Major brands have been somewhat wary of marketplaces due to concerns about reputation, brand management and the size of the opportunity. However, recent IREU500 research found that marketplaces are featuring evermore significantly in the online shopping horizon of Europe’s consumers. With some 41% of all consumer visits to retail sites going to eBay and Amazon, plus nearly 400 other marketplaces operating in Europe, the phenomenon is one of interest and importance to all multichannel retailers.
What are the customer attractors? How are competitors using marketplaces and how best can retailers appropriate marketplaces for their benefit? What are the quick routes to success, if any?
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