1. October 27, 2020
Accelerating digital business
with enterprise marketplaces
Powered by Sitecore Experience Cloud
Varun Nehra
VP – Solution Architecture, Altudo

2. © 2001-2020 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
#SitecoreSYM
• Traditional commerce has a buyer and
a seller and can achieve linear growth.
• Growing digital business at scale
requires a new business model and
rapidly bringing new capabilities,
products, and services to the market by
partnering with 3rd party sellers.
• In the post-COVID era, online
marketplaces will scale business with
new partnerships, improved CX, lower
costs, and improved efficiency.
Accelerating digital business with enterprise marketplaces

3. #SitecoreSYM
• Sitecore Technology MVP
• 16+ years of industry experience
• 20+ Sitecore deliveries
• 100+ client engagements
• Live in Atlanta
Varun Nehra
VP – Solution Architecture, Altudo
Head of Digital Solutions Group
varun.nehra@altudo.co
@sitecorevarun
www.sitecorevarun.com
Quick Intro

4. © 2020 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All
other brand names are the property of their respective owners. #SitecoreSYM
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Making the case: Enterprise digital marketplaces (the what, why & how)
Case study: Digital business transformation of a large Fintech enterprise
Enterprise marketplace powered by Sitecore Experience Cloud
A few things to consider
Agenda

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Making the case:
The what
Understanding the basics

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A marketplace is an e-commerce site where
customers can choose from many products
offered by multiple sellers.

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Traditional commerce vs. marketplace
Seller
Traditional Commerce Model
Enterprise
Source: Gartner ID 386889
Customers
Sellers
Online Marketplace Model
Operator
Enterprise
Customers

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Roles & responsibilities
Operators
• Seller onboarding & management
• Product listing
• Rules & processes
• Fund collection & distribution
• Order management & payment processing
• Fulfillment & logistics
• Financial services & management
• Reporting & analysis
• Value-added services
Sellers
• Product information & pricing
• Marketing & promotions
• Customer acquisition & engagement
• Customer service
• Order & inventory management
• Pick, pack, & ship
• Storefront design & maintenance
• Back-end integration
• Financial management
Source: Gartner ID 386889

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Popular marketplaces

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B2C e-commerce vs B2B enterprise marketplace

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Making the case:
The why
Industry trends propelling the
proliferation of digital marketplaces

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Let’s talk about growth…
Source UCUSA.org
Quantity
Time
Exponential growth
Linear growth
Disruption

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In other words…
Source singularityhub.com
Quantity
Time
Where you actually
end up in the future
Where you think you will
end up in the future
Exponential growth surprise factor

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Amazon Business, the company’s enterprise
marketplace, grew from $1B to $10B in sales in 3
years.
55 of the Fortune 100 companies purchase
products through its business marketplace.
Amazon — The disruptor
Source: https://www.cnbc.com/2018/09/11/amazon-business-on-pace-to-pass-10-billion-in-sales.html

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Gartner research findings
• As of early 2019, only 56 percent of B2B companies had an
e-commerce site — and only 11 percent had a marketplace.
• By 2023, at least 70% of the enterprise marketplaces
launched will serve B2B transactions.
• By 2023, organizations operating enterprise marketplaces for
1 year will see at least 10% increase in net digital revenue.
Source: Gartner ID 386889

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More research findings
• Before COVID-19, marketplaces rang up half of global
online sales — $2 trillion on the top 100 sites.
• Digitization has accelerated even further. 40% of consumers are
buying more online than ever before.
• Almost 60% of these marketplaces are based in the United States,
and they are continuing to change the way consumers shop.
Source: Forrester Consumer Technographics Covid-19 survey. Digital Commerce 360, March 10, 2020

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Top 3 incentives for marketplace operators
Source: Gartner ID 386889
Grow
business
• Activate new channels
of commerce
• Leverage core cross-
functional assets and
capabilities
• Enrich product offerings
(cross sell/up sell)
Improve
experiences
• Enhance partner, vendor,
customer, and consumer
engagement management
• Launch new products,
services, offerings
and capabilities
Reduce cost &
improve efficiency
• Streamline buying process
• Control procurement and
processing costs

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Making the case:
The how
Digital marketplace maturity
model

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Marketplace Maturity Model
Business
Value
Marketplace Maturity
Maturity model based on research by McFadyen Digital, Mirakl, Magento an Adobe Company
• eCommerce with
products from 1st and
3rd parties.
• Individually negotiated
vendor contracts.
• Order fulfillment by 1st
and 3rd party, subject
to terms of each
agreement.
Dropship
• Monitor KPIs like
buyer:seller ratio,
platform leakage, seller
performance, total
offers, etc.
• KPIs based marketing
strategy or
product roadmap.
• White labeled
marketplaces for
businesses and
consumers that are
rapidly expanding your
product offerings.
Quantitatively Managed
• eCommerce site
that offers only
your products.
• Self-managed product
listings, imagery, copy,
pricing, etc.
• Self-managed
order fulfillment.
Traditional
• New business
opportunities uncovered
from KPIs.
• Streamline & automate
seller onboarding,
payment etc.
• Seller services like
advertising,
merchandising, product
content optimization,
supply chain
management, localized
content etc.
• Omnichannel strategies
integrating sellers’
physical stores, such as
pick-ups and returns.
Constantly Optimizing
• 1st and 3rd party
product offerings.
• Sellers controlled
product listings.
• Standardized seller
agreement.
• Seller managed
fulfillment.
• Operator earns
commission for every
3rd party sale.
Multi-Vendor

