Marketplace – what is it, how does it work, and which platforms are worth considering?

What?
A marketplace is an online platform that allows you to sell products from a wide variety of sellers in one place—from large brands to small shops. It functions like a digital marketplace, combining offerings from various vendors on a single shopping platform.

Why?
Marketplaces are a crucial sales channel in the digital world, helping you reach new customers without having to build your own infrastructure. They offer an opportunity to expand your scale and reach, test new markets, and increase sales while earning a healthy success fee.

Who is it for?
For online store owners, manufacturers, and distributors who want to develop online sales, enter new channels, and leverage the potential of digital sales platforms.

Marketplace – a growing sales channel

The modern marketplace is the heart of e-commerce – a space where sellers and buyers meet on a single platform. This allows customers to browse thousands of offers in one place, and sellers gain access to a wide audience without the need to run their own online store. Convenience? Tremendous.

Allegro leads the way – it not only facilitates transactions but also ensures secure purchases and builds trust between parties. Interestingly, in 2022, as much as two-thirds of the time Polish internet users spent on shopping websites was spent on marketplaces. This speaks for itself!

The biggest boom in this type of platforms is visible among younger users who value:

• speed – instant search and purchase of products,
• convenience – access to a wide range of offers in one place,
• intuitive solutions – easy navigation and simple purchasing processes.

Forecasts? By 2025, Facebook Marketplace could reach 1.1 billion users worldwide! Additionally, many platforms offer convenient payment systems and loyalty programs, further encouraging their use.

Given this dynamic development, it's worth considering what the future holds. Will marketplaces completely dominate online commerce? Or will new, revolutionary solutions that will once again change the way we shop?

What is a marketplace?

A marketplace is an online marketplace that connects sellers with buyers, enabling quick and convenient transactions. This gives users access to a wide range of products from different suppliers, providing greater choice and often more attractive prices. Most such platforms operate on a commission basis, with sellers paying a percentage of sales, allowing them to reach a wider customer base without having to invest in their own online store.

Definition and principle of operation

The marketplace serves as an intermediary between sellers and buyers, offering a space for product presentation and order fulfillment. The process works as follows:

• Sellers post their offers on the platform.
• Customers browse products, compare prices and make purchases.
• After completing the transaction, the seller ships the product to the customer.
• Marketplace charges a commission on sales.

This solution simplifies the purchasing process and increases the competitiveness of offers, which is beneficial for both sellers and buyers.

Differences between a marketplace and an online store

The main difference between a marketplace and a traditional online store is the number of sellers:

Marketplaces are a convenient solution for those who want to quickly reach a wide customer base without making large investments. Owning your own online store, on the other hand, offers greater brand control but comes with higher promotion and logistics costs.

Most popular marketplace platforms – part 1

The e-commerce market offers a wide selection of marketplace platforms , tailored to the varying needs of sellers and buyers. Each one has a unique operating model, target audience, and functionalities. In this section, we present the most popular platforms, which have gained recognition both in Poland and internationally.

Facebook Marketplace – commission-free local sales

Facebook Marketplace  is a feature built into Facebook that allows users to buy and sell products locally or with shipping options. Since its debut in Poland in 2017, it has become one of the most popular places to shop because:

• does not charge sales commission,
• enables quick contact between buyer and seller,
• is integrated with Facebook, which facilitates user verification.

Allegro – the leader of Polish e-commerce

Allegro  is the largest marketplace platform in Poland, controlling approximately 40% of the e-commerce market . It offers a wide selection of products from thousands of sellers, and its key advantages include:

• access to a huge customer base,
• advanced sales support tools (advertising, loyalty programs),
• the ability to use Allegro Smart! – free delivery for buyers.

Amazon – a global giant growing in Poland

Amazon  is one of the largest e-commerce platforms in the world, dynamically expanding its presence in Poland. It offers:

• a wide range of products,
• Fulfillment by Amazon (FBA) program , which simplifies logistics for sellers,
• opportunity to reach international customers.

eBay – a flexible platform for collectors

eBay  is a global sales platform, known primarily for its auction model, but also offering fixed-price sales. It is particularly popular among:

• collectors and people looking for unique items,
• sellers who want to reach customers around the world,
• people looking for price bargains.

EmpikPlace – a marketplace in the Empik ecosystem

EmpikPlace  is a marketplace operating within empik.com, enabling the sale of products by third-party sellers. Its main advantages include:

• a recognizable brand and a loyal customer base,
• focusing on categories such as books, electronics, children's and lifestyle products,
• the opportunity to reach a wide audience in Poland.

