{"id":8882,"date":"2025-08-26T21:24:33","date_gmt":"2025-08-26T21:24:33","guid":{"rendered":"https:\/\/www.latamdigitalmarketing.com\/blog\/?page_id=8882"},"modified":"2025-08-27T23:20:05","modified_gmt":"2025-08-27T23:20:05","slug":"fundamentos","status":"publish","type":"page","link":"https:\/\/www.latamdigitalmarketing.com\/blog\/marketplace\/fundamentos\/","title":{"rendered":"Fundamentos de Marketplace N2"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"8882\" class=\"elementor elementor-8882\" data-elementor-post-type=\"page\">\n\t\t\t\t<div class=\"elementor-element elementor-element-77d70e5 e-flex e-con-boxed e-con e-parent\" data-id=\"77d70e5\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7f223ab elementor-widget elementor-widget-template\" data-id=\"7f223ab\" data-element_type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"header\" data-elementor-id=\"7881\" class=\"elementor elementor-7881\" data-elementor-post-type=\"elementor_library\">\n\t\t\t<div class=\"elementor-element elementor-element-d9fa45f e-flex e-con-boxed e-con e-parent\" data-id=\"d9fa45f\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-2ef3aea e-con-full newCustomHeader e-flex e-con e-child\" data-id=\"2ef3aea\" data-element_type=\"container\" data-settings=\"{&quot;position&quot;:&quot;fixed&quot;,&quot;sticky&quot;:&quot;top&quot;,&quot;sticky_on&quot;:[&quot;desktop&quot;,&quot;tablet&quot;,&quot;mobile&quot;],&quot;sticky_offset&quot;:0,&quot;sticky_effects_offset&quot;:0,&quot;sticky_anchor_link_offset&quot;:0}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e8d0fc8 elementor-widget elementor-widget-image\" data-id=\"e8d0fc8\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.latamdigitalmarketing.com\/blog\/wp-content\/uploads\/2025\/05\/logo-light.svg\" class=\"attachment-full size-full wp-image-7882\" alt=\"\" sizes=\"100vw\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e901f65 e-con-full menuItemsN elementor-hidden-mobile e-flex e-con e-child\" data-id=\"e901f65\" data-element_type=\"container\" data-settings=\"{&quot;motion_fx_motion_fx_scrolling&quot;:&quot;yes&quot;,&quot;motion_fx_opacity_effect&quot;:&quot;yes&quot;,&quot;motion_fx_opacity_direction&quot;:&quot;in-out&quot;,&quot;motion_fx_opacity_range&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:{&quot;start&quot;:0,&quot;end&quot;:10}},&quot;motion_fx_range&quot;:&quot;page&quot;,&quot;motion_fx_opacity_level&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;motion_fx_devices&quot;:[&quot;desktop&quot;,&quot;tablet&quot;,&quot;mobile&quot;]}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-bbb1757 elementor-widget elementor-widget-heading\" data-id=\"bbb1757\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\"><a href=\"https:\/\/latamdigitalmarketing.com\/#strategy\" target=\"_blank\">Servicios<\/a><\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bcb4ebd elementor-widget elementor-widget-heading\" data-id=\"bcb4ebd\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\"><a href=\"https:\/\/latamdigitalmarketing.com\/#clients\" target=\"_blank\">Clientes<\/a><\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e46d7fc elementor-widget elementor-widget-heading\" data-id=\"e46d7fc\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\"><a href=\"https:\/\/latamdigitalmarketing.com\/#connect-dots\" target=\"_blank\"> Metodolog\u00eda <\/a><\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c11b273 elementor-widget elementor-widget-heading\" data-id=\"c11b273\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\"><a href=\"https:\/\/latamdigitalmarketing.com\/#global-footprint\" target=\"_blank\"> Filosof\u00eda <\/a><\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-70048ca elementor-widget elementor-widget-heading\" data-id=\"70048ca\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\"><a href=\"https:\/\/latamdigitalmarketing.com\/blog\" target=\"_blank\">Blog<\/a><\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-79dbf99 elementor-widget elementor-widget-heading\" data-id=\"79dbf99\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\"><a href=\"https:\/\/www.latamdigitalmarketing.com\/blog\/contacto\" target=\"_blank\">Hablemos<\/a><\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0607301 elementor-widget elementor-widget-html\" data-id=\"0607301\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div id=\"burger\" class=\"burger py-3\"><button