## Retailer Capability Matrix

Because one size doesn't fit all when it comes to what brands can actually influence on leading eCommerce retailer websites.

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Retailer Capabilty Matrix Final V1

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Jump to section:

[Availability](/content/lp/the-retailer-capability-matrix#availability/index.html) [Discoverability](/content/lp/the-retailer-capability-matrix#profitability/index.html) [Conversion](/content/lp/the-retailer-capability-matrix#conversion/index.html) [repeat & loyalty](/content/lp/the-retailer-capability-matrix#repeat-loyalty/index.html) [Profitability](/content/lp/the-retailer-capability-matrix#profitability/index.html) [targeting & measurement](/content/lp/the-retailer-capability-matrix#targeting-measurement/index.html)

#### Availability

Availability (US)

Click the buttons below to see data for different countries:

[US](https://datawrapper.dwcdn.net/ufKyu/) [UK](https://datawrapper.dwcdn.net/Lvb8W/) [DE](https://datawrapper.dwcdn.net/zvdVA/1/)

|  |
|  | Fulfill and ship product directly to consumer (as a 3rd party) |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  |
|  |
|  | Create virtual product bundles |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | N |
|  | N |
|  | N |
|  |
|  |
|  | Independently manage product listings without retailer support |
|  | Y |
|  | N |
|  | N |
|  | Y |
|  | N |
|  | N |
|  | Y |
|  |
|  |
|  | Suppress sponsored ads if products are OOS |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  |

|  |  |  |  |  |  |  |  |
| --- | --- | --- | --- | --- | --- | --- | --- |
| Fulfill and ship product directly to consumer (as a 3rd party) | Y | Y | Y | Y | Y | Y | Y |
| Create virtual product bundles | Y | Y | Y | Y | N | N | N |
| Independently manage product listings without retailer support | Y | N | N | Y | N | N | Y |
| Suppress sponsored ads if products are OOS | Y | Y | Y | Y | Y | Y | Y |

Table with 8 columns and 4 rows.

Last updated February 2024

Source:ProfiteroCreated with [Datawrapper](https://www.datawrapper.de/_/ufKyu)

#### Discoverability

Discoverability (US)

Click the buttons below to see data for different countries:

[US](https://datawrapper.dwcdn.net/AqgQ5/) [UK](https://datawrapper.dwcdn.net/YxufD/) [DE](https://datawrapper.dwcdn.net/NI2qb/1/)

|  |
|  | Buy ads to rank higher in search |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  |
|  |
|  | Buy display ads above or to side of search results |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  |
|  |
|  | Buy ads on competitor product pages |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  |
|  |
|  | Conquest a competitor's brand keywords |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | N |
|  | Y |
|  | Y |
|  |
|  |
|  | Buy retargeting ads on other 3rd party sites |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  |
|  |
|  | Buy video ads in search results |
|  | Y |
|  | Y |
|  | N |
|  | Y |
|  | N |
|  | Y |
|  | Y |
|  |
|  |
|  | Offers managed retail media services |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  |
|  |
|  | Influence variables to rank higher in organic search (organic search position can be influenced by brands) |
|  | Y |
|  | Y |
|  | Y |
|  | N |
|  | Y |
|  | Y |
|  | Y |
|  |
|  |
|  | Sponsor livestream events |
|  | Y |
|  | Y |
|  | N |
|  | N |
|  | N |
|  | N |
|  | Y |
|  |
|  |
|  | Run sampling programs with Click & Collect shoppers |
|  | Y |
|  | N |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  |

|  |  |  |  |  |  |  |  |
| --- | --- | --- | --- | --- | --- | --- | --- |
| Buy ads to rank higher in search | Y | Y | Y | Y | Y | Y | Y |
| Buy display ads above or to side of search results | Y | Y | Y | Y | Y | Y | Y |
| Buy ads on competitor product pages | Y | Y | Y | Y | Y | Y | Y |
| Conquest a competitor's brand keywords | Y | Y | Y | Y | N | Y | Y |
| Buy retargeting ads on other 3rd party sites | Y | Y | Y | Y | Y | Y | Y |
| Buy video ads in search results | Y | Y | N | Y | N | Y | Y |
| Offers managed retail media services | Y | Y | Y | Y | Y | Y | Y |
| Influence variables to rank higher in organic search (organic search position can be influenced by brands) | Y | Y | Y | N | Y | Y | Y |
| Sponsor livestream events | Y | Y | N | N | N | N | Y |
| Run sampling programs with Click & Collect shoppers | Y | N | Y | Y | Y | Y | Y |

Table with 8 columns and 10 rows.

