Webinar
Marketplace e mercati emergenti da sviluppare
Where a fashion brand can grow online when marketplaces hold most of the market: the channels that count in each geography, and the emerging marketplaces worth entering.
The webinar presented our paper on marketplace expansion for fashion, written by Francesca Soprana and Vasile Chitoroaga. Its starting point is a measured fact: marketplaces account for around 86% of global e-commerce, about 70% in the US and in Europe and 95% in Asia, so a brand that sells only through its own .com is giving up most of the online market.
The paper maps the main e-fashion channels in the countries that hold most of the global GMV, identifies the emerging marketplaces most worth covering, and proposes a marketplace-first expansion framework, with a look at China, India, the Middle East and South-East Asia.
The operating conclusion: marketplaces belong in the mix rather than in place of the .com, the choice of marketplace is made country by country rather than globally, and running several of them takes a dedicated operating model for assortment, pricing, content and customer service.
Watch the recording
The video is published on our LinkedIn page.