Gartner Research

Reach New Customers and Expand Internationally With Online Marketplaces

Published: 30 June 2015

ID: G00274659

Analyst(s): Jason Daigler

Summary

Online marketplaces offer lucrative new sales channels with vast amounts of traffic, especially outside the U.S. But IT leaders supporting digital commerce also need to consider the additional resource challenges and pricing pitfalls that these marketplaces can present, if not managed carefully.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Develop a Detailed ROI Model
    • Resource Costs
    • Integration Costs for Internal Systems
    • Customer Service Costs
    • Loss of Customization and Personalization Options
    • Pricing Transparency
    • Marketplace Integration Vendor Costs
    • Loss of Information About Customers
  • Use Online Marketplaces for Product Exposure and to Enter New Markets
  • Consider Using a Marketplace Integration Vendor

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.