Source:ProfiteroCreated with [Datawrapper](https://www.datawrapper.de/_/AqgQ5)

#### Conversion

Conversion (US)

Click the buttons below to see data for different countries:

[US](https://datawrapper.dwcdn.net/dA19A/) [UK](https://datawrapper.dwcdn.net/EUa2J/) [DE](https://datawrapper.dwcdn.net/pK4fa/1/)

|  |
|  | Add multiple images on product page [(See benchmarks)](https://docs.google.com/spreadsheets/d/1fJcGUuHAVyHO83alGPUfYuuFrz7eayWnlJYdpzRHL90/edit?usp=sharing) |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  |
|  |
|  | Add Spin 360 images |
|  | Y |
|  | Y |
|  | Y |
|  | N |
|  | N |
|  | Y |
|  | Y |
|  |
|  |
|  | Add Cambridge mobile hero images |
|  | N |
|  | Y |
|  | Y |
|  | Y |
|  | N |
|  | N |
|  | Y |
|  |
|  |
|  | Add videos on product page [(See benchmarks)](https://docs.google.com/spreadsheets/d/1fJcGUuHAVyHO83alGPUfYuuFrz7eayWnlJYdpzRHL90/edit?usp=sharing) |
|  | Y |
|  | Y |
|  | Y |
|  | N |
|  | N |
|  | Y |
|  | Y |
|  |
|  |
|  | Add enhanced content, below the fold [(See benchmarks)](https://docs.google.com/spreadsheets/d/1fJcGUuHAVyHO83alGPUfYuuFrz7eayWnlJYdpzRHL90/edit?usp=sharing) |
|  | Y |
|  | Y |
|  | Y |
|  | N |
|  | N |
|  | Y |
|  | Y |
|  |
|  |
|  | Add customer Q&A section |
|  | Y |
|  | Y |
|  | Y |
|  | N |
|  | N |
|  | Y |
|  | N |
|  |
|  |
|  | Add customer testimonial videos |
|  | Y |
|  | N |
|  | Y |
|  | N |
|  | N |
|  | Y |
|  | N |
|  |
|  |
|  | Add to cart directly from search |
|  | N |
|  | Y |
|  | Y |
|  | Y |
|  | Y (must log in) |
|  | Y |
|  | Y |
|  |
|  |
|  | Set up a brand store |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  |
|  |
|  | A/B testing of content |
|  | Y |
|  | N |
|  | Unknown |
|  | Y |
|  | Unknown |
|  | Unknown |
|  | Unknown |
|  |
|  |
|  | Directly update content on the retailer's site with fast turnaround |
|  | Y |
|  | N |
|  | Y |
|  | Y |
|  | N |
|  | N |
|  | Y |
|  |
|  |
|  | Syndicate content through a DAM / PIM |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  |
|  |
|  | Respond to reviews |
|  | Y (not publicly) |
|  | Y |
|  | Y |
|  | N |
|  | N |
|  | Y |
|  | Y |
|  |
|  |
|  | Edit or delete reviews |
|  | Y |
|  | N |
|  | N |
|  | N |
|  | N |
|  | N |
|  | N |
|  |
|  |
|  | Syndicate reviews to boost review count |
|  | N |
|  | Y |
|  | Y |
|  | N |
|  | Y |
|  | Y |
|  | Y |
|  |
|  |
|  | Run review solicitation campaign with consumers |
|  | Y |
|  | Y |
|  | N |
|  | N |
|  | N |
|  | Y |
|  | Y |
|  |
|  |
|  | Share reviews across product variants |
|  | Y |
|  | Y |
|  | Y |
|  | N |
|  | Y |
|  | Y |
|  | Y |
|  |
|  |
|  | Sponsor free shipping |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | N |
|  | Y |
|  | Y |
|  |
|  |
|  | Win Best Seller (or Featured) badges |
|  | Y |
|  | N |
|  | Y |
|  | Y |
|  | Y |
|  | N |
|  | Y |
|  |
|  |
|  | Win badge for recent demand |
|  | Y |
|  | N |
|  | Y |
|  | N |
|  | N |
|  | N |
|  | Y |
|  |
|  |
|  | Grocery badges for organic, vegan, GF, etc. |
|  | N |
|  | N/A |
|  | N |
|  | Y |
|  | N |
|  | N |
|  | N |
|  |
|  |
|  | Sustainability badges displayed in search results |
|  | Y |
|  | N |
|  | Y |
|  | N |
|  | N |
|  | N |
|  | N |
|  |
|  |
|  | Sustainability badges displayed on product page |
|  | Y |
|  | N |
|  | Y |
|  | N |
|  | N |
|  | Y |
|  | Y |
|  |
|  |
|  | Run bespoke promotions (e.g., coupons) |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  |
|  |
|  | Offers services to optimize your content |
|  | Y |
|  | N |
|  | Y |
|  | Unknown |
|  | Unknown |
|  | Unknown |
|  | Unknown |
|  |

