“Over 50% of the gross market value for the top six ecommerce players in the world is on marketplaces,” Colin Lewis, CMO of OpenJaw Technologies and author of Econsultancy’s Third-Party Marketplaces Best Practice Guide, told attendees at Econsultancy Live this week.

Despite the continuing domination of big retailer.com sites, and the rising trend for direct-to-consumer brands, “The bit that most people don’t realize,” said Lewis, “is that ecommerce is, pretty much, mostly marketplaces.”

So, how can marketers grasp the marketplace opportunity? Here’s a run-down of Lewis’ strategic advice, including the benefits of marketplaces and how brands can win on them. Read More