Who do you want your brand to partner with?

There are only two choices: predatory online sellers or value add partners.

What did you expect? A lion?

There are those online sellers that do operate as predators looking to exploit perceived weaknesses that they see in a brand or product. They will often buy under names that don't match any of the DBAs that they use online with the purpose to hide their identities for the purpose of avoiding detection when violating pricing agreements. They will also sell products while never optimizing listings: images, titles, bullet points, descriptions, etc. These items are weighted differently in the algorithms of each online platform, and they allow more potential customers to see your products. These predatory online sellers also won't invest in a brand by running advertising. These products are never given a chance to see their full potential because they are being stripped of their value. This is being done by a predatory online seller that operates on a "One Way Street" type of strategy. The value in the relationship goes one way to them in the form of the profit that they gain from a product.

There are alternatives, and you should take them.

Don't you want to enjoy the relationship that you have with your "online sellers?" Don't you want to see them as more than "online sellers." What would it take to see these sellers as a value add partner or a value add reseller (VAR) to your brand? Wouldn't it be great to celebrate the successes with a company that values your brand, respects the sweat equity that it took to build your brand, and invests in your brand? Value add partners aren't as hard to find as you may think. A value add partner can easily provide referrals and/or examples of value that they have provided other brands and products. They can provide solutions to the pain points that your company is experiencing. They should provide listing optimization including top level content for each online selling platform, advertising, product listing monitoring and compliance, and they should be happy to launch new products for your company as you expand your brand foot print.