|  |  |  |  |  |  |  |  |
| --- | --- | --- | --- | --- | --- | --- | --- |
| Add multiple images on product page [(See benchmarks)](https://docs.google.com/spreadsheets/d/1fJcGUuHAVyHO83alGPUfYuuFrz7eayWnlJYdpzRHL90/edit?usp=sharing) | Y | Y | Y | Y | Y | Y | Y |
| Add Spin 360 images | Y | Y | Y | N | N | Y | Y |
| Add Cambridge mobile hero images | N | Y | Y | Y | N | N | Y |
| Add videos on product page [(See benchmarks)](https://docs.google.com/spreadsheets/d/1fJcGUuHAVyHO83alGPUfYuuFrz7eayWnlJYdpzRHL90/edit?usp=sharing) | Y | Y | Y | N | N | Y | Y |
| Add enhanced content, below the fold [(See benchmarks)](https://docs.google.com/spreadsheets/d/1fJcGUuHAVyHO83alGPUfYuuFrz7eayWnlJYdpzRHL90/edit?usp=sharing) | Y | Y | Y | N | N | Y | Y |
| Add customer Q&A section | Y | Y | Y | N | N | Y | N |
| Add customer testimonial videos | Y | N | Y | N | N | Y | N |
| Add to cart directly from search | N | Y | Y | Y | Y (must log in) | Y | Y |
| Set up a brand store | Y | Y | Y | Y | Y | Y | Y |
| A/B testing of content | Y | N | Unknown | Y | Unknown | Unknown | Unknown |
| Directly update content on the retailer's site with fast turnaround | Y | N | Y | Y | N | N | Y |
| Syndicate content through a DAM / PIM | Y | Y | Y | Y | Y | Y | Y |
| Respond to reviews | Y (not publicly) | Y | Y | N | N | Y | Y |
| Edit or delete reviews | Y | N | N | N | N | N | N |
| Syndicate reviews to boost review count | N | Y | Y | N | Y | Y | Y |
| Run review solicitation campaign with consumers | Y | Y | N | N | N | Y | Y |
| Share reviews across product variants | Y | Y | Y | N | Y | Y | Y |
| Sponsor free shipping | Y | Y | Y | Y | N | Y | Y |
| Win Best Seller (or Featured) badges | Y | N | Y | Y | Y | N | Y |
| Win badge for recent demand | Y | N | Y | N | N | N | Y |
| Grocery badges for organic, vegan, GF, etc. | N | N/A | N | Y | N | N | N |
| Sustainability badges displayed in search results | Y | N | Y | N | N | N | N |
| Sustainability badges displayed on product page | Y | N | Y | N | N | Y | Y |
| Run bespoke promotions (e.g., coupons) | Y | Y | Y | Y | Y | Y | Y |
| Offers services to optimize your content | Y | N | Y | Unknown | Unknown | Unknown | Unknown |

Table with 8 columns and 25 rows.

Last updated February 2024

Source:ProfiteroCreated with [Datawrapper](https://www.datawrapper.de/_/dA19A)

#### Repeat & Loyalty

Repeat & Loyalty (US)

Click the buttons below to see data for different countries:

[US](https://datawrapper.dwcdn.net/l1UBY/) [UK](https://datawrapper.dwcdn.net/rIOEf/) [DE](https://datawrapper.dwcdn.net/5Javj/1/)

|  |
|  | Enroll shoppers in online subscriptions |
|  | Y |
|  | N |
|  | Y |
|  | N |
|  | Y |
|  | N |
|  | Y |
|  |
|  |
|  | Buy it again / favourites tag on search results |
|  | Y |
|  | N |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  |
|  |
|  | Email shoppers who have purchased from the brand online |
|  | Y |
|  | N |
|  | Y |
|  | Y |
|  | Y |
|  | N |
|  | Y |
|  |

|  |  |  |  |  |  |  |  |
| --- | --- | --- | --- | --- | --- | --- | --- |
| Enroll shoppers in online subscriptions | Y | N | Y | N | Y | N | Y |
| Buy it again / favourites tag on search results | Y | N | Y | Y | Y | Y | Y |
| Email shoppers who have purchased from the brand online | Y | N | Y | Y | Y | N | Y |

Table with 8 columns and 3 rows.

Last updated February 2024

Source:ProfiteroCreated with [Datawrapper](https://www.datawrapper.de/_/l1UBY)

#### Profitability

Profitability (US)

Click the buttons below to see data for different countries:

[US](https://datawrapper.dwcdn.net/ugShz/) [UK](https://datawrapper.dwcdn.net/BVBnz/)

|  |
|  | Sell as a 3rd party (3P) to control / set prices |
|  | Y |
|  | N |
|  | N |
|  | N |
|  | Y |
|  | Y |
|  | Y |
|  |
|  |
|  | Contest chargebacks |
|  | Y |
|  | N |
|  | Y |
|  | N |
|  | Unknown |
|  | Y |
|  | Y |
|  |

|  |  |  |  |  |  |  |  |
| --- | --- | --- | --- | --- | --- | --- | --- |
| Sell as a 3rd party (3P) to control / set prices | Y | N | N | N | Y | Y | Y |
| Contest chargebacks | Y | N | Y | N | Unknown | Y | Y |

Table with 8 columns and 2 rows.

