Marketplaces are reshaping the retail landscape, bridging B2B and B2C markets through scalable ecosystems that drive growth and innovation. In the Middle East, where e-commerce is projected to reach $57 billion by 2026, marketplaces are becoming a cornerstone of digital commerce—particularly as 80% of shoppers now prefer online platforms for convenience and variety. At the 2025 RLC Global Forum session “Global Threads: How Marketplaces Are Reweaving the Retail Fabric”, industry leaders Mohammad ElAnsari (CEO, Trendyol Gulf), Dr. JJ Van Oosten (President, Digital TransformationX), and Peter Filcek (Marketplace Director, Tesco) joined moderator Tanmay Jain (Partner, BCG) to discuss the strategies needed to design consumer-centric marketplaces that cater to regional dynamics while fostering global competitiveness. How can businesses integrate personalized experiences with seamless digital solutions to unlock marketplace-driven growth?
Marketplaces as the New Retail Standard
The rise of marketplaces has been driven by a growing demand for convenience, choice, and value. With marketplaces now accounting for a majority of global e-commerce sales, businesses that adopt this model can tap into vast networks of sellers and buyers, reducing reliance on traditional inventory-heavy operations.
Retailers that once relied solely on brick-and-mortar or direct online sales are increasingly incorporating marketplace models into their strategies. By expanding their product selections through third-party sellers, they can meet diverse consumer needs while optimizing operational costs. This shift is particularly relevant for category-specific marketplaces, where retailers provide consumers with an “endless aisle” experience, offering a vastly expanded assortment beyond what physical stores or even traditional e-commerce platforms can accommodate.
As competition intensifies, the key to success lies in offering a seamless experience—ensuring smooth seller onboarding, leveraging AI for real-time pricing adjustments, and using automation to manage vast product catalogs efficiently.
The Role of AI in Marketplace Expansion
Technology plays a crucial role in the continued success of marketplaces. AI is increasingly being deployed to enhance various aspects of marketplace operations, including personalization, pricing optimization, and logistics management.
With the complexity of handling millions of products and thousands of sellers, automation is essential for maintaining efficiency. AI-powered tools help ensure that prices remain competitive, product recommendations are highly targeted, and logistics are optimized to meet consumer expectations for fast and reliable delivery.
Beyond the backend, AI is also redefining how consumers engage with marketplaces. From recommendation engines that personalize the shopping experience to automated advertising placements that maximize visibility, the integration of AI is making online marketplaces more dynamic and responsive to consumer behavior.
The Next Phase of Marketplaces: Social Commerce & Retail Media
Marketplaces are no longer just transactional platforms; they are evolving into full-fledged commerce ecosystems that incorporate social engagement, advertising, and digital brand-building.
The rise of social commerce is transforming how consumers discover and purchase products. Social media platforms have become key drivers of marketplace traffic, with younger demographics increasingly using Instagram, TikTok, and other platforms to shop directly from curated content. This shift is pushing retailers to rethink their strategies, ensuring that they blend e-commerce with social engagement to capture emerging shopping behaviors.
At the same time, retail media networks are emerging as a significant revenue driver. Marketplaces that integrate AI-driven advertising models can monetize their platforms beyond product sales, creating opportunities for brands to engage with highly targeted audiences while maximizing profitability.
Key Statistics
- 67% of global e-commerce transactions now occur through marketplaces.
- Marketplaces in the GCC have grown at a CAGR of 204% over the past three years.
- AI-driven product recommendations have increased conversion rates by 30%, highlighting the impact of personalization on marketplace sales.
“The consumers are always looking for convenience and value. Marketplaces provide a broad range in one place, eliminating the complexity of dealing with multiple retailers.”
JJ Van OOsten