AliExpress – a Chinese platform with a global reach

AliExpress is a marketplace owned by Chinese giant Alibaba, offering products directly from manufacturers. It's popular among buyers due to:

• attractive prices,
• a wide selection of products,
• possibility of ordering directly from manufacturers.

However, it is a challenge for Polish sellers due to strong price competition.

OLX – local classifieds in the form of a marketplace

OLX  is a classifieds website that allows users to sell and buy products directly. Its advantages include:

• simple operation,
• local character,
• popularity in categories such as automotive, real estate and electronics.

Ceneo – a marketplace with a price comparison function

Ceneo  is one of the largest price comparison sites in Poland, also serving as a marketplace. Thanks to it, users can:

• compare offers from various online stores,
• make a purchase directly through the platform,
• find the best prices for the products they are interested in.

Google Shopping – smart online shopping

Google Shopping is a tool that allows you to compare product prices from different online stores directly in Google search results. Its key advantages include:

• integration with the Google ecosystem,
• quick search and comparison of offers,
• the ability to proceed to purchase in the selected store.

Zalando – a marketplace for fashion lovers

Zalando  is one of the largest fashion marketplaces in Europe, offering a wide selection of clothing, footwear, and accessories. Its advantages include:

• cooperation with many brands,
• attracting customers looking for the latest trends,
• an affiliate program for sellers, enabling them to reach a wide audience.

Most popular marketplace platforms – part 2

In this section of our review, we'll take a look at other popular marketplaces that have gained recognition across various industries. Each of these platforms has its own unique features and attracts specific user groups—from craft enthusiasts to tech enthusiasts. Choosing the right marketplace can significantly impact your online sales success , so it's worth understanding their specifics.

Etsy – a space for creators and artists

Etsy is a global platform created for handmade crafters, artists, and artisans. It allows for the sale of unique, often personalized products, making it an ideal destination for those seeking original items. It's not just a marketplace, but also a community where creativity and individuality play a key role. The platform's authenticity attracts both sellers and customers.

Morele.net – Polish electronics marketplace

Morele.net is one of the largest Polish marketplaces, specializing in electronics and everyday products. Thanks to its wide selection and competitive prices, the platform attracts both technology enthusiasts and those seeking practical home solutions. Morele.net stands out for its efficient order processing and professional customer support , strengthening its market position.

Carrefour Marketplace – a closed e-commerce platform

Carrefour Marketplace was for some time a popular shopping platform in Poland, offering a wide selection of products from various sellers. However, its closure demonstrates how dynamic and demanding the e-commerce market is. Even large brands must flexibly respond to changing consumer needs to maintain their position.

Tim – marketplace for the electrical engineering industry

Tim  is a niche marketplace focused on electrical engineering products and other specialized solutions. Its unique offerings attract both professionals and tech enthusiasts seeking hard-to-find components. This platform stands out from the competition by providing products unavailable in typical marketplaces.

cDiscount – French e-commerce giant

cDiscount is one of the largest marketplaces in France, offering a wide selection of products, from electronics to household items. Thanks to its attractive prices and diverse offerings, the platform has gained popularity not only in France but also internationally. This proves that local marketplaces can effectively compete with global giants .

MediaMarkt – a new player on the marketplace market

MediaMarkt  plans to launch its own marketplace in several countries, which could significantly impact the e-commerce market. The expansion of this well-known retail chain demonstrates how large brands are adapting to changing shopping trends. With its broad electronics offerings, MediaMarkt has the potential to become a significant player in the marketplace segment .

eMag – a marketplace developing in southern Europe

eMag  is a platform that is dynamically developing in Southern European countries, offering a wide selection of products to local consumers. Thanks to its consistent expansion strategy, eMag is gaining increasing recognition, attracting both sellers and buyers. It's a prime example of how regional marketplaces can effectively compete in the international e-commerce scene .

Wszystko.pl – a closed marketplace from Comarch

Wszystko.pl was a marketplace that was part of Comarch's offerings but was eventually closed. Its history illustrates the dynamic and unpredictable nature of the e-commerce market in Poland. The platform offered a wide selection of products , making it an attractive option for both sellers and customers.

Erli – a Polish competitor to Allegro

Erli  is a Polish marketplace challenging Allegro's dominance by offering a wide range of products and attractive terms for sellers. Thanks to its dynamic growth and innovative approach, the platform is gaining increasing recognition among Polish consumers. Erli proves that the e-commerce market always has room for new players who can stand out.

