Retailer Corporate Strategies in Marketplaces

May 2023

As the world emerges from the COVID-19 pandemic, online marketplaces are well-placed to continue their run of success in the dynamic e-commerce channel. This briefing analyses two major trends (Logistics and Unique Selling Proposition (USP)) that are guiding successful marketplace strategies today through the lens of five selected online marketplace platforms: Allegro, Amazon, Falabella, and Lazada.

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This report comes in PPT.

Key findings

E-commerce growth tapers from pandemic heights but outlook remains healthy

E-commerce growth is slowing from pandemic highs, as economies reopen and consumers head out for work and social activities again. With retail e-commerce sales forecast to post a 7% CAGR over 2022-2027, to comprise 24% of global retail sales, marketplaces can gain competitive advantages from their logistics strategies and unique selling propositions (USPs).

COVID-19 created a conducive environment for marketplace e-commerce to flourish

Pandemic-induced digitalisation of merchants, continuing consumer engagement in the digital realm and sticky purchasing habits are expected to provide the foundation for sustained growth in marketplace e-commerce ahead, even as factors such as rising interest rates and increased regulatory scrutiny act as checks on growth.

Fulfilment is an important physical touchpoint in e-commerce, and critical to customer satisfaction

Delivering order to customers on time, within an expected timeframe, remains one of the most crucial ways for marketplaces to stand out from other e-commerce players. As a result, marketplaces continue to invest in logistics infrastructure and develop their fulfilment models to speed up delivery times, improve the consumer experience and drive cost efficiencies.

Acquisitions and expansion into emerging retail channels are key for growth 

Mobile commerce, social commerce and livestreaming are emerging as retail channels of increasing importance for consumers, and potential areas of growth for marketplace operators and sellers. Investments, innovations and improvements in these areas will positively affect product sales and are likely to be key to higher consumer spending in the years to come.

User experience, personalisation and seller optimisation remain essential

Marketplace operators that do the best job of utilising consumer data to meet their customers’ needs will undoubtedly fare the best. Expanding available product ranges with new strategic partnerships, enhancing the user experience on their platforms and striving to increase repeat purchases are expected to remain key areas of investment for marketplaces.

Key findings
Companies profiled in this briefing
As Covid accelerated growth normalises, marketplaces well-positioned for the long term
Marketplaces retain category leadership in retail e-commerce
Logistics and unique selling propositions are two important differentiators for marketplaces
Logistics: Creating a balance between operational efficiency and meeting consumer needs
Logistics: Investments in logistics see innovations and evolution of fulfilment models
USP: Marketplaces leverage their strengths to differentiate themselves from competitors
USP: Loyalty schemes, partnerships and online presence present growth opportunities Sp zoo: Key company facts
Allegro’s marketplace strategy
Allegro’s marketplace strategy in context: Logistics
Allegro’s marketplace strategy in context: Unique selling proposition Inc: Key company facts
Amazon Inc’s marketplace strategy
Amazon marketplace strategy in context: Logistics
Amazon marketplace strategy in context: Unique selling proposition
Falabella SACI: Key company facts
Falabella marketplace strategy
Falabella marketplace strategy in context: Logistics
Falabella marketplace strategy in context: Unique selling proposition Inc: Key company facts’s marketplace strategy’s marketplace strategy in context: Logistics’s marketplace strategy in context: Unique selling proposition
Lazada (Alibaba Group Holding Ltd): Key company facts
Lazada’s marketplace strategy
Lazada’s marketplace strategy in context: Logistics
Lazada’s marketplace strategy in context: Unique selling proposition
The outlook for marketplaces
Lessons for marketplace operators
Lessons for marketplace sellers
About Euromonitor’s Syndicated Channels Research


Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, and wholesale sales (e.g. Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.

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