Unlock the potential of major online marketplaces with our tailored marketplace ecommerce solutions designed to elevate your brand, increase sales, and connect with a diverse audience.

Online marketplaces bring a ready-made audience that would otherwise demand significant investment in advertising. Additionally, the inherent trust associated with these platforms simplifies the journey for new brands to captivate first-time buyers. Marketplace ecommerce provides a mutually beneficial scenario – a reliable and transparent space where both buyers and sellers thrive.

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Our marketplace ecommerce clients

  • Image of laptop screen featuring Runnings website


    Runnings is a privately held retailer selling an extensive selection of pet supplies and sporting goods, including hunting and fishing equipment, clothing and footwear, lawn…

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  • Audax B2B Ecommerce


    Audax began its journey in 1958 and has since grown into a group, which includes brands in retail, logistics and distribution, as well as in…

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  • Calex

    Calex is a market leader in decorative lighting and Europe’s biggest brand in WiFi SMART Home, based in the Netherlands and established as a brand…

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What is marketplace ecommerce?

Marketplace ecommerce refers to online multi-brand marketplaces. These are venues where multiple vendors or suppliers can connect with buyers and sell their products and services. Transactions take place in the marketplace, as opposed to through the individual ecommerce sites of the vendors.

Marketplaces create a virtual space where various vendors can showcase their products or services, and customers can browse a diverse range of offerings, often comparing options before purchasing. The platform typically handles transaction processes, ensuring buyers and sellers receive a secure and streamlined experience.

“Online marketplace” is a more general term encompassing any digital space for commerce, while “marketplace ecommerce” emphasizes the electronic commerce activities occurring within such a marketplace.

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Types of online marketplaces

B2C (Business-to-Consumer) marketplaces01

  • Connect directly with end consumers.
  • Ideal for retailers, brands, and individual sellers to reach a wide customer base.

C2C (Consumer-to-Consumer) marketplaces02

  • Empower individuals to sell directly to other consumers.
  • Promote a sharing economy and peer-to-peer transactions.

B2B (Business-to-Business) marketplaces03

  • Facilitate transactions between businesses.
  • Streamline procurement processes and enhance business partnerships.

Service marketplaces04

  • Focus on connecting service providers with consumers.
  • Ideal for industries such as freelancing, consulting, and professional services.

Vertical vs. horizontal marketplaces05

  • Vertical Marketplaces: Concentrate on a specific industry or product category.
  • Horizontal Marketplaces: Span across multiple industries, offering a wide range of products or services.

Aggregator marketplaces06

  • Aggregate offerings from various sources into one platform.
  • Enhance user convenience and simplify decision-making.

How to monetize online marketplaces

One of the most common monetization methods is charging a commission fee on each transaction in the marketplace. The fee is generally a percentage of the total transaction value. This revenue stream is often suitable for marketplaces that facilitate the sale of physical goods or services.

Some marketplaces offer subscription or membership plans to sellers, providing additional benefits and premium features. These fees can be charged monthly or annually, providing a recurring revenue stream.

Marketplaces can charge sellers a fee for listing their products or services on the platform. This revenue stream is suitable for marketplaces focusing on specific industries or verticals where sellers benefit from increased visibility.

Marketplaces can generate revenue by offering advertising and promotional opportunities to sellers or third-party businesses. This can include sponsored listings, banner ads, or targeted marketing campaigns

Marketplaces can analyze the data generated by user activity on the platform and offer valuable insights and analytics to sellers or third-party businesses. This can be monetized through subscription-based data services or customized reports.

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Marketplace: Keys areas to navigate

Revenue generation: Marketplaces can generate revenue through various means, such as transaction fees, commissions on sales, advertising, subscription plans, or value-added services.

Customer acquisition: Marketplaces can benefit from the combined marketing efforts of sellers, resulting in increased customer acquisition at a lower cost. Sellers’ promotional activities contribute to the overall visibility and growth of the marketplace.

Building trust and safety: Establishing trust between buyers and sellers is critical for marketplace success. Ensuring safe transactions, handling disputes, and addressing fraudulent activities require implementing robust security measures and effective customer support.

Balancing supply and demand: Achieving a balanced marketplace where there is enough supply to meet demand can be challenging, especially in the early stages. It requires attracting and retaining both buyers and sellers simultaneously to ensure a vibrant marketplace ecosystem.

Quality control: Maintaining quality standards across a diverse range of products or services can be complex. Marketplaces need to implement seller vetting processes, user reviews and ratings, and policies to ensure a consistent level of quality and customer satisfaction.

