How can retailers use marketplaces specifically for their multichannel strategy? Which tools and channels offer real potential today? And what role do topics such as sustainability and artificial intelligence play? These and many other questions were the focus of the panel “Online retail with marketplaces - the power of multichannel strategy” at multichannelday 2025. Lisa Haak (eBay), Valerie Heimann (limango) and Steffen Maschke (OBI) took part in the discussion. Here is an overview of the most important statements:
Sustainability as a strategic element
The increasing importance of sustainability in the platform business was a recurring theme.
Lisa Haak (eBay):
"At eBay, we have a big focus on placing refurbished or even non-new goods at the center. Over 50 percent of our turnover is generated by non-new goods."
Valerie Heimann (limango):
"We launched the second-hand store last year - it's been incredibly well received. Our customers buy on the marketplace and then sell to other families themselves."
Steffen Maschke (OBI) added:
“Sustainability for us means: solutions and products that support customers in saving energy and in the ecological area - from photovoltaics to beneficial organisms to peat-free soil.”
New tools and features for retailers
The panel participants also reported on new features and tools:
Steffen Maschke (OBI):
“Our new in-store ordering enables colleagues in the store to sell the online and partner range directly in the store - via QR code at the checkout.”
Valerie Heimann (limango):
"Our promotional business is and remains a strong feature. We also offer marketplace partners services such as payment management and first-level customer support."
Lisa Haak (eBay):
"A new feature for us is eBaymag - a tool for international listings with automatic translation. This allows retailers to sell internationally without any additional effort."
Trends in social commerce
Another topic: the role of new channels such as TikTok and live shopping.
Lisa Haak (eBay):
"I don't think social commerce is going to go away. As marketplaces, we have to deal with the buyer behavior of new generations."
Steffen Maschke (OBI):
“Live shopping or creator commerce is a channel that is here to stay - especially for younger target groups.”
AI as a driver in the platform business
All three companies use artificial intelligence strategically:
Lisa Haak (eBay):
"Entire listings can now be created with AI. We have entered into a partnership with OpenAI to make sales even more efficient for retailers."
Valerie Heimann (limango):
“Our AI-supported image tool analyzes millions of image data and detects inappropriate or sexist depictions - a real game changer.”
Steffen Maschke (OBI):
“AI is present in all areas for us: from development and content building to customer service.”
How much multichannel makes sense?
There was agreement that not every retailer needs to be active on all platforms.
Valerie Heimann (limango):
"It is very important to be on the right marketplaces. This requires an individual strategy."
Lisa Haak (eBay):
"Not everyone has to sell everywhere. Think carefully about which products work on which marketplace - and keep up with the times."
Closing words from the experts
In conclusion, the speakers addressed clear wishes to the retailers:
Lisa Haak (eBay):
"My appeal: stay curious about innovations in the marketplaces. And use events like this one to exchange ideas - nobody has to develop their strategy in a quiet room."
Valerie Heimann (limango):
“Flexible content and a well thought-out channel strategy are the key to joint success.”
Steffen Maschke (OBI):
“As platform operators, we have a responsibility to take our partners along with us on this journey.”