type=\"button\" title=\"Menu\" class=\"burger-button my-auto\"><span class=\"hidden\">Toggle menu<\/span><span class=\"burger-bar burger-bar--1\"><\/span><span class=\"burger-bar burger-bar--2\"><\/span><span class=\"burger-bar burger-bar--3\"><\/span><\/button><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a4a8a54 e-flex e-con-boxed e-con e-parent\" data-id=\"a4a8a54\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-8207055 e-con-full e-flex e-con e-child\" data-id=\"8207055\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-bbd77a7 elementor-widget elementor-widget-image\" data-id=\"bbd77a7\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"525\" height=\"697\" src=\"https:\/\/www.latamdigitalmarketing.com\/blog\/wp-content\/uploads\/2025\/08\/20250827_08-771x1024.png\" class=\"attachment-large size-large wp-image-8936\" alt=\"Conociendo qu\u00e9 es un marketplace\" srcset=\"https:\/\/www.latamdigitalmarketing.com\/blog\/wp-content\/uploads\/2025\/08\/20250827_08-771x1024.png 771w, https:\/\/www.latamdigitalmarketing.com\/blog\/wp-content\/uploads\/2025\/08\/20250827_08-226x300.png 226w, https:\/\/www.latamdigitalmarketing.com\/blog\/wp-content\/uploads\/2025\/08\/20250827_08-113x150.png 113w, https:\/\/www.latamdigitalmarketing.com\/blog\/wp-content\/uploads\/2025\/08\/20250827_08-768x1020.png 768w, https:\/\/www.latamdigitalmarketing.com\/blog\/wp-content\/uploads\/2025\/08\/20250827_08.png 800w\" sizes=\"100vw\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0642544 e-con-full e-flex e-con e-child\" data-id=\"0642544\" data-element_type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-b76b8e6 e-con-full e-flex e-con e-child\" data-id=\"b76b8e6\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e0511be elementor-widget elementor-widget-heading\" data-id=\"e0511be\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Fundamentos de Marketplace: Qu\u00e9 es y c\u00f3mo funciona<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-19d1244 elementor-widget elementor-widget-heading\" data-id=\"19d1244\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">\u00bfQu\u00e9 es un marketplace?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f601ae8 e-con-full e-flex e-con e-child\" data-id=\"f601ae8\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b951d28 elementor-widget elementor-widget-text-editor\" data-id=\"b951d28\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Recuerda que un <\/span><b>marketplace<\/b> <b>es un entorno virtual que facilita la compra y venta de productos o servicios entre m\u00faltiples vendedores y compradores<\/b><span style=\"font-weight: 400;\">, <\/span><b>actuando como un intermediario<\/b><span style=\"font-weight: 400;\">; tambi\u00e9n podr\u00eda definirse como un centro comercial en l\u00ednea donde los involucrados operan dentro del mismo espacio digital.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7760db8 elementor-widget elementor-widget-heading\" data-id=\"7760db8\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Definici\u00f3n operativa<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2b22e8e elementor-widget elementor-widget-text-editor\" data-id=\"2b22e8e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">As\u00ed es, un marketplace es una <\/span><b>plataforma digital multivendedor<\/b> <b>gestionada por un operador que administra listados, pagos, comisiones, reputaci\u00f3n y experiencia de usuario, UX<\/b><span style=\"font-weight: 400;\">. Es decir, vendedores y compradores convergen en un solo lugar digital, por lo que hay m\u00faltiples tiendas bajo un mismo \u201ctecho\u201d.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5da1765 elementor-widget elementor-widget-heading\" data-id=\"5da1765\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Fundamentos del Marketplace<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7baf2de elementor-widget elementor-widget-text-editor\" data-id=\"7baf2de\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">El marketplace <\/span><b>funciona como un canal de adquisici\u00f3n poderoso, al ofrecer visibilidad, tr\u00e1fico y ventas sin requerir una inversi\u00f3n inicial elevada, redirigiendo audiencias al ecommerce propio<\/b><span style=\"font-weight: 400;\">. Para que este modelo funcione, <\/span><b>el operador del marketplace debe gestionar funciones clave<\/b><span style=\"font-weight: 400;\"> como la seguridad, los pagos, la log\u00edstica, la atenci\u00f3n al cliente y la reputaci\u00f3n de la plataforma.