The Rise of Marketplaces: A Transformative Force in E-commerce
Third-party online marketplaces are expected to become
the largest and fastest-growing retail channel globally in the next five years
, accounting for almost
two-thirds of total online sales by 2027
. In China, this figure is already at 80%. Cross-border e-commerce is also expected to grow significantly, with a projected increase of over
$2.1 trillion in 2023
. This growth is attributed to the success of marketplaces, which offer goods across borders, as well as the increasing viability of cross-border sales. In Europe, marketplaces account for more than half of all revenue, with a
22% increase compared to 2020
.
Marketplaces are increasingly focused on specific regions or sectors
, such as niche marketplaces, responding to customers' need for more personalised experiences.
Image credit: CBC Europe/Lengow.
The shift towards marketplaces is evident as brands and retailers are increasingly selling their products on these platforms, resulting in a steady increase in GMV year after year. This trend is not limited to sellers, as customers are also relying more and more on marketplaces to discover and purchase products. That’s why today, it's no longer a matter of debating whether or not to sell on marketplaces, but rather about enhancing your
marketplace revenue
and standing out from the competition.
The Benefits of Embracing Marketplaces
Marketplaces offer sellers a
low-risk opportunity
to sell their products and
provide convenience
to shoppers looking for a wide range of in-stock products at any time of day. Selling on marketplaces can bring in more than just
marketplace revenue
- it can also offer a range of other benefits that positively impact your business, including
reduced costs, a wider target audience, customer trust and engagement, control of the supply chain, and transaction management
. Marketplaces provide a platform for brands and retailers to sell globally and establish brand recognition while projecting a professional image to build customer loyalty. The fact that the marketplace handles transactions and may provide shipping and fulfillment services makes the process easier for sellers.
Challenges and Complexities of Selling on Marketplaces
It is crucial to have a real strategy when starting out on those platforms to improve your
marketplace revenue
, as the business can be diverse, complex, and dynamic.
The speed of implementation is a key success factor
, and there are several questions that must be answered to perform well on marketplaces, including
visibility, distinctiveness, control, profitability, product data management, agility, and the ability to deliver a good customer experience
. The questions cover topics such as being present where customers shop, standing out from the competition, tracking KPIs and revenues, managing product catalogues, implementing fulfillment and inventory management options, and delivering a good customer experience.
Streamlining Operations to Amplify Marketplace Revenue
Lengow offers a comprehensive array of tools and features designed to help you thrive on marketplaces:
- Scale your business by accessing a wide range of marketplaces in every industry.
- Embrace cross-border commerce by localising your product content and using marketplaces’ shipping services.
- Engage your audience by optimising your SEO and enriching your product catalogue with detailed descriptions and pictures.
- Use business Intelligence to design a successful e-commerce strategy and track your performance on each marketplace.
- Centralise your order management and inventory tracking.
- Monitor prices, protect your brand image, and boost sales using price intelligence.
