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Table of Contents

• 3P brands drive marketplace dominance in 2023 📊

  • 🚦 Marketplaces' meteoric rise slows

  • 💼 3/4 of GMV came from 3P sales

  • 🚀 Marketplace growth outpaces 1P e-commerce

  • 📊 3P brands grow 2x faster than 1P

• 59% of retailers plan to expand 3P sales 🛍️

  • 🛍️ 59% Plan to Expand 3P Sales

  • 🏆 30% of Sales Come from 3P

  • 🛑 Marginal Gains in Saturated Markets

  • 🌟 Growth in Emerging Markets

• Specialist marketplaces grow faster than generalis …

  • 🔄 Marketplaces Evolve to Specialists

  • 🏆 Retailers Score Big with Specialist Models

  • 🏭 Manufacturers Join the Trend

  • 💡 Specialists Outpace Giants in Europe

• EU marketplaces drive 47% of traffic in 2024 📊

  • 📊 EU Marketplaces’ Steady Growth

  • 🇪🇺 Marketplace Model Dominates Sales

  • 🌐 Marketplaces Capture 47% of Traffic

  • 🌍 Generalists Dominate, Specialists Rise

3P brands drive marketplace dominance in 2023 📊

• 📚Sources: digitalcommerce360.com bcg.com linkedin.com 

Global online marketplaces hit $3.5T GMV in 2023, with 77% from 3P sales. 3P brands on Amazon grew 2x faster than 1P, reshaping global e-commerce trends.

🚦 Marketplaces' meteoric rise slows

Global online marketplaces are growing but at a slower pace. The Top 100 Marketplaces’ GMV grew 10% YoY in 2024 to reach $3.832T, compared to the rapid 29.5% surge in 2020. While marketplaces doubled in size since 2018, growth is maturing. Analysts from Digital Commerce 360 note that this reflects the shift from early-stage explosive growth to a steadier trajectory as marketplaces scale.