Trends Report

How Brand Manufacturers Can Manage Messy Online Marketplaces

Marketplaces Have Gray-Market Risks; Governance Strategies Are Crucial

June 18th, 2021
Sucharita Kodali, VP, Principal Analyst
Sucharita Kodali VP, Principal Analyst
Madeline Cyr, Researcher
Madeline Cyr Researcher
With contributors:
Fiona Swerdlow , Taylor Hansen

Summary

Brand manufacturers are investing in marketplaces, attracted by their fast growth, global reach, and regional prominence. However, marketplaces also pose challenges, including counterfeits, gray markets, and a lack of consumer data. Brands can take control of their marketplace identities with actions such as taking a more nuanced approach to marketplace relationships, bolstering direct-to-consumer (DTC) sales, and using e-control.

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