Digital commerce is growing rapidly – but not every business model scales in the same way. Customers today expect a wide product range, fast delivery times, transparent pricing, and simple ordering processes. According to Forrester, 63.5% of all global online sales are already processed through digital marketplace solutions – and the trend is rising. As a result, traditional webshops are increasingly under pressure.
Webshop as a Starting Point – With Clear Limits
For many companies, an own webshop is the first step into online commerce. It offers full control over the product range, brand, and customer experience. However, its growth potential is limited:
- The product range is restricted to own products.
- Delivery capability depends on the company’s own supply chain.
- New target groups are difficult to reach.
At this point, the question arises: Is the webshop still sufficient – or is it worth moving toward a digital marketplace solution?
Digital Marketplaces in B2C: Already the Standard
In B2C, the decision has long been made. Platforms like Amazon, Zalando, or Otto dominate the market. Already today, 63.5% of all global online sales are generated through marketplaces. Reasons include:
- Variety: Customers find a wide product selection in one place.
- Convenience: Simple ordering and return processes.
- Risk sharing: Retailers reduce inventory risks and expand their assortment faster.
For consumers, marketplaces have become the norm. Studies show that many customers shop on marketplaces several times a month – or even weekly.
B2B Marketplaces: Growth With Different Rules
In B2B, the model is still in an earlier stage – but growing fast. In the U.S., 14.4% of all B2B e-commerce revenue was already generated via marketplaces in 2024 – a 35% increase compared to the previous year.
However, the requirements differ significantly from B2C:
- Efficiency over inspiration: Buyers want to find, compare, and order products quickly.
- Complex processes: Requests for quotations, tiered pricing, and technical consulting are standard.
- System integration: ERP, PIM, or procurement systems must be connected.
Therefore, B2B marketplaces only work with a clear strategy that combines self-service functions with consulting and services.
Success Factors for Digital Marketplaces
Digital marketplace solutions open up new growth opportunities – if certain factors are met:
- Business scalability: Expand the product range through partners and generate additional revenue.
- Customer appeal: Everything in one place, reducing purchasing effort.
- Data as a competitive advantage: Consolidated transactions provide insights into demand and trends.
- New revenue models: Commissions, retail media, or data-driven services create additional income streams.
KPI Examples: What Decision-Makers Should Watch
Especially on the sales side, the decision for a marketplace model becomes tangible when key metrics improve:
- Conversion rate: Increases when customers can choose from a broader product range.
- Cross- and upselling revenue: Grows through complementary partner products.
- Cost-to-sell: Decreases when processes are automated and partners are integrated into fulfillment.
- Customer satisfaction/NPS: Improves through faster product availability and centralized purchasing processes.
Best Practices: Marketplaces as One-Stop Shops
A key success factor for digital marketplaces is their evolution into true one-stop shops. Customers expect to find not only the core product, but also all relevant add-ons and services in one central place—regardless of whether they come from the platform owner or third-party partners. Marketplaces that consistently follow this principle become the primary point of purchase, increasing reach, loyalty, and revenue.
A well-established B2C example is MediaMarktSaturn. The company has gradually transformed its traditional webshop into a digital commerce platform. Its own assortment remains clearly visible, while external sellers strategically complement the offering. The result: greater reach, reduced inventory risk, and additional revenue streams such as commissions and retail media. MediaMarktSaturn demonstrates how a webshop can be evolved step by step into a scalable marketplace model.
The underlying one-stop-shop principle can be transferred across industries—particularly in B2B:
- Construction industry: Marketplaces combine core products such as building materials with complementary items from third-party suppliers. Customers benefit from simplified procurement, while providers gain logistics efficiencies through bundled deliveries.
- Hospitality & HORECA: Marketplace and dropshipping models allow wholesalers to expand assortments quickly without building up inventory. At the same time, regional suppliers can be integrated, increasing variety, service quality, and local value creation. The combination of eCommerce and marketplace creates a centralized ordering experience across hundreds or thousands of suppliers. Even the inclusion of third-party or competing products increases convenience—driving higher loyalty and a greater share of spend.
- Industrial spare parts & aerospace: In time-critical scenarios, marketplaces provide real-time transparency on availability, delivery times, and alternatives. Standardized digital processes shorten lead times, reduce errors, and ensure faster operational readiness.
These examples highlight a core insight: successful marketplaces are driven by business outcomes. They address concrete pain points such as fragmented procurement, inventory risk, or complex logistics—and create measurable value through speed, transparency, and strategic category expansion. The one-stop shop is not an add-on feature, but the decisive lever for scalability and long-term customer retention.
Pitfalls and Prerequisites
Building a marketplace is not a side project but a strategic investment. Typical challenges include:
- Market position: Without sufficient reach, it is difficult to attract partners.
- Structures: Seller onboarding, billing, and data quality must run reliably.
- Resources: Development requires budget, technology, and commitment.
- Risks: Cannibalization of own assortment, unclear governance, or SLA breaches.
Conclusion: A Decision Based on Maturity
A webshop is suitable for entry and full brand control – but it has growth limits.
A digital marketplace makes sense when companies:
- already have a strong market position,
- want to strategically expand their assortment,
- aim to tap into new revenue models,
- and have the resources for operations, partner management, and integration.
The key question is not whether marketplaces are better than webshops – but whether digital marketplace solutions fit your company’s maturity level, customers, and resources.
