Mirakl Enables Incumbents to Compete with Amazon

Mirakl won by turning the hardest part of building an Amazon-like marketplace into enterprise software. A retailer or distributor can keep its own storefront and customer relationship, then add third-party sellers for long tail selection, while Mirakl handles seller onboarding, catalog management, order routing, payouts, and marketplace operations. That matters because Amazon proved the model at massive scale, and incumbents needed a way to copy the mechanics without rebuilding their commerce stack from scratch.

• Mirakl is not just a storefront plugin. It sits in the transaction flow. When a shopper buys from a third-party seller on a retailer site, Mirakl routes the order to the right merchant, tracks fulfillment, and supports the fee model, which combines annual SaaS fees with variable marketplace volume fees.
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• The wedge is strongest with incumbents that already have traffic and trust but weak assortment breadth. Amazon’s third-party marketplace reached $360B and 60% of retail sales, which showed retailers like Macy’s, Nordstrom, Best Buy, and B2B distributors that opening their catalog to outside sellers could expand selection without owning inventory.
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• B2B makes the product even stickier than retail. Industrial distributors and wholesalers have messy catalogs, negotiated supplier relationships, and fragmented supply, so a marketplace layer is harder to build internally. Mirakl’s push into customers like Cencora and United Natural Foods shows the platform is moving from retail marketplace software into core digital infrastructure for large supply networks.
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The next step is for Mirakl customers to look less like digital stores and more like mini Amazons. As more marketplaces mature, more revenue should come from ads, seller services, and other monetization layers on top of GMV, which deepens Mirakl’s role from launch partner to operating system for enterprise marketplace economics.