By Alexander Otto, Head of Corporate Relations at Tradebyte

The European retail industry has experienced significant changes in recent years, with Covid-19 and Brexit. Brexit, in particular, has introduced new complexities for businesses operating across borders, especially regarding customs, regulations, and shipping costs.

Businesses must now deal with new tariffs, VAT rules, and compliance issues. However, online opportunities remain for players who can successfully navigate these new EU requirements and regulations while balancing the demands of local shoppers.

Despite the challenges, market expansion remains a key growth opportunity, and international marketplaces stand out to offer businesses the chance to reach new audiences, boost sales, and build brand recognition beyond their domestic markets.

The amplification of digital marketplaces

Several key trends have amplified the importance of digital marketplaces. On the one hand, we have the rapid digital transformation of the retail sector and the introduction of AI to enhance personalisation and improve the customer experience.

Demand for technology-powered shopping experiences that blend the physical and digital realms is at an all-time high, with personalisation and community engagement now central to marketplace strategies.

Additionally, consumer expectations have surged, partly driven by the widespread use of smartphones and the immediate availability of online information. Marketplaces have evolved to support seamless customer journeys across multiple channels.

We have also witnessed a growing consumer demand for better value in response to financial pressures and the increasing popularity of circular economic practices like re-commerce.

As brands contend with the dual challenges of rising living and operational costs alongside increasingly price-conscious consumers, digital marketplaces—including specialist re-commerce players—have risen to become one of the dominant forces in the retail landscape.

These changes have positioned online marketplaces as a channel for maintaining competitiveness, optimising operations, and enhancing consumer engagement in advanced and innovative ways. Capturing nearly half of Europe’s online sales, they provide a critical nexus for brands and retailers to explore new territories and forge revenue diversification and growth paths.

Supporting a more complicated customer journey

Today’s shoppers, especially younger digital natives, seamlessly move between digital and physical channels throughout their buying journey. They might discover new products on social media while browsing in-store, purchase online for click-and-collect, and handle returns through local drop-off points. This has created more complex customer journeys with varied expectations across different demographics.

Marketplaces are often effective in meeting consumer demands in this evolving landscape. They tend to offer convenience and personalisation, provide shoppers with a wide range of products, enable easy comparison on a single platform, and deliver relevant messaging to boost conversion rates.

Many marketplaces have become one-stop shops, offering an extensive product selection alongside fulfilment and return options. This reduces the need to visit multiple websites, streamlining the browsing and checkout process.

Trusted marketplaces also assure authenticity, quality, and value, enhancing brand credibility when shoppers explore new products. By harnessing consumer data to offer personalised product recommendations and promotions, marketplaces can help drive product discovery, increase conversions, and build customer loyalty.

Marketplaces handle much of the heavy lifting for brands and retailers. They handle platform development, customer relationship management, payment processing, and customer acquisition, allowing sellers to focus on their core business.

Marketplace models

Indeed, online marketplaces have evolved beyond traditional transaction-focused platforms, becoming dynamic “mini ecosystems.” These platforms range from generalists like Amazon, offering a full suite of services, to niche players such as Vinted, which cater to specific audiences with more tailored offerings.

These ecosystems have become central to many retail journeys, boosting product visibility, simplifying transactions, and offering logistical support like third-party logistics (3PL). Together, they provide a comprehensive range of platforms designed to optimise the retail experience for both sellers and consumers.

Three main models dominate the landscape: hybrid, retailer-operated, and social commerce. Hybrid marketplaces, like Amazon or Shein, blend wholesale or own-brand sales with third-party offerings, competing directly within the same platform. Known for their agility in responding to market trends at scale, these “open marketplaces” allow any business to sell, provided they meet registration requirements.

Conversely, retailer-operated marketplaces are managed by a single retailer and provide third-party brands with access to the retailer’s platform and logistical services, such as warehousing and fulfilment. These “closed marketplaces,” like Next Plc’s Total Platform, are limited to curated third-party sellers selected by the retailer.

Social commerce, led by platforms like TikTok, integrates eCommerce directly into social media, offering immersive shopping experiences through content and in-app purchases. These platforms are increasingly expanding into logistical services, including inventory management and shipping.