Marketplace platforms have evolved into a dynamic ecosystem where sellers are faced with challenges of oversaturation, price competition, and tightening platform regulations. This article explores the market mechanics, key issues with practical examples, a step-by-step adaptation plan, and prospects for sellers in 2025. By following a structured approach, you can minimize risks and enhance your chances of success.
What Are Marketplaces and How Do They Operate
Marketplaces function as digital markets with a vast assortment of products: identical items face numerous offers with varying prices, promotions, and displays. The scheme is simple: a seller registers, uploads product listings, connects to the platform's logistics, and promotes products through advertising. Sellers gain access to millions of customers nationwide and abroad, while clients benefit from a selection tailored to their budgets and tastes. However, the growing number of participants has led to oversaturation: in popular categories, thousands of similar items launch a price war, where undercutting undermines profitability.
Advantages and Risks for Sellers
The primary advantage is scalability without the need for independent infrastructure: platforms provide traffic, analytics, and delivery. However, the risks outweigh the benefits: price cutting can drop prices by 2-3 times, commissions can reach 20-30%, and frequent rule changes (logistics, storage, VAT) weed out weaker players. According to forecasts, 70-80% of sellers will exit the market, leaving producers with predictable assortments and low costs. Government factors—tax regimes, traceability of supplies—intensify pressure on "grey" schemes.
Practical Case: Artificial Fur Coats
Take the niche of artificial fur coats—offering good margins and lower competition (16,994 listings compared to 356,283 dresses). The wholesale price of a quality coat is around 5,000 rubles, with seasonal retail between 13,000 and 20,000 rubles. The listing is promoted, sales are going well, but it does not appear in the top results for key queries: competitors are undercutting prices down to 6,000 rubles (with a cost price of about 5,000 rubles). Honest sellers are forced to lower prices, losing profits. This is classic: a “neighbour” without production investment pushes out the “manufacturer.”
Analogy of Price Competition in the Market
Consider the market model: Seller A launches a product at 500 rubles/unit, ensuring a 40% margin through an optimized supply chain. Seller B enters with a similar product at 450 rubles, sacrificing margin for volume. Seller A loses 30% of orders and adjusts the price to 460 rubles. A cycle of reductions begins: margins are squeezed, quality suffers. Now you—investing in production (similar to caring for an apple tree: planting, agronomy, certification)—offer a product priced at 700 rubles. Against a “speculator” with zero investment (9 rubles versus 10 rubles/kg). Justifying premium value to hundreds of customers in the platform's algorithms? Undercutting destroys market efficiency, where competition should foster innovation and value growth.
Cost Structure and the Role of Producers
The wholesale price comprises production costs, supplier margins, plus seller expenses: packaging, photography, commissions, logistics, storage, advertising, taxes, and profit. The final price is unattractive for buyers. Producers bypass intermediaries: lower prices, less scarcity, stable assortments. Platforms tighten conditions specifically for this—“cleaning” up from resellers. By the way, the team at MarketHub.pro has deeply studied these challenges in practice: their service automates accounting and analysis, helping track "black holes" in costs—from logistics to advertising. Details are available in their Telegram channel, which discusses real cases of direct supplies from factories.
Step-by-Step Adaptation Plan for Sellers
Step 1: Assess readiness—analyze metrics (purchase rates, return on ad spend, price dynamics), and the presence of a unique selling proposition.
Step 2: Select a niche/platform—focus on low-competition categories (like fur coats) and study successful cases.
Step 3: Optimize costs—review taxes, avoid "grey" schemes, and establish direct supply chains from factories (negotiations, contracts).
Step 4: Constant analysis—monitor purchases, logistics, advertising, competitor pricing—everything is changing.
Step 5: Manage inventory—get rid of unsold stock, test new products in small batches, scale up best-sellers. Actively promote initial sales for momentum.
Special Considerations for Niche Sellers (Using the Example of the OPEN OIL MARKET fuel marketplace)
In B2B niches like fuel, competition is lower, but certifications, logistics, and direct sourcing are required. Showcase your metrics: turnover, margin, customer lifetime value, acquisition cost. A roadmap—test → scale—builds trust. The average transaction value is high, with a focus on retention.
Common Mistakes and How to Avoid Them
Mistake 1: Ignoring price undercutting—failing to emphasize value (quality, service) leads to being lost in the race.
Mistake 2: Using “grey” schemes—the market is becoming more regulated, and blocking is inevitable.
Mistake 3: Manual accounting—without analytics (every pallet is a "trap"), you lose control. Prepare, communicate with the platform, and test.
Alternatives and Combinations
Building your website + search engine optimization, B2B platforms, direct contracts. Grants (Industrial Development Fund). Combine: marketplaces for testing, independent channels for scaling.
Market Outlook in 2025
The market is consolidating: leaders rely on analytics, compliance with regulations, and AI-based product evaluation. Blockchain for tracking supplies will revolutionize supply chains. Success lies in numbers, adaptation, and the seller community. Survival goes to those who count every penny and adapt timely.
