• Fri. Dec 9th, 2022

eCommerce and Marketplace: The Difference

ByJoan Aimuengheuwa

Nov 24, 2022
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ECommerce, also known as B2C, is the area of marketing that focuses on selling products directly to customers. It’s also sometimes referred to as retail, but it’s important to distinguish between the terms eCommerce and marketplace. 

ECommerce businesses typically have one owner and one business model — they sell all of their products through a standalone website, operating outside of existing marketplaces like Amazon, which is considered an example of an e-tailer. 

On the other hand, Marketplace businesses are more like multi-brand retailers: multiple companies share costs for advertising, logistics and other expenses associated with selling online. They may also give promotional offers such as free shipping or discounts in order to drive additional traffic and sales for themselves (C2C), but not take any financial stake in specific transactions occurring through the platform

The difference is primarily in the target audience.

The difference between ECommerce and Marketplace is primarily in the target audience.

ECommerce is product-focused, while the marketplace is customer-focused. It’s also important to note that while eCommerce can be used to sell one particular brand of products or services, a marketplace allows multiple brands to exist side by side on the same platform.

In an eCommerce store, you’ll find yourself dealing with only one company — your own — and its associated brands (if any). This means that if you want your website visitors to make purchases from you, then whoever created it will have complete control over what happens there: what type of content goes up on their pages; which products are offered within them; how those products look when presented as part of an online shopping cart page or search engine results page; etcetera ad infinitum…

ECommerce and Marketplace: The Difference
Online shopping

ECommerce: product-focused, single brand

ECommerce is a single brand focused on products, whereas marketplace is more of an umbrella term that refers to all kinds of online marketplaces.

ECommerce: A single brand that sells a singular product or service.

Marketplace: An online platform where people can buy and sell goods and services from other sellers (like eBay).

Marketplace: customer-focused, multiple brands

The major difference between ECommerce and Marketplace is that marketplace merchants are customer-focused. These businesses focus on providing a high level of customer service, and therefore have an interest in satisfying their customers’ needs. ECommerce merchants, on the other hand, may not be as concerned with ensuring that their buyers are happy with their product or service after purchase.

Again, marketplaces tend to allow multiple brands within them: if you want an affordable bed from Target but can’t find it on Amazon because they don’t sell it as part of a bundle deal with other items like laptops or cameras (like how Shopify does), then you’d probably go for Target over Amazon since its competitors have no problem offering discounted bundles alongside their products. On top of this convenience factor comes another benefit: Marketplace sellers can offer price-matching guarantees if they see another retailer selling lower prices somewhere else online!

ECommerce: A single company sells all of their products on a standalone site, operating outside of existing marketplaces.

ECommerce is when a company sells products directly to consumers. It’s not a marketplace, which is where you buy and sell things through third-party vendors.

The most obvious difference between these two types of businesses is that eCommerce sites are usually run by one company (or an individual). A marketplace, on the other hand, is often owned by multiple people who work together as an independent entity within their community or industry.

Marketplace: Multiple companies sell their brand’s products on a single website, which acts as a sales portal for multiple firms.

For example, if you have a business selling clothes online, you could list your products on Amazon and also directly through your own website. You may even want to do both so that consumers can see all of the different options they have when searching for what they need or want.

ECommerce can be B2C (business to consumer) or B2B (business to business).

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ECommerce is the buying and selling of goods or services through an online platform. ECommerce sites are typically used by businesses, but they can also be used by consumers.

Another difference between eCommerce and marketplace is that while a marketplace offers one-to-one transactions between buyers and sellers, an eCommerce site allows multiple users to interact with each other through purchasing and selling products/services.

Marketplace (C2C) is consumer to consumer eCommerce. It’s a platform that connects buyers and sellers who exchange goods and services directly with one another.

ECommerce and Marketplace: The Difference
An image depicting a marketplace with several sellers

There are two common types of marketplace:

Open-source marketplaces, which allow anyone to create an account on the site and post items for sale; this type of marketplace differs from closed-source ones in that there is no membership fee or subscription required for access. There are also no requirements for membership except having your own website (if you want people to find your content), but it may still cost money if you want other features such as selling tickets through Ticketmaster’s ticketing service or shipping products through Amazon Seller Central

ECommerce businesses typically have one owner and one business model.

ECommerce businesses typically have one owner and one business model. This can be a huge benefit, since it allows you to focus on your strengths instead of trying to juggle multiple roles. In addition, you’ll likely have better understanding of your customers’ needs and how they want their products or services delivered to them; this in turn leads to better service for both parties involved.

If this sounds like something that would work for your business, contact us for more information about how we can help!

Marketplaces frequently have different sellers with their own shipping rates and logistics models. Marketplaces typically charge sellers a listing fee and other fees to use the platform, but don’t take any financial stake in the specific transactions that occur through the platform.

A marketplace is a platform for sellers. The marketplace acts as an intermediary between buyers and sellers, taking a commission from both sides. Marketplaces frequently have different sellers with their own shipping rates and logistics models. Marketplaces typically charge sellers a listing fee, but don’t take any financial stake in the specific transactions that occur through the platform.

A marketplace is a great way to promote your brand and reach new customers.

Marketplaces are a great place to sell products that you already have in stock, but don’t want to keep on hand at all times. For example, if you run an office supply store, it’s likely that there are plenty of people who need pens and pencils in their offices but don’t know about any online shops where they can buy them directly from the manufacturer. You could put together an online store offering these items at wholesale prices with free shipping—and then sell them through your website or social media channels!

Marketplaces can also help build relationships with suppliers by letting them know when someone wants something specific so they’ll be able to fill those orders quickly without having too many things going out at once (which would mean delays).

Top 10 eCommerce websites in Nigeria to watch in 2022

Knowing how your eCommerce platform fits into your marketing strategy is key.

When it comes to marketing your eCommerce business, you need a clear understanding of what each platform offers. In the following conclusive sections, a summary of how these platforms differ and how to best leverage their features for maximum impact.

ECommerce: The most common way of selling products on the internet is through an online storefront that allows customers to browse product listings and place orders. This model usually involves a merchant account with payment processing services like PayPal or Stripe (which handles credit card processing).

Marketplace: A marketplace allows sellers from around the world—including local businesses—to list their goods for sale in one central location where buyers can find them easily without having to register separately with each individual seller. It also allows sellers who have similar products but don’t have an online storefront yet another way of reaching potential customers while they’re browsing through thousands of different listings instead of just one site where only certain things appear unless otherwise specified by someone else (like Amazon).


In short, eCommerce versus marketplace is a matter of what you’re selling. Marketplace sellers are likely to have more flexible products, multiple brands and services. ECommerce businesses often have one owner and one business model, but they can also be B2B (business to business) or B2C (business to consumer). Marketplaces frequently charge sellers a listing fee and other fees to use the platform, but don’t take any financial stake in the specific transactions that occur through the platform.

Joan Aimuengheuwa

Joan thrives at helping individuals and businesses scale via storytelling...

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