At MarketLeap, we’ve worked with thousands of brands, from fast-moving D2C startups to global powerhouses. One theme is clear: Amazon remains the anchor, but it is no longer enough. Sellers who rely exclusively on Amazon are hitting ceilings faster, with margins squeezed by rising fees and advertising costs. The future of growth, especially heading into 2026, is multi-channel.

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Amazon Still Leads, but Rivals Are Catching Up

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There’s no denying Amazon’s strength. In its core markets, Amazon sets the standard for convenience, selection, and Prime-driven loyalty. It is still far stronger than any rival. Yet across regions, other marketplaces are gaining ground, often because they are localized, verticalized, or simply offer better customer experiences. Bol.com is a Dutch native and trusted household name in the Benelux. Zalando has built unmatched authority in fashion across Europe. Coupang redefined logistics expectations in Korea with “arrive today” speed. These platforms may not match Amazon’s scale, but they often surpass it in trust and relevance in their respective niches..

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Walmart’s Rise in the U.S.

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Nowhere is the shift clearer than at Walmart. Over the last five years, Walmart Marketplace has grown at a pace reminiscent of Amazon’s early 2010s trajectory. Walmart is doubling its seller base year over year, expanding assortment, and using its vast store network to fuel online growth. For U.S.-focused brands, Walmart is the single most important marketplace to add after Amazon. Its halo effect, customers moving seamlessly between in-store and online, is unique and powerful.

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Regional Rollout: Where to Go Beyond Amazon

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The key to multi-channel success isn’t being everywhere at once. It’s being excellent in the right few places. Here’s how sellers should prioritize rollout by region:

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United States

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- Walmart: The clear #2 after Amazon. Sellers should leverage Walmart Fulfillment Services (WFS), invest in Walmart Connect ads, and align assortment with in-store categories.

- TikTok Shop: A fast-growing impulse-driven channel. Best for creators, bundles, and lifestyle-driven SKUs.

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Europe

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- Allegro: Poland’s #1 marketplace and expanding across CEE. Localize listings in Polish and adapt to local payment methods.

- Bol.com: The default in the Netherlands and Belgium. Success comes from Dutch-native content and partnerships with local influencers.

- Otto: A deeply trusted marketplace in Germany, particularly strong in home, lifestyle, and fashion categories.

- Zalando: Europe’s vertical fashion powerhouse. Winning here requires strong brand positioning, curated content, and participation in seasonal campaigns.

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Latin America

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Mercado Libre: The Amazon of Latin America. Sellers should adapt for mobile-first shopping, integrate with Mercado Pago, and leverage Mercado Envíos for fulfillment.

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Asia-Pacific

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- Shopee: Dominates Southeast Asia with a mobile-first, gamified shopping experience. Flash deals, livestreaming, and price competitiveness are critical.

- Coupang: Korea’s logistics leader. To win, align with Rocket Delivery and maintain ultra-fast shipping standards.

- Rakuten: A Japanese staple, with strong customer loyalty. Requires localized content, strong customer service, and category-specific promotions.

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China

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- TMALL: The premium gateway for brands entering China. Invest in flagship stores, live commerce, and brand storytelling.

- JD.com: Known for logistics and electronics, but expanding broadly. Cross-border solutions make it a viable entry point for foreign sellers.

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The Complexity Behind Multi-Channel Growth

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Expanding beyond Amazon isn’t as simple as copy-pasting listings. Each marketplace has its own fulfillment requirements, retail media systems, compliance rules, and shopper behaviors. The most common pitfalls we see are:

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- Ignoring true economics: GMV doesn’t equal profit. Contribution margin varies dramatically by channel.

- Operational fragmentation: Without centralized inventory visibility, sellers risk penalties, late shipments, or stranded stock.

- Overlooking retail media complexity: Every platform has its own ad ecosystem. Sellers must track blended ROAS, not siloed dashboards.

- Skipping compliance and localization: VAT filings, language requirements, return policies—these are not optional.

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Why Amazon-Only is Risky

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Staying Amazon-only may feel safe, but it increases exposure to fee hikes, algorithm shifts, and margin erosion. Amazon is still the anchor, but not the whole engine. Diversification is now both an opportunity and an insurance policy.

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What MarketLeap Delivers

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At MarketLeap, we help brands expand profitably across Amazon and the next generation of marketplaces: Walmart, TikTok Shop, Allegro, Bol.com, Otto, Zalando, Shopee, Coupang, TMALL, JD.com, Mercado Libre, Rakuten, and more.

- We forecast contribution margin before expansion.

- We unify fulfillment, compliance, and inventory under one framework.

- We manage localized ads, creator partnerships, and profitability tracking.

- We act as Seller of Record where needed, absorbing risk so you can expand faster.

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Want to develop a plan to secure your market share in these marketplaces seamlessly? Talk to our team today.

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Conclusion

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Amazon remains the strongest marketplace in its core regions. But the next wave of eCommerce belongs to sellers who diversify smartly, localize deeply, and align with platforms that shoppers trust most in their region. Q4 and 2026 aren’t about being everywhere—they’re about being excellent in the right few places. At MarketLeap, we give you the structure, visibility, and execution to make that happen.

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