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-422185a elementor-widget elementor-widget-heading\" data-id=\"422185a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Tipos de marketplace<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b4f3572 elementor-widget elementor-widget-text-editor\" data-id=\"b4f3572\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">El t\u00e9rmino <\/span><b>marketplace<\/b> <b>abarca diversos modelos que var\u00edan seg\u00fan el tipo de productos o servicios ofrecidos, el p\u00fablico al que se dirigen y la forma en que operan<\/b><span style=\"font-weight: 400;\">. Entender estas diferencias es clave para identificar cu\u00e1l se ajusta mejor a tu negocio. A continuaci\u00f3n, exploramos las principales clasificaciones:\u00a0<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>De productos<\/b><span style=\"font-weight: 400;\">: Compraventa de bienes f\u00edsicos.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>De servicios<\/b><span style=\"font-weight: 400;\">: Como booking de hoteles.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Laborales<\/b><span style=\"font-weight: 400;\">: Conectando profesionales con empresas.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Tambi\u00e9n se distingue entre:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Generalista<\/b> <b>u horizontal<\/b><span style=\"font-weight: 400;\">: Abarca m\u00faltiples categor\u00edas.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Vertical o de nicho<\/b><span style=\"font-weight: 400;\">: Especializado en un sector, como moda o tecnolog\u00eda.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Existen otras clasificaciones seg\u00fan el modelo de negocio:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>B2B<\/b><span style=\"font-weight: 400;\">: Entre empresas.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>C2C<\/b><span style=\"font-weight: 400;\">: Entre consumidores.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><b style=\"font-size: 1rem;\">B2C<\/b><span style=\"font-weight: 400;\">: Empresas venden al consumidor final.<\/span><\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5b3570f elementor-widget elementor-widget-heading\" data-id=\"5b3570f\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Diferencias con un ecommerce propio<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b22d7ed elementor-widget elementor-widget-text-editor\" data-id=\"b22d7ed\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Toma en cuenta que un <\/span><b>ecommerce propio<\/b> <b>puede ser gestionado por una marca o tienda, la cual controla inventario, log\u00edstica, branding y experiencia completa del cliente<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Por su parte, <\/span><b>el marketplace sirve como intermediario entre m\u00faltiples vendedores<\/b><span style=\"font-weight: 400;\">, limitando el control del branding y aumentando la competencia interna.<\/span><\/p><p><span style=\"font-weight: 400;\">En otras palabras, mientras que <\/span><b>a trav\u00e9s de un marketplace los vendedores ganan visibilidad sin invertir en infraestructura, el ecommerce propio quiz\u00e1s requiera m\u00e1s inversi\u00f3n en tecnolog\u00eda, marketing y log\u00edstica<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-af7c8ed elementor-widget elementor-widget-heading\" data-id=\"af7c8ed\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Modelos h\u00edbridos<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e5cafeb elementor-widget elementor-widget-text-editor\" data-id=\"e5cafeb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Los marketplaces han adoptado estructuras cada vez m\u00e1s flexibles para responder a las demandas del mercado digital. <\/span><b>Uno de los enfoques m\u00e1s comunes es el modelo h\u00edbrido, en el que el operador combina la venta de inventario propio con productos de terceros<\/b><span style=\"font-weight: 400;\">. Esta estrategia permite <\/span><b>diversificar la oferta, y al mismo tiempo, reducir riesgos <\/b><span style=\"font-weight: 400;\">relacionados con inventario o log\u00edstica.<\/span><\/p><p><span style=\"font-weight: 400;\">Hay que mencionar que el <\/span><b>sistema de reputaci\u00f3n<\/b> <b>cumple un rol esencial en la din\u00e1mica de estas plataformas<\/b><span style=\"font-weight: 400;\">. <\/span><b>Las valoraciones y opiniones de los usuarios no solo influyen en las decisiones de compra, sino que tambi\u00e9n impactan directamente en la visibilidad de los productos.