Gartner Research

Balance Marketplaces and Direct Channels for Digital Commerce Growth and Customer Engagement

Published: 18 January 2019

ID: G00376073

Analyst(s): Jason Daigler , Sandy Shen


Organizations tempted to sell through marketplaces are often concerned about lack of access to customer data and control of the customer relationship. Application leaders supporting digital commerce technologies should look to exploit both marketplaces and direct channels to drive sales.

Table Of Contents
  • Key Challenges



  • Develop a Strategy for Product Placement, Pricing, Promotions and Postpurchase Engagement
    • 1. Product Placement
    • 2. Pricing and Promotions
    • 3. Postpurchase Engagement
  • Use Technologies to Streamline Operations and Extract Customer Insight From Marketplace Stores
    • 1. Marketplace Integration Applications
    • 2. Marketplace and Third-Party Analytics Tools
    • 3. Marketplace Membership Programs and Strategic Partnerships
  • Offer Superior Customer Experience in Direct Channels
    • Leverage Cutting-Edge Marketplace Capabilities
    • Invest in Direct Channels for Superior Customer Experience

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