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  • March 2023
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Mirakl: Growing The Marketplace Economy

By: Antonio Moreno, Santiago Gallino and Emilie Billaud
  • Format:Print
  • | Language:English
  • | Pages:21
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Abstract

Mirakl provided the technology and seller network required for companies like Macy's, Best Buy, Walmart, Siemens, or Carrefour to simply design, launch, and administer a marketplace that included products from third-party sellers. What began as a basic business idea in 2012 had grown into a thriving venture ten years later. Mirakl expected to grow its $100 million revenue by fivefold during the next five years. But how was this to be accomplished? Mirakl had previously prioritized the development of solutions for marketplace operators, the "Macy's of the world". It was now working on a new solution, Mirakl Connect, with the goal of becoming the premier destination for third-party sellers. But, how should Mirakl monetize these services? Should they charge for them, and if so, to whom? Should Mirakl explore adjacent opportunities, such as financial services, fulfillment, or advertising? Finally, should Mirakl expand its services to marketplaces outside the Mirakl ecosystem?

Keywords

Business Growth and Maturation; Business Startups; Transformation; Technological Innovation; Growth and Development Strategy; Internet and the Web; Technology Adoption; Sales; Information Technology Industry; Retail Industry; Web Services Industry; Europe; France; Paris; United States

Citation

Moreno, Antonio, Santiago Gallino, and Emilie Billaud. "Mirakl: Growing The Marketplace Economy." Harvard Business School Case 623-054, March 2023.
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About The Author

Antonio Moreno

Technology and Operations Management
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Related Work

    • December 2024 (Revised February 2025)
    • Faculty Research

    Mirakl: Growing the Marketplace Economy

    By: Antonio Moreno and Margaret Underwood
Related Work
  • Mirakl: Growing the Marketplace Economy By: Antonio Moreno and Margaret Underwood
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