Kaufland – a new marketplace in Poland

Kaufland  is a new marketplace entering the Polish market, offering a wide selection of products—from groceries to electronics. Thanks to its recognizable brand and extensive offerings, the platform is quickly gaining popularity among Polish consumers. It's a prime example of how traditional retail chains can successfully enter the world of e-commerce , offering customers new shopping options.

Most Popular Marketplace Platforms – Part 3

In this section of our review, we present other marketplace platforms that stand out from the competition. Each offers unique solutions, from eco-friendly technologies to a wide selection of sporting goods. If you're wondering where to sell your products, this guide will help you make an informed decision.

Merxu – a marketplace for eco-friendly technologies

Merxu  is a platform for companies and consumers seeking eco-friendly solutions . It focuses on products that support sustainable development , making it an ideal platform for companies offering innovative, eco-friendly technologies. This specialization attracts eco-conscious buyers seeking modern, eco-friendly products.

Skroutz – Greek marketplace with a wide range of offers

Skroutz  is one of the most popular e-commerce platforms in Greece, offering a wide selection of products, from electronics to fashion. Its key advantages include:

• Diversity of assortment – ​​a wide range of products for various customer groups.
• Intuitive interface – makes shopping easy for both local and international users.
• Competitive prices – a large seller base makes prices attractive.

Thanks to these features, Skroutz is enjoying growing popularity among buyers.

Rakuten – a global marketplace with a strong presence in France

Rakuten  is an international e-commerce platform that focuses primarily on the French market in Europe. It offers a wide range of products, from electronics to household goods, and is distinguished by innovative solutions such as:

• Loyalty programs – reward both sellers and customers.
• Extensive offer – a wide selection of products in various categories.
• Global reach – ability to sell in multiple markets.

With these features, Rakuten increases user engagement and builds loyalty to the platform.

Arena – Polish marketplace for local sellers

Arena  is a Polish marketplace platform that allows you to sell a wide range of products, from electronics to clothing. Its key advantages include:

• Local character – supports Polish sellers and makes it easier to reach domestic customers.
• Competitive prices – attractive conditions for sellers and buyers.
• Diverse offer – a wide selection of products in many categories.

Arena is an interesting alternative to other Polish marketplaces, offering sellers the opportunity to build a strong presence in the domestic market.

Decathlon – a marketplace for sports enthusiasts

Decathlon  is a specialized marketplace platform focused on sports products . Thanks to its wide selection and attractive prices, it attracts both amateurs and professionals. It's the perfect place for retailers who want to reach active consumers who value innovative solutions in the world of sports.

Marketplace eobuwie / Modivo

The Modivo Marketplace (eobuwie.pl) is a sales platform for fashion brands and retailers operating within a well-known online clothing and footwear store. It allows you to showcase products from external partners alongside Modivo's own offerings. Thanks to its extensive reach and brand recognition, retailers can reach a wide customer base without investing in their own sales channel.

Alza – the largest Czech marketplace

Alza  is a leading e-commerce platform in the Czech Republic and one of the largest marketplaces in Central Europe. It offers a wide selection of products—from electronics to home goods—and allows third-party companies to sell their goods locally. The platform enjoys high trust and recognition in the DACH and CEE regions.

Vinted – a second-hand clothing marketplace

Vinted  is a popular C2C platform that allows users to sell and buy secondhand clothing. Users can easily list products, communicate directly, and benefit from convenient shipping. Vinted supports the concept of recommerce and sustainable fashion, combining the convenience of online shopping with environmental stewardship.

Temu – a cheap shopping platform from China

Temu  is an international marketplace owned by the Chinese group PDD Holdings, offering an incredibly wide selection of affordable products—from clothing and electronics to everyday gadgets. Thanks to its direct links to manufacturers, Temu attracts users with low prices and free shipping to Europe.

AliExpress – a global marketplace

AliExpress is one of the world's largest shopping platforms, owned by Alibaba Group. It enables individuals worldwide to purchase products from Chinese suppliers and manufacturers. The platform offers attractive prices, a vast selection, and increasingly improved delivery options to Europe, including Poland.

Alibaba – global B2B platform

Alibaba is the world's largest B2B (business-to-business) marketplace, enabling wholesale trade between businesses. The platform brings together manufacturers, suppliers, and distributors—primarily from China—offering products in large quantities and made to order. Alibaba is a popular destination for importers seeking suppliers for resale or private label production.

Marketplace business models

Modern e-commerce relies on various marketplace business models that define how platforms operate and their revenue streams. In this section, we'll examine the most popular models, analyzing their impact on both sellers and buyers.

