Back from the show.
Marketplace is no longer a side bet. It is becoming the core growth engine of retail.
Across conversations with execs:
- 30% to 80% 3P growth in 2025, mostly in the FR market
- 25% to 60% of digital GMV already marketplace-driven
- In many cases, 50%+ of total growth coming from 3P
Yet most orgs are still structured around old 1P reflexes.
The market only cares about one thing: is the product available here?
If not, the customer leaves. Period.
Another signal: AI is everywhere (onboarding, attribute gen, pricing, cat matching) — but the real bottleneck is no longer supply. It is decision speed under complexity.
When 10% of sellers drive most of the GMV, but time and resources are spread evenly, growth slows down.
2026 will not be about adding more sellers.
It will be about prioritizing better.