Most ecommerce sellers limit themselves to one or two marketplaces. Jorrit Steinz, CEO and founder of ChannelEngine, argues that's leaving serious money on the table. With over 1,300 marketplaces now available worldwide, the opportunity to reach new customers has never been bigger — or more manageable with the right tools.In this episode of The eCommerce Podcast, Matt Edmundson sits down with Jorrit to discuss why marketplace selling is no longer optional, how to choose the right platforms for your products, and why spending on marketplace ads might be a smarter move than pouring budget into Google. Jorrit also shares practical advice on getting started without drowning in manual processes, and reveals the biggest mistake most sellers are making right now.Key points from this episode:01:49 — What ChannelEngine does and the 1,300-marketplace landscape09:17 — How to choose which marketplaces to sell on20:47 — The biggest mistake in marketplace selling25:49 — Why marketplace ads beat Google spend for organic rankingThe 1,300-Marketplace Opportunity You're Probably Missing[01:49] Jorrit explains that ChannelEngine connects brands and retailers to over 1,300 marketplaces globally, handling product listing, order management, and stock synchronisation in one platform. The landscape has shifted dramatically. COVID accelerated the trend of traditional retailers launching their own marketplaces, and Amazon itself is pushing sellers from 1P vendor relationships to 3P seller accounts — particularly those under a $20 million threshold.Matt shares his own experience with this shift, noting that Next in the UK now operates a marketplace where brands sell alongside Next's own range. These "local hero" and vertical specialist marketplaces are multiplying fast."There are 1,300 marketplaces in our network. Local heroes, vertical specialists — the landscape is much bigger than most people think."How to Pick the Right Marketplaces for Your Products[09:17] Jorrit's advice for choosing where to sell starts with a simple principle — look at the seller-to-buyer ratio on each marketplace, not just total traffic. Amazon has 600 million products listed, meaning competition is fierce. Smaller, more specialised marketplaces often have far fewer sellers competing for the same buyers.He recommends using AI tools like Claude or Perplexity to research marketplace options in your category. The practical starting point is modest — six to seven marketplaces in the first year, then build from there. One of his German customers now runs 60 marketplaces with just two people, because the right automation makes scaling manageable."Look at the seller-to-buyer ratio on each marketplace. Amazon has 600 million products — competition is fierce."Why the Biggest Mistake Is Not Selling on Marketplaces at All[20:47] When Matt asks about common marketplace mistakes, Jorrit's answer is direct — the biggest mistake is not doing it at all. Many brands hesitate, worried about channel conflict or complexity, and miss the growing opportunity cost entirely.For established brands, Jorrit recommends pairing an agency with automation tools to get moving quickly. For those just starting out, the path is different — begin on marketplaces first, then build your direct-to-consumer shop alongside. The key is to always be where your customers already are, rather than trying to pull them to where you want them to be."The biggest mistake? Not doing marketplace selling at all. The cost of not doing it is increasing every day."Spend on Marketplace Ads, Not Google — and Why That Builds Organic Ranking[25:49] Jorrit shares a contrarian advertising strategy. Rather than spending on Google Ads to drive traffic to your own store, invest that budget in marketplace advertising. The reason is that marketplace ad spend builds your organic ranking within that platform. As your products climb the rankings, you get sustained visibility long after the campaign ends.He also recommends driving external traffic — from social media, email, or other channels — directly to your marketplace listings rather than your own website. This signals demand to the marketplace algorithm and pushes your products higher in search results. It's a compounding effect that Google Ads simply cannot replicate."Spend on marketplace ads, not Google. It builds your organic ranking on the platform."Today's GuestToday's guest: Jorrit SteinzCompany: ChannelEngineWebsite: channelengine.comLinkedIn: Connect with Jorrit on LinkedInEpisode link: https://www.ecommerce-podcast.com/why-your-products-should-be-on-60-marketplaces-not-just-amazon