Summary
Marketplaces continue to grow their share of online retail. By 2023, Forrester expects that 68% of B2C e-commerce will come from marketplaces. Social commerce and rapid delivery logistics help differentiate marketplaces, as does the growth of discount marketplaces like Shopee that sell lower-priced items. In fact, we expect Shopee will be the fastest-growing marketplace in 2022. By 2023, we expect third-party sellers will drive most marketplace growth and capture more than half of global B2C e-commerce. Marketplaces will diversify their revenues and adapt to the anticipated slowdown in growth and more regulation in 2022, as well as the environmentally conscious shopper, to drive growth.
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