Essentials Report

Research Overview: Online Marketplaces

A Guide To Buying, Selling, And Creating Market Leverage Via Everyone's Favorite Digital Platform Business Model

August 17th, 2020
Allen Bonde, null
Allen Bonde
Caleb Ewald, null
Caleb Ewald

Summary

Online marketplaces aren't a new idea. Yet over the past few years, they have (re)emerged as a preferred channel for consumers, small businesses, and a growing number of enterprise buyers. For brands and other sellers, they offer a low-cost way to reach online customers or enter new markets but also less control over a company's brand and the user experience. For operators, orchestrating an ecosystem of buyers, sellers, and technology partners requires mastery of eCommerce, brand building, and demand gen — but also offers unique economic benefits of running a digital platform business. This report summarizes our research on consumer and business marketplaces and explains how to understand buyer preferences and succeed as a seller or operator.

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