Who are the Sellers

One of the greatest marketplace myths is that all sellers are essentially brand-less resellers playing middleman across an endless marketplace. The true profile of the seller differs. Brands are increasingly present on marketplaces, accounting for nearly one-third of all sellers, with their GMV contributions edging up to account for $1 of every $5 marketplace dollars in Q1 2021. While marketplace natives represent the majority of marketplace GMV, these brands are choosing marketplaces as an expansion channel, and in so doing, altering the composition of the marketplace