Commission model – how does the marketplace make money on sales?

One of the most common solutions used in marketplaces is the commission model . In this system, the platform collects a percentage of each transaction made by the seller. This is an attractive solution because it allows access to a broad customer base without high upfront costs.

Marketplaces operating in this model often offer additional sales support tools, such as:

• Advertisements – increase the visibility of your offers and help you reach more customers.
• Analytics – provides data that helps optimize sales strategies.
• Automated tools – make it easier to manage offers and monitor sales results.

This allows sellers to focus on growing their business, while the platform handles technical and marketing support. However, it's worth remembering that commission rates may vary depending on product categories and market conditions, directly impacting sellers' margins.

Dropshipping – selling without storing goods

Dropshipping  is a sales model that eliminates the need for retailers to store goods. In this system, orders are transferred directly to the supplier, who then ships the products to the customer. This allows retailers to offer a wide range of products without having to invest in inventory.

Marketplaces that support dropshipping often integrate with suppliers, making order management and logistics easier. This solution is particularly attractive for aspiring entrepreneurs who want to start their business without large financial outlays.

However, dropshipping also comes with some challenges:

• Product quality control – the seller has no direct influence on the quality of the goods.
• On-time delivery – delays can negatively impact the store’s reputation.
• Competition – many companies use this model, which can lead to a price war.

B2B Marketplace – platforms for wholesale transactions

In the wholesale sector, B2B marketplaces play a key role, enabling businesses to make large-scale purchases. These platforms are designed for business-to-business transactions, offering a wide selection of products in bulk.

Popular B2B marketplaces provide features that facilitate the purchasing process, such as:

• Possibility of price negotiation – companies can obtain better purchasing conditions.
• Tailored offers – platforms offer personalized conditions for different customers.
• Integrated payment and invoicing systems – facilitate financial and documentation management.

This allows companies to effectively manage their purchases, saving time and resources. A B2B marketplace is a great solution for businesses seeking reliable trading partners and wanting to increase their competitiveness in the market.

How to sell on marketplace?

Selling on a marketplace isn't just about listing products; it's also about a strategy that allows you to stand out from the competition and effectively attract customers. The key is to present your offer in an attractive way, thoroughly understand how the platform works, and adapt to its requirements. Well-crafted descriptions, high-quality photos, and competitive analysis can significantly increase your chances of success. And that's just the beginning.

Listing products and managing offers

Adding a photo and price isn't enough. Customers make purchasing decisions based on detailed descriptions, attractive photos, and a clear presentation of the offer. Therefore, it's worth ensuring:

• Unique, engaging descriptions – they should not only inform, but also encourage purchase.
• High-quality photos – faithfully reflecting the appearance of the product, preferably from different perspectives.
• Regularly updating availability and prices – to avoid a situation where a customer orders a product that is out of stock.

Each of these elements influences the buyer's decision. The better the offer, the greater the chance of a sale.

Integration of the online store with the marketplace

Automatically integrating your online store with a marketplace makes sales management much easier. With the right tools, you can:

• Synchronize inventory levels – avoiding product availability problems.
• Automatically update prices – adapting them to market changes.
• Process orders more efficiently – which shortens delivery times and increases customer satisfaction.

This not only saves time but also helps avoid errors that could lead to customer dissatisfaction. Investing in appropriate technological solutions allows for seamless collaboration between the store and the marketplace, which directly translates into sales efficiency.

Delivery options and payment systems

Delivery methods and available payment methods have a huge impact on customer purchasing decisions. Fast shipping, tracking, and flexible payment methods enhance the shopping experience and build trust with the seller. It's worth tailoring your delivery options to meet customer expectations, for example:

• Free shipping – for larger orders, which encourages larger purchases.
• Express delivery – for the most demanding buyers.
• Various payment methods – so everyone can choose the most convenient option.

The more convenient the purchasing process, the greater the chance of completing the transaction. And a satisfied customer is a returning customer.

Advantages and disadvantages of selling on a marketplace

Selling on a marketplace evokes a lot of excitement – ​​among both sellers and buyers. On the one hand, it opens the door to a huge customer base, which can significantly increase sales. On the other, it brings challenges, such as fierce competition and high commissions. Is selling on a marketplace worth it? Let's take a closer look at the pros and cons of this solution.

Advantages of selling on the marketplace

The greatest benefit for sellers is easy access to a wide customer base . Marketplaces allow them to reach thousands of potential buyers without having to invest in expensive advertising campaigns. This is especially beneficial for small and medium-sized businesses just building their presence in e-commerce.

