#ShoppingTomorrow 2025 Recap
Inside the Expert Group 'Winning on Marketplaces'
You know that feeling when you walk into a room and instantly sense something exciting is about to happen? That’s exactly what the #ShoppingTomorrow 2025 Kick-Off felt like. A room full of smart people, strong coffee, and a shared sense of purpose. Everyone was there not just to talk, but to build, share, and grow.
And we were right in the middle of it, with our expert group Winning on Marketplaces: From Brand to Market Leader.
But let’s rewind for a second, because the morning started strong.
The Keynotes: Not Your Average Talks
First up was Laurence Herman from Pinterest. She broke down how inspiration has become the starting point of the customer journey. People aren’t just browsing anymore; they’re looking to be inspired, and when they are, they’re ready to act. Pinterest, it turns out, is the bridge between the spark of an idea and hitting “buy now.”
Next was Pim Roggeveen from RE The Agency took the stage. His focus? Circularity as the future of retail. And no, not in a fluffy “greenwashing” kind of way. He showed how sustainable business practices can also be financially smart. Circular retail isn’t just ethical, but strategic!
To round it out, Merijn Everaarts, founder of Dopper. His keynote Waves of Change wasn’t just inspiring. It was a wake-up call. No more excuses. Sustainability isn’t a nice-to-have anymore, it’s a must. He talked about how Dopper became a global movement by just starting. Taking action. Getting things done. You could feel the energy shift in the room.
Three different stories, but one clear message: the world is changing fast, and the brands that adapt smartly are the ones that will win.
Winning on Marketplaces: Let’s Get to Work
After lunch, we kicked off our own expert session. And it was clear from the get-go, and this wasn’t going to be a passive brainstorm. Everyone in the room was there because they wanted to move the needle. Fast!
Led by Emile Valkestijn (our CCO at 10XCREW) and hosted by Twan Rutten (Channelengine), Elly Doek (bol), our group dove straight into one question:
What does it actually take to win on marketplaces today?
We’re not here for vague ideas or empty buzzwords. This year, we’re going hands-on: real case studies, real strategies, real solutions. The group aligned on three core themes that we’ll focus on this year.
1. Advertising – Visibility is Everything
Let’s face it! If your product doesn’t show up on page one, it might as well not exist. Advertising is no longer a “nice addition.” It’s your engine.
We’re diving into what actually works:
- How to make every advertising euro count
- When to go always-on vs. campaign bursts
- How to balance short-term performance with long-term brand building
Advertising should boost more than just clicks. It should drive real growth.
2. International Expansion – Go Global, Stay Smart
Scaling internationally sounds great, but it’s a different ballgame. What works on Bol. might flop on Amazon France or Allegro in Poland.
We’re exploring:
- Which marketplaces are actually worth your time
- How to localize your offer without diluting your brand
- When to manage it yourself and when to bring in local partners
The goal isn’t just to grow. It’s to grow without getting lost in complexity.
3. Organization – Internal Chaos Kills External Growth
You can have the best strategy in the world, but if your own house is a mess, nothing good is going to happen.
We’ll be looking at:
- Who actually owns marketplace performance inside your company?
- How teams, tools, and data need to work together
- What a future-proof marketplace org structure looks like
Success on marketplaces doesn’t happen by accident. It’s built from the inside out.
So, What’s Next?
We’ve got our focus. We’ve got the cases. We’ve got the drive. Now it’s time to get to work.
What you can expect from us over the coming months: insights that are not just interesting, but actionable. No vague theories. Just tested strategies, sharp learnings, and tools that help brands move forward.
We’re excited. And we’re just getting started.
Want to follow our journey? Or thinking, “Hey, I want to be part of this next year”?
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