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Strategy Briefing

How Brands Survive in a Digital Marketplace World

38 pages, Jul 2018

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

In digital commerce the marketplace model has grown faster than the traditional model over the past five years. It accounted for 41% of digital commerce sales in 2017, up from 17% in 2008. It is expected to continue to grow faster than the traditional model. This report explores how brands need to change to thrive in the digital marketplace world.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

The marketplace model is growing faster than the traditional model in digital commerce

It accounted for 41% of digital commerce sales in 2017, up from 17% in 2008.Because of the growing size of marketplaces, brands need to have a market place strategy.

It is risky to ignore marketplaces

The scale of marketplaces is expected to continue to grow. It is risky for brands to ignore marketplaces and potentially lose out on sales. However, it is possible to grow a business without a marketplace if the brand is able to establish strong direct channels to consumers and work with other strong retail partners.

Brands need strategies tailored to each market place

Each marketplace, both large and small, have their own value propositions to shoppers and their own rules on what brands need to follow to be successful.It is important that brands have a specific plan for each marketplace partner to maximise the relationship.

Amazon and Alibaba are the second and third largest“retail” brands in the world

The marketplaces of Amazon and Alibaba have reached incredible scale. It is becoming impossible for brands to ignore these platforms. Brands need to decide their strategy for each since both have different rules.

Brands new to the model need to take small steps

Selling on a marketplace is a new business model for brands, especially those who typically sell wholesale. It is important to start small to test and learn. It also may be necessary to work with a third party agency to manage the market place relationship at first before bringing the relationship in-house.

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Introduction

Scope

Why read this report?

What is a marketplace?

The ways that brands can sell on marketplaces

Key findings

Marketplaces are Conquering Digital Commerce

Marketplaces are dominating digital commerce

Why is the marketplace model growing so quickly?

The 10 largest marketplaces in the world

The largest product categories on the largest marketplaces

Working with Marketplaces

The benefits and challenges of being a third party merchant

Does my brand or product belong on a marketplace?

What if you do not want to work with a marketplace?

Birkenstock ends relationship with Amazon but sales soar

Case study: Nike, Tmall and Amazon

Nike agreed to build an official storefront on Tmall in 2012

The partnership is going strong five years later

Nike works with Amazon in a wholesale relationship

Nike expands the pilot to include more assortment

Key lessons for other brands

Navigating the Future in a Marketplace World

Brands need to tailor their strategies for each marketplace

Do not become dependent on marketplaces

Appendix: Marketplace Snapshots

Amazon.com Inc

Alibaba Group Holding Ltd

eBay Inc

JD.com Inc

Rakuten Inc

MercadoLibre Inc

Softbank Corp

Suning Commerce Group Co Ltd

Wish

Vipshop Information Co Ltd

Details on sources used in the report

Why buy this report?

Want to find out more about this report?

Request more information

Megatrends

Strategy Briefing

How Brands Survive in a Digital Marketplace World

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

The marketplace model is growing faster than the traditional model in digital commerce

It is risky to ignore marketplaces

Brands need strategies tailored to each market place

Amazon and Alibaba are the second and third largest“retail” brands in the world

Brands new to the model need to take small steps

Want to find out more about this report?

Table of Contents

Introduction

Scope

Why read this report?

What is a marketplace?

The ways that brands can sell on marketplaces

Key findings

Marketplaces are Conquering Digital Commerce

Marketplaces are dominating digital commerce

Why is the marketplace model growing so quickly?

The 10 largest marketplaces in the world

The largest product categories on the largest marketplaces

Working with Marketplaces

The benefits and challenges of being a third party merchant

Does my brand or product belong on a marketplace?

What if you do not want to work with a marketplace?

Birkenstock ends relationship with Amazon but sales soar

Case study: Nike, Tmall and Amazon

Nike agreed to build an official storefront on Tmall in 2012

The partnership is going strong five years later

Nike works with Amazon in a wholesale relationship

Nike expands the pilot to include more assortment

Key lessons for other brands

Navigating the Future in a Marketplace World

Brands need to tailor their strategies for each marketplace

Do not become dependent on marketplaces

Appendix: Marketplace Snapshots

Amazon.com Inc

Alibaba Group Holding Ltd

eBay Inc

JD.com Inc

Rakuten Inc

MercadoLibre Inc

Softbank Corp

Suning Commerce Group Co Ltd

Wish

Vipshop Information Co Ltd

Details on sources used in the report

Why buy this report?

Want to find out more about this report?

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