2026零售与电商市场平台制胜策略研究报告

Mastering theMarketplace in Retail Leaders Share the Strengthsand Opportunities of Their Foreword from the Producers Our goal at eTail is simple: to equip you with theinsights and connections you need to step up, levelup, build up, and keep up as our industry evolves.We’ll continue these conversations with you ateTail Palm Springs in February 2026, where we’ll “How will our marketplace strategy change in2026?”If you’re asking yourself this question,you’re in the right place. This research reportfrom eTail Insights explores how successful Based on survey responses and conversationswith senior retail and eCommerce leaders, ourreport provides insights into marketplace maturity,what’s working in real-world strategies, and wherethe most significant gaps and opportunities lie. Elizabeth RobillardSenior Portfolio DirectoreTail Zainab HayatSenior Conference ProducereTail Table Of Contents 19Leaders Identify Opportunities for 21Conclusion: Navigating 21Key Suggestions22About the Author 11Organizations Are Still Developing Plans to 15Marketplace Sales Will Grow in Importance The results of the study suggest retailers mustdevelop sophisticated marketplace capabilitiesthat balance platform-specific optimization withseamless omnichannel integration. Using theright combination of technology and strategy, As digital commerce evolves, the ability tonavigate multi-platform selling environments like Organizations that master marketplace dynamicslike inventory coordination, data integration,customer engagement, and brand storytellingcan position themselves to capture incremental About the Respondents eTail Insights surveyed 100 retail and eCommerceleaders across apparel, electronics, departmentstores, and other major sectors to generate the Annual Revenue $500+ MILLIONANNUAL REVENUE Key Insights The two leading marketplace challenges are:•Coordinating inventory across platforms (40%)• 96% sell on Amazon and 77% sell on Walmart.com. 67%are developing strategies to address 85%rate their marketplace strategies at leastsomewhat effective for revenue. rate their ability to increase product visibility onmarketplaces “somewhat high.” 100%say their product listing optimization The top three marketplace investment priorities 33%rate their customer review management •Customer service and review managementsystems (51%)•Marketplace advertising and content expansion(46%)• 81% say marketplace sales will become moreimportant for their overall strategies. Mastering the Marketplace in Retail and eCommerce Most Current Marketplace Strategies Marketplaces have become essential saleschannels for retail organizations, requiringleaders to make critical decisions about Balancing marketplace presence with direct-to-consumer operations now shapes how brands Nearly all the organizations in the study sellthrough Amazon (96%), while most sell throughWalmart.com (77%). Other channels, such aseBay, Target.com, and social media shops, aresecondary. Although Amazon has long dominated Mastering the Marketplace in Retail and eCommerce Most respondents rate their marketplace strategyas somewhat (66%) or very effective (19%) forrevenue growth. Retailers likely view marketplacecommerce as a core part of the business, so most How would you rate the overall effectiveness ofyour marketplace strategy in driving revenue Among only these companies, the top two mostimpactful factors to their success have been strongbrand presence and storytelling (38%) and effective About one-third (33%) say cross-platformintegration and consistency are one of the most As expected, successful advertising drives results.However, the respondents’ emphasis on brandstorytelling suggests that marketplace successrequires more than just paid visibility; it alsodemands a level of authenticity and added value Since you indicated your marketplacestrategy has been effective, what have beenthe top two (2) most impactful factors in your Mastering the Marketplace in Retail and eCommerce Brands that can tell a compelling story, alignwith their customers’ values, or offer customersa meaningful experience may succeed more What is your company’s current approach tobalancing direct-to-consumer (D2C) sales However, brands must balance their marketplacesales with their direct-to-consumer (D2C)strategies to connect with customers, as each While marketplaces offer brand reach, thesechannels tend to have uniform merchandisingrequirements that make differentiationchallenging. Meanwhile, D2C channels offer more 9%We are primarily focused on D2C with limitedmarketplace presence. 51%We have a balanced approach with roughly equal About half of the respondents (51%) say they use abalanced approach, with roughly equal emphasis on 18%We have a marketplace-heavy strategy with D2Cas a secondary focus. 22%We have a fully-integrated omnichannel approachwith no channel prioritization. 0%We are still determining our optimal channel mix. Nonetheless, prioritizing eith