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Duplicate goods on marketplaces = money lost

You logged into your marketplace account, looked at the statistics and saw that sales had dropped. Even though your product is excellent, the price is good, and the photos are gorgeous. You start to investigate the problem and... suddenly notice that your product is listed on the platform not once, but several times.

Let's take a look at what this leads to in this Selpway Trading publication.

It may seem that more cards mean more chances for the product to be noticed. However, this is a trap. Marketplace algorithms begin to ‘spread’ traffic between identical positions. As a result, each card gets fewer views, the rating does not grow, and buyers are more likely to come across competitors. The most dangerous thing is that in the eyes of the algorithm, your product may appear less popular than it actually is. And a drop in search rankings is a direct path to a decrease in revenue.

What is the danger of duplicates?

Where do duplicates come from?

There can be several reasons. Sometimes, when uploading their product range, sellers make mistakes: they duplicate data or accidentally create a new product card instead of updating an existing one.

Sometimes, glitches occur on the marketplace side and the system generates multiple copies of the same product. In other cases, the problem arises due to incorrect integration with accounting systems (e.g., Excel, CRM). The most unpleasant thing is that duplicates are not always immediately noticeable.

Imagine a buyer who comes across two almost identical listings for your product. One has fresh photos, a detailed description, and good reviews. The other has the same, but with worse reviews and fewer buyers. They will think, ‘This seller is unreliable,’ and simply walk away. Duplicates not only divide traffic, they create an impression of chaos around your brand.

Reputation

You launch an ad for your product listing, invest money, and expect a flood of orders. But instead of concentrating traffic in one place, the marketplace distributes some of the impressions and clicks to duplicates. As a result, you pay, but the orders go to a completely different product listing, sometimes not even yours.

Advertising budget

How to detect a duplicate

You can check for duplicates by searching for the name or SKU of your product. If the system shows several cards with the same photos and descriptions created by you, then you have a duplicate.

Selpway Cyprus experts advise: if you have a large store, it is worth considering hiring a programmer who will solve the problem of duplicates once and for all with the help of a programme written specifically for you.

Analytics

You look at the reports, see that the product is selling worse than expected, and decide to lower the price or launch a discount. But the problem is that the data is already ‘broken’ due to duplicates: some of the sales went to other cards, and in analytics they are displayed separately. This leads to false conclusions, incorrect calculations, and pointless promotions. And while you think you are managing your business based on numbers, you are actually building your strategy on a distorted picture.

Why it is important to act quickly

Every day that a duplicate exists, your sales are scattered, according to SELPWAY managers. Algorithms have time to get used to the split statistics, and then it will be much more difficult to bring the card back to the top.

Duplicates on the marketplace are not just visual clutter. They are an invisible way to lose money, reputation, and search rankings.

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