used across marketplaces. For example, when it comes to marketplaces also moving into other media formats, such as moving image, video and so on. And there we have a very big, exciting development from TV to Addressable TV. That means I’m not just airing my ads on television, but I’m targeting my ads very specifically in moving-image formats, meaning very specifically to a target group for which I have shopper data, regardless of what they’re currently using and consuming. And I think marketplaces have the foundation to do this because of all this sales data. And I believe that we’ll see a major transformation. And I believe that more and more marketplaces will also be looking at how they can get more reach, perhaps even outside the marketplace? But they can use the data they generate through the marketplace to specifically reach customers and then bring them back to the marketplace and close the purchase there. And I think that’s where we’ll see a huge transformation in advertising over the next ten years.

Lisa: So data, reach, and additional placements.

Florian: Exactly. And very precise targeting. So precise audience delivery. That’s what makes the difference in the end.

Isabell: Flo, besides movesell you also have another pillar of support. Lisa already mentioned the AOM as a big networking event in the intro. Would you like to talk a bit more about what networking means for brands?

Florian: Maybe first of all: AOM, AHEAD ON MARKETPLACES, is both the name of our podcast and the name of our event series. And the event series takes place four times a year: Berlin, Hamburg, Cologne, and Munich. And it’s always about bringing brands together and creating... a place to meet, where in an exclusive setting—we always rent restaurants, take care of drinks, good food and so on. And then we usually bring together around 100 participants, 70% of whom are brands. And then we have another 20% representatives from marketplaces like eBay, for example. And then we have 10% selected experts. And what we’ve noticed is that there isn’t really that protected space for brands to exchange ideas. Because I think you can talk a lot with service providers like us and then tell great stories, or with marketplaces. What I think is important is that brands can talk to each other. And that’s why we created this framework and made sure very carefully that there should be no sales there. It shouldn’t be about giving any talks where you can just position yourself well as a service provider or marketplace, but rather about giving brands a stage, encouraging brands to exchange ideas with each other so they can share real experiences, learnings, and that’s the AHEAD ON MARKETPLACES universe. Every brand can also apply. The next one is on May 5 in Hamburg. That’s the evening before OMR. You’re cordially invited...

Lisa: We’ll naturally put the info about that in the show notes. So anyone who wants to register: we can warmly recommend it...

Florian: Yes, you’re there too, of course. So we can already say we’re totally grateful for that, it’s really a cool partnership. And what we appreciate about it is that you also naturally want to give the brands a great time. It’s not just about telling them how to become more successful on eBay, but also about things like special eBay drinks or maybe an eBay massage chair or something, so really cool, cool stuff.

Lisa: Flo is already promising things here that we didn’t promise. Before we do too much, I think we’ve already learned a whole lot in this podcast episode about Retail Media. About what Moves does and what the AOM universe is. Flo, before we end the episode: we didn’t start with a fun fact about you!

Florian: I thought I could get out of that one.

Lisa: Oh my god, right!

Isabell: Yes.

Lisa: So, before we head into our... our evergreen ending: what’s a fun fact about you?

Florian: I don’t know if this is funny or anything, but maybe it’s interesting to hear. One or the other listener may already have heard something from me or from movesell. Especially on LinkedIn we do a lot. There we now also have a total annual reach that goes beyond one million. If I’m being completely honest, we had to learn that first, because from a private perspective, my co-founder Moritz and I are very similar—we didn’t even have Instagram until a few years ago. And posting pictures of ourselves or things like that was really, honestly, horror...

Lisa: Yes, creepy if you’re not used to it, right?

Florian: Exactly, and we somehow had to learn that first. And today it may seem like, okay, that’s just in their DNA or something. But not at all. I can tell you, it’s uncomfortable for me every time and I really have to get used to it, but on the one hand I can also encourage people and I’m really happy that we’re now entering a time where I call it business influencer or business social. Because the moment I just hold my face in front of the camera, I don’t feel like I’m creating any value. But the moment I can give tips or something, where I say, okay, that fits, then I feel comfortable with it somehow. And that’s maybe something you wouldn’t think from the outside, but we had to learn it first and it’s anything but natural to us and it really is often uncomfortable. But we do it and we learned it because it works, and I’ve never told that anywhere before, but it’s definitely true.

Lisa: Okay, then we’re looking forward to the joint photo shoot we have afterward. And before that, we’ll play a round of "This or That." How spontaneous are you? We’re going to find out now. Isabell and I will ask you questions one after the other and you have to intuitively decide between A) and B). Isabell, do you want to start?

Isabell: Yes, very gladly. So, Flo: North Sea or Baltic Sea?

Florian: Baltic Sea.

Lisa: Poké bowl and chai or currywurst and fries?

Florian: Poké bowl and chai.

Isabell: Start a company again or a 9-to-5 job?

Florian: Start a company.

Lisa: Auction or direct purchase?

Florian: I also like going to flea markets... auctions.

Isabell: Data-driven strategy or creative marketing?

Florian: Data-driven strategy.

Lisa: AI input or brain acrobatics?

Florian: Uh, yes, that’s a hard question.

Lisa: And it’s definitely not spontaneous.

Florian: That’s true. I’m going with brain.

Lisa: Very good. I think we’ve really exercised our brains a lot. Flo, thank you so, so much for being here. We hope you enjoyed not just our studio, but also recording the podcast with us. And yes, we’re looking forward to the next AOM event with you.

Florian: Yeah, amazing. Thanks a lot for the invitation. It was a lot of fun. Until next time.

Isabell: Thanks from me too, and we’re looking forward to next time as well. Bye.

Florian: Ciao. Ciao.

Lisa: Bye.

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