Marketplaces have become the first place where many consumers search for and buy products online. For Italian companies they are a real growth opportunity, including abroad, but also a strategic choice that needs careful thought: margins, dependence on the platform and control over the customer relationship cannot be ignored.
In this article we look at what marketplaces are, their benefits and risks, how to choose the right ones and how to integrate them with your own e-commerce store.
What marketplaces are
A marketplace is an online platform where many sellers offer their products to the platform’s customers. It is the digital equivalent of a shopping centre: customers find many brands in one place, with payments, reviews and often logistics handled in a consistent way.
There are horizontal marketplaces that sell a bit of everything (such as Amazon or eBay) and vertical marketplaces specialised in one sector (fashion, furniture, electronics, professional supplies, B2B).
How important marketplaces are in Italy
Industry research in recent years paints a clear picture. According to a survey presented at Netcomm Forum 2023, around 9 in 10 Italian online shoppers regularly buy on marketplaces, while fewer than half of Italian companies selling online were present on these platforms. Amazon remains the most used marketplace by both consumers and businesses, followed by eBay and, in fashion, Zalando. In recent years low-cost international platforms have joined the market, increasing competition even further.
In short: customers are already there, and many companies are not yet.
Benefits for companies
- Instant visibility to millions of potential customers ready to buy.
- Access to new markets, including abroad, without building a separate store for each country.
- Ready-made infrastructure: payments, order management and, in many cases, logistics and returns.
- Trust: customers rely on a platform they know, lowering barriers to a first purchase.
- Market data: searches, prices and reviews help you understand demand and competition.
Risks to assess
- Fees and advertising costs: between selling fees, logistics and in-platform advertising, margins can shrink significantly.
- Dependence on the platform: rules, algorithms and terms can change at any time.
- The customer is not yours: data and the relationship largely stay with the marketplace.
- Price competition: direct comparison with other sellers pushes prices down.
- Regulatory obligations: product safety, consumer information and price transparency are increasingly regulated at EU level.
How to choose the right marketplaces
- Start from the customer: where does your target search and buy? A niche vertical marketplace can outperform a generalist one.
- Assess the real costs: fees, subscriptions, logistics, returns and advertising, compared with each product’s margin.
- Consider your target markets: for exports, check which platforms dominate in each country.
- Select your range: not every product needs to be on every channel. It often pays to start with your most competitive products.
- Study the platform rules: seller requirements, shipping times, return policies, review management.
Marketplaces and your own store: the hybrid strategy
The choice is not marketplace or your own website. The companies getting the best results use both:
- the marketplace to be found, acquire new customers and test new markets;
- your own e-commerce store to build the brand, drive loyalty, own customer data and protect margins.
For this strategy to work you need integration and consistency: synchronised catalogue, prices and stock, a recognisable brand experience across all channels and centralised customer data management, in an omnichannel approach. To learn more about how online retail is changing, read also Evolution of eCommerce in Italy.
Marketplace FAQ
Is it worth selling on a marketplace if I already have an online store?
Often yes: marketplaces bring customers who would hardly reach your website. The key is to calculate margins carefully and use the marketplace as a complementary channel, not the only one.
Which marketplaces are most used in Italy?
Amazon is by far the most used, followed by eBay. In individual sectors, vertical marketplaces matter a lot, such as Zalando for fashion.
Do marketplaces work for B2B too?
Yes, there are marketplaces dedicated to business-to-business sales and B2B sections of the major platforms. They are especially useful for standard products and frequent reorders.
Want to bring your products to marketplaces?
E-Business Consulting supports companies with e-commerce consulting: from choosing the most suitable marketplaces to defining range and pricing, through to integration with your own store and promotional campaigns. Get in touch with us to assess the best strategy together.
