Will Nike kick up sales on Jet.com?

RetailDive – Nike has garnered much attention over the last few months, for better or for worse. The brand earlier this month announced it would begin selling apparel, accessories and shoes on Jet.com — the Walmart-owned e-commerce marketplace that caters to wealthier, urban millennials.

The partnership isn’t the first of its kind for Nike. Last year, the company shocked many when it began selling directly on Amazon. At the time, some industry experts warned the move may blow back on Nike. But at the end of last year, CEO Mark Parker told analysts the partnership was “going well” and that the company would expand its pilot sales on the channel.

Now, it seems to be expanding its marketplace sales strategy to include selling one of Amazon’s biggest rivals. On the topic, the discussion forum RetailWire asked its BrainTrust panel of retail experts the following questions:

  • Do you see any issues with Nike selling directly on Jet.com’s revamped website with the platform’s connection to Walmart?
  • How would you assess the benefits versus risks for Nike in partnering with Jet.com versus Amazon?

The inevitable

Ken Morris, Principal, BRP, retail consulting firm: Selling Nike products on these marketplaces does nothing to tarnish the Nike brand, as Nike products are widely available today on Amazon and Walmart.com through other retailers and distributors. The move for Nike to sell directly on these platforms is probably inevitable. If Nike is concerned about protecting its retail channels by not cannibalizing their sales, they could limit the products they sell directly on the marketplaces to product models that are exclusive to Nike branded store or Nike’s online.

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