Running e-commerce marketplaces: insights from Miroslava Biresova on the EGN podcast

In the latest episode of the EGN podcast, hosted by Efe von Thenen, Miroslava Biresova from Kaufland Global Marketplace joined us to discuss the growing importance of marketplaces in the European e-commerce landscape, with a particular focus on Germany and Central Europe. You must find out more below!

Miroslava Biresova, an expert with years of experience in e-commerce, highlighted that marketplaces are not just growing but should be considered as a new marketing channel. In Germany alone, 44% of all transactions occur on marketplaces, with eight out of ten customers using them regularly. This signifies the importance for retailers to adapt and integrate marketplaces into their strategies.

During the discussion, our guest emphasized the stability and growth of marketplaces, especially in light of recent economic pressures on the e-commerce sector. She attributed the success of marketplaces to their secure environments, wide product ranges, and competitive pricing, all of which align with modern consumer expectations.

Optimization in focus

Miroslava Biresova also stressed the importance of optimization for sellers who want to succeed on marketplaces. Simple tweaks like optimizing product titles, descriptions, and using relevant keywords can significantly improve sales performance. She underscored that sellers should view marketplaces as a way to expand their reach rather than seeing them as competitors to traditional e-commerce platforms.

The conversation also touched on Kaufland’s expansion into Central and Eastern European markets, including Poland, Czechia, and Slovakia. Our guest noted that while these regions present different consumer behaviors, particularly regarding price sensitivity and payment preferences, the opportunities for growth are substantial. She also shared the advantages of Kaufland’s omnichannel approach, which combines the strength of physical retail with online marketplace capabilities, making it easier for sellers to tap into new markets.

Want to learn more from our guest? Watch the full talk below:

Can’t watch? No problem. It is also available on Spotify and Apple Podcast.

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