Original content published by Ecommerce Foundation: ArticleMany of the world's most successful companies operate under marketplace models: Airbnb, Amazon, Uber, Etsy. Indeed. With the constant evolution of marketplaces, Ecommerce Foundation decided to interview Eduardo Aznar, Chief Growth Officer at Shopery. Together, we discussed the relevance and impact of marketplaces in today’s ecommerce society. Shopery empowers leading ventures and brands to build and scale their marketplace businesses through a SaaS solution.
Branding is just as vital to a marketplace as finding the right sellers, measuring the right metrics, or choosing the right revenue model. Whilst there is no single consensus on the definition of marketplace branding, a marketplace’s brand can be thought of as the personality that identifies the business.
Choosing which revenue model to implement may be the most relevant business decision marketplace owners need to address before launching, and one that must be reviewed continuously. Indeed, the chosen revenue model has a strong impact across the business, from the capacity to onboard sellers and convert visitors into paying customers, to supporting the business' cash flow.
Measuring and assessing metrics is key to success of any digital business. While metrics for traditional single-vendor online store models are well known to the public, marketplace models require a new set of KPIs.