Seller spotlight: How Goddiva scaled from manual operations to multichannel success with 175% GMV growth
Being present on multiple channels is essential for modern retail success, yet managing multiple marketplaces can be challenging without the right tools.
For fashion brands, this complexity can be the difference between scaling successfully and being overwhelmed by operational chaos.
Yathukulan Kanagaratnam, Goddiva's head of technology and AI, shares how the brand achieved 175% GMV growth and turned marketplaces into their primary revenue driver with Mirakl Connect.
About Goddiva
Goddiva is a UK-based fashion brand specializing in occasion wear, offering evening dresses and formal attire for special events.
The company has strategically expanded its presence both domestically and internationally across multiple marketplace channels, leveraging technology to scale efficiently while maintaining operational excellence.
The following is a Q&A with Goddiva’s head of technology and AI Yathukulan Kanagaratnam that has been edited for clarity.
How Goddiva launched its marketplace business
Mirakl: How long have you been selling on marketplaces, and what motivated you to start?
Yathukulan Kanagaratnam: We've actually been on marketplaces for quite some time. We started with SilkFred years ago, and we launched on Debenhams in February 2022 — our first Mirakl-powered marketplace. Our goals were straightforward: increase sales and expand brand awareness beyond our own channels. We recognized early on that customers were increasingly shopping on marketplaces, and we needed to meet them where they were.
M: How has your marketplace presence grown over time?
YK: We're currently selling on 13 marketplaces — seven in the UK and another six internationally. It's been quite a journey scaling to this level. When we started, we never imagined we'd be managing this many channels simultaneously. The growth has been organic but also strategic, as we've learned which marketplaces work best for our brand and our customers.
How Goddiva successfully implemented its multichannel strategy
M: What was your experience managing marketplaces before finding the right technology partner?
YK: Honestly, it was mostly manual and incredibly time-consuming. Every marketplace had its own system, its own requirements and its own way of doing things. Our team was spending hours just keeping up with inventory updates, processing orders and managing product information across different platforms. It wasn't scalable, and we knew that if we wanted to grow, we needed a better solution.
M: What made you choose Mirakl Connect to expand your marketplace strategy?
YK: Debenhams actually recommended Mirakl Connect to us when we were onboarding to their marketplace. We've been using it for about 3.5 years now. What attracted us is the standardized setup that would allow us to onboard new marketplaces quickly and efficiently.
M: What made the onboarding process with Mirakl Connect different from your previous experiences?
YK: The onboarding process has been user-friendly overall. We currently have 12,730 child SKUs and 944 parent SKUs listed on Mirakl. Instead of building individual integrations for each marketplace, we could connect once and manage multiple platforms from a single system. In that sense, the Shopify integration is crucial for us — it's easy to sync up with our Shopify store.
The business impacts of Goddiva’s multichannel strategy
M: What impact has your multichannel expansion had on your business growth?
YK: The impact has been substantial. We're currently syncing three marketplaces via Mirakl, and we're hoping to launch more. The real value is in the efficiency — we can work with multiple marketplaces through a single sync, which saves enormous amounts of time. From a growth perspective, we've seen around 175% GMV growth since using Mirakl Connect.
M: How important have marketplaces become to your overall business strategy?
YK: Marketplaces now make up 75% of our gross income, which shows how central they've become to our business model. We're processing an average of about 7,200 orders per month across our marketplace channels.
M: How has multichannel selling affected your direct-to-consumer business?
YK: Interestingly, we've seen improved brand visibility thanks to our presence on other platforms. In some cases, depending on the country of the marketplace, we see different products performing better on marketplaces versus our own website. The multichannel approach has actually strengthened our overall brand presence rather than cannibalizing our DTC business.
M: What are your plans for future marketplace expansion?
YK: We are in discussions with major UK marketplaces through Mirakl. We’re also exploring international expansion with key EU marketplaces. It could open up significant opportunities; it's an exciting next phase for our business.
From manual operations to significant business growth
Goddiva's journey shows that sustainable marketplace growth requires both a clear strategy and the right technology.
Their evolution from managing a handful of marketplaces manually to operating efficiently across 13 platforms and unlocking 175% GMV growth represents more than operational efficiency — it's a complete business transformation that has repositioned marketplaces as the core of their revenue model.
Goddiva’s success highlights how fashion brands can leverage technology to unlock multichannel growth.
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