Mirakl Americas CEO Scott Eckert shares what’s fueling marketplace growth in the region
A shift is underway in the Americas as marketplaces become the engine of modern retail.
From North to Latin America, businesses of all sizes are embracing platform models to unlock new revenue, reach more customers and stay competitive in a fast-changing market. At the final stop of the 2025 Summit World Tour in New York City, industry leaders came together to explore what’s fueling this acceleration.
In an interview with Omni Talk Retail, Mirakl CEO of the Americas Scott Eckert explained why the region is positioned for significant marketplace expansion, and what that means for sellers and retailers.
A region ready to grow
While marketplaces are already established across the Americas, Eckert sees a bigger opportunity just beginning to take shape.
“We’ve got some of the most iconic retailers in the world in this market. In fact, many of them are [at this year’s Mirakl Summit,” Eckert said.. “We’ve got a dynamic set of brands and sellers in this market … We think there’s a really significant opportunity for more and more marketplaces.”
With that powerhouse mix of retailers and sellers, the Americas are poised to unleash significant marketplace growth.
However, Eckert also points out that the opportunity isn’t about creating an endless aisle of products, but rather about building marketplaces that are relevant and tailored to the unique needs of this region — focusing on quality over quantity to better serve both retailers and customers.
Simplifying seller operations across marketplaces
For sellers operating across multiple marketplaces, especially in the complex U.S. and LATAM markets, managing inventory, orders and customer interactions can quickly become overwhelming. Each platform often comes with its own systems and processes, making it challenging for sellers to maintain visibility and control over their operations.
To address this challenge, new tools are emerging to give sellers more control and visibility across platforms.
“What we're doing — what we call Mirakl Connect — is the technology we’re providing for sellers to allow sellers to connect to multiple marketplaces, Mirakl and others, and build a full cockpit for sellers to manage their business,” Eckert said.
By creating a more unified experience for sellers, solutions such as Mirakl Connect aim to reduce friction and open the door to faster, more scalable marketplace growth.
Retail media’s untapped potential
Retail media has rapidly emerged as a major revenue driver for many leading retailers, yet a significant opportunity remains largely untapped, especially when it comes to third-party marketplace sellers.
According to Eckert, while large retailers have established retail media networks, many have yet to fully integrate the long tail of third-party sellers into these advertising ecosystems.
This gap presents a dual opportunity. For sellers, it means access to new advertising channels that can help boost visibility and sales. For retailers, it unlocks incremental ad revenue streams and enriches shopper experiences by expanding the range of products and brands featured in retail media campaigns.
The evolving retail media landscape is also poised for further disruption from emerging technologies like AI, which will likely reshape how ad spend is optimized and how consumers discover products. As retailers and sellers adapt to these changes, integrating retail media into marketplace strategies will be key to accelerating growth.
B2B marketplaces on the rise
Marketplace growth isn’t limited to the consumer-facing side of retail. The B2B sector is also undergoing a transformation as wholesalers, distributors and group purchasing organizations digitize their operations and adopt marketplace models.
Eckert points to this as a significant adjacent opportunity, noting a momentum swing around B2B marketplaces as “businesses are embracing platform models to increase efficiency and reach.”
This momentum is being driven by shifting buyer expectations and the need for more streamlined, scalable solutions. Many B2B companies are turning to marketplace platforms to modernize procurement, simplify supplier relationships and expand product availability without overextending internal resources.
As more industries rethink how they operate, B2B marketplaces are becoming a powerful engine of growth — and a key part of Mirakl’s expansion strategy in the Americas.
Eckert’s marketplace growth playbook
So, how can businesses accelerate marketplace success? Eckert lays out a clear, actionable plan:
Sign up more sellers: Expanding the seller base creates a broader assortment and increases competitiveness.
Expand product assortments: A wider product range helps attract diverse customer segments.
Tap into retail media: Unlock new revenue streams and deliver targeted shopper experiences.
Embrace dynamic supply chains: Incorporating 1P, 3P and dropship models adds flexibility and scalability.
The focus is clear: growth isn’t just about volume, it’s about operational efficiency, seller enablement and smarter monetization.
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