<\/b><span style=\"font-weight: 400;\"> Esto convierte a la reputaci\u00f3n en un activo estrat\u00e9gico tanto para los vendedores como para el marketplace en s\u00ed.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-046a54a elementor-widget elementor-widget-heading\" data-id=\"046a54a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Ecommerce propio vs marketplace vs modelo h\u00edbrido<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-00476f4 elementor-widget elementor-widget-text-editor\" data-id=\"00476f4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<table style=\"border-collapse: collapse; width: 100%;\"><tbody><tr><td style=\"width: 23.9741%;\"><p><b>Criterio<\/b><\/p><\/td><td style=\"width: 27.4298%;\"><p><b>Ecommerce propio<\/b><\/p><\/td><td style=\"width: 24.1901%;\"><p><b>Marketplace<\/b><\/p><\/td><td style=\"width: 24.1901%;\"><p><b>Modelo h\u00edbrido<\/b><\/p><\/td><\/tr><tr><td style=\"width: 23.9741%;\"><p><b>Control<\/b><\/p><\/td><td style=\"width: 27.4298%;\"><p><span style=\"font-weight: 400;\">Total sobre precios, experiencia, datos y marca.<\/span><\/p><\/td><td style=\"width: 24.1901%;\"><p><span style=\"font-weight: 400;\">Limitado; regulado por pol\u00edticas del marketplace.<\/span><\/p><\/td><td style=\"width: 24.1901%;\"><p><span style=\"font-weight: 400;\">Control parcial; se mantiene autonom\u00eda en productos propios dentro del canal.<\/span><\/p><\/td><\/tr><tr><td style=\"width: 23.9741%;\"><p><b>Inversi\u00f3n<\/b><\/p><\/td><td style=\"width: 27.4298%;\"><p><span style=\"font-weight: 400;\">Alta; requiere desarrollo, marketing y operaci\u00f3n propia.<\/span><\/p><\/td><td style=\"width: 24.1901%;\"><p><span style=\"font-weight: 400;\">Baja; acceso inmediato, se paga por comisi\u00f3n o suscripci\u00f3n.<\/span><\/p><\/td><td style=\"width: 24.1901%;\"><p><span style=\"font-weight: 400;\">Intermedia; combina inversi\u00f3n en ecommerce con uso estrat\u00e9gico de marketplaces.<\/span><\/p><\/td><\/tr><tr><td style=\"width: 23.9741%;\"><p><b>Competencia<\/b><\/p><\/td><td style=\"width: 27.4298%;\"><p><span style=\"font-weight: 400;\">Poca o ninguna; se compite indirectamente con otras marcas.<\/span><\/p><\/td><td style=\"width: 24.1901%;\"><p><span style=\"font-weight: 400;\">Alta; productos similares aparecen juntos, compitiendo por precio.<\/span><\/p><\/td><td style=\"width: 24.1901%;\"><p><span style=\"font-weight: 400;\">Competencia moderada; se aprovechan audiencias externas y se protege canal propio.<\/span><\/p><\/td><\/tr><tr><td style=\"width: 23.9741%;\"><p><b>Branding<\/b><\/p><\/td><td style=\"width: 27.4298%;\"><p><span style=\"font-weight: 400;\">Total; permite construir identidad y fidelizar usuarios.<\/span><\/p><\/td><td style=\"width: 24.1901%;\"><p><span style=\"font-weight: 400;\">Limitado; branding diluido en la plataforma.<\/span><\/p><\/td><td style=\"width: 24.1901%;\"><p><span style=\"font-weight: 400;\">Permite posicionar marca en ecommerce propio y ganar visibilidad en marketplace.<\/span><\/p><\/td><\/tr><tr><td style=\"width: 23.9741%;\"><p><b>Alcance<\/b><\/p><\/td><td style=\"width: 27.4298%;\"><p><span style=\"font-weight: 400;\">Depende del tr\u00e1fico generado por la marca.<\/span><\/p><\/td><td style=\"width: 24.1901%;\"><p><span style=\"font-weight: 400;\">Alto; acceso inmediato a grandes audiencias digitales.<\/span><\/p><\/td><td style=\"width: 24.1901%;\"><p><span style=\"font-weight: 400;\">Ampliado; se combinan audiencias propias y externas para mayor cobertura.<\/span><\/p><\/td><\/tr><tr><td style=\"width: 23.9741%;\"><p><b>Log\u00edstica<\/b><\/p><\/td><td style=\"width: 27.4298%;\"><p><span style=\"font-weight: 400;\">100% gestionada por la empresa.<\/span><\/p><\/td><td style=\"width: 24.1901%;\"><p><span style=\"font-weight: 400;\">Puede ser gestionada por el operador.<\/span><\/p><\/td><td style=\"width: 24.1901%;\"><p><span style=\"font-weight: 400;\">Flexible; se puede integrar log\u00edstica propia con soluciones del marketplace.