During this webinar, we were joined by Executive Vice President of Marketplace Strategy, Greg Wolny. He used this hour to explain how and why brands should focus on marketplace expansion, beyond Amazon, in 2021. In these 50 minutes we cover: How the pandemic impacted the marketplace landscape in 2020 and what to expect in 2021, a marketplace pulse report, how consumer behavior has changed and it's here to stay, how to diversify sales channels in 2021, strategic action steps, and how to fit emerging platforms into your brand's strategy.

1. Marketplace Expansion Series Webinar
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2. A B O U T
M A R K E T P L A C E
S T R A T E G Y
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3. 60+CLIENTS
65TEAM MEMBERS
90%CLIENT RETENTION
WHO WE ARE
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4. OUR
CLIENTS

5. AMAZON ADVERTISING PARTNER
M A R K E T PL A C E S T R A T E G Y
Find-a-Partner Directory
Advertising and Programmatic Partner Managers
Access to Alpha/Beta Tests
Exclusive Platform & Data Insights
Strategic Brand Support
Quicker Problem Solving

6. Please utilize the GoToWebinar chat window your
questions will be answered during the Q&A
portion at the end.
H O U S E K E E P I N G
➔ Session recording & slides will be sent out as a
follow up
➔ Submit questions to the MPS team using the
question window
➔ Interact using the chat window
➔ Email for any additional resources or questions
following the presentation:
dina@marketplacestrategy.com
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7. Greg Wolny | Executive Vice President
TODAY’S EXPERT
M A R K E T P L A C E S T R A T E G Y
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8. THE
AGENDA
State of E-Commerce
Marketplace Pulse & Emerging Marketplaces
2021 Approach
Key Takeaways
Q & A
01
02
03
04
05
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9. 2020 IMPACT
STATE OF E-COMMERCE

10. Actual
P R E P A N D E M I C
ECOMMERCE GROWTH ACCELERATED
57% 30% 63%
Year-over-year increase in
U.S. online revenue in Q3
2020.
-Digital Commerce 360
Increase in U.S. ecommerce
sales during 2020
accelerating online shopping
shift by 2 years.
-eMarketer
Of all online sales will be from
the top 10 ecommerce players
-eMarketer

11. ➔ Amazon 39%
➔ Walmart 5.8%
➔ Best Buy 105.5% Target 103.5%
curbside
➔ Kroger
TOP 10 MARKETPLACES

12. For the first time or in new
categories, like grocery, health &
hygiene, and home essentials.
In April, redefining how consumers
expect convenience and immediacy.
-Adobe's Digital Economy Index
After the pandemic is over.
-Global Web Index
STAY-AT-HOME ORDERS CAUSED
GROWTH IN ONLINE SALES
COVID SHIFTED CONSUMER BEHAVIOR

13. Marketplace Testing Add to Assortment Fulfillment
HIGHLIGHTS & CHALLENGES
Can We Have More?

14. & EMERGING PLATFORMS
MARKETPLACE PULSE

15. MARKETPLACE MATRIX

16. Home DepotCVSInstacart Walgreens
EMERGING ADVERTISING PLATFORMS
Target
Managed Svcs Managed Svcs Self-Serve TBDSelf-Serve Managed Svcs
Content
Syndication
Content
Syndication
Content
Syndication
Content
Self-Serve
Content
Syndication

17. AMAZON.COM G L O B A L C P G C O M P A N Y
ADVERTISING
DATA & ANALYTICS
AD SPEND GROWTH
39.1%
WALMART.COM
ADVERTISING
DATA & ANALYTICS
AD SPEND GROWTH
INSTACART
ADVERTISING
DATA & ANALYTICS
% US GROCERY SALES
73.4% 65%

18. THE FUTURE IS HERE
2021 APPROACH

19. PRIORITIZE MARKETPLACES
& ASSORTMENT
What’s your number and what’s
the mix to get there?
Full-funnel & cross platform
coverage is key.
Internal vs. external resources
decisions.
BUDGET ALLOCATION
REALIGNING RESOURCES
STRATEGIC ACTION STEPS

20. PRIORITIZE MARKETPLACES
& ASSORTMENT
What’s your number and what’s
the mix to get there?
STRATEGIC ACTION STEPS
2020 Target
T I E R O N E
Top Performers
(150 SKUs)
T I E R T W O
Mid Range
(175 SKUs)
T I E R T H R E E
Low Focus
(300 SKUs)

21. STRATEGIC ACTION STEPS
T I E R O N E
Top Performers
(150 SKUs)
T I E R T W O
Mid Range
(175 SKUs)
T I E R T H R E E
Low Focus
(300 SKUs)
BUDGET ALLOCATION
& MEASUREMENT
Full-funnel & cross platform
coverage is key.

22. Internal vs. external resources
decisions.
REALIGNING RESOURCES
STRATEGIC ACTION STEPS

23. NEXT STEPS TO SUCCESS
KEY TAKEAWAYS

24. You Can’t Ride
Platform Growth
Increased Investment Is A
REQUIREMENT
NEXT STEPS TO SUCCESS IN 2021
Know Your # &
Get There
Have A Goal & Know What Each
Platform Will/Should Do (Be Ready to
Pivot)
Resourcing
Across Platforms
Plan Ownership Across Platforms.
Alignment, Accountability, Autonomy
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25. Innovate the
Experience
Make Life Easier For
Your Customers
THE NEW POST-PANDEMIC CONSUMER
Checkout &
Shipping
Checkout Is A Critical Moment
For All Brands
Branding
Consistency
Build Upon Opportunities To
Connect With Your Customers
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26. QUESTIONS?
THANK YOU
Greg Wolny | Executive Vice President
greg.wolny@marketplacestrategy.com
marketplacestrategy.com