The Online Marketplace Advantage

Introduction: The Marketplace Imperative

The Organization of This Book

Our First Step

Making the Marketplace Decision

Before the Launch

Operating the Marketplace

1 Our Marketplace Discovery

Chapter Summary

2 Defining the Marketplace Opportunity for Retail

Best Buy Canada – Stitching together stores and a marketplace

Catch – From a website to a marketplace

NBCUniversal – Driving retail with media

Chapter Summary

Note

3 The Marketplace Revolution Comes to B2B

Toyota Material Handling – Transforming relationships

Parts Town – Kinetic growth

TradeSquare – A purpose‐built B2B marketplace

Chapter Summary

4 Designing Your Marketplace Strategy for Maximum Impact

Assembling the Team

Defining the Operations Teams

Establishing Expertise

Mapping Out the Shoppers' Journey

Building the Brand

The Minimum Viable Ecosystem

Hitting the Ground Running

Chapter Summary

5 Make‐or‐Break Marketplace Best Practices at Launch and Beyond

Reaching Every Stakeholder

The Myth of Cannibalization

The Change Management Challenge

Recruiting and On‐Boarding High‐Quality Sellers

The Dropship Question

The Brand: Protecting and Enhancing It

Getting the Word Out

Chapter Summary

6 Feeding the Flywheel – Scaling Your Marketplace

Assortment Strategy

Seller Strategy

Customer Strategy

Marketplace Technology

Internal Stakeholders

International Expansion

Chapter Summary

Conclusion: The Marketplace Revolution Rolls On

Acknowledgments

Author Bios

Philippe Corrot

Adrien Nussenbaum

Index

End User License Agreement