<\/span><\/p><\/td><\/tr><\/tbody><\/table>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7b49878 elementor-widget elementor-widget-text-editor\" data-id=\"7b49878\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Esta tabla compara tres modelos: Ecommerce propio, marketplace y modelo h\u00edbrido. Recuerda que <\/span><b>el ecommerce propio ofrece control total y branding fuerte<\/b><span style=\"font-weight: 400;\">, pero requiere alta inversi\u00f3n, mientras que <\/span><b>el marketplace reduce costos iniciales y brinda alcance masivo<\/b><span style=\"font-weight: 400;\">, aunque con menor control y mayor competencia.\u00a0<\/span><\/p><p><b>Por su parte, el modelo h\u00edbrido equilibra ambos mundos: mantiene autonom\u00eda sobre marca y log\u00edstica propia, mientras aprovecha la visibilidad y escala<\/b><span style=\"font-weight: 400;\"> que ofrece el marketplace. Es una estrategia flexible y eficiente para empresas que buscan crecer sin perder identidad.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9cdb67d elementor-widget elementor-widget-heading\" data-id=\"9cdb67d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Estructura b\u00e1sica de un marketplace digital<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-666f54f elementor-widget elementor-widget-heading\" data-id=\"666f54f\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Usuarios: Comprador vs vendedor<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-733b32b elementor-widget elementor-widget-text-editor\" data-id=\"733b32b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Compradores<\/b><span style=\"font-weight: 400;\">: Navegan, comparan, compran.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><b style=\"font-size: 1rem;\">Vendedores<\/b><span style=\"font-weight: 400;\">: publican productos o servicios, gestionan precios, env\u00edos y reputaci\u00f3n.<\/span><\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b146c74 elementor-widget elementor-widget-heading\" data-id=\"b146c74\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">El operador de la plataforma<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f716094 elementor-widget elementor-widget-text-editor\" data-id=\"f716094\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Como ya se mencion\u00f3, el operador de un marketplace <\/span><b>se encarga de pol\u00edticas, UX, comisiones, reputaci\u00f3n, pagos y atenci\u00f3n al cliente<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-df1353d elementor-widget elementor-widget-heading\" data-id=\"df1353d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Diagrama del ecosistema de un marketplace<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fdb07ff elementor-widget elementor-widget-image\" data-id=\"fdb07ff\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/www.latamdigitalmarketing.com\/blog\/wp-content\/uploads\/2025\/08\/20250827_07.png\" class=\"attachment-full size-full wp-image-8935\" alt=\"Diagrama del ecosistema de un marketplace\" srcset=\"https:\/\/www.latamdigitalmarketing.com\/blog\/wp-content\/uploads\/2025\/08\/20250827_07.png 1920w, https:\/\/www.latamdigitalmarketing.com\/blog\/wp-content\/uploads\/2025\/08\/20250827_07-300x169.png 300w, https:\/\/www.latamdigitalmarketing.com\/blog\/wp-content\/uploads\/2025\/08\/20250827_07-1024x576.png 1024w, https:\/\/www.latamdigitalmarketing.com\/blog\/wp-content\/uploads\/2025\/08\/20250827_07-150x84.png 150w, https:\/\/www.latamdigitalmarketing.com\/blog\/wp-content\/uploads\/2025\/08\/20250827_07-768x432.png 768w, https:\/\/www.latamdigitalmarketing.com\/blog\/wp-content\/uploads\/2025\/08\/20250827_07-1536x864.png 1536w\" sizes=\"100vw\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a330cb9 elementor-widget elementor-widget-heading\" data-id=\"a330cb9\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Funciones clave por rol<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-788fafb elementor-widget elementor-widget-text-editor\" data-id=\"788fafb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Operador<\/b><span style=\"font-weight: 400;\">: Centro del ecosistema. Establece reglas, conecta actores, ofrece servicios (pagos, log\u00edstica).<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Vendedores<\/b><span style=\"font-weight: 400;\">: Ofrecen sus productos o servicios en la plataforma, con soporte opcional del operador.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Compradores<\/b><span style=\"font-weight: 400;\">: Generan demanda, compran y retroalimentan la reputaci\u00f3n del sistema.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Pagos y log\u00edstica<\/b><span style=\"font-weight: 400;\">: Pueden estar integrados o tercerizados, pero son esenciales para la experiencia del usuario.