Scaling through steering: marketplace success starts here
At Shoptalk Europe, our very own VP Sales & Growth Stefan Röttger took the stage with a clear message: when it comes to marketplaces, growth isn't just about scale, it's about steering. And the opportunity? It’s massive.
European ecommerce is set to surpass €630 bn in 2025 and with cross-border marketplace sales already accounting for €225 bn, or 69 % of all cross-border ecommerce, marketplaces are driving a major share of that growth.
But success isn’t guaranteed. From pricing and inventory strategy to product data and channel mix, brands need a smarter, more intentional approach to growth. As Stefan put it, “It’s not just about being present on marketplaces, it’s about being in control.”
Let’s deep dive into what that really means, starting with:
-
The five must-haves for marketplace success
-
Why fragmentation is your biggest challenge
-
How TB.360 PRO helps you steer, not just scale
What does it really take to win on marketplaces?
Let’s start with the fundamentals; the five non-negotiables for marketplace success. To sell effectively, brands need to manage these five key building blocks:
- Product data: every marketplace has its own format and structure: colours, sizes, descriptions, components, categories, image guidelines, and more. Poor-quality or mismatched product data can mean listings don’t go live, or worse, they disappear altogether.
- Price management: it’s not just about setting a price. You need to stay competitive, manage discounts and promotions, factor in marketplace fees, and keep everything synced across channels, without triggering price conflicts.
- Stock availability: real-time inventory updates are essential to avoid overselling or stockouts that could cause downsorting or limited visibility on marketplaces. You also need to segment stock across channels and ensure the right products are available in the right markets.
- B2C order handling: once the order comes in, it’s on you to deliver – fast, reliably, and often with local expectations around shipping and packaging.
- Order status updates: marketplaces require consistent, trackable updates for customers. No matter how many platforms you’re selling on, each needs to be updated in its own way, in real time.
Sounds straightforward; until you scale.
The issue? The market is fragmented.
Europe is home to 100+ fashion marketplaces, each comes with its own rules: product data standards, fulfilment requirements, interfaces, return policies, pricing dynamics, and promotional models. From local heroes to international giants, every platform comes with its own rules and sellers are expected to master them all.
That’s why we at Tradebyte talk about steering and not just scaling.
We’ve identified 5 key success factors that shape a high-performing marketplace business:
- A scalable setup
A centralised and flexible technical foundation that allows you to connect with multiple marketplaces and automate the basics, freeing up your team to focus on growth. - Availability & delivery
Ensuring your products are available where they need to be, with reliable logistics in place that meet local expectations without killing your margins. - Price management
Balancing automation with control, automating 80% of your pricing while keeping a close eye on key products and strategic markets. - Content
Adapting your product content to each market, optimising images, titles, bullet points, and optional values to boost visibility in search and filters. - Retail Media
Investing in visibility with a mix of sponsored products, marketplace ads, brand shops, and performance campaigns to increase conversion and build awareness.
But even that’s not always enough.
Stefan Röttger
VP Sales & Growth, Tradebyte
We’ve seen this over the past years and speaking from almost a decade at Tradebyte, the challenges may look different, but the root is always the same: complexity and missing transparency. Brands who have full insights on their business, from multichannel article onboarding to sales data and benchmarking across the industry can steer profitability, not only grow the top line. They are the ones that grow smarter and faster.
TB.360 PRO launches on 2 July
That’s why we built TB.360 PRO, a tool designed not just to report performance, but to give brands the steering wheel. A huge step forward to revolutionise your multichannel commerce with a centralised analytics platform that brings transparency and direction.
- Always have a 360° view of your data
Complete visibility of your multi-channel operations in one tool, across SKUs, countries, categories, return rates, GMV, and more. - Reduce analytics complexity
No more piecing together data from multiple tools. TB.360 PRO unifies your view so you can act fast, whether you’re analysing best-sellers, return rates, country trends or article availability. - Full market context
Access benchmarking powered by 15+ years of marketplace data. Understand your competitive position and plan growth with confidence.
news
