To start an online marketplace, recruit sellers who cover your product variety, inventory, and logistics needs, agree a service level with each one, and run checkout and payment yourself while sellers fulfill orders. Then onboard sellers through a clear portal, curate the offers shoppers see, and add search, reviews, and payment options to keep the marketplace growing.
Online marketplaces are re-shaping the next generation of ecommerce at lightning speed. Marketplaces have transformed how today's consumers buy, and they have compelled companies to rethink their strategies and business models. This guide covers the key items to address as you plan and launch your online marketplace, how to make the most of the launch, and how to position the marketplace for ongoing success.
What is an online marketplace?
An online marketplace is a platform where independent sellers offer their products to buyers in one place while the operator runs the platform. VTEX defines a marketplace as the environment where sellers expose their products and where buyers purchase and pay (VTEX Developers). Unlike a single-company store, sellers own the products and usually fulfill orders.
If you are comparing a marketplace with a standard online store, see ecommerce vs. marketplace.
How does an online marketplace work?
An online marketplace divides the work between two roles. The operator runs the platform, checkout, and payment, and approves the offers shoppers see. Sellers own the products, list them, and usually fulfill orders. The operator earns a commission on sales: BCG describes the model this way for B2B, and in VTEX the marketplace configures seller commissions.
| Role | What they do |
|---|---|
| Marketplace operator | In a VTEX marketplace, handles product sales, checkout, and payment, approves seller suggestions so they become offers, and configures seller commissions (VTEX Developers) |
| Sellers | Own the products, send product suggestions with price and inventory, and are usually responsible for fulfilling orders to the buyer and adding invoices to the platform (VTEX Developers, VTEX Help) |
| Buyers | Browse the marketplace and pay for orders there, with easier access to a wider range of quality products, according to BCG's analysis of B2B marketplaces (BCG) |
Why launch an online marketplace?
A marketplace lets an operator widen its assortment without holding the inventory itself, because sellers own the products and usually fulfill orders (VTEX Developers). For B2B marketplaces, BCG reports benefits such as expanded customer reach, increased geographic coverage, and easier access for buyers to a wider range of quality products (BCG, June 2024).
The category is large. Digital Commerce 360 projected the total gross merchandise value (GMV) of the world's top 100 online marketplaces at $3.832 trillion for 2024, up 10.0% from $3.485 trillion in 2023 (page updated April 2024). The same page notes that 62% of the top 100's third-party sales come from Taobao, Tmall, and JD.com, so the market is concentrated (Digital Commerce 360).
How do you start an online marketplace?
Starting a marketplace has three phases: plan who sells and how they serve buyers, launch with a clear seller onboarding path and curated offers, and then add the features that keep buyers and sellers returning. Each phase builds on the one before it.
Phase 1: Plan sellers and agreements
Identify and recruit a number of sellers who cover your desired product variety, inventory availability, and logistics coverage. Then establish a service level agreement (SLA) with each seller: the SLA is the service agreement between the seller and the marketplace, and it includes shipping policies, customer service, and exchanges and returns. Following up on the SLA is tied to the marketplace's customer satisfaction and rating (VTEX Help).
Phase 2: Launch with simple onboarding and curated offers
Make seller onboarding easy. VTEX's marketplace feature guide recommends a user-friendly onboarding page linked in the navigation bar and short step-by-step videos, plus a user-friendly seller portal where sellers build a catalog, upload products, and organize orders (VTEX blog).
Keep control of what shoppers see. The marketplace approves seller suggestions, and an approved suggestion becomes an offer (VTEX Developers). VTEX recommends its Seller Portal Shared products feature for marketplaces that want more control over the curation of the offers they list (VTEX Help).
Phase 3: Grow with the features shoppers expect
Once sellers are listing, invest in the features that help buyers find and trust products. The table lists the ones VTEX's feature guide covers.
| Feature | Why it matters |
|---|---|
| Order management system | A single source for tracking orders across channels |
| Product page | Videos, descriptions, and customer Q&A help shoppers understand products |
| Customization | Branded landing pages and highlighted SKUs help brands avoid looking generic |
| Rating and reviews | Positive reviews support sales and search visibility |
| Intelligent search | AI-driven personalized search and dynamic navigation improve conversion |
| Product recommendations | Suggestions across brands aid discovery and order size |
| Payment options | Many methods, including Buy Now, Pay Later, and a smooth checkout reduce cart abandonment |
Source: VTEX blog, key online marketplace features. This is a VTEX-authored guide, so its product examples promote VTEX.
Frequently asked questions
What is an online marketplace?
An online marketplace is a platform where independent sellers offer their products to buyers in one place, with an operator who hosts the platform and handles checkout and payment.
How do you start an online marketplace?
Recruit sellers who cover your product variety, inventory, and logistics, agree an SLA with each, make onboarding simple, curate the offers you list, and add search, reviews, and payment options as you grow.
How do online marketplaces make money?
The operator takes a commission on sales. BCG describes the marketplace model this way, with the seller as the merchant of record, and in VTEX the marketplace configures seller commissions.
Who handles shipping in an online marketplace?
In a VTEX marketplace, sellers are usually responsible for fulfilling orders and adding invoices to the platform, and the marketplace handles checkout and payment.
How is a marketplace different from an ecommerce store?
In a standard online store, one company sells its own products. In a marketplace, sellers own the products and usually fulfill orders, while the operator runs the storefront, checkout, and payment. See ecommerce vs. marketplace for a deeper comparison.
Sources
- BCG, "How B2B Marketplaces Are Rewriting the Rules of Trade" https://www.bcg.com/publications/2024/how-b2b-marketplaces-are-rewriting-rules-of-trade (June 4, 2024; fetched 2026-11-09)
- Digital Commerce 360, "Top global online marketplaces: key data and statistics" https://www.digitalcommerce360.com/article/top-global-online-marketplaces-facts-statistics/ (labeled "Updated April 2024"; fetched 2026-11-09)
- VTEX Developers, "Marketplace" https://developers.vtex.com/docs/guides/marketplace-overview (no date shown; fetched 2026-11-09)
- VTEX Help, "Actions for a VTEX marketplace operation" https://help.vtex.com/en/docs/tutorials/actions-for-vtex-marketplace-operation (no date shown; fetched 2026-11-09)
- VTEX blog, "Key features of an online marketplace" https://www.vtex.com/en-us/blog/key-features-online-marketplace (no publication date shown; fetched 2026-11-09)
Last updated: November 10, 2026
