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‘Marketplace sellers shift focus to profitability’

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‘Marketplace sellers shift focus to profitability’

Sellers no longer primarily measure their success on marketplaces by sales volumes, but by the returns they generate. Profit margin has overtaken net sales as the top success metric, while almost half of sellers (49 percent) added two or three new marketplaces over the past year.

This is according to ChannelEngine’s Marketplace Seller Trends Report 2026. The international marketplace integrator presents research findings from five markets, including Europe’s three largest ecommerce markets: the United Kingdom, Germany and France. The report also covers the United States and the Netherlands, where ChannelEngine originates. The company surveyed more than 550 ecommerce decision-makers.

The average number of platforms on which sellers operate continues to increase. Almost half of sellers (49 percent) added two or three new marketplaces over the past year. The share of companies using seven or more platforms grew from 34 to 39 percent.

Nevertheless, increasing their marketplace footprint is no longer nearly as important to ecommerce companies as it once was. On sellers’ list of priorities, it dropped from fourth place last year to eighth this year.

The rapid rise of AI is clearly reflected in the report. Implementing AI to improve marketplace operations is sellers’ biggest priority, cited by 26 percent of respondents. This new metric was mentioned slightly more often than boosting profitability (25 percent). Below is the top 10 of priorities.

The vast majority of respondents (82 percent) are either adopting AI in marketplace operations or considering doing so. So far, adoption remains “supportive rather than transformational”, according to ChannelEngine.


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