Marketplaces have some advantages over online shop solutions. On the one hand, the platform is already fully available for national and in some cases, international sales. On the other hand, existing fulfillment services can be used.
Many marketplaces also offer the retailer additional advantages such as integrated marketing instruments, a permanent contact person, and product managers who help with sales and outdoor advertising. Also, sizes such as Amazon or Rakuten offer the fully integrated payment services, which also means an enormous saving in time and initial costs. Ultimately, using a marketplace solution increases the reach and the business area enormously.
Sustainably expand and consolidate the product portfolio by expanding boundaries — another advantage when using shopping platforms. The target group can be grown almost without limits, usually by far less intervention in existing structures as in regular online trading.
By outsourcing sub-areas such as the agreement of current contracts with payment service providers, the industrial structure, and ultimately the logistics relevant areas, the concentration can be placed on selling the products. In return, however, the use of online shopping platforms usually entails running costs, as well as fees for each sale. Moreover, marketplaces are generally only suitable for purchase, but not for strengthening the brand.