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Enterprise marketplace
powered by Sitecore
Experience Cloud

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Sitecore Experience Cloud™
Sitecore Experience
Platform™ (XP)
Sitecore Experience
Commerce® (XC)
Sitecore Content
Hub™ (XP)
Market to customers in
context of current and past
interactions across any
channel and in real time
Empower retailers and brands
to win customers by
personalizing the end-to-end
interaction experience using
data and content
Unify assets, teams, and
processes across the entire
content lifecycle
The end-to-end content and commerce platform for marketing

22. © 2001-2020 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
#SitecoreSYM
1. Product catalog, pricing, promotions, order, inventory, billing, and shipping
management using Sitecore Experience Commerce.
2. Omnichannel, multitenant, headless storefronts for product browsing using
SXA & Sitecore JSS.
3. Next-gen editing experience with drag/drop editing, device simulation, personalization,
analytics, governance with Sitecore Horizon.
4. Digital asset management and product content management using Sitecore’s Content
Hub.
5. Lead capture, help and support using Sitecore XP’s Forms.
6. Acquisition using Campaign Manager, Marketing Automation, and EXM.
7. SSO using Sitecore’s Federated Authentication and Identity Server.
8. Elastic deployment using Sitecore containers or Sitecore’s Managed Cloud.
Activating Sitecore features for enterprise marketplaces

23. Sitecore reference architecture for enterprise marketplace
User
administration
Org
administration
Marketplace
HTML JavaScript GraphQL OData
JSON
Sitecore Content Delivery
Collections
APIs
Search APIs
Presentation
APIs
Contacts
APIs
Reporting
Data
Security
Data
Marketing
Automation
Data
Content APIs
Session State
Caching
Content
Data
Forms
Data
Crawled
Indexes
Device Detection GeoIP Service
Visitor Tracking & Identification
Data Processing Engine
Cart & checkout
Subscription
management
Product &
datamanagement
Sitecore Content
& Media
CMS DAM
Forms
Multi-lingual
Sitecore Security
& Governance
Security User Mgmt
Workflows
Versioning
Sitecore Digital Marketing
Marketing
Automation
Email
Marketing
Personaliz
ation
A/B, MVT
Testing
Campaign
Mgmt.
Lead
Scoring
Content
Tagging
Segments
Tracking &
SVC
Analytics
Goals &
Events
AI/ML
Sitecore Experience Commerce
Store Front
Product
Catalog
Pricing &
Promotion
Customer
Mgmt.
Cart &
Checkout
Inventory
Order
Mgmt.
Subscription
Mgmt.
Analytics
Data
Session
Data
Email
Data
Commerce
Data
Reference
Data
Logging, Telemetry, Analytics
Sitecore APIs
Authentication/SSO
Sitecore Security
Authorization
Membership
Personalization Engine Tracker APIs

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A few things
to consider…

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Dos and Don’ts
Dos
• Choose sellers that complement your
product offering or resell your products.
• Develop a multichannel marketing plan.
• Create a seamless and automated
onboarding experience for sellers.
• Include a modern e-commerce front end.
• Use your data to improve your marketing
strategy or inform your product roadmap.
Don’ts
• Compete against your own channel
partners and distributors.
• Neglect to promote your marketplace.
• Make it difficult for sellers to sign up and
get approved.
• Require manual steps (like a phone call)
for buyers to complete a transaction.
• Fail to analyze your transaction data.

26. © 2001-2020 Sitecore Corporation A/S. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand names are the property of their respective owners.
#SitecoreSYM
• Who will sell on the marketplace?
• Will your competitors be allowed to sell on the marketplace?
• Will your marketplace allow buyers to compare competing products?
• How will you onboard new sellers? How much of the process will be automated?
• How much control will sellers have over their product listings?
• Will you allow sellers to offer varying shipping and return policies?
• What sorts of minimum standards will they have to meet?
• How will you handle local, national, and international taxes, fulfillment, etc.?
• Will you be the merchant of record for marketplace transactions?
And, if so, what will that mean for your accounting?
Questions for marketplace operators

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Thank you
FOR DISCUSSION PURPOSES ONLY.
Sitecore Confidential and Proprietary. ©2020 Sitecore Corporation A/S. Sitecore® and
Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other
brand names are the property of their respective owners.