Marketplaces, digital platforms that are open to 3rd party merchants, have steadily increased their share of global digital commerce. In 2007, only 10% of digital sales went to the 3rd party merchants listed on a marketplace. Steadily, and perhaps stealthily, the figure climbed to 35% in 2016, according to Euromonitor International. Retailers around the world are now reckoning with this new normal in digital commerce.

1. RESEARCH THAT HIGHLIGHTS MARKETPLACES AS A GROWING
GLOBAL SALES CHANNEL
MICHELLE GRANT
HEAD OF RETAILING

2. © Euromonitor International
2
Marketplaces are eating digital commerce
RESEARCH THAT HIGHLIGHTS MARKETPLACES AS A GROWING GLOBAL SALES CHANNEL
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
US$Millions
Global Digital Commerce by Business Model
Traditional Model
Marketplace Model

3. © Euromonitor International
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What is fueling the marketplace model?
RESEARCH THAT HIGHLIGHTS MARKETPLACES AS A GROWING GLOBAL SALES CHANNEL
Benefits Risks

4. © Euromonitor International
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The marketplace model offers new revenue streams
RESEARCH THAT HIGHLIGHTS MARKETPLACES AS A GROWING GLOBAL SALES CHANNEL
Fulfillment
Marketing
Payment
Consulting

5. © Euromonitor International
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Marketplace model penetration varies by region
RESEARCH THAT HIGHLIGHTS MARKETPLACES AS A GROWING GLOBAL SALES CHANNEL
0
5
10
15
20
25
30
35
40
45
50
Asia
Pacific
Australasia Eastern
Europe
Latin
America
Middle East
and Africa
North
America
Western
Europe
%
Marketplace Sales as % of Digital Commerce
2007
2016

6. THANK YOU FOR LISTENING
Michelle Grant | Head of Retailing
Michelle.grant@euromonitor.com
@EMI_MichelleG
www.linkedin.com/in/migrant1