NEW DATA • NEW INSIGHTS

Marketplace
seller trends report 2026

See how marketplace sellers are approaching expansion, automation, and AI, and what’s shaping the next phase of marketplace growth.

550 ecommerce decision-makers surveyed
5 international markets covered
40% C-level executives, owners or founders
39% sell through both 1P and 3P models

KEY FINDINGS

82%
of organizations are adopting AI in marketplace operations
3 in 5
organizations still manage marketplace operations mostly manually or with only partial automation
33%
rank profit margin per marketplace among their top success metrics, making it #1 in 2026
55%
of marketplace sellers surveyed across the US, UK, France, Germany, and the Netherlands are active on TikTok Shop
39%
of sellers now manage 7 or more marketplaces, up from 34% in 2025

BEYOND THE NUMBERS

The full picture of marketplace selling in 2026

Marketplace selling has matured. This year’s report explores how brands, retailers, and resellers are shifting their focus from expansion alone to profitability, operational efficiency, and AI-ready growth.

 

🔹Marketplace footprint: How marketplace strategies are evolving as sellers focus more on performance across existing channels.

 

🔹The cost of complexity: Where manual processes and disconnected systems are holding sellers back as operations scale.

 

🔹The profitability shift: What’s putting margins under pressure and why sellers are looking beyond sales volume to measure success.

 

🔹AI in practice: Where AI is delivering value today, where its role remains limited, and what’s preventing deeper adoption.

 

🔹Five markets, different realities: How priorities, pressures, and AI readiness differ across the US, UK, France, Germany, and the Netherlands.

Marketplace seller trends report mockup

Turn marketplace insights into action

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