At a time when e-commerce is predicted to grow to 13% of global retail sales by 2020, or $3.8 trillion out of the $30 trillion global retail market, marketplaces are surging. In 2017, 40% of all digital commerce sales went through a marketplace model compared to 23% in 2013, according to Euromonitor, and Amazon Marketplace accounted for 87% of that growth.
Forrester Research reported that half of online spending now takes place through marketplaces and that might increase to two-thirds within five years. The big names like Amazon, Alibaba (Tmall), JD.com and eBay are dominating.
