Enterprise Marketplace Index by Mirakl

The Enterprise Marketplace Index is the industry’s largest compendium of third-party marketplace insights, representing 60 global retailer marketplaces offering over 60 million products across more than 50,000 sellers.

March 2021 Release  |   Global Retail

Index Key Findings

Click through for detailed data and insights

Enterprise marketplace growth of 81% more than doubled eCommerce growth.

Adding new sellers accounted for 2/3rds of all marketplace growth.
To meet shopper needs, marketplace product assortment grew by 32%.
Marketplaces generated 34% more traffic for retailers.
Seller GMV growth boosted bottom-line to nearly $15,000 per seller.

The Enterprise Marketplace Index highlights the benchmark metrics that retailers must know and measure to achieve growth and success with the marketplace model.

Enterprise marketplaces grew at more than double the rate of overall eCommerce growth

Amidst an unprecedented acceleration of digital transformation, marketplace growth far outpaced even the outsized growth rate of eCommerce. The 81% growth in marketplace GMV was carried by a spike in marketplace purchases of 106%. This order surge is a strong indication that these retailers are cementing their reputations as true shopping destinations.

What’s behind marketplace growth? More sellers...and sellers growing

Marketplace retailers rapidly expanded their network of sellers by an average of 46% in the past year. Additionally, GMV per seller increased 24%. Taken together, the increase in sellers, and the GMV per seller growth delivered 81% marketplace GMV growth.

The concurrent rises in seller count and GMV per-seller proved that sellers do not cannibalize one another’s growth, but rather created incremental growth opportunities for existing sellers — inclusive of a retailer’s traditional first-party product offering.

Connecting shoppers with products

The increase in product assortment of 32% gave rise to an even larger gain in overall GMV of 81%, proving that the increase in products doesn’t cannibalize but rather is additive to the entire product catalog, and in turn the entire shopping experience.

Derek Yarbrough

“At Madewell, we take pride in our Labels We Love marketplace being a true destination for discovery. The marketplace is carefully curated and features cool, design-forward brands and makers, all of which were hand selected by the Madewell team to ensure that we’re offering high-quality products that have the same synergy as our distinct point of view and values. It allows us to introduce more brand we love to our customers, offer new product on a frequent basis and build out our assortment in new ways.”

Derek Yarbrough, Chief Marketing Officer

To learn more about Madewell’s marketplace strategy

Marie-Laure Casse
“The strategy for our marketplace is to partner with curated sellers and brands that provide high style, quality and responsible products consistent with Maisons du Monde’s DNA. These marketplace products are seamlessly integrated into the site user experience. We successfully launched our marketplace in November 2020: 95% of our sellers did an order in the first 3 weeks of launch, our eCommerce conversion rate has increased and we observe some mix orders, composed of Maisons du Monde and marketplace products.”
Marie-Laure Cassé, Chief Digital and Marketing Officer

Meeting Urgent Product Needs

With runs on Personal Protective Equipment (PPE), food, and sporting goods, Marketplace retailers turned to their network of third-party sellers to serve urgent customer needs. Product availability was crucial – if a retailer couldn’t ship immediately, the sale was likely lost.
“Our primary goal is to provide customers with the consumer technology that they want and need in a way that suits them. Whether they prefer to shop online, in-store or a combination, we want to ensure we have the best selection, at the best prices, available to them in the most convenient way. Marketplace helps us meet those needs and in doing so, ensures that our customers do not need to consider any other shopping experience [for consumer technology] outside of Best Buy.”
Thierry Hay-Sabourin, SVP eCommerce, Marketplace & Technology, Best Buy Canada

Marketplaces Boost Site Traffic

A more complete view of a marketplace’s impact on a retailer includes the boost effect to the entire eCommerce site, more specifically traffic growth.

With rising customer acquisition and traffic costs, the marketplace model helps retailers increase site visits by expanding product choice and selection, and without additional marketing spend.

Marketplaces drive organic search with:

More product selection and choice
More content freshness
More quality

Marketplaces Deliver Bottom-Line Growth

The product of GMV per seller and commission rates provides the clearest measure of the direct impact of marketplaces: revenue contribution.

Pete Sauerborn
“The sellers on Catch’s marketplace are the fuel powering our astronomical marketplace growth. We select our sellers with a focus on quality and trust, and our team works with each one to identify opportunities for growth. This combination of sourcing new trusted sellers, and ensuring that every one of our sellers has the data & support they need to grow, are the key to Catch’s success.”
Pete Sauerborn, Managing Director, Catch

For the full story and insights
from Catch

GMV per Seller by Quarter


Innovative retailers operating an enterprise marketplace have paved a path to achieve higher – and sustainable – growth by turning to a curated network of third-party sellers.

These third-party selling partners provided retailers with:

  • Top-line GMV gains of more than $100,000 per seller
  • Bottom-line revenue contributions of nearly $15,000 per seller
  • Expanded product assortments, up 32% YoY

Marketplace retailers found a scale solution to the most central act of retailing: connecting shoppers to products, recasting themselves as something more: trusted shopping destinations poised to win in a rapidly growing but increasingly competitive environment.


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The Enterprise Marketplace Index is a set of aggregated and anonymized insights of B2C marketplaces powered by Mirakl’s platform. Strict aggregation measures are employed to ensure customer anonymity. These measures include requirements on comparison set size, diversity, and consistency, in order to present credible and reliable information that is insulated from concentration risk, and can not be reverse-engineered to identify any specific customer or marketplace.

To qualify for inclusion in the analysis set, a marketplace must have transacted throughout the entire analysis period, in this case Q4 2019 through Q4 2020. Additional data hygiene factors are applied to ensure accurate metric calculation.

Data footnotes are noted throughout the report to provide additional clarity on analysis.

The Enterprise Marketplace Index is not directly indicative of the operational performance of Mirakl or its reported financial metrics, including GMV growth.

Marketplace growth is measured by GMV growth year-over-year, of same-marketplace-sales across 60 global marketplaces powered by Mirakl.

eCommerce growth is calculated as an aggregate average of leading eCommerce sources and/or sites from across the globe:
Adobe Digital Economy Index, Amazon GMV growth, Ebay GMV growth, FEVAD, Salesforce Shopping Index, T Mall GMV growth, US Department of Commerce.

Additional industry intelligence, including traffic analytics, is sourced via SEMRush.

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