Which marketplaces are right for your business?

When a company starts selling on marketplaces, one of the most common questions is how to choose between generalist and niche marketplaces. But that’s not the only factor to consider. Other criteria must also be taken into account depending on your industry.

Choose a marketplace based on your audience

This is a key factor. You know your target audience better than anyone, so it’s essential to understand where they are and how they shop on marketplaces.

Reach out to marketplaces directly: can they provide audience data? Is your target audience well represented? Are they investing in acquiring customers in your segment?

Example: If you sell books for students, ask the marketplace what percentage of its audience consists of students and their parents.

Analyze your competitive landscape

Some industries are more competitive than others, but it’s crucial to determine whether your competitors are already present on the marketplaces you’re considering. 
Are there many competitors? Are they direct competitors, or could your offer be complementary? Can you differentiate yourself? 

Based on this analysis, you can decide whether to follow your competitors, explore alternative marketplaces, or adopt a hybrid strategy.

Example: A triathlon-focused bike retailer may choose a marketplace with road bike sellers but no direct triathlon competitors.

Select marketplaces based on your specific needs

You are the expert in your products and industry, so you are best positioned to assess which marketplaces align with your business. Consider factors such as:

• Marketplace selectivity
• Product positioning (premium brands may avoid overly generalist platforms)
• Product characteristics (e.g., second-hand goods require specific marketplaces)
• Brand positioning and values (e.g., eco-friendly, locally made products)
• Feed management compatibility (ease of integration with your ecosystem)
• Custom production capabilities (if applicable)

There are many possible criteria—don’t hesitate to engage with marketplaces to fully understand their requirements and positioning.

Monitor emerging marketplaces in your industry

Staying informed is essential. New marketplaces emerge regularly, and some —like Back Market— experience rapid growth, making them key platforms for certain sectors.

Additionally, many traditional brick-and-mortar retailers are launching their own marketplaces, such as Leroy Merlin. Keep a close eye on market developments to adapt your strategy accordingly.