The enterprise marketplace is a popular business model for organizations with digital ambitions because it helps them engage partners and customers, improve efficiency and bring in new revenue streams

The success of enterprise marketplaces hinges on both the technology capability and the collaboration of the cross-functional teams to provide third-party sellers and customers with the right tools and experience.

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Marketplace solutions typically leverage the core commerce platform but require additional functionality to deal with the complexity of serving multiple sellers while maintaining a consistent experience for buyers.



As enterprise marketplace models continue to gain popularity amongst organizations with digital ambitions, forward-looking operators are incorporating marketplace strategies to engage ecosystem partners and generate new revenue streams.

“By 2023, organizations that have operated enterprise marketplaces for more than one year will see at least 10% increase in net digital revenue.”

In this report, 11 Imperatives When Building an Enterprise Marketplace, Gartner explores the technical and operational issues to consider, along with the suggested sequence:

  1. Organizational structure
  2. Monetization
  3. Product diversity
  4. Unified commerce experience
  5. Seller recruitment & onboarding
  6. Product taxonomy & search management
  7. Seller tools
  8. Payment & Financial management
  9. Technology solution
  10. Integration


Gartner,11 Imperatives When Building an Enterprise Marketplace,Sandy Shen, Jason Daigler,Refreshed 7 April 2021,
Published 10 December 2019

GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.

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