In recent years, the online marketplace have become indispensable tools for companies aiming 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 logistical operations, often managed directly by the platforms themselves.
The growing importance of marketplaces is clearly demonstrated by their continuous expansion. According to the B2B Market and Customer Experience Report by Digitalcommerce360the number of global marketplaces will exceed 1,000 by 2025. Furthermore, it is estimated that the value of goods traded on B2B marketplaces will reach USD 26 trillion by 2030.
In this context, it is crucial 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 optimising their presence in international markets.
Asia confirms its position at the top of the global e-commerce markets, recording a turnover of almost two trillion US dollars in 2024, surpassing 500 billion the turnover of the Americas. This record reflects a highly developed digital marketwhich is set to grow further. In particular, theIndia stands out with one of the highest compound annual growth rates (CAGR), expected to be above 11% 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 worldwide, demonstrating how Asian platforms are also being adopted in the West, integrating social media and online commerce. By 2025, it is expected over 3 billion digital buyers worldwideemphasising the importance of these marketplaces in promoting business growth through international visibility and simplified management.
Next, we focus on the specific advantages that these platforms offer.
Marketplaces offer companies an exploratory option for the'internationalization of companiesallowing the response of potential customers abroad to be tested before committing to large investments. These platforms allow assessing the saleability of products onlinedetermining the most effective price and strategies.
By analysing the sales conditions used by competing companies, which may offer different prices and approaches, companies can obtain valuable information on the 'sentiment' of the online marketplace. Knowing how potential buyers perceive the products offered on a marketplace will help the company optimise its presentation and sales strategy in the future.
Not all countries are the same: habits and purchasing trends vary significantly from one country to another. In Italy, especially in the online context, consumer behaviour may differ considerably from that in France or in Germanyand the gap is even more pronounced when considering markets such as China or India. A company might find that its products are particularly sought after in one country rather than another, opening up unexpected prospects for the expansion of its business.
Adapting marketing strategies to local cultural preferences thus becomes crucial to win the favour of international consumers. Ain-depth market analysissupported by the use of specific data, can guide business decisions towards more effective and targeted results, strengthening the company's competitive position in global markets.
Relying on one or more marketplaces can confer a significantly greater visibilityespecially for companies that are just starting out in online sales. Products are automatically positioned on search engines, which means that the company name will appear on major web portals. Moreover, this positioning ensures a constant presence over time, helping to maintain high visibility.
This approach becomes even more effective when integrated with a corporate portal, thereby maximising conversions to the company's e-commerce site or platform. In this context, marketplaces can be seen not only as means to promote products, but also as valuable tools for generating leads and increasing customer confidence. This dual use of marketplaces allows the full potential of the digital marketplace to be exploited, while enhancing the online presence of the company.
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 way, allowing you to present their catalogue also on international portals.the.
For established companies with their own e-commerce platform, marketplaces can serve as effective additional channels to increase sales abroad. They not only expand the reach of business, but also improve the company's online positioning and overall visibility. By integrating their use, companies can make the most of the opportunities offered by the global digital landscape, enhancing their presence and growth in foreign markets.
To rely on a marketplace, one does not need to incur significant marketing or technical costs related to IT development. Payment is only made when the product is sold: if it does not sell, no commission is paid to the marketplace (although for some there is a monthly subscription fee).
Moreover, no computer skills are required: it is user-friendly platforms managed by specialised operators, who retrieve and upload the product catalogue onto the platform.
Although there are regional differences, some aspects of marketplaces are generalised globally. Many users see marketplaces as a source of inspiration and a central point for searching for products, appreciating in particular the ease and flexibility offered by e-commerce. In addition, the growing popularity of pick-up point deliveries shows 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 in order to find the solution best suited to their business and objectives.
These platforms connect companies directly with end consumers, offering a wide range of products and services. Companies usually pay a commission on sales or a fixed monthly fee. Known examples include Amazon, eBay, Walmart, Zalando and 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 relationshipswith advanced functionalities such as product catalogues and order management. Platforms such as Amazon Business, Alibaba, AliExpress, Thomasnet and FashionUnited are particularly relevant in this area.
Specialised in specific sectors or market niches, they offer targeted products, responding to the particular needs of consumers looking for quality and uniqueness. These platforms focus on specific areas, ensuring a highly customised shopping experience. Farfetch and Yoox Net-a-Porterfor example, are leaders in the fashion and luxury sector, while Newegg is renowned in the field of electronics.
They operate within specific geographical contexts, offering products and services that are particularly relevant to local consumers. They enable companies to connect directly with regional customers, facilitating deeper penetration in those markets. Mercado Libre and Chinese platforms Tmall and Taobao are outstanding examples.
THE five major marketplaces in 2024ranked by gross merchandise value (GMV), Taobao leads the way with an expected GMV of USD 723.8 billion, followed by Tmall with USD 682.7 billion. Both are part of the Chinese giant Alibaba Group, with Tmall standing out as a mainly 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 fourth with estimated sales of 249.9 billion, while Shopee, based in Southeast Asia, closes the top five with 77.2 billion.
Together, Taobao, Tmall and Amazon account for almost 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 customersas well as costs and commissions. It is essential to carefully analyse each aspect in order 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:
Attention to these aspects contributes to customer loyalty and positive reviews, increasing company visibility and success in the global market.
For companies wishing to expand abroad or refine their internationalisation strategies, the marketplace can be a solid starting point. With over 20 years of experience in marketing and internationalisation strategiesOctagona supports companies in their global development, also promoting the digital export via marketplaces.
If you want to establish your business beyond national borders, contact us to explore which solution best suits your needs and goals.
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