Marketplace Benchmarking Study: Strategic Guide for Digital Internationalization
AIDA CCI presents the Marketplace Benchmarking Study, a strategic tool designed to support companies’ digital internationalization. Developed under the ExporTECH project and funded by FEDER under Portugal 2030, the study provides a comparative and in-depth analysis of B2B and B2C marketplaces, focusing on strategic sectors and international markets with high growth potential.
Objectives and Scope of the Study
Based on a rigorous methodology that includes platform comparison, evaluation criteria definition, and trend identification, the study aims to:
- Support companies in selecting the most suitable marketplaces for their export strategy
- Propose best practices for success in online sales
- Identify risks, challenges, and opportunities in digital trade
It covers global platforms such as Amazon, Alibaba.com, eBay, Mercado Libre, Zalando, Fnac, Otto, Carrefour UAE, among others, and sectors such as metalworking, habitat, sea economy, automotive, and TICE/semiconductors.
Focus Markets
The following markets with strong e-commerce growth were analyzed:
- USA: Highlight for Amazon Business and Wayfair, with strong demand in the TICE and automotive sectors
- France and Spain: Platforms like Fnac, Cdiscount, El Corte Inglés, and Worten lead segments such as habitat and fashion
- Germany: Zalando and Otto focusing on electronics, habitat, and fashion
- Poland: Allegro with a strong presence in metalworking and the automotive industry
- Dubai: Strategic hub for B2B transactions, highlighting the sea economy
- Mexico, Chile, and Panama: Mercado Libre Empresas drives B2B digitalization in Latin America
Strategic Recommendations for Selling on Marketplaces
The study presents best practices such as:
- Optimization of titles and keywords
- Use of high-quality images and complete descriptions
- Efficient stock and logistics management
- Participation in promotional campaigns and use of internal advertising (e.g., Amazon Ads)
Performance indicators (KPIs), average margins by segment, customer acquisition costs (CAC), and marketplace integration tools such as ChannelAdvisor or Lengow are also analyzed.
Sustainability and Technological Innovation
The study highlights the increasing demand for sustainable practices, such as recyclable packaging, eco-friendly products, and social responsibility. It also emphasizes the impact of emerging technologies like Artificial Intelligence and Blockchain on the efficiency and security of B2B transactions.
A Tool for Informed Decisions
By providing data, trends, and recommendations adapted to different markets and sectors, the Marketplace Benchmarking Study positions itself as an essential guide for Portuguese companies aiming to internationalize competitively and sustainably.
Access the Study
The study can be consulted via the following link: Marketplace Benchmarking Study
