Biocodex Uses Similarweb Shopper Intelligence to Win on Amazon
Leveraging Similarweb, Biocodex identified its market share was stagnant, despite growing sales. They secured additional budget that fueled a 38% market share surge in just 7 months.
About Biocodex
Biocodex is a family-owned pharmaceutical company that provides innovative healthcare solutions to patients in 115 countries worldwide. Founded in 1953 to market the world’s first probiotic yeast strain for human medicine.
"Biocodex was looking at its ecommerce and brick & mortar businesses very separately, and didn’t have the tools to make direct comparisons between them, especially when it came to competitor performance. With the help of Similarweb Shopper Intelligence, we can now give a consolidated view of our entire market, which made a big change in how our teams work."
Daniel Zampini
Senior Ecommerce Manager at Biocodex
The Challenge
Evaluating Amazon market share and growth
In the US, an increasing share of Biocodex's revenue originates from ecommerce, primarily driven by platforms like Amazon. The ecommerce team faced challenges tracking their Amazon US market share in the probiotics category, however, lacking competitor insights and category growth data. The team couldn’t verify their performance beyond their own sales growth, and this hindered performance assessment, budgetary decisions, and ultimately their ecommerce expansion.
The Solution
Amazon market share competitive analysis
Biocodex's ecommerce team integrated their sales data with Similarweb Shopper Intelligence for precise US Amazon market share insights and performance reporting. They fused ecommerce and brick-and-mortar figures for a comprehensive view of their performance, while also monitoring competitors and benchmarking against them.
The Success
Unlocking more advertiser growth
Using Similarweb, Biocodex's ecommerce team identified a COVID-induced decline in Florastor's US Amazon market share. Despite solid sales, Florastor lagged in visibility against competitors. Over the following year, market share remained static, signaling customer retention but lack of growth. This led to a budget shift, sparking a 38% sales surge in 7 months and capturing over 4% of the probiotics market. The team demonstrated the lasting impact of their optimized spending through Similarweb data.
