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Global Market Access with Minimal Friction
The best marketplace platforms from Amazon and eBay to Allegro, Kaufland, and regional players such as Bol, Pepita, eMAG, Skroutz, Trendyol, etc. give brands immediate access to millions of customers in local markets. No need for a local office or complex legal setup. Instead of building an e-commerce store from scratch or spending tonnes of money advertising your brand, you plug into the digital infrastructure of the marketplace and start selling from day one.
This does not mean you are not going to invest in ads or not going to launch your website at some point of your new market entry, but we will discuss this later.
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Low-cost Entry & Faster Time to Market
Launching your own e-commerce store in a new country requires preliminary market research, localisation, payments and courier integrations, local customer support, a local marketing team or at least a person, etc. And let’s be honest, there is no guarantee your products will be well accepted by the market. In e-commerce marketplace platforms, most of the above-mentioned is already built in, and you can easily test demand, validate your offer, and iterate, all without heavy investment. Such an approach significantly reduces the risk of entering a new market.
Scalability that Grows with You
The top marketplace development platforms are designed for scale. As your brand grows, these platforms grow with you. Whether you’re adding new product lines, expanding into more regions, or tapping into multiple revenue streams, marketplaces support your journey. This built-in scalability is especially critical for high-growth ecommerce brands.
Streamlined Operations and Logistical Efficiency
The main international marketplace e-commerce platforms handle key operational elements like warehousing, delivery, returns, and customer service. That means fewer headaches and better performance. By relying on logistical efficiency from marketplace partners, you free up internal resources to focus on product, marketing, and brand-building.
👌 Best Practices of Your Marketplace Platforms Strategy
Succeeding with your products on marketplace platforms requires pretty much the same tactics you apply when working on improving your conversion and retention rates on your own eCommerce store:
- optimize your listings with local keywords and currency
- invest in high-quality images and reviews
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- research and prepare the best packaging
- use sponsored placements and data-driven campaigns throughout the year
- integrate with the marketplace’s fulfillment service when possible
Tips that Will Help you Master the Marketplace Game
💡 Use software solutions that will help you integrate with many marketplace platforms at once. Platforms such as Bese and easySales can significantly increase your productivity, the quality of your listings and, most importantly, the speed of launching new products to new platforms and markets.
💡 Open market by market and don’t forget to test and validate every single product or category. Opening a new market can lead to surprises and unexpected situations. From product restrictions to customer complaints for specific products to logistic difficulties and high return rates. By opening new markets one by one, you ensure smooth expansion and easy handling of potential problems.
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💡 Make solid research about the market you are entering and make sure your packaging answers all local requirements as well as customers’ expectations. Nowadays the material and design of the package are as important as the product itself. Many times packaging can save you money if properly designed for optimal storing and shipping.
Running out of inventory is another issue you might face. There is nothing worse than high demand for a product in your portfolio you are unable to deliver to the starving crowd. Solutions such as Noverstock can help you manage your inventory in different warehouses and more importantly let you know when something is in high demand so you can produce or buy and restock.
💡 Have a solid price strategy for each market you are entering and use repricing software to make sure you have attractive offers and make money at the same time. Solutions such as DynamicPricing.Ai and Pricemind.ai will help you beat the competition.
Don’t rely solely on the organic traffic of the platform. As mentioned above, make sure your brand and products are often part of each platform’s campaigns, such as Black Friday, Cyber Monday, Singles Day, Easter, Christmas, New Year’s campaigns and all the rest. Build a separate landing page for the bestsellers of your brand, run social media ads for better brand recognition and carefully follow the results.
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💡 Work with the best logistics and fulfilment solution in the region. Nowadays the marketplace platforms are offering direct warehousing, delivery and returns services. However, having an independent solution can always be useful. Your strategy might change, and fulfilling your orders from a 3PL partner or your warehouse may be needed. In such cases you will have to rely on a trusted partner with a well-developed chain of operations. Great solutions for cross-border logistics are FedEx, DPD, DHL, Direx and Express One. If you are looking for a fulfilment solution with a vast network of warehouses across Europe, you can try with euShipments.
If you are forced or prefer to ship your goods from your own warehouse or 3PL partner, you might need to think about a solid solution about the envelopes or boxes you are shipping with. Companies such as DS Smith can provide you with amazing solutions that are both practical and cost-saving.
Key Considerations for Marketplace Platform Expansion
While marketplace platforms offer a fast and flexible route into new markets, there are important considerations you need to address to avoid costly mistakes or operational bottlenecks.
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➤ VAT registration and tax compliance
If you’re selling into multiple EU markets through ecommerce marketplace platforms, you may be required to register for VAT in each country where your sales exceed local thresholds.
With the One-Stop Shop (OSS) system, some of this complexity can be centralised, but only if you’re eligible and compliant. It’s essential to work with experienced accountants or legal advisors to ensure your cross-border tax setup is bulletproof.