For buyers, marketplaces offer convenience and a wide selection . The ability to compare offers from different sellers in one place allows you to quickly find the best price and the product that meets your expectations. Additionally, many platforms offer:

• Integrated payment systems – safe and fast transactions.
• Loyalty programs – discounts and bonuses for regular customers.
• Opinions and reviews – to help you make a purchasing decision.

Disadvantages of selling on a marketplace

Despite its numerous advantages, selling on a marketplace also presents challenges. One of the main problems is intense competition . Many sellers offer similar products, leading to price wars and the need for constant market monitoring. As a result, margins can be low, and standing out from the competition requires additional efforts, such as:

• Offer optimization – attractive product descriptions and photos.
• Investing in customer service – quick responses and professional help.
• Promotions and discounts – attracting buyers' attention.

Another significant challenge is the commission costs that marketplaces charge on each transaction. High fees can significantly reduce profits, especially for smaller sellers. Therefore, before starting to sell, it's worth carefully analyzing your cost structure and considering whether this form of business will be profitable in the long term.

The future of marketplaces and e-commerce trends

E-commerce isn't slowing down—on the contrary, it's growing at a dizzying pace. Marketplaces are playing an increasingly important role in online commerce, driven by rising consumer expectations and the rapid development of technology. Today, they're not just convenient sales platforms but also a key element of many companies' business strategies. They're transforming the way sellers and customers interact, offering not only a wide selection of products but also a new shopping experience.

Omnichannel – the key to success

One of the most important trends shaping the future of marketplaces is the omnichannel strategy . Integrating various sales channels—brick-and-mortar stores, websites, and mobile apps—creates a cohesive and intuitive shopping experience. This allows:

• sellers better understand customer needs,
• they can quickly adapt the offer,
• customer loyalty and satisfaction increase.

Modern technologies in marketplaces

modern technologies cannot be overlooked . These innovations not only make life easier for sellers but also improve the quality of customer service. Among the key solutions, it's worth mentioning:

• Artificial intelligence – personalizes offers and product recommendations.
• Blockchain – increases transaction security and process transparency.
• Advanced analytical tools – help optimize purchasing processes.

What does the future hold?

Marketplaces are becoming increasingly embedded in consumers' daily lives. But will they completely dominate the future of e-commerce? Or will entirely new sales models emerge that will turn the market upside down? One thing is certain: technology and evolving customer expectations will continue to shape this sector in unpredictable ways.

Marketplace FAQ – Frequently Asked Questions and Answers

What is a marketplace?

A marketplace is an online marketplace that connects sellers with buyers. Sellers can offer their products without the need to create their own online store. Examples of marketplaces include Zalando, Amazon, and Allegro.

How does the marketplace work?

Marketplaces allow sellers to list their products and buyers to purchase them through a single platform. Payments and logistics are often handled by the marketplace, streamlining the entire selling process.

What are the most popular marketplaces in Europe?

The most popular marketplaces in Europe include Amazon, eBay, Zalando, Allegro, and bol.com. Each specializes in different product categories and offers different sales models.

Why is it worth selling on the marketplace?

Marketplaces provide access to a large customer base and eliminate the need to build your own e-commerce infrastructure. They also offer ready-made tools for order processing, marketing, and logistics.

What are the costs of selling on the marketplace?

Each marketplace charges a commission on sales, which varies depending on the platform and product category. Additional costs may include listing fees, logistics, and promotional campaigns.

What products can be sold on the marketplace?

This depends on the marketplace's policies. Most platforms allow the sale of clothing, electronics, cosmetics, and home goods, but certain categories, such as pharmaceuticals or weapons, may be prohibited.

What are the requirements for marketplace sellers?

Sellers must be registered as a business and meet quality standards for customer service, logistics, and returns. Each platform may have additional criteria for accepting new sellers.

What are the advantages and disadvantages of selling on a marketplace?

Advantages include broad reach, ready-made infrastructure, and marketing support. Disadvantages include high competition, commissions, and less control over the client relationship.

What payment methods are available on the marketplace?

Most platforms support various payment methods, such as credit cards, online transfers, PayPal, and deferred payments. Some marketplaces also offer installment options.

What does the returns process look like on the marketplace?

Marketplaces typically allow returns in accordance with applicable consumer law. Sellers must provide product returns, and some platforms offer additional returns and logistics services.

How does the marketplace influence the development of the digital world?

Marketplaces make it easier for companies to start selling online and increase product availability to customers. They are also influencing changes in logistics and pricing strategies in e-commerce.

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