Platform Business Model

Mirakl Named in Gartner® Hype Cycle™ for Digital Commerce for the Sixth Consecutive Year

Maya Pattison
October 3, 2022
Mirakl Named in Gartner® Hype Cycle™ for Digital Commerce for the Sixth Consecutive Year
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In early July, Gartner released the Hype Cycle for Digital Commerce, 2022, and Mirakl is pleased to be included as a Sample Vendor for the sixth consecutive year. Enterprise marketplaces again received a “high” benefit rating in this year’s report.

The enterprise marketplace model continues to gain momentum as retailers, manufacturers and distributors increasingly work together with third-party sellers to overcome supply chain strains and other economic pressures.

In the Hype Cycle for Digital Commerce, 2022, Gartner reports, “Enterprise marketplaces have seen increased interest in recent years, as many organizations hastened to launch or expand digital commerce presences, when sales from physical channels were disrupted or closed.”

The past three years have demonstrated the need for a more flexible, resilient approach to business. Marketplaces offer a clear opportunity for organizations to develop agility and resilience while moving away from fragile analog business models. With an online marketplace, businesses can circumvent supply chain challenges, replacing out-of-stock items with similar products from third-party sellers and distributing the burden of storing and shipping goods to sellers located across the country or even throughout the world. The appeal of the marketplace model is widespread and growing: 2021 saw a total of $4.3 billion transacted on Mirakl-powered Marketplaces alone.

In Hype Cycle for Digital Commerce, 2022, Gartner states:

Enterprise marketplaces are digital channels operated by B2B or B2C sellers that invite third-party sellers to sell directly to end customers. Marketplace operation applications provide the technology to enable enterprise marketplaces by allowing operators to manage seller onboarding, product catalogs, order routing and management, and seller compliance with marketplace policies.

Enterprise marketplaces make it possible for organizations to rapidly expand their operations, facilitating transactions between third-party sellers and buyers on a unified platform. A well-planned and well-executed marketplace will effectively expand product assortments, introduce new items or categories, reduce fulfillment and shipping costs, and improve the customer experience while maintaining a clear and compelling brand identity. As marketplaces grow to onboard more third-party sellers and integrate various ecosystem partners, operators can develop and oversee a global digital business with diverse, resilient revenue sources.

A growing number of leading brands across geographies and industries are launching new enterprise marketplaces. In 2021, Mirakl supported 80 new customers with the Mirakl Marketplace Platform and partnered with retailers, manufacturers and distributors on the launch of 66 new marketplaces globally. So far this year, new Mirakl customers include marquee global brands like B&Q, Boots, Fressnapf Group, home24, Superdrug, Sonepar, and Unbound Group. 

Other leading Mirakl customers have doubled down on their marketplace approaches: Maisons du Monde, the leading European provider of furniture and home decoration, recently launched a new Spanish marketplace with more than 150 third-party sellers; in the U.S., Macy’s has announced the launch of its new marketplace featuring 20 new categories from 400 third-party sellers, with a marketplace coming to the Bloomingdale’s brand next year. 

To learn more about the 2022 Hype Cycle for Digital Commerce read the full report here.

To learn how an enterprise marketplace can accelerate your digital business, contact your Mirakl representative.

Gartner, Hype Cycle for Digital Commerce, 2022, Sandy Shen, 11 August 2022 (Gartner subscribers may access the report) Disclaimer: GARTNER and HYPE CYCLE are registered trademarks and service marks of Gartner, Inc. and/or its affiliates in the U.S. and internationally and are used herein with permission. All rights reserved. Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

Written by
Maya Pattison
VP, Corporate Marketing at Mirakl

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