5 Mistakes to Avoid When Setting Up a New Marketplace

commerce marketplace set up

With Marketplaces now accounting for a significant slice of global online sales, it’s no surprise that UK eCommerce retailers are looking to tap into their potential. Whether you’re diversifying beyond your own website or going international, Marketplaces offer a ready-made audience and low barrier to entry. But that doesn’t mean success is guaranteed.

It’s easy to get swept up in the promise of scale and visibility, but launching on a new Marketplace is a bit like moving into a new neighbourhood — the rules are different, expectations are high and how you show up from day one matters. Here are five common mistakes to avoid when setting up your Marketplace presence and building strong foundations for long-term growth.

Here are five common mistakes to avoid when launching your brand on a new Marketplace:

1. Underestimating Operational Complexity

  • The Mistake:
    Many retailers jump into a new Marketplace looking at it as “yet another sales channel”. But each platform has its own rules, fees, fulfilment expectations and return processes. Failing to align operations from the get-go can lead to delays, penalties, or worse, poor customer reviews.

  • The Fix:
    Set up clear fulfilment workflows that can scale with demand and comply with Marketplaces. Whether you’re fulfilling from your warehouse or using third-party logistics, ensure your delivery and returns model supports a seamless customer experience.
Warehouse logistics

  • Did you know?
    GFS has successfully integrated multi-carrier delivery options for several UK retailers to align operations with Marketplace requirements and customer expectations (and still give the retailers significant control on collections and deliveries).

2. Ignoring Cross-Border Potential (and Pitfalls)

  • The Mistake:
    Some retailers miss out by treating new Marketplaces as local-only. Others expand too fast internationally without preparing for customs, duties and language localisation. The risk? Failed deliveries and abandoned baskets..

  • The Fix:
    Explore Marketplaces with a global reach, but do your homework. Understand shipping regulations, local consumer expectations and how duties/taxes are handled. Choose delivery partners who can simplify cross-border complexity.

International Delivery

  • Did you know?
    GFS International eCommerce services help UK retailers ship worldwide with ease, offering delivery, returns and customs support that makes global growth feel local.

3. Relying on Marketplace Traffic Alone

  • The Mistake:
    Truth #1 Marketplaces bring built-in traffic to you
    Truth #2 So do they to your competitors
    Simply listing your products won’t guarantee visibility or sales unless you have a plan to stand out.

  • The Fix:
    Create engaging content, use affiliate programs to get influencers on-board. Optimise your listings with high-quality imagery/videos, clear product descriptions, competitive pricing and fast delivery options. Use Marketplace promotions and advertising where appropriate.

Marketplace online

  • Did you know?
    Reliable, tracked delivery and customer-friendly returns can improve the click-to-conversion ratio and build seller reputation fast, giving you visibility in a competitive arena.

4. Not Prioritising the Delivery Experience

  • The Mistake:
    Marketplace shoppers expect fast, reliable, and transparent delivery, and poor delivery performance is a top reason for low seller ratings and buyer drop-off. Don’t let delivery be the weak link in your Marketplace setup.

  • The Fix:
    Offer a range of delivery options at checkout — from standard to express — and keep customers informed every step of the way. Be prepared for Peak and scale operations accordingly by forecasting and planning with your delivery partner to mitigate risk.

Happy Delivery client

  • Did you know?
    With GFS, you get access to the UK’s widest carrier network under one roof, backed by smart technology and pro-active delivery support.

5. Forgetting About Returns (Until It’s Too Late)

  • The Mistake:
    Returns are an unavoidable part of eCommerce, especially on Marketplaces where customers expect fast and frictionless return options. Overlooking this can impact seller ratings and customer loyalty.

  • The Fix:
    Build returns into your Marketplace strategy from day one. Make it simple for customers and operationally efficient for your business, with clearly spelt out returns policies, labels and easy tracking.

Returns

  • Did you know?
    GFS Returns Management Services is a fully global, seamless returns solution delivering a cost-effective experience that meets both operational needs and customer expectations. This fully branded returns portal ensures a consistent and professional experience, helping build customer trust and loyalty.

Ready to Launch Smarter on Marketplaces?

Avoiding these common missteps can give your Marketplace setup the strong start it needs. Don’t underestimate the impact a reliable and right delivery partner can make in keeping things running smoothly as you scale across channels.

GFS supports eCommerce retailers at every stage of Marketplace growth— with domestic and cross-border delivery, returns and multi-carrier tech solutions all under one roof.