At the beginning, marketplaces were the anti-Amazon club. However, many retailers worldwide have now invested in similar developments. As e-commerce has gained unprecedent traction for the last two years, all retailers want to enhance online market share, via a wider offer, customer traffic, deeper data or second-hand opportunities. Meanwhile, marketplaces also affect consumer experience. Do they offer better profitability than stocked e-commerce? How can retailers play the synergy alongside a store network?  DEFINITION  A digital marketplace hosts a computer technology (a platform) hired to use for third-party vendors seeking new customers and higher sales. Similar to a business partner, the host is paid with a perce...