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.

June 2021 ReleaseGlobal Retail

What is the profile of a seller?

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Brand Sellers20%
Retailer Sellers17%
Marketplace Native Sellers63%
Q1 2021 / 2010

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.

Learn more about seller profiles

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%.

Q1 2021 / 2022LARGE SELLERSSMALL & MEDIUM-SIZED SELLERSGMV contribution88%12%Sell on 2+ marketplaces63%37%Average productcatalogue size*5,78965These sellers are essential toEnterprise Marketplace scale.Provide product uniquenessto retailer’s offerings.

*Average product catalog size refers to the average number

of active products selected from the seller’s broader catalog.

74% of sellers selling onmultiple marketplaceshave different catalogsper retailer marketplace

Better together

Timothy Baxter

"We are very, very happy with the quarter-over-quarter and month-over-month growth we are seeing in the marketplace."

Timothy Baxter
Chief Executive Officer,Express, leading fashion retailer in the US
Rocky Collins

"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."

Rocky Collins
Founder & Chief Executive Officer,CALI HNDSME SKINCARE, seller on Express

How are sellers delivering customer satisfaction?

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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…

2020 Q16.4%2021 Q14.2%

… and nearly all inquiries are resolved autonomously by sellers

99.5%of inquiries resolvedautonomouslywithout interventionNo problem!All set!JThanks for your help

Enterprise marketplace sellers’ order refund rates are nearly half of the comparable category rates across eCommerce.

1%0%2%3%4%5%6%7%8%9%10%11%12%13%Apparel Refund RateOverall Refund RateSource: Loop Returns5.7%12.6%3.3%7.2%Enterprise Marketplace SellerseCommerce Benchmark*

Better together

Andreas Svensson

"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."

Andreas Svensson
District Manager MQ Retail AB, a seller on AFound’s marketplace

How are sellers delivering value over time?

Enterprise marketplace sellers onboard quickly, retain and grow GMV for retailers, and enable continued expansion opportunities.
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Seller Onboarding Time

Average number of days it takes to onboard a seller catalog on an enterprise marketplace – from first login to first sale.

5 days0 days10 days15 days20 days25 days30 daysAs little astechnical integration1 day35 days40 days45 days20212021 Fastest 25%22 days5 days20212021 Fastest 25%

Sellers onboarded their catalogs to new marketplaces faster in 2021

Q1 2021 / 2010Faster OnboardingTime in 202142%

Better together

Logo La Redoute White
Philippe Berlan

"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."

Philippe Berlan
CEO, La Redoute

Retailers operating an enterprise marketplace are retaining sellers and their GMV growth.

20%0%40%60%80%100%120%140%160%Q1 2021 / 202093%Seller Retention164%Seller GMV Retention
Seller Retention

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


Share of GMV from Sellers

selling on 2+ enterprise marketplaces

Number of Sellers selling on

2+ enterprise marketplaces


Enterprise Marketplace Sellers
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.

The Marketplace Enterprise Seller Report:
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