Marketplaces Account for 40% of Global E-Commerce Growth

According to a new report published by Cymbio, a marketplace and social commerce infrastructure provider, marketplaces accounted for more than 40% of global e-commerce growth as of 2024. The same report states that direct-to-consumer channels contributed only 25% to this growth.

Marketplaces to Drive 53% of E-Commerce Growth by 2030

Cymbio’s analysis, supported by data from Capital One and eMarketer, forecasts that marketplaces will drive 53% of e-commerce growth by 2030. Daniel Hillyer from Cymbio’s Sales and Marketing Division emphasizes that the rapid increase in the number of brands today makes it difficult for consumers to find the right product, and that digital marketplaces serve as a search engine in this context.

Recently, many major retailers have turned to this model. Last year, Nordstrom launched its digital marketplace platform, while Walmart included the Premium Beauty category under its Marketplace. In March, Ulta Beauty announced a marketplace strategy to accelerate its online growth, and in April, Saks Fifth Avenue launched the “Saks on Amazon” initiative to sell selected luxury brands via Amazon.

According to Hillyer, the adoption of the marketplace model by these big names has changed the perception of this structure, which was previously viewed negatively by some brands. “Half of the brands we speak to clearly state that they want to be on the Nordstrom Marketplace,” he says.

New Brands Face Giants as They Enter the Market

However, joining this competition is not easy. As of 2025, new brands entering the market are up against giants like Amazon and TikTok Shop, which pursue aggressive pricing strategies. Amazon’s four-day Prime Day event could generate approximately $23.8 billion in online sales this year—a 28.4% increase compared to the previous year.

Since many brands are listed on the same marketplaces, offering discounts has become almost inevitable in order to stand out. Some platforms even absorb the cost of these discounts to attract consumers. Hillyer notes that players like TikTok Shop are implementing this strategy.

However, not all retailers can bear such financial burdens. For example, in its April financial presentation, LVMH stated that Amazon’s aggressive discounting strategy had negatively impacted Sephora’s digital growth. Therefore, many retailers prefer to step aside during major discount periods rather than trying to compete with Amazon.