Gartner for Marketers Research

Intelligence Report January 10, 2020

Global Marketplaces: Understanding Competitive Dynamics of Key Marketplaces

The global economy continues to serve as a digital engine of growth for U.S.-based brands, as recent improvements to logistical and payment technology now allow for an increasing number of DTC brands to digitally engage with customers across geographic areas. Around the world, the largest e-commerce sites are now digital marketplaces that strive to have the largest product assortment and best prices. Entering new geographies through such marketplaces helps brand marketers quickly scale while navigating region-specific variables. Best-in-class brands are those that have nuanced, iterative strategies that tightly integrate product assortment and paid media spend (on and off platforms) in order to be successful.

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