About

Marketplaces have become a primary channel for consumer discovery and purchasing online. Platforms like Amazon, Etsy, and TikTok Shop offer unmatched reach and growth potential, but without a clear strategy, brands risk losing control over customer relationships, insights, and margins. While brands have access to transaction-level data, marketplaces control most of the shopping context, including how customers interact with products and how repeat purchases occur, making loyalty and long-term value harder to influence.

In this masterclass, Elena Cardellini explores how leading brands are rethinking marketplaces as strategic engines of growth rather than purely transactional channels. Attendees will learn how to design marketplace operations that maintain customer ownership, generate actionable insights, and build sustainable, customer-centric ecosystems. By the end of the session, you will have a practical framework to drive growth without sacrificing control, margin, or loyalty.

Session highlights:
• Real-world marketplace strategy: See how brands are expanding reach while protecting margins and maintaining customer ownership through real-world examples and case studies.
• Three-part growth framework: Learn how relevance, resilience, and repeatability create sustainable, high-performing marketplace operations.
• Turning activity into insight: Discover how to transform marketplace performance into actionable data that drives loyalty and long-term value.
• Global strategy, local execution: Understand how to balance broad ambitions with market-specific content, compliance, and cultural considerations.