2023下一波数字市场浪潮报告
AI智能总结The Next Wave of Digital Marketplaces
Introduction
OC&C's second annual Marketplaces report provides a comprehensive study of the world’s top 250 digital marketplaces by Gross Merchandise Value (GMV). The report examines the evolution and growth of these marketplaces in a post-pandemic era, focusing on first-party (1P) and third-party (3P) sales.
Key Findings
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Marketplace Growth
- Total GMV: Marketplaces represent $4.1 trillion in annual gross consumer spend, with third-party sales accounting for $3.4 trillion.
- Growth: Since 2019, marketplaces have grown from $2.4 trillion to $4.1 trillion, adding $1.6 trillion in consumer spend.
- Categories: The report covers categories such as books, food delivery, ticketing, travel, consumer electronics, furniture, home appliances, clothing, and groceries.
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Marketplace Categories
- Marketplace 1P: Sales on platforms where the platform is the retailer.
- Marketplace 3P: Sales from third-party retailers.
- Direct E-commerce: First-hand only sales.
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Marketplace Share
- Marketplace 1P: 27%
- Marketplace 3P: 68%
- Direct E-commerce: 15%
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Growth Rates
- 2021-2022 CAGR:
- Marketplace 1P: 17.6%
- Marketplace 3P: 19.6%
- Total GMV: 16%
- 2021-2022 CAGR:
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Focus Categories
- Books: 33%
- Furniture/Homeware: 95%
- Grocery: 68%
- Clothing & Accessories: 34%
- Travel: 27%
- Consumer Electronics: 32%
- Home Appliances: 60%
- Food Delivery: 13%
- Ticketing: 18%
- DIY/Gardening/Pets: 78%
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Generalist vs. Specialist Models
- Generalists: Dominant, representing about 70% of all 3P GMV.
- Specialists: Growing rapidly, outgrowing generalists by a factor of 1.6x in terms of 3P GMV.
- Growth: 34 marketplaces grew to over $1 billion in 3P GMV, with over half being vertical specialists.
- Geography: Most prevalent in Europe, due to its fragmented marketplace landscape and familiarity with specialist models.
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Risks and Opportunities
- GenAI Impact: Potential for incumbents to enhance consumer experience or for disruptors to take share.
- Marketplace Penetration: Declining in some categories (e.g., DIY/Garden).
- Revenue Growth: Generalists have seen take-rate growth of 30-50% over the last 5 years, supported by expanded value-added services.
- Regional Insurgents: Taking share from market leaders by undercutting high seller fees.
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Emerging Business Models
- Vertical-Focused: More engaging browsing experience, better curated inventory, and tailored value-added services.
- Second-Hand: Rapid growth through trust-building measures, simplified listing journeys, and streamlined transaction management.
Examples
- Vertical-Focused: Houzz, a $14 billion GMV marketplace, has transformed from a design and inspiration site to a marketplace offering tailored fulfillment options.
- Second-Hand: Refurbed has grown rapidly by offering low fees, high-quality listings, and easier inventory processing.
This summary captures the key aspects and data points from the report, highlighting the evolving landscape of digital marketplaces and the opportunities and challenges they face.
