Marketplace

What is a marketplace?

A marketplace is a digital trading platform that brings together many sellers and buyers in one place. Unlike your own online store, where you alone control what’s offered, on a marketplace you compete with other sellers for the same customers. The platform owns the customer relationship and typically takes a commission on each sale.

Popular marketplaces for Danish online stores

• Amazon: The world’s largest marketplace. Relevant for Danish sellers via Amazon.de, Amazon.se, or Amazon.com.
• CDON: A Nordic marketplace focused on Scandinavia.
• Miinto: A fashion marketplace focused on Danish and Nordic fashion apparel.
• Zalando: European fashion marketplace with the Zalando Partner Program.
• eBay: A global marketplace for both new and used items.
• Wish/Temu: Low-cost marketplaces with global reach.

Advantages of marketplaces

• Large customer base: Millions of active buyers you would otherwise never reach.
• Lower marketing costs: The platform drives the traffic—you pay a commission instead of advertising costs.
• Quick launch: You can start selling without having to build and market your own online store.
• Credibility: Customers already trust the platform and its buyer protection.
• International exposure: Sell to markets you don’t advertise in yourself.

Disadvantages of marketplaces

• Commission: Typically 10–20% of sales, which eats into your margin.
• No customer ownership: The customer belongs to the marketplace, not to you. You can’t freely market to them afterward.
• Price competition: You compete directly with other sellers—often on price.
• Limited branding: You rarely have the ability to visually differentiate your shop. The customer remembers the platform, not you.
• Platform dependency: Rules can change, fees can increase, and your account can be closed.

Marketplace vs. Your Own Online Store

The two approaches are not mutually exclusive. Many successful e-commerce businesses use a combination strategy:

• Marketplace: To reach new customers, test new markets, and generate volume.
• Own online store: To build your brand, own the customer relationship, and achieve better margins.

The key is to use marketplaces for customer acquisition and your own online store to build a loyal customer base over time.

Product Feed for Marketplaces

To sell on marketplaces, you typically need to provide a product feed —a structured file containing product data (title, description, price, images, inventory status). The feed is kept up to date so that the marketplace always has accurate information. In Shoporama, you can generate product feeds for Google Shopping and other channels, which can also serve as the basis for marketplace integration.