Marketplace Selection

Marketplace Selection

What it is: Marketplace Selection is the process of evaluating and choosing which third-party platforms, like Amazon, Walmart, eBay, or Target ,make the most strategic sense for your brand. It's based on customer reach, margin potential, fulfillment capabilities, and product-market fit.

Why it matters for ecommerce merchants: Not all marketplaces are created equal. Picking the right one can unlock new audiences, while the wrong one can drain resources fast. Insider Intelligence reports that nearly 45% of US ecommerce sales happen on Amazon alone. Choosing wisely ensures your products are where your customers are already shopping.

Challenges:

• Weighing audience size against fees, margin loss, and brand control
• Managing technical and operational integration
• Navigating platform-specific rules and algorithms
• Allocating inventory across channels without creating fulfillment friction