What is marketplace selling? It’s the strategic choice to distribute products through established online platforms like Amazon, eBay, or Walmart, rather than relying solely on a proprietary direct-to-consumer (DTC) channel. This approach allows brands to tap into massive existing customer bases and leverage platform infrastructure, often at the trade-off of direct customer relationships and full brand control [2]. For many operators, marketplace selling becomes part of a broader hybrid sales model, balancing these external channels with their own DTC efforts and even wholesale [1]. A multichannel sales strategy is crucial for sustainable growth, expanding reach while mitigating the risks of over-reliance on a single channel [3]. Deciding between platforms like Amazon or Shopify, or how to integrate them, hinges on specific business goals, product fit, and desired brand autonomy [2]. Get into the details with the curated episodes below.