In today’s ecommerce landscape, success isn’t just about having the right products or selling on the right marketplaces, it’s about how well brands, marketplaces, and technology providers collaborate. At eCom Insights ‘25, a panel of industry leaders, including Sarah Znideric (Linnworks), Georgia Leybourne (Linnworks), Robert Anderson (Brand Architect), and Anand Madhani (Parcelhub), explored how collaboration is transforming ecommerce and driving profitability.
Why Collaboration Matters More Than Ever
Ecommerce is more complex than ever. Marketplaces like Amazon, TikTok, and Walmart continue to evolve, introducing new policies, fees, and competitive pressures. Logistics challenges, from supply chain disruptions to courier compliance issues, can impact efficiency and profitability. Meanwhile, technology is advancing rapidly, offering automation solutions that can simplify operations. But the real differentiator? How well brands, marketplaces, and technology work together.
Georgia Leybourne highlighted a crucial point: “None of us can do this alone. It’s not just about technology or marketplaces – it’s about people, process, and technology working in sync.”
The Challenges Brands Face on Marketplaces
Robert Anderson, who manages nine brands on Amazon for Brand Arkitects, explained that staying competitive on marketplaces isn’t just about having a great product, it’s about continuous optimisation. “At a time when everyone has five-star reviews and professional product images, you need to look for other ways to stand out,” he said. The challenge is keeping up with constant marketplace changes while ensuring brands remain best-in-class.
Smaller brands often struggle with limited marketplace support, while larger brands benefit from dedicated account managers. This imbalance makes automation and external expertise crucial for ensuring brands stay ahead.
How Technology Streamlines Marketplace Selling
A surprising number of brands still manually extract data from multiple marketplaces, only to re-upload it elsewhere, which is a time-consuming and error-prone process. Technology providers like Linnworks solve this by centralising marketplace management, reducing complexity, and ensuring brands remain agile across multiple channels.
Beyond marketplace management, logistics technology plays a vital role. Anand Madhani from Parcelhub shared an example of a brand that was previously losing £5,000 a month in courier fines due to shipment discrepancies. After implementing automated shipment monitoring, their fines dropped to £150 saving thousands in wasted costs.
This highlights an important point: efficiency gains from collaboration between marketplaces, brands, and logistics providers aren’t just about convenience—they have a direct impact on profitability.
The Power of Data in Driving Growth
Data is the backbone of modern ecommerce. Whether it’s tracking conversion rates, analysing customer sentiment, or optimising advertising spend, the brands that win are those that leverage data effectively.
While Amazon provides vast amounts of marketplace data, Anderson explained that brands operating on multiple marketplaces need centralised data solutions. “If you’re selling on 23 marketplaces, do you really want to pull analytics from 23 different platforms?” he asked. This is where data aggregators and ecommerce management platforms add real value.
Cross-Border Expansion: A Collaborative Effort
International growth is a major focus for brands in 2025, but it comes with challenges. Logistics, compliance, and regional consumer preferences all need careful consideration. Madhani emphasised that brands must first master the basics – correct product descriptions, dimensions, and compliance requirements – before scaling internationally.
Technology is making cross-border selling more accessible. Platforms like Walmart Marketplace now offer full-service solutions for UK brands looking to enter the US market, managing everything from logistics to tax compliance. “International expansion seems daunting, but there are players in the ecosystem that can make it seamless,” Leybourne pointed out.
Choosing the Right Marketplaces: A Strategic Approach
Expanding to new marketplaces is tempting, but it requires strategy. The panel agreed that brands should focus on a few key marketplaces where demand is strongest rather than spreading themselves too thin. Using data to analyse search traffic and competitor performance can help brands prioritise their efforts.
One alternative strategy? Using distributors who already have marketplace accounts to test demand before committing fully. “Yes, you’ll sacrifice some margin, but it’s a way to validate market demand before fully investing,” Anderson noted.
The Future of Ecommerce Collaboration
Ecommerce is no longer just about selling, it’s about strategic partnerships across the entire ecosystem. The brands that thrive will be those that integrate technology, logistics, and marketplace expertise into a seamless operation. Collaboration isn’t just a buzzword. It’s the foundation of modern ecommerce success.
As Leybourne summed up, “If you want to scale, streamline operations, and increase profitability, the key is collaboration. No brand can afford to go it alone.”
So, as you plan your next ecommerce move, ask yourself: Are you making the most of the partnerships and technology available to you?
You can watch the whole interaction between Georgia Leybourne, Robert Anderson, and Anand Madhani from our eCom Insights event here.
