How to build a multi-channel marketplace strategy to scale your business

Expanding the sales channels of your eCommerce products through different channels and marketplaces will be key to multiplying revenue and reducing risks. Find out how to build your multichannel marketplace strategy.

In both 2020 and 2021, marketplace growth doubled that of traditional eCommerce globally. Businesses have flocked to marketplaces to harness this growth and accelerate their own business expansion. In 2021, the number of businesses selling on marketplaces increased 46% year over year, as the model proved successful for businesses wishing to find new customers and grow sales.

Large marketplace platforms like Etsy, Zalando and Amazon are attractive propositions for sellers, having already proven themselves to be successful sales channels. Yet experienced sellers know the importance of diversifying across multiple channels to grow and de-risk their business from relying on just a few large platforms. This is called building a multi-channel marketplace strategy. With this approach, sellers no longer need to restrict themselves to selling only on large platforms. Thanks to the rise of traditional global retailers launching their own marketplace platforms, there is more choice and opportunity for sellers to enjoy.

Enter enterprise marketplaces, which are online marketplaces operated by traditional organizations that invite third-party sellers to sell directly to end customers. Used by hundreds of the world's best-known retailers and department stores, including Debenhams, La Redoute, Leroy Merlin, Maisons du Monde, MediaMarkt and Carrefour, enterprise marketplaces offer sellers an excellent opportunity to leverage the marketplace model to diversify their sales channels across more curated and category-specific platforms.

Diversify your online sales strategy by selling on enterprise marketplaces

At first, marketplace sellers can be reluctant to dedicate resources to new or emerging marketplace channels, where the potential return on investment and technical requirements can be unclear.

This is why Mirakl, the platform powering hundreds of marketplaces across the globe, created Mirakl Connect, which empowers sellers to find and sell across multiple marketplaces with ease and for no access fee.

With access to hundreds of marketplace platforms, a suite of flexible onboarding options and partner connectors to scale operations, Mirakl Connect enables sellers of every size and experience to build their multi-marketplace business seamlessly.

From well-known brands like Camper, Thomas Sabo and Villeroy & Roch, to small family businesses like Tedzukuri Atelier, sellers worldwide are accessing new business opportunities since they joined Mirakl Connect.

The benefits for these sellers are clear: increased revenue opportunity, access to a more extensive customer base and diversification of their eCommerce strategy. These sellers are able to grow their business with minimal resource investment and risk.

Tedzukuri Atelier: expanded business opportunities thanks to Mirakl Connect

Tedzukuri Atelier, founded by Pedro and Ana in Paris, creates handmade origami lamps with ecological materials. Ana is an architect, Pedro a passionate handyman and together they created their first lamp in 2014 after the birth of their first daughter. In 2020, they met with the Mirakl team and, thanks to Mirakl Connect, their lamps were quickly added to the Maisons du Monde, Leroy Merlin, Galeries Lafayette and other Mirakl-powered marketplaces in France.

As a result, the company accelerated growth substantially which led them to the decision to internationalize their brand. They leveraged Mirakl Connect’s network of global marketplaces and an extensive network of partners that allowed them to access several markets, including most European countries by selling on Worten, Manor, and Home24 marketplaces, the US by selling onUrban Outfitters or Anthropologie, and even the Catch marketplace in Australia.

“Mirakl Connect is a key asset for me to grow my business. I’ve been able to easily onboard with new marketplaces thanks to the Shopify connector! It saves me operational time on multiple marketplaces all from my Shopify back office."

Pedro Viejas, Founder, Tedzukuri Atelier

Hannun increased 2x its revenue thanks to RITMO

Hannun invests heavily in social media advertising campaigns. However, it takes a long time from the moment potential customers receive the advertising impact to when they make the decision to purchase a piece of Hannun furniture. Moreover, as part of their products are exported, they need to make large investments to deliver their products through all of Europe.

Thanks to RITMO, their working capital cycles were shortened allowing them to scale their marketing investment, invest in selling their products on new Mirakl-powered marketplaces and consolidate their brand in Europe."

“RITMO has allowed us to leverage our customer acquisition strategy without affecting the company's cash flow, which in turn has allowed us to grow faster than our competitors."

Joan Álvarez, CEO, Hannun

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