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Marketplace development - maximise the reach of your commerce

"Establishing a marketplace has become a prevalent strategy for sellers who want to expand their business., It is crucial to weigh the benefits of creating your own marketplace and using established platforms."
Anna Wolanin
Anna Wolanin
eCommerce, Process automation
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It is clear that sales platforms are the way forward for e-Commerce. Among all the available options, marketplaces take the lead as the preferred sales channel for consumers, making them a popular choice for suppliers and distributors.

Marketplaces offer entrepreneurs limitless opportunities to reach customers by showcasing their offerings in one place, regardless of the number of sales channels they already use.

For small businesses, it is also a possibility to establish brand recognition by distributing their offerings across a diverse range of platforms. The most crucial question is:

How should a business expand its e-commerce? Should they create their own marketplace (like Mirakl platforms), integrate with other systems, or merely display products on well-known selling platforms?

The answer depends on the business's specifics and its online store's structure. We are here to assist you in choosing the perfect solution and customising it to cater to your needs.

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Marketplace - sales models

The e-commerce sector can be divided into several sales models:

B2C marketplace
It is a business model in which companies sell their products straight to customers, effectively creating their own marketplace. Popular examples include Amazon, eBay and Facebook.

B2B Marketplace
B2B marketplace
 functions as a place where multiple suppliers can present their offers. It can cater to a particular industry or encompass various sectors. A well-known example is Alibaba.

Direct e-Commerce
e-Commerce approach empowers sellers to manage their own e-commerce platform, allowing them to offer their products directly to B2B Clients.

E-commerce platform vs Marketplace – pros and cons

It is essential to consider several factors to determine the ideal model for your organisation's business requirements. So, what are the advantages and disadvantages of each option?

Marketplace - which solution will better suit your business?

When deciding on a business solution, it is crucial to consider your company's strategic goals. Direct models typically require more resources for marketing, while marketplace platforms have lower entry costs and higher brand recognition, making reaching a larger group of customers easier.

Marketplaces offer better customer acquisition opportunities and enhance the brand image but have greater competition and price challenges. On the other hand, dedicated sales platforms demand more financial and time resources to set up and market, but they provide greater flexibility and control over the customer journey. Ultimately, the choice depends on your short- and long-term business goals.

Learn more about the possibilities of marketplace platforms by clicking here.

Do you want to significantly increase sales and attract new customers quickly? Do you aim to improve or establish your brand's image from scratch? Are you interested in optimising costs in certain areas?

If any of these apply to you, advertising your products on marketplace platforms could be a secure and effective solution. The risk of entering such platforms is comparatively low, provided no complicated system configurations are necessary. By collaborating with a marketplace, you can minimise risk and maximise visibility.

Alternatively, if your aim is to establish a strong market position and offer a one-of-a-kind, customised customer experience, building your own platform may be the optimal choice.

Direct e-commerce provides excellent opportunities for customer service and reduces competition risk. However, it does require a greater financial investment. Ultimately, the choice of distribution channel depends on the specific needs of your business.

Sales platforms – how do they integrate with other platforms?

When it comes to own sales platforms, there are two options - creating a custom system or integrating with existing ones. The latter option is more convenient as it makes migrating and configuring data much easier.

Mirakl - SaaS-based software to create and manage your own marketplace. Integrating with these platforms enables sellers to easily update their sales offers while enhancing the platform with advanced data management features.

This includes expanding their product catalogue, managing customer service more comprehensively, and ensuring product information security. As a result, business processes are accelerated, and introducing new products is made more intuitive, providing companies with a wider range of growth opportunities.

How to add products to marketplaces?

There are many tools available for integration with popular marketplace platforms. You can use various integration tools, such as BaseLinker or Lengow. These tools allow you to easily configure and migrate your data to large marketplaces, like Amazon.

Once you integrate with one of these tools, your orders will be downloaded to their system and processed accordingly, including shipping packages, preparing invoices, and sending order status updates to your customers. Integrations can work in different directions, such as issuing ready-made offers or forwarding orders to your store.

With two-way integration, you can import orders and manage your marketplace presence effectively. Division of integrated marketplaces according to Baselinker:

Integration can be achieved through different methods depending on the marketplace in question. To ensure a seamless purchase process and minimise the risk of errors, automation through the use of APIs or forwarding orders from the relevant file is typically used. This approach guarantees a high level of accuracy throughout the entire process.

Want to know more about marketplaces? Or are you looking for a ready-made solution? Write to us - we will adjust the solution to your business needs. 


Expanding your consumer reach and enhancing their shopping experience is crucial for any company. The key challenge lies in selecting the best communication method.

However, there is no need to worry about limitations as you can offer your products both through your own e-Commerce site and marketplaces. In fact, larger companies can even establish themselves as an independent marketplace. Our team is ready to assist you in designing and implementing the best approach to fit your needs

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