In recent years, the online marketplace have become indispensable tools for companies aspiring to expand into new markets through digital channels. These e-commerce portals offer significant advantages over other forms of international promotion, including a Wider access to global audiences, increased visibility in foreign marketsi and Simplification of logistics operations, often managed directly by the platforms themselves.
The growing importance of marketplaces is clearly demonstrated by their continued expansion. According to the B2B Market and Customer Experience Report by Digitalcommerce360, the number of global marketplaces will exceed 1,000 by 2025. In addition, it is estimated that the value of goods traded on B2B marketplaces will Will reach $26 trillion by 2030.
In this context, it is crucial to Carefully select the most suitable platform. A thorough analysis of the available options allows companies to identify the one that best meets their needs, increasing sales opportunities and optimizing their presence in international markets.
Asia confirms its position at the top of global e-commerce markets, with a turnover of nearly two trillion US dollars in 2024, surpassing by about The Americas' turnover volume is 500 billion.. This record reflects a highly developed digital market, destined to grow further. In particular, the’India It stands out for having one of the highest compound annual growth rates (CAGR), projected to exceed 111% per year between 2024 and 2029 (Source: Statista Research Department). Latin America is also poised for rapid expansion in the e-commerce sector in the coming years.
Robust Asian e-commerce marketplaces, such as the TikTok Shop, are exerting increasing influence globally, demonstrating how Asian platforms are also being adopted in the West, integrating social media and online commerce. By 2025, the following are expected more than 3 billion digital buyers worldwide, emphasizing the importance of these marketplaces in promoting business growth through international visibility and simplified management.
Next, we look at the specific benefits these platforms offer.
marketplaces offer businesses an exploratory option for‘internationalization of enterprises, allowing potential customers abroad to be tested before committing to large investments. These platforms allow Evaluate the saleability of products online, determining the most effective price and strategies.
By analyzing the sales conditions used by competing companies, which may offer different prices and approaches, businesses can gain valuable insights into the online market's “sentiment.” Knowing how potential buyers perceive the products offered on a marketplace will help the company optimize its presentation and sales strategy in the future.
Not all countries are the same: the habits and Purchasing trends vary significantly from one nation to another. In Italy, especially in the online context, consumer behaviors may differ significantly from those in France or in Germany, and the gap is even more pronounced when considering markets like China or India. A company might find that its products are particularly in demand in one country rather than another, opening unexpected prospects for the expansion of your business.
Adapting marketing strategies to local cultural preferences thus becomes crucial for winning the favor of international consumers.’in-depth analysis of markets, supported by the use of specific data, can guide business decisions towards more effective and targeted outcomes, strengthening the company's competitive position in global markets.
Relying on one or more marketplaces can confer a significantly increased visibility, especially for companies that are new to online sales. Products are automatically positioned on search engines, which means the company name will appear on major web portals. Furthermore, this positioning ensures a constant presence over time, helping to maintain high visibility.
This approach becomes even more effective when integrated with a company portal, thus maximizing conversions to the company's website or e-commerce platform. In this context, marketplaces can be seen not only as a means of promoting products, but also as Valuable tools for generating leads and increasing customer trust. This dual use of marketplaces allows for the full exploitation of the digital market's potential, while simultaneously enhancing the company's online presence.
Speaking of international expansion, selling in another country through the digital dimension requires certain investments. It is essential to develop a corporate website in the local language, set up targeted promotion campaigns, and work on online positioning through SEO strategies and keywords; such activities require time and resources. In this scenario, marketplaces offer a quicker route, allowing you to submit its catalog also on international portalsi.
For companies already established with their own e-commerce platform, marketplaces can serve as a Effective additional channels to increase international sales. They not only broaden the scope of the business but also improve the company's online positioning and overall visibility. By integrating their use, businesses can fully leverage the opportunities offered by the global digital landscape, strengthening their presence and growth in foreign markets.
To rely on a marketplace you do not need to incur major marketing costs or technical costs related to IT development. Payment is made only when the product is sold: if you do not sell, you pay no commission to the marketplace (although for some there is a monthly subscription fee).
In addition, no computer skills are required: these are user-friendly platforms managed by specialized operators, who are responsible for retrieving and uploading the product catalog to the platform.
Although there are regional differences, some aspects of marketplaces generalize globally. Many users see marketplaces as a source of inspiration and a central hub for product research, particularly appreciating the ease and the flexibility offered by e-commerce. In addition, the growing popularity of point-of-collection deliveries highlights a preference for more convenient and sustainable options than traditional home delivery.
There are different types of marketplaces, each with specific characteristics that companies need to evaluate carefully to identify the solution that best suits their business and goals.
These platforms directly connect businesses with end consumers, offering a wide range of products and services. Businesses usually pay a commission on sales or a fixed monthly fee. Known examples include. Amazon, eBay, Walmart, Zalando e Wayfair. These platforms are well established in developed countries and show significant growth in emerging markets such as China, India and Brazil.
They facilitate transactions between companies, focusing on High-value contracts and long-term relationships, with advanced features such as product catalogs and order management. Platforms such as. Amazon Business, Alibaba, AliExpress, Thomasnet e FashionUnited are particularly relevant in this area.
Specializing in specific sectors or market niches, they offer targeted products, responding to the particular needs of consumers seeking quality and uniqueness. These platforms focus on specific areas, guaranteeing a highly personalized shopping experience. Farfetch e Yoox Net-a-Porter, for example, are leaders in the fashion and luxury sector, while Newegg He is renowned in the field of electronics.
They operate within specific geographic contexts, offering products and services that are particularly relevant to local consumers. Indeed, they enable companies to connect directly with regional customers, facilitating deeper penetration into those markets. Mercado Libre and Chinese platforms Tmall e Taobao are prominent examples.
I five major marketplaces in 2024, ranked by gross merchandise value (GMV), Taobao leads with an anticipated GMV of $723.8 billion, followed by Tmall with $682.7 billion. Both are part of the Chinese giant Alibaba Group, with Tmall distinguishing itself as primarily a B2C (business-to-consumer) platform. In third place is Amazon, with an estimated GMV of $435.7 billion. JD.com, also based in China, comes in fourth with estimated sales of $249.9 billion, while Shopee, headquartered in Southeast Asia, closes out the top five with $77.2 billion.
Together, Taobao, Tmall and Amazon account for nearly half of the sales of the top 100 marketplaces, highlighting the centrality of these platforms in the global e-commerce sector.
The choice of the most suitable marketplace depends on various factors, including. the type of product, the target market, the target customers, as well as costs and fees. It is critical to carefully analyze each aspect to select the platform that best aligns with your needs and offers the greatest potential for success.
To achieve positive results on a marketplace, it is crucial to focus on:
Attending to these aspects contributes to customer loyalty and obtaining positive reviews, increasing business visibility and success in the global market.
For companies looking to expand abroad or refine their internationalization strategies, the marketplace can represent a solid starting point. With over 20 years of experience in marketing strategies and internationalization, Octagona supports companies in global development, also promoting the digital export Through marketplaces.
If you wish to establish your business beyond national borders, contact us to explore which solution best suits your needs and goals.
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