Gartner® identified Rithum as a sample vendor for the Enterprise Marketplaces category in the Gartner Hype Cycle™ for Digital Commerce, 2024 report. Sellers want to reach more consumers where they shop. To do so, they are using a multichannel selling strategy.
“Gartner Hype Cycles provide a graphic representation of the maturity and adoption of technologies and applications, and how they are potentially relevant to solving real business problems and exploiting new opportunities.”*
What is multichannel selling in ecommerce?
Multichannel selling is when sellers sell products on more than one sales channel. Gartner defines, “enterprise marketplaces as digital platforms that allow multiple sellers to sell directly to end customers.”
According to Gartner, “Enterprise Marketplaces (MOAs) enables marketplace operators to manage seller onboarding, drop-shipping programs, product catalogs, order routing and management, and seller compliance with marketplace policies.”
Gartner stated that this is important because “enterprise marketplaces can provide consumers with more options to choose from, leading to an improved customer experience (CX), streamlined procurement processes, and a resilient supply chain.” Rithum was previously recognized in the 2024 Gartner market Guide for Marketplace Operation Applications report.
In the Gartner Hype Cycle for Digital Commerce, 2024 report, Gartner states that one obstacle to sellers is that “creating an enterprise marketplace is a fundamental business model change that requires support from the highest levels of the organization. Marketplace operators will need to serve end customers as well as third-party sellers.”
What is 3P commerce?
Third-party (3P) commerce is when the inventory owner and the channel owner are different. A 3P commerce model allows brands to sell directly to consumers through a retailer storefront via a dropship or marketplace model. This allows sellers immense scalability, offering retailers reduced inventory risk and more choices for customers. Sellers increase market reach and connection with customers.
Developing a strategy around marketplaces requires a comprehensive approach. As stated by Gartner’s User Recommendations, “leverage vendors’ seller networks that can help with marketplace scaling efforts,”
Sellers can leverage Rithum’s network of over 40,000 brands, suppliers, and retailers that represent $50 billion in annual GMV.
Learn more about how Rithum can help you launch your dropship, marketplace or hybrid solution here.
Gartner, Hype Cycle for Digital Commerce, 2024, Sandy Shen, 8 July 2024 *Gartner Methodologies, Gartner Hype Cycle GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally, and HYPE CYCLE is a registered trademark of Gartner, Inc. and/or its affiliates and are used herein with permission. All rights reserved. Gartner does not endorse any vendor, product or service depicted in its research publications. And does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research. This includes any warranties of merchantability or fitness for a particular purpose.