The digital world moves fast, and the future of e-commerce is increasingly shaped by marketplaces and artificial intelligence (AI). While traditional webshops were once the core of online retail, the focus is now shifting to platforms that manage the entire customer journey. The rise of conversational commerce and AI integrations within marketplaces is changing how consumers shop, offering not only product searches but also the ability to purchase directly within the platform. This creates new opportunities for brands to increase visibility, optimize journeys, and boost conversions.
The rise of marketplaces
E-commerce has seen tremendous growth in recent years, with marketplaces now taking a dominant role. In the Netherlands and Belgium, platforms like Bol and Amazon lead the way. Bol commands 27% of the market share in the Netherlands, while Amazon has quickly secured 19.43%. Together, the top three marketplaces now control nearly half of total e-commerce revenue, and this trend shows no signs of slowing down. The Business Research Company (2025) predicts total e-commerce revenue will surpass €50 billion by 2030, with marketplaces driving much of that growth.
The success of marketplaces lies in their ability to offer consumers a wide range of products, coupled with a user-friendly interface and streamlined logistics. Today, marketplaces account for over 60% of all e-commerce growth. It’s clear that more businesses are shifting their focus to these platforms to expand their reach and market share.
Conversational commerce: AI’s role in the buying journey
Artificial intelligence is transforming how consumers interact with e-commerce. Where shoppers once relied solely on search engines and webshop navigation, they now increasingly use AI-driven conversational commerce. AI enhances the buying journey by making it faster, more relevant, and highly personalized. Instead of sifting through hundreds of products, shoppers can now interact with AI tools that guide their decisions and offer tailored product suggestions.
This evolution is powered by large language models (LLMs) like ChatGPT. These models are not just helping users find products, they’re enabling purchases within the platform itself, removing the need to visit a separate webshop. The result? A seamless, frictionless experience that drives higher conversion rates.
One of the key benefits of this technology is its ability to reduce decision fatigue, something many consumers struggle with. Personalized recommendations allow shoppers to make faster, more confident decisions, leading to better satisfaction and stronger conversion.
AI-powered marketplaces: best-in-class examples
Leading marketplaces like Amazon and Zalando are already integrating AI to improve the user experience. Amazon’s AI chatbot, Rufus, helps consumers with product research, comparisons, and final purchases. This eliminates the need to scroll endlessly through listings, Rufus simplifies decision-making in just a few prompts.
Zalando has introduced its own AI assistant, the Zalando Assistant, which provides personalized fashion advice. This assistant factors in location, weather, and occasion to deliver smart recommendations tailored to each shopper’s needs. With this kind of guidance, marketplaces are becoming more than just transaction points—they’re trusted advisors that help consumers make smarter choices.
Best practices for brands: winning with marketplaces and AI
To thrive in this new ecosystem, brands must rethink their approach. These are key best practices to adopt:
1. Seamless tech integration
Leverage tools like ChannelEngine or Channable to ensure your product listings are accurate and consistent across platforms. Strong integrations improve product visibility and drive discoverability.
2. Operational excellence
Fast shipping and responsive customer service are non-negotiable. A well-oiled logistics operation and reliable service build trust and increase customer loyalty.
3. Tailored content per channel
Each marketplace has its own content requirements. Customize product listings accordingly to ensure maximum relevance and visibility in search results.
4. Real-time price and content updates
Use dynamic, real-time feeds to respond quickly to market trends and competitor activity. This keeps your offerings competitive and compelling.
5. Full-funnel journey optimization
Understand how the customer journey spans multiple touchpoints, from brand awareness to purchase and repeat engagement. Be present at each stage to maximize your chances of conversion.
From channel-first to journey-first
The future of e-commerce and digital marketing lies in shifting from channel-first to journey-first thinking. Growth no longer comes from optimizing just the lower funnel, it’s about building a strategy that connects upper, mid, and lower funnel in a unified way.
Brands must show up early in the journey to build awareness and guide consumers smoothly through to conversion. That means investing in upper-funnel media like connected TV, digital audio, and online video to reach prospects at the right time. A full-funnel strategy doesn’t just increase ROI, it strengthens brand equity and customer loyalty.
Conclusion: the power of marketplaces and AI
E-commerce is evolving fast, and marketplaces are leading the charge. With AI-driven capabilities, these platforms now offer a personalized, efficient experience that boosts satisfaction and conversions.
For brands, the path forward is clear: embrace new technologies, optimize for the platforms that matter, and meet your customers where they are. Tools like ChatGPT and the growing dominance of marketplaces signal a new era, one where smart integration and a customer-first mindset define success.
Ready to lead the way? Now’s the time to act.
