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 available options enables companies to identify the one that best meets their needs, increasing sales opportunities and optimizing their presence in international markets.
Asia is confirmed to be at the top of global e-commerce markets, registering sales of nearly two trillion U.S. dollars in 2024, surpassing by about 500 billion the business volume of the Americas. This record reflects a highly developed digital market, set to grow further. In particular, the’India stands out for 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 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 companies an exploratory option for the‘internationalization of enterprises, allowing them to test the response of potential customers abroad before committing to large investments. These platforms make it possible to Evaluate the saleability of products online, determining the most effective price and strategies.
By analyzing the terms of sale used by competing companies, which may offer different prices and approaches, companies can gain valuable insights into the “sentiment” of the online marketplace. 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 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 expanding its business.
Therefore, adapting marketing strategies to local cultural preferences becomes crucial to winning the favor of international consumers. A’in-depth analysis of markets, supported by the use of specific data, can guide business decisions toward 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 just starting out in online sales. Products are automatically placed on search engines, which means that the company's name will appear on major web portals. In addition, 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, thus maximizing conversions to the company's e-commerce site or platform. In this context, marketplaces can be seen not only as a means of promoting products, but also as a Valuable tools for generating leads and increasing customer trust. This dual use of marketplaces allows the full potential of the digital marketplace to be exploited while 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 foreign sales. They not only expand business reach, but also improve a company's online positioning and overall visibility. In fact, 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 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 point for product research, particularly appreciating the ease and 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 industries or niches, they offer targeted products, meeting the particular needs of consumers seeking quality and uniqueness. These platforms focus on specific areas, ensuring a highly personalized shopping experience. Farfetch e Yoox Net-a-Porter, for example, are leaders in the fashion and luxury sector, while Newegg 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), see Taobao leading the way with a projected GMV of $723.8 billion, followed by Tmall with $682.7 billion. Both are part of the Chinese giant Alibaba Group, with Tmall standing out as a primarily B2C (business-to-consumer) platform. In third place is Amazon, with an estimated GMV of 435.7 billion. JD.com, also based in China, ranks fourth with estimated sales of 249.9 billion, while Shopee, based in Southeast Asia, rounds 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 industry.
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:
Attention to these aspects contributes to customer loyalty and positive reviews, increasing company visibility and success in the global market.
For companies looking to expand abroad or refine their internationalization strategies, the marketplace can be a solid starting point. With more than 20 years of experience in the 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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