Most marketplaces believe they have a traffic problem.
When growth slows, the default reaction is predictable: invest more in acquisition, optimize paid channels, renegotiate partnerships, push promotions. The assumption is simple — "If we had more traffic, we would sell more."
But in many cases, the real constraint sits elsewhere.
Why invest in traffic if the assortment doesn't match demand?
The real issue isn't traffic. It's assortment relevance.
The critical question is not "How do we bring more visitors?" but: What percentage of existing demand goes unmet because the right products or brands are not present on the platform?
Marketplaces rarely have a precise view of what they don't sell.
Not just out-of-stock items. Not just underperforming SKUs. But structurally missing assortment relative to demand signals.
Dog car seats. It may sound amusing. You might find it ridiculous. But it generates more than €1M GMV on the French market.
Traffic is visible. Marketing spend is measurable. Without proper tracking, demand gaps stay invisible.
This is a mental shift.
Ask yourself: how much revenue is leaking through invisible assortment gaps?
Ready to close your own gaps?
Talk to us about the GMV your marketplace is missing right now.