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Merchants and brands follow consumers to multi-merchant online shopping sites

Online marketplaces already account for more than half of the world’s online shopping. Fueled by investor cash, they’re spending on new features and technologies to increase their market share. In response, established retailers are adding marketplaces to their own websites, while venture capital-fueled startups are launching specialized online malls. Innovations in one market quickly spread to another, making marketplace competition dynamic and intense.

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