Are Brand-Owned Marketplaces The Future of eCommerce?

Think of the last time you bought something online, or the last few times. It’s probably pretty likely that you either purchased off of or interacted with a marketplace on your online buying journey. That’s where eCommerce is headed, and it’s clear why. 

Victoria’s Secret just became the latest DTC operation to open their own marketplace, and their transition represents a larger trend in the industry. There are loads of companies now offering DTC brands the ability to expand their online presence by building a marketplace. 

If creating your own marketplace is a viable option for your brand, then by all means, hop on board the trend. Victoria’s Secret is just the latest in a line of companies that’s done it: brands like Anthropologie, MadeWell, and Urban Outfitters have also done the same, as have retailers like eBay and Walmart. 

As a brand, owning a marketplace affords the ability to leverage DTC operations. Say your brand sells dining room tables, and you’re selling them on a marketplace as well as your own DTC site. Shoppers looking for a table will definitely find what they’re looking for, but they’ll be pleasantly surprised if they can also buy home decor, cutlery, and linens for their new table all in the same place. Take note of those sales on the marketplace side, and you can use them to explore potential product line expansions and offerings on the DTC side. 

On the flip side, brands can also use marketplaces as a platform to test new products. Seeing how other sellers succeed in certain categories on a channel your brand is already selling on gives you as a brand the exact insights you need in order to see if expanding offerings in a certain category would be advantageous. Having that ability to test products is a game changer for brands.  

But why is it so enticing for brands to create their own marketplaces, as opposed to simply selling on existing ones?

1. Traffic

The first and most obvious reason is traffic. Since the marketplaces on the retail sites mentioned above are all linked to those brands’ DTC sites, visitors will see both, increasing the likelihood of making a purchase on either side. 


2. Branding

Running your own marketplace allows you to further your company’s branding efforts. Having a smooth flow between your DTC site and your marketplace will provide customers with an excellent buying experience, wherever they choose to make a purchase. 


3. Customer Relations

It’s a known fact that consumers like shopping on marketplaces, so why not give them what they want? Having a single platform for them to compare and choose from a variety of products and services gives them what they need. And there’s nothing brands love more than happy customers.


4. Trust

In general, consumers are trusting of both marketplaces as a whole, and of the brands that sell on them. Marketplaces are seen as a stamp of approval for brands, since the parent companies that run them have to vet them before allowing them to sell. Build trust with your customers by providing a platform that features fantastic brands, and you’ll reap the benefits.  


The eCommerce market is competitive, and opening a marketplace is simply another fantastic way to get ahead – and stay ahead – of your competitors. Marketplaces are the best of the eCommerce world: they offer visibility on a large scale, the potential for an increase in profit due to an influx in traffic, the opportunity to deepen customer relationships, and yet another channel through which sellers can reach their customers. 

For brands looking to start selling on marketplaces, an automation tool like Cymbio’s is the solution you need to do so quickly and efficiently. We remove the technological barriers and reduce the manpower associated with onboarding by providing a one-to-all connection that allows brands to sell on hundreds of marketplaces.

Learn More About Cymbio’s Automation

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