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><b style=\"font-size: 1rem;\">Reputaci\u00f3n<\/b><span style=\"font-weight: 400;\">: Alimenta la confianza y visibilidad, basada en la experiencia del comprador.<\/span><\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-554a0d5 elementor-widget elementor-widget-heading\" data-id=\"554a0d5\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Historia y evoluci\u00f3n del modelo marketplace<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3706538 elementor-widget elementor-widget-heading\" data-id=\"3706538\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Primeros modelos: eBay y Amazon<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d139000 elementor-widget elementor-widget-text-editor\" data-id=\"d139000\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">A fin de contextualizar, hay que recordar que <\/span><b>eBay inici\u00f3 como modelo C2C, permitiendo subastas entre usuarios<\/b><span style=\"font-weight: 400;\">. M\u00e1s tarde, <\/span><b>Amazon evolucion\u00f3<\/b><span style=\"font-weight: 400;\"> hacia un marketplace h\u00edbrido, <\/span><b>combinando su inventario con vendedores externos<\/b><b>.<\/b><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eec0e24 elementor-widget elementor-widget-heading\" data-id=\"eec0e24\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Transformaci\u00f3n en LATAM<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9241550 elementor-widget elementor-widget-text-editor\" data-id=\"9241550\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">En Am\u00e9rica Latina, los marketplaces han dejado de ser simples vitrinas digitales para convertirse en verdaderos habilitadores del comercio moderno. <\/span><b>Algunas plataformas bien conocidas, han impulsado una transformaci\u00f3n digital que reduce barreras para peque\u00f1os negocios y podr\u00eda mejorar la experiencia del consumidor.<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><b>Esta evoluci\u00f3n puede estar marcada por la centralizaci\u00f3n de productos, la automatizaci\u00f3n de procesos y la facilidad de integraci\u00f3n<\/b><span style=\"font-weight: 400;\">, lo que ha permitido a empresas escalar r\u00e1pidamente en una econom\u00eda cada vez m\u00e1s digital.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b2a0de5 elementor-widget elementor-widget-heading\" data-id=\"b2a0de5\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Beneficios de operar dentro de un marketplace<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-661e986 elementor-widget elementor-widget-heading\" data-id=\"661e986\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Escalabilidad <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f5eceb6 elementor-widget elementor-widget-text-editor\" data-id=\"f5eceb6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Acceso instant\u00e1neo a audiencias masivas, sin necesidad de crear infraestructura propia.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-31c0fc2 elementor-widget elementor-widget-heading\" data-id=\"31c0fc2\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Reducci\u00f3n de barreras de entrada<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b03bce5 elementor-widget elementor-widget-text-editor\" data-id=\"b03bce5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Marketplace ya cuenta con marketing, tr\u00e1fico, pagos y log\u00edstica, lo que facilita la entrada de nuevos vendedores.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0b6e2fa elementor-widget elementor-widget-heading\" data-id=\"0b6e2fa\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Costos predecibles y diversidad de ingresos<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-af243bc elementor-widget elementor-widget-text-editor\" data-id=\"af243bc\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Comisiones por venta, menor inversi\u00f3n inicial y mejores estimaciones de Customer Acquisition Cost, <\/span><b>CAC<\/b><span style=\"font-weight: 400;\"> y Lifetime Value, <\/span><b>LTV<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e90ffa8 elementor-widget elementor-widget-heading\" data-id=\"e90ffa8\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Desventajas y puntos de riesgo<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ebfd7e2 elementor-widget elementor-widget-heading\" data-id=\"ebfd7e2\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Alta competencia<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9401a49 elementor-widget elementor-widget-text-editor\" data-id=\"9401a49\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Vendedores compiten por visibilidad y precios. <\/span><b>La saturaci\u00f3n puede dificultar destacar y mantener m\u00e1rgenes.