If you are reading this, you know that retail has been in a state of flux for years. Many formerly strong brands have run into problems because they have not managed to future-proof their business model with online sales. On the other hand, in the e-commerce market big players like Amazon, Otto, Etsy, and Shein dominate, constantly expanding their assortments. This also endangers small online stores, as they only have a limited, often niche product range.

That’s why, for years now, there has been a clear trend towards selling on established marketplaces or even venturing to build one's own. For both companies aiming to run a marketplace and companies that want to join a marketplace as merchants, there are lots of factors to take into account.