{"id":95070,"date":"2026-04-29T15:43:41","date_gmt":"2026-04-29T18:43:41","guid":{"rendered":"https:\/\/www.ecommerceupdate.com.br\/?p=95070"},"modified":"2026-04-29T15:43:46","modified_gmt":"2026-04-29T18:43:46","slug":"o-paradoxo-dos-marketplaces-quanto-mais-voce-vende-menos-o-negocio-e-seu","status":"publish","type":"post","link":"https:\/\/www.ecommerceupdate.com.br\/en_gb\/o-paradoxo-dos-marketplaces-quanto-mais-voce-vende-menos-o-negocio-e-seu\/","title":{"rendered":"
The paradox of marketplaces: the more you sell, the less your business is<\/p>"},"content":{"rendered":"
The marketplace has established itself as one of the main growth drivers of digital retail. The promise is clear: traffic, scale and convenience.But there is a little discussed and rarely measured side effect.As sellers grow within these platforms, they become dependent on them to sustain growth.<\/p>
The problem is not only in the commissions, which can reach 20% in some categories. The central point is the lack of control over the main asset of retail: the relationship with the consumer.<\/p>
According to McKinsey, companies that consistently use proprietary data can grow up to 2.5 times more in revenue. Without direct access to this information, the seller operates with limited visibility over its own audience, which compromises margin, retention and predictability.<\/p>
This scenario creates a paradox: the more the seller scales within the marketplace, the less control he has over his own growth.<\/p>
The marketplace fulfills the acquisition role well. Abandoning it is not a viable strategy. The problem lies in what happens after the sale.<\/p>
According to Bain & Company, a 5% increase in retention can drive profits between 25% and 95%. Still, much of the operations treat each sale as an isolated event.<\/p>
This is where it is defined whether the purchase will be just a transaction or the beginning of a long-term relationship.<\/p>
What separates operations that scale from those that rotate volume is simple: who builds own base.<\/p>
This involves capturing and activating the data available after the purchase, integrating this information into the retailer's systems. From there, it becomes possible to establish a direct channel with the consumer.<\/p>
WhatsApp has consolidated itself as one of the main vectors of this strategy, not only as a service channel, but as a means of relationship and conversion. With open rates that, according to market benchmarks, often exceed 90%, the channel shortens the distance between interest and purchase and makes it inefficient to continue treating acquisition as the only engine of growth, reducing media waste.<\/p>
In practice, this means exiting a single sale for multiple purchases from the same consumer, without having to pay again for the acquisition.<\/p>
Artificial intelligence solves a core retail problem: how to customize without losing scale, and it does so by connecting data, context, and execution at the same layer.<\/p>
With AI integrated into the catalog and interaction history, every question is no longer a bottleneck and becomes a conversion opportunity.The answer comes at the right time and with context, reducing friction and accelerating the purchase decision. According to Forrester, companies that respond immediately can increase their conversion rates by up to three times.<\/p>
In the after-sales, the logic remains: using data to continue the relationship. AI organizes interactions, automates communications and ensures consistency at scale.What was once a set of disconnected processes becomes a continuous journey.<\/p>
The point is not to automate tasks, but to use intelligence to decide what to say, when and to whom. Recommendations, reactivation and communication are no longer generic and begin to reflect the real behavior of people.<\/p>
This is what turns data into results and scales into relationships.<\/p>
In the end, the difference is not in the channel, it is in who controls the relationship.<\/p>
Who depends exclusively on the marketplace outsources growth. Who builds their own base starts to operate with predictability, margin and control. And this is made possible through direct channels such as WhatsApp.<\/p>
Price and assortment remain important, but they are no longer enough. Experience becomes the only sustainable differential.<\/p>
The marketplace will remain part of the game, but it cannot be the business.<\/p>
Because selling within a marketplace is growing in the window of another company. And those who grow without building their own base is not creating a business, is operating a dependency.<\/p>","protected":false},"excerpt":{"rendered":"
O marketplace se consolidou como um dos principais motores de crescimento do varejo digital. A promessa \u00e9 clara: tr\u00e1fego, escala e conveni\u00eancia. Mas h\u00e1 um efeito colateral pouco discutido e […]<\/p>\n","protected":false},"author":1,"featured_media":85560,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35,36],"tags":[47,68,43],"class_list":["post-95070","post","type-post","status-publish","format-standard","has-post-thumbnail","category-artigos","category-dicas-artigos","tag-artigos","tag-dicas","tag-e-commerce"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en_gb\/wp-json\/wp\/v2\/posts\/95070","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en_gb\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en_gb\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en_gb\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en_gb\/wp-json\/wp\/v2\/comments?post=95070"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommerceupdate.com.br\/en_gb\/wp-json\/wp\/v2\/posts\/95070\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en_gb\/wp-json\/wp\/v2\/media\/85560"}],"wp:attachment":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en_gb\/wp-json\/wp\/v2\/media?parent=95070"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en_gb\/wp-json\/wp\/v2\/categories?post=95070"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en_gb\/wp-json\/wp\/v2\/tags?post=95070"}],"curies":[{"name":"
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