Enterprise Marketplace Seller Report
The Enterprise Marketplace Seller Report is a companion to the Enterprise Marketplace Index, analyzing the data and activities of more than 50,000 sellers on 70 Mirakl-powered Marketplaces across the globe.
The Seller Report was created to demystify marketplace sellers. Companies launching and scaling enterprise marketplaces will gain a deeper understanding of the ideal mix of seller profiles; identify how sellers positively impact customer satisfaction; and craft powerful strategies for seller onboarding, retention, and growth.
What is the profile of a seller?
Enterprise marketplace sellers are diverse and selected by retailers to reflect their unique brand DNA and assortment strategies.
With the acceleration of enterprise marketplaces across the globe, sellers from all profiles are responding to the opportunity ahead: 36% of sellers joined enterprise marketplaces in the past 15 months. While this is staggering momentum, the average seller has nearly three years of experience serving enterprise marketplaces.
Types of Sellers:
Enterprise marketplace seller profiles can be analyzed by their three business model types: Marketplace native sellers, eCommerce retailers, and brands.
Larger vs. Smaller Sellers:
Beyond the seller types, enterprise marketplace seller profiles can also be examined by size. Large sellers – the top 25% by GMV – are the cornerstones of marketplace success with their vast product selection and marketplace maturity. Meanwhile, small and medium-sized sellers are increasingly seizing the marketplace opportunity, nearly doubling their share of GMV, from 6.7% to 12.1%.
"We are very, very happy with the quarter-over-quarter and month-over-month growth we are seeing in the marketplace."
"Express’s marketplace accounted for 30% of my company’s sales during the holiday season, and most customers who come through the site are new to our brand."
How are sellers delivering customer satisfaction?
Sellers deliver high satisfaction, with the most experienced sellers earning the highest ratings of 4.5/5.
Customer service issues are rare, with inquiries per order falling 34% year-over-year…
… and nearly all inquiries are resolved autonomously by sellers
Enterprise marketplace sellers’ order refund rates are nearly half of the comparable category rates across eCommerce.
"Our most important values are sustainability and quality, which is completely in-line with Afound. MQ offers our own brands in external channels. We know the importance of quality product, quality service, and quality delivery. We apply the same high standards to the Afound marketplace that we apply on our own eCommerce site and stores."
How are sellers delivering value over time?
Seller Onboarding Time
Average number of days it takes to onboard a seller catalog on an enterprise marketplace – from first login to first sale.
Sellers onboarded their catalogs to new marketplaces faster in 2021
"We launched our marketplace 10 years ago when we had to explain to sellers and customers, ‘what a marketplace was.’ Now, sellers are more established and have choices of which marketplaces they want to be most loyal to. To source and retail the best sellers, La Redoute is treating sellers like customers. We provide them with excellent account management support as well as services — data as-a-service, advertising as-a-service, and in our ambitions, fulfillment as-a-service."
Retailers operating an enterprise marketplace are retaining sellers and their GMV growth.
Percent of sellers that were transacting in Q1 2021 and Q1 2020 / sellers transacting in Q1 2020
Seller GMV Retention
GMV contributed in Q1 2021 by sellers that were transacting in Q1 2020 / GMV contributed in 2020 by that same group of sellers
Sellers are expanding to sell on multiple enterprise marketplaces
The Marketplace Enterprise Seller Report is a companion to the Enterprise Marketplace Index. This report is a set of aggregated and anonymized insights of B2C marketplaces powered by Mirakl’s platform. Strict aggregation measures are employed to ensure marketplace and seller anonymity. These measures include requirements on analysis 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, each marketplace must have transacted throughout the entire analysis period, in this case 2020 Q1 through 2021 Q1. Additionally, sellers must have published offers to a marketplace during the start of the analysis period 2020 Q1. 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 Marketplace Enterprise Seller Report is not directly indicative of the operational performance of Mirakl or its reported financial metrics, including GMV growth.