At Vigie, we identify gaps.
So what exactly is gap analysis?
A gap is simply something that's missing.
Why is inertia a risk for marketplaces?
Most marketplaces do not suffer from a lack of data. They suffer from excess noise.
Dashboards multiply.
Reports accumulate.
Meetings extend.
If your marketplace strategy is driven exclusively by internal BI, Vigie is not for you.
If you want dashboards only focused on what you already sell, who already converts, and which categories already perform, Vigie is not for you.
Internal data answers operational questions: What is selling? Where are we losing margin? Which sellers are underperforming?
Marketplace teams, do you prefer making better decisions or faster decisions?
At Vigie, we observe that most teams believe competitive advantage comes from making better decisions.
👉 In reality, the platforms that win are often those that decide earlier. Speed compounds.
The problem was never data. The problem is decision.
Marketplaces already have everything:
And most importantly: no real prioritization.
Marketplaces, what's your worst enemy?
Erosion caused by misprioritization.
A lack of focus on the categories, sellers, and products that matter rarely has an immediate impact.
Optimizing best-sellers protects GMV. It rarely creates growth.
Most marketplace teams focus their optimization efforts on internal best-sellers.
It feels logical. These products already convert. They generate volume. Small improvements appear to deliver quick wins. Better ranking, sharper pricing, improved content. Incremental gains are measurable and reassuring.
You don't have a traffic problem. You have an assortment problem.
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."
#MarketplaceConnect 2026 — Marketplace is no longer a side bet.
Back from the show.
Marketplace is no longer a side bet. It is becoming the core growth engine of retail.
Amazon's "Buy for Me" is not about checkout. It's a selection gap engine.
Amazon just launched "Buy for Me" (in test).
And if you think this is about checkout convenience, you are missing the point.
"We will build it internally." — 2 years and a lot of money later.
2 years ago, a major marketplace told me:
"Vigie is interesting, but we will build it internally."