Competition and differentiation: Marketplaces often face intense competition, requiring strategies to differentiate from competitors. Providing unique features, superior user experience, and value-added services can help attract and retain users.

Marketplace success factors

Online marketplaces offer sellers access to a wide customer base, including potential buyers they might not have reached otherwise. By leveraging the marketplace’s existing traffic and user base, sellers can increase their visibility and attract new customers more effectively.


Setting up an online store from scratch can be complex and costly. Online marketplaces provide a simplified and streamlined process, allowing sellers to start selling quickly and with minimal setup requirements. This lowers the barrier to entry for new sellers, especially small and independent businesses, making it easier for them to participate in ecommerce.

Consumers typically trust and perceive established online marketplaces as credible due to their reputation. Shoppers feel more confident purchasing from recognized platforms that have established reputations for providing a secure and reliable buying experience. This trust factor can help sellers, particularly those who are new or lesser-known, gain credibility and attract customers.

Online marketplaces typically offer robust search and filtering capabilities, making it easier for buyers to discover products or services that match their preferences. They often use algorithms and personalized recommendations to showcase relevant items to individual users, increasing the chances of conversion and customer satisfaction.

Marketplaces provide a convenient shopping experience for customers, offering a wide range of products or services in one place. Buyers can compare prices, read reviews, and access various sellers without the need to visit multiple websites. Additionally, marketplaces often handle aspects like payment processing, customer support, and shipping logistics, reducing the burden on sellers and enhancing the overall user experience.

Marketplaces invest in marketing and promotion activities to drive traffic to their platform. Sellers can leverage these efforts and benefit from the marketplace’s brand recognition and advertising campaigns. This can help sellers reach a broader audience and increase their sales without investing heavily in their marketing initiatives.

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Marketplace ecommerce FAQs

Marketplace ecommerce is an online platform where multiple third-party sellers can list and sell their products or services, and customers can browse, compare, and make purchases from various sellers within a single website.

Selling on a marketplace provides access to a large customer base, built-in trust, and the convenience of an established platform, saving you time and resources in building your online store from scratch.

Virtually any product or service can be sold on a marketplace, ranging from physical goods like electronics and clothing to digital products, services, and even rentals.

Buyers benefit from the variety of choices, competitive pricing, and the convenience of finding multiple products or services in one place. Marketplaces often offer secure transactions and efficient customer support.

Challenges may include increased competition, marketplace fees, and limited control over branding. However, the benefits often outweigh these challenges, and strategic planning can mitigate potential issues.

Consider your target audience, product type, and business model. Evaluate the reach, fees, and policies of potential marketplaces. Vaimo can guide you in selecting the most suitable platform based on your specific needs.

Yes. Many businesses operate both an independent online store and sell on various marketplaces to diversify their sales channels and reach a broader audience.

Vaimo specializes in crafting tailored solutions for diverse marketplace models. We offer expertise in design, development, and optimization to ensure your marketplace stands out and performs effectively.

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Our approach to marketplace success

Tailored integration: We tailor the integration to align with your brand identity and product offerings.
Comprehensive marketplace strategy: We craft a comprehensive strategy for each marketplace, considering unique audience dynamics and competitive landscapes.
Automated workflows: We implement efficient automated workflows for inventory management, order processing, and updates across all integrated platforms.
Strategic positioning: We use strategic positioning and data-driven insights to optimize product visibility and enhance marketplace performance.

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The benefits of partnering with Vaimo

Global exposure: Reach a broader audience and expand your market presence on major online marketplaces.
Operational efficiency: Streamline operations with unified inventory management and automated workflows, reducing manual efforts.
Data-driven growth: Leverage performance analytics to make informed decisions, refine strategies, and drive continuous growth.
Brand consistency: Ensure a consistent brand presence across all integrated platforms, reinforcing your identity and messaging.

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How Vaimo can help

As an end-to-end solution partner, we provide our clients with full support, from the definition of their digital strategy to its execution.

  • A comprehensive set of skills within each Business Unit to define, design, build, and manage your solution.
  • Local consulting and delivery teams are supported by global teams to deliver digital strategy, performance, security, SEO, React, PWA, composable commerce, marketplaces, design systems, or content orchestration at scale.
  • The complete range of expertise you need to support your project and strategy is available within the same organization.

We launched our first marketplace solutions in 2016 based on Mirakl and Webkul as the primary solutions. Our offering includes experienced marketplace business consultants, as well as Mirakl configuration and integration developers.

Talk to us today »

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Our team can provide strategic support to increase your success in a multi-channel world and the hands-on skills to execute your strategy.

To learn more about how we can help you, reach out to our team today.

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