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The anatomy of a supplier landing page
Plus, the fastest growing marketplace niches for 2025
Fiona Burns
January 23, 2025
Hey - it’s Fiona
This week, I’ve been deep in design mode, helping a founder fine-tune their search and supplier listing pages and it got me thinking... A lot of marketplaces struggle to attract high-quality suppliers, yet so few founders invest in a page that really speaks to them.
So in today’s issue I cover:
Is it worth creating a separate landing page for suppliers?
The anatomy of a high-converting supplier landing page
The fastest growing marketplace niches for 2025
Join me for the launch of the Bad Ass Bookshelf in February!
As my husband, Tristan, so beautifully put it, this is the book club for Bad Asses on an epic journey of self development and business success!
Each month the Bad Ass Bookshelf community will select a book for the follow month via an audience vote. You’ll receive weekly emails sharing key themes, community insights and learnings from the book as you progress through it.
At the end of the month Tristan will host a video call for members of the Bad Ass Bookshelf community to get together and discuss that month’s book.
It’s free to join, so check it out here:
QUESTION OF THE WEEK
Should I have a separate landing page for suppliers?
This is a question I hear often, and the answer is a resounding YES!
Your homepage should be designed for customers. I wrote all about this (and more) in one of my recent newsletters: Should my homepage be aimed at customers, providers, or both?
A supplier landing page, on the other hand, serves a completely different purpose. It speaks directly to suppliers, addressing their key concerns and motivations, such as:
How your marketplace will help them grow their business
What the costs and requirements are
How easy it is to join and start selling
By creating a dedicated space for suppliers, you remove friction and make it easier for them to say yes to joining your marketplace.
The anatomy of a supplier landing page
A great supplier landing page should clearly communicate the benefits of joining your marketplace while making the sign-up process as frictionless as possible. Here’s how to structure it for maximum impact.
Start with a clear hero section
Your hero section is the first impression suppliers have of your marketplace. It needs to immediately communicate value and build credibility. Lead with a clear value proposition that speaks directly to supplier pain points – something like "Turn your inventory into profit - Join 50,000+ suppliers earning more with [Platform]."
If you can, back this up with strong social proof. This could include transaction volume, number of active buyers, or total supplier earnings. Finally, include a prominent sign-up call to action that's impossible to miss.
Showcase clear, tangible benefits
After you’ve captured their attention, dive into the specific benefits that matter most to suppliers. Focus on how your marketplace solves their biggest challenges.
The key is to present benefits, not just features. Instead of saying "We have inventory management tools," explain how "Our smart inventory system helps you sell more while doing less work." Each benefit should directly address a common supplier pain point or objection.
Demystify the process
Suppliers need to understand exactly how your marketplace works before they'll commit. Create a clear, step-by-step breakdown of the journey from signup to first sale. You could even use screenshots of your platform to build trust and familiarity. But make sure you keep it simple. Aim for 3-4 steps maximum. This section should make the path to success feel achievable and straightforward.
Share supplier success stories
Nothing builds confidence like seeing others succeed. Include 2-3 short case studies of suppliers who are thriving on your platform. These should be specific and relatable to your target audience. Include real metrics, like "45% increase in sales within 3 months" or "Reached 1,000 new customers in their first year." Put faces and names to these stories – authenticity is key.
Be transparent about pricing
If your marketplace charges fees or commissions, make them clear and upfront. Transparency builds trust and prevents drop-offs. You could a simple pricing table or bullet points to explain costs in a way that’s easy to understand.
Address common concerns
Include an FAQ section that tackles the questions suppliers are likely to have before signing up. Cover topics like fee structures, technical requirements, support availability, and commitment levels. Organise these questions into clear categories to make them easy to scan and find relevant information.
Close with a strong call to action
Your final section should reiterate your key value proposition and make next steps crystal clear.
Consider including a time-sensitive incentive, like a limited-time fee reduction or onboarding support package. The goal is to create a sense of urgency while making the decision to join feel low-risk and high-reward.
The key to a successful supplier landing page is to tell a compelling story about how your marketplace solves real problems for suppliers. Every element should work together to build confidence and make the decision to join feel like an obvious choice.
—> ✉️ Reply with your questions and I’ll answer them in a future issue.
DESIGN SPOTLIGHT
Awesome supplier landing pages
Here are some standout supplier landing pages and what makes them exceptional:
Etsy
The Etsy nails their seller landing page by leading with social proof: "Reach millions of buyers in the UK and around the world". They follow this with precise cost transparency (listing fees and transaction fees) and emphasise their built-in tools for success.
For me, the page also stands out for its clever use of seller stories that specifically target different types of creators – from hobbyists to full-time entrepreneurs.
Airbnb
I think the Airbnb Host landing page is particularly effective because it immediately showcases the potential earnings through a location-based calculator, offering tangible value right from the start. This is followed by a clear step-by-step hosting guide, with real host stories woven in to build trust and inspire action.
The page also proactively addresses common concerns, particularly around safety, with their Host Protection Program and free identity verification, ensuring potential hosts feel secure and supported from the outset.
This combination of immediate value, trust-building, and clarity makes the page highly persuasive.
Deliveroo
The Deliveroo Restaurant Partner landing page is effective because it clearly communicates their value proposition - helping restaurants reach more customers and boost sales.
The page has a clean, minimalist design, that features trust-building elements like testimonials and success stories, along with transparent information about fees and logistics.
The prominent "Get Started" CTA ensures a seamless next step for potential partners, making it simple for them to take action. Overall, the page is engaging, informative, and reduces friction for restaurants looking to join the platform.
DESIGN SNIPPETS
Fasted growing marketplace niches
This week I thought I’d take a look at which marketplace niches are predicted to have significant growth in 2025. Here’s what I found.
Health and Wellness Products: This niche is expected to reach $1.5 trillion by 2025, driven by increasing consumer focus on physical and mental well-being. (EComposer)
Social Commerce: Platforms like TikTok Shop are rapidly growing, particularly among Gen Z and millennial markets, becoming key channels for ecommerce. (agital)
Personalised Products: The global personalised products market is forecasted to reach $46.2 billion by 2027, reflecting consumers' desire for unique and tailored items. (EComposer)
Print-on-Demand: The global print-on-demand clothing market is projected to reach $13.3 billion by 2027, with a CAGR of 15.2% from 2022 to 2027. (EComposer)
These niches reflect evolving consumer preferences towards personalisation, convenience, health-consciousness, and unique experiences in the current marketplace landscape.
—> ✉️ Send me your favourite marketplace or design news and I’ll feature them here.
Fiona Burns
Whenever you’re ready, there are two ways I can help you:
Sharetribe configuration - Feeling bamboozled by the Console, or simply lacking time? Leave it to me. I can set up, configure and customise your Sharetribe marketplace in no time.
UX/UI design - Whether you want to design some additional features, or redesign your entire marketplace with your own unique style, I'm here to help.
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