Mirakl: Cyber Week sales growth on marketplaces outpaced ecommerce

Cyber week sales made through a platform that powers more than 300 ecommerce marketplaces grew 53% over 2021, according to the company.

Mirakl said the sales on its platform over the seven-day shopping period ending Cyber Monday (Nov. 28) outperformed the overall growth of global ecommerce sales, which Salesforce pegged at 2% for the Thanksgiving-Cyber Monday stretch.

Mirakl operates marketplaces and dropshipping for B2B and B2C retailers and businesses. Clients include Macy’s, Urban Outfitters, Maisons Du Monde, J. Crew and The Kroger Co.

Mirakl shared the following numbers from the platform for Cyber Week:

• 2.3 million orders were placed, growing 30% year-over-year.
• Average order value grew by “close to 20%.”
• 10% of orders were made using Mirakl’s recommendation engine.
• 1.6 billion API calls were made to Mirakl, which was 23% growth over 2021.
• The platform maintained 100% uptime.

"The hundreds of retailers operating online marketplaces across the globe have recognized what the rest of the industry has been slower to acknowledge: marketplaces are the only way to meet customers' need for selection, price and high quality of service, achieve consistent profitable growth, and not only survive but thrive in today's economy," said Adrien Nussenbaum, cofounder and co-CEO of Mirakl, in a statement. "They have dramatically outperformed the market because of their willingness to transform and implement a more innovative and agile model.”

Marketplaces, in which goods from multiple brands are sold through a common channel, are expected to continue to see growth in the years ahead. According to a report this year from Edge by Ascential, third-party marketplaces are projected to account for 60% of ecommerce globally by 2027, and will add $1.3 trillion over that time. Marketplaces can also lead to a big opportunity in advertising through retail media, and Mirakl recently stood up a network of its own to help brands realize it.

One of Mirakl’s most recent launches was from Macy’s. Ahead of the holiday season, the department store retailer launched a third-party marketplace that curates items across 400 bands and 20 categories. It’s designed to add more items to the ecommerce assortment, while brands handle inventory and fulfillment. On the retailer’s recent call with investors, CEO Jeff Gennette said the marketplace was attracting younger customers in the first two months.

“We're adding new content every single day as we continue to scale this,” Gennette said.