➤ Unfair competition and marketplace risks
Not all 3rd-party marketplace partners play fair. Sellers sometimes encounter:
- Aggressive pricing tactics from large or subsidized competitors
- Copycat listings or intellectual property infringements
- Fake reviews or manipulated ratings
These issues are part of the hidden costs of working on different marketplace platforms. Understanding the marketplace’s rules, monitoring your listings, and reacting swiftly to suspicious activity are key to protecting your brand.
➤ Margin pressure and commission structures
Each marketplace e-commerce platform has its fee structure, ranging from listing fees to fulfilment and advertising commissions. If you’re not careful, these costs can eat into your margins quickly.
Before expanding, model your unit economics for each platform and market. In some cases, marketplace lending platforms may be offered to help smooth cash flow—but that comes with its terms and risks.
➤ Limited customer relationship ownership
One of the biggest downsides of e-commerce marketplace platforms is that you often don’t own the customer relationship. You’re building your sales on rented ground, and you may have limited access to buyer data. Make sure your marketplace strategy includes brand-building efforts that funnel customers back to your owned channels over time.
➤ Cash flow and money exchange when working on different markets in EU
Selling in markets with different national currencies brings a whole new level of complexity to your cash flow. Payment delays, poor exchange rates, and hidden fees can hurt your bottom line if you’re not prepared. To mitigate this, consider using services like Paysera, which offers multi-currency accounts with local IBANs in many European countries. These platforms enable fast, low-cost money transfers and help you better manage your liquidity across borders.
The Path to Sustainable Growth using Marketplaces
Whether you’re a D2C brand, wholesaler, or digital-native vertical, the best marketplace platforms offer a low-risk, high-reward path to global market access. With the right strategy, know-how and tools your brand can tap into the top marketplace platforms and reach new customers faster, cheaper, and more effectively than ever before. Marketplace platforms aren’t just a shortcut—they’re a strategic advantage.
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Frequently Asked Question
What is a marketpalce?
A marketplace is an online platform that connects multiple sellers with buyers, facilitating the exchange of goods, services, or both. Unlike a regular eCommerce store that typically sells products from a single vendor or brand, a marketplace hosts a variety of sellers who offer their own products. Think of it as a digital “market square” where different merchants set up their stalls under one roof. The platform acts as a hub, driving traffic and providing a streamlined experience for transactions, often handling payments and logistics while leaving inventory and fulfillment largely to the sellers. Marketplaces can vary in scope. Some are local, tailored to a single region or community. Others are international, serving multiple markets across countries or even globally, offering everything from handmade crafts to mass-produced electronics. Examples include giants like Amazon and eBay, or niche platforms like Etsy for artisans.
Can selling on marketplaces improve brand trust?
Marketplaces aren’t all built the same, and that structural variety shapes how effectively you can boost your brand’s trust. Some platforms make it easy to craft a distinct brand presence, while others keep you boxed in, forcing a different approach. Whether you’re selling your own branded products or reselling others’ goods adds another layer your strategy has to pivot depending on what you’re offering and where you’re selling.
Why does having a marketplace strategy matter?
First, you’re not alone. Other players are likely selling similar products, and without a sharp plan, you’re just another listing in the pile. A strategy lets you outsell them by zeroing in on what sets you apart whether it’s pricing, sharper product descriptions, faster shipping, or targeting a niche they’ve missed. Second, marketplaces have rules, and breaking them can tank you. You have to be careful not to get penalized, by accidentally listing prohibited items, faking reviews, or mishandling returns. A misstep could get your account suspended or shut down, wiping out your momentum.
Finally, a strategy unlocks the platform’s full potential. Each marketplace offers tools, analytics, ads, or storefronts and without a plan, you’re leaving money on the table. It helps you take the most of what’s there.
Should businesses sell on existing marketplaces or build their own?
Building your own marketplace is an extremely expensive and complex endeavor that requires serious traffic, trust, and resources.
Launching your own platform means facing massive upfront costs, solving the chicken-and-egg problem of attracting both buyers and sellers, and investing heavily in brand trust and user acquisition. Unless you’re already a category leader with deep pockets and a large customer base, it’s a high-risk move. The smarter path is to start where the customers are, learn the game, and only consider building your own ecosystem once you’ve truly earned the scale and influence to sustain it.
How do marketplaces help businesses reach new customers?
Marketplaces help businesses reach new customers by giving them instant access to a massive, pre-existing audience that’s already browsing and ready to buy. Instead of spending months (and a ton of money) on ads, SEO, and brand awareness, sellers can plug directly into high-traffic platforms where trust is already established. These platforms often promote products through their own algorithms, search functions, and seasonal campaigns — giving smaller brands exposure they’d struggle to get on their own. Plus, marketplaces often operate across borders, opening doors to international markets without the hassle of setting up local infrastructure. In short, they act like a customer magnet. You just need to show up with the right offer.
