profile image
Brian Gillespie
Director of Product Management for HCL Commerce
Brian Gillespie is an accomplished B2B and B2C digital commerce strategist, analyst, implementor, and technologist. With over 20 years of experience working with Fortune 500 companies, Gillespie has been inspired to deliver digital transformations driving business objectives.
Posts by Brian Gillespie
Marketing & Commerce | July 13, 2021
6 Capabilities Every Marketplace Needs
Are Marketplaces the fastest growing sales channel? Demand for marketplaces is high and according to Digital Commerce360, just 24 months ago, there were approximately 70 vertical B2B marketplaces. Today, that number is 250 marketplaces and counting. 1 In the report, it’s examined how demand from B2B buyers shifted from off-line, to online, to marketplaces, and why the shift is permanent. It also talks about the rise of Amazon B2B, but this is where my opinion differs!  I think the B2B market has learned a valuable lesson from B2C and does not want to fuel the growth of Amazon selling on their platform.  As a result, B2B organizations want to stay away from using Amazon driving the growth of vertical industry marketplaces or the desire to start their own marketplace. Online Marketplaces are not a new concept - but what are the critical capabilities that you need from a marketplace? When you are looking to extend seamlessly from your Commerce Platform, there are niche marketplace vendors in the market but to make the user experience seamless, you should look for a solution that is built specific for the Commerce platform architecture. Capabilities that enable quick time to market, low cost of operations and ease of participant setup and enablement, along with support B2C, B2B, B2B2C, C2B, Buy-side, Sell-side requirements, with role-based access control and approval flows. Top 6 Must-Have Features of a Marketplace Searchable and filterable content: Not much explanation needed here – but with commerce platforms adding voice and visual search, from a consistency of experience you need to include new ways to help customers find your products and services. Booking and Order Process (Order Management): This capability is used to order products or services by the users and get information about the order by the publisher. And here developers need to add communication channels between users and publishers....