Last updated February 2024

Source:ProfiteroCreated with [Datawrapper](https://www.datawrapper.de/_/ugShz)

#### Targeting & Measurement

Targeting & Measurement (US)

Click the buttons below to see data for different countries:

[US](https://datawrapper.dwcdn.net/xKRU8/) [UK](https://datawrapper.dwcdn.net/QzBOh/)

|  |
|  | Integrates 1st party (1P) and 3rd party (3P) data for targeting in Search |
|  | N |
|  | Y |
|  | N |
|  | N |
|  | N |
|  | N |
|  | N |
|  |
|  |
|  | Integrates 1st party (1P) and 3rd party (3P) data for targeting in Onsite Display |
|  | Y |
|  | Y |
|  | N |
|  | Y |
|  | N |
|  | Y |
|  | Y |
|  |
|  |
|  | Ability to reach Spanish Language audiences in Search |
|  | Y |
|  | N |
|  | N |
|  | Y |
|  | N |
|  | N |
|  | Y |
|  |
|  |
|  | Ability to reach Spanish Language audiences in Onsite Display |
|  | Y |
|  | N |
|  | N |
|  | N |
|  | N |
|  | N |
|  | N |
|  |
|  |
|  | Integrates loyalty membership data for ads |
|  | Y |
|  | Y |
|  | Unknown |
|  | Unknown |
|  | Y |
|  | Y |
|  | Y |
|  |
|  |
|  | Attribute online ads to in-store purchases |
|  | N/A |
|  | Y |
|  | Y |
|  | Unknown |
|  | Y |
|  | Unknown |
|  | Y |
|  |
|  |
|  | Real-time reporting for Search |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  |
|  |
|  | Real-time reporting for Onsite Display |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  |
|  |
|  | Sku-level reporting available for Search |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  |
|  |
|  | Sku-level reporting available for Onsite Display |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  | Y |
|  |
|  |
|  | Competitor sales / market share reporting |
|  | Y |
|  | Y |
|  | N |
|  | Unknown |
|  | Unknown |
|  | Unknown |
|  | Unknown |
|  |

|  |  |  |  |  |  |  |  |
| --- | --- | --- | --- | --- | --- | --- | --- |
| Integrates 1st party (1P) and 3rd party (3P) data for targeting in Search | N | Y | N | N | N | N | N |
| Integrates 1st party (1P) and 3rd party (3P) data for targeting in Onsite Display | Y | Y | N | Y | N | Y | Y |
| Ability to reach Spanish Language audiences in Search | Y | N | N | Y | N | N | Y |
| Ability to reach Spanish Language audiences in Onsite Display | Y | N | N | N | N | N | N |
| Integrates loyalty membership data for ads | Y | Y | Unknown | Unknown | Y | Y | Y |
| Attribute online ads to in-store purchases | N/A | Y | Y | Unknown | Y | Unknown | Y |
| Real-time reporting for Search | Y | Y | Y | Y | Y | Y | Y |
| Real-time reporting for Onsite Display | Y | Y | Y | Y | Y | Y | Y |
| Sku-level reporting available for Search | Y | Y | Y | Y | Y | Y | Y |
| Sku-level reporting available for Onsite Display | Y | Y | Y | Y | Y | Y | Y |
| Competitor sales / market share reporting | Y | Y | N | Unknown | Unknown | Unknown | Unknown |

Table with 8 columns and 11 rows.

Last updated February 2024

Source:ProfiteroCreated with [Datawrapper](https://www.datawrapper.de/_/xKRU8)

**We want to acknowledge the following contributors:**

Henrik Eriksen (Publicis); David Earnshaw (Publicis); Fides Araneta (Publicis); Katherine Black (Kearney); Drew Brinckerhoff (Mars); Matt Forcey (PowerReviews); Todd Hassenfelt (Colgate); Chandni Jain (Publicis); Alisha Kammer (Clorox); Allysun Lundy (Publicis); Nancy McLaughlin (Tinuiti); Carrie Mesing (Danone); Gavin Pack (Belnick); Josh Pearlstein (Bayer); Qi Situ (Henkel); Jordan Smith (Publicis); Andrea Steele (Hershey); Jess Stephens (Hershey); Paul Williams (Publicis)

### Dive deeper into regional retailer capabilities

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