Marketplaces and Retail Chains as the Main Performance Channel in 2025

Marketplaces and large retail chains have become the central performance channel for e-commerce. Buyers come there not “to look”, but to buy, and brands receive measurable sales, fast results and access to data.

5–7 years ago, e-commerce strategy was built around a website and paid search. Today, a sales team cannot ignore Amazon, Rozetka, Prom, Epicenter, Comfy, Allo and other platforms: the user is already there and ready to buy.

This forms a new model: a performance approach, where sales, ROI, CPA, ACOS, reviews, rating and product listing quality matter, not just reach.

Why marketplaces are the main performance channel

High intent to buy. Users come with a clear goal: choose a product and pay. Conversion on marketplaces is 3–8 times higher than on social networks.

Trust in platforms. Guarantees, reviews, fast delivery, returns — all increase trust.

Promotion tools inside platforms. Marketplaces are full advertising systems: internal PPC, CPA models, product card banners, in-catalog SEO, automated recommendations.

Advanced analytics. Access to demand data, price monitoring, competitor analysis, customer behavior.

Low entry barrier. No long SEO site development required — launch is possible within days.

Role of offline retail

Retail chains are not just offline showcases anymore — they are omnichannel trading ecosystems with advertising tools, CRM and analytics.

They give brands:

• access to customer data

• online and offline product shelves

• ability to run performance ads within the ecosystem

• high level of trust

Key strategy elements

Product card optimization: keywords, photos, videos, spec tables, storytelling.

Reviews: reputation management increases rating and sales.

Pricing and stock: dynamic pricing, stock automation, competitor monitoring.

Advertising: promos, discounts, PPC, recommendations, CPA formats.

Why a website is still needed

Marketplaces are the performance core, but the website remains the brand center: customer base, repeat sales, content, CRM.

The best model: own website + marketplaces + retail + CRM + analytics.

Trends 2025–2026

• growth in listing competition

• stronger ranking algorithms

• growth of video content and UGC

• BI analytics and SKU management

• automated pricing and inventory