Mirakl Monetizes Marketplaces Through Ads

The important shift is that marketplace software is starting to monetize the same way the marketplaces themselves do. Once a retailer has enough third party sellers competing for the same shopper searches, ad slots become a second toll booth on top of commissions and SaaS fees. That is why Mirakl Ads matters more than as a feature add on, it lets Mirakl sell into the profit pool that made Amazon and Walmart marketplace economics much stronger.

• In practice, this means a seller on a Mirakl powered marketplace pays not just to list and transact, but also to win placement in search results or category pages. That model only works when the marketplace has real seller density and enough substitutable inventory that losing visibility actually hurts.
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• Mirakl has been building toward that layer for several years. It launched Mirakl Ads in 2022, said the product grew more than 100% in 2024, and bought Adspert in December 2024 to add bidding and budget optimization tools that help sellers manage campaigns across marketplaces and channels.
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• The Amazon and Walmart comparison is really about margin mix, not absolute size. Amazon reported $56.2B of ad services revenue in 2024, while Walmart has been highlighting advertising and membership as higher margin earnings streams. Mirakl is trying to give every retailer running a marketplace access to that same high margin layer.
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Going forward, the winners in marketplace software will be the ones that own ranking, seller competition, and ad measurement together. If Mirakl keeps adding large retailers and gets more seller demand flowing through its network, ads can grow faster than the core platform and become the clearest driver of margin expansion across its customer base.