ECC Cologne Interview: The right approach to marketplace strategy
Why marketplaces are more relevant than ever – Interview by ECC Cologne with Thomas Natkowski (Partner, eStrategy Consulting)
Whether it's reach, revenue growth, or access to new target groups – digital marketplaces are currently the central business model in e-commerce. However, not all platforms work the same way: they differ in structure, assortment breadth, monetization, and audience focus – and thus in their suitability for different types of companies.
To ensure long-term success, businesses need a deliberately chosen marketplace strategy that aligns with their overall positioning and internal processes.
How companies can successfully build such a strategy – that was the focus of the interview conducted by our Partner Thomas Natkowski with Sarah Pfannschmidt and Kai Hudetz from ECC Cologne. In the conversation, he discussed choosing the right platform, mastering operational challenges, and the importance of clear positioning.
Leveraging marketplaces strategically
To answer the key question:
How do you actually develop a functioning marketplace strategy – and what really matters?
Our Partner Thomas Natkowski highlights the following aspects as particularly relevant:
- Clear goal definition and strategic motivation
Before entering marketplaces, companies must define their overarching objectives: Is the goal revenue growth, expanding reach, or securing market share? This motivation serves as the foundation for all further decisions – from platform selection to operational implementation.
- Choosing the right marketplace
Is the business model focused on B2C, B2B, or C2C? Is it an open or closed marketplace model? Companies should carefully evaluate the potential of each platform when answering these questions. Additionally, they need to manage their product offering across various sales channels strategically to avoid cannibalization effects.
- Operational and technical implementation
Once a platform has been selected, individual setup processes and technical integration requirements must be taken into account.
- Future-oriented scaling options
Long-term marketplace success requires continuous development as well as efficient operational management. Beyond professional execution in areas such as data maintenance, logistics, pricing, conversion optimization, and visibility, additional services like fulfillment, marketing offerings, and new monetization models – such as retail media – are becoming increasingly important. Expanding the product assortment can also significantly contribute to scaling.
- Internationalization and differentiation
Marketplaces offer tremendous potential for cross-border trade – especially in times of stagnating domestic markets. Successful companies manage to tap into international markets while clearly differentiating themselves through positioning or specialization (e.g., niche focus).
eStrategy Consulting GmbH has been active in the field of online marketplaces for many years. Our expertise is reflected in numerous projects, analyses, and publications. You can find more insights on digital marketplaces and platforms on our dedicated topic page:
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