Marketplace as a source of market intelligence: whoever dominates the data, dominates the game

For a long time, marketplaces have been seen only as large digital showcases, that is, environments that connect supply and demand, expand reach and reduce noise in business relationships. Of course, this role remains relevant, but it is no longer enough to explain the true value of these platforms today. In the current digital economy, which suffers so much from the impacts of constant innovations, the competitive differential of a marketplace is not only in the volume of transactions it processes, but in the intelligence it is able to extract from the data circulating in its ecosystem.

For some years now, we have been living in an era in which data is the most strategic asset of any company and when we talk about marketplaces, there are few business models that concentrate so much diverse and dynamic data. This is because these platforms collect relevant information about purchasing behavior, price variations, demand elasticity, replenishment cycles, regional trends, seasonality, supplier performance, customer journey and logistics bottlenecks.

It is precisely for all this that I can say that the marketplace is no longer just a sales channel. Now to say that it has become a true hub of market intelligence is no exaggeration!

Given this, the difference between marketplaces that lead their sectors and those that only survive is in the ability to transform raw data into strategic decisions. Managers of these platforms need to understand that just collecting the information is no longer enough. The real value arises when this data is organized, analyzed and translated into insights that can be put into practice.

When well structured, market intelligence allows marketplaces to anticipate consumer movements, identify opportunities before the competition and support more assertive decisions, whether for the platform itself or for sellers, partners and brands operating within this ecosystem.

It is this intelligence and deep reading of the market that allows us to answer critical questions, such as: Which categories are about to grow and why?; Where is there a rupture between supply and demand?; What prices are really competitive in each region or channel?; What changes in behavior indicate a structural trend, and not just seasonal?.

If you think you can answer questions like these, based on real, up-to-date and reliable data, you will get ahead of competitors. 

Another dimension little explored, but very relevant, is the role of the marketplace as an economic thermometer.Because it concentrates multiple sellers, segments and customer profiles, the platform starts to reflect broader market movements, often before they appear in official reports or traditional surveys, gaining time for managers to act.

This is why more mature marketplaces are evolving from transactional operators to strategic partners, offering market intelligence as part of the value delivered to the ecosystem. Another essential point of this segment is that the greater the volume and relevance of information, the greater also the obligation to ensure governance, security and ethical use. Marketplaces that want to lead the intelligence game need to invest in solid data governance structures, regulatory compliance and transparency. 

Finally, something that I find very interesting is a discussion of understanding that market intelligence should not be an exclusive privilege of platforms. When insights are shared in a structured way with sellers and partners, the entire ecosystem is strengthened. Suppliers begin to better plan their stocks, adjust portfolios, set more competitive prices and reduce waste. On the other hand, brands can launch products with greater assertiveness and the marketplace itself benefits from a more efficient operation, with fewer disruptions and greater end customer satisfaction. This collaborative model transforms data into a driver of collective growth.

For 2026 I do not hesitate to state that, in the end, the dispute between marketplaces will not be decided only by those who have more sellers, more products or more users. It will be defined by those who better understand the market that helps build every day.

*Mariana Mantovani is a specialist in Marketplace and E-commerce, and founder of Boost Marketplace, a company specialized in boosting and boosting sales results in the largest marketplaces in the market. With more than 15 years of experience in the digital ecosystem, Mariana has always worked in reference companies such as Netshoes, Electrolux, Mercado Livre and RD Health, focusing on e-commerce, marketplaces, leadership of performance teams, and business development.