A Marketplace is an ecommerce platform that enables merchants as well as individuals to list their items for sale or establish online storefronts and leverage the platform and its services. These include search, product information, transactions, payments, order management, and sometimes even fulfillment. Because of the larger number of sellers in a marketplace, the consumer benefits from greater product selection in one place.

Most organizations leverage marketplaces to expand reach, while others launch their own marketplaces to combat competition. Perhaps the greatest advantage of launching a retailer-operated marketplace is the ability to expand product assortment without the restraints of adding more inventory and managing distribution. With a retailer-owned marketplace, retailers can gain additional revenue streams by offering a broader product assortment.