<\/b><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fb538a5 elementor-widget elementor-widget-heading\" data-id=\"fb538a5\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Control limitado sobre marca<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-902f8e6 elementor-widget elementor-widget-text-editor\" data-id=\"902f8e6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>La plataforma determina la experiencia visual, marketing y atenci\u00f3n al cliente<\/b><span style=\"font-weight: 400;\">, reduciendo la personalizaci\u00f3n de la marca.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8b8277e elementor-widget elementor-widget-heading\" data-id=\"8b8277e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Terminolog\u00eda clave asociada<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-13f67cd elementor-widget elementor-widget-text-editor\" data-id=\"13f67cd\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Para comprender a fondo c\u00f3mo funcionan los marketplaces y evaluar su rendimiento, es esencial familiarizarse con ciertos t\u00e9rminos clave<\/b><span style=\"font-weight: 400;\">. Y es que, estas m\u00e9tricas y conceptos permiten analizar y dimensionar desde la adquisici\u00f3n de clientes hasta la rentabilidad del modelo de negocio:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Plataforma digital<\/b><span style=\"font-weight: 400;\">: Espacio online que conecta usuarios.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Multivendedor<\/b><span style=\"font-weight: 400;\">: M\u00faltiples vendedores comparten el mismo canal.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Operador<\/b><span style=\"font-weight: 400;\">: Quien gestiona la plataforma.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Marketplace horizontal vs vertical<\/b><span style=\"font-weight: 400;\">: Generalista o especializado.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Comisiones<\/b><span style=\"font-weight: 400;\">: Tarifas por venta.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Inventario propio<\/b><span style=\"font-weight: 400;\">: Producto ofrecido directamente por el operador.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Branding<\/b><span style=\"font-weight: 400;\">: Identidad de marca del vendedor.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Canal de adquisici\u00f3n<\/b><span style=\"font-weight: 400;\">: V\u00eda de captura de clientes.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Competencia interna<\/b><span style=\"font-weight: 400;\">: Otros vendedores en la misma plataforma.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>UX en marketplace<\/b><span style=\"font-weight: 400;\">: Experiencia de usuario.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Marketplace h\u00edbrido<\/b><span style=\"font-weight: 400;\">: Inventario propio + terceros.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Sistema de reputaci\u00f3n<\/b><span style=\"font-weight: 400;\">: Calificaciones y rese\u00f1as.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Lifetime Customer Value (LTV)<\/b><span style=\"font-weight: 400;\">: Valor de cliente a largo plazo.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><b style=\"font-size: 1rem;\">CAC<\/b><span style=\"font-weight: 400;\">: Costo de adquirir cada cliente.<\/span><\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-44da8d5 elementor-widget elementor-widget-heading\" data-id=\"44da8d5\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Conclusi\u00f3n: Comprender la base para elegir con criterio<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6e62930 elementor-widget elementor-widget-text-editor\" data-id=\"6e62930\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Un <\/span><b>marketplace<\/b> <b>es m\u00e1s que un canal de venta; es un ecosistema complejo donde convergen tecnolog\u00eda, log\u00edstica, reputaci\u00f3n, marketing y experiencia del usuario<\/b><span style=\"font-weight: 400;\">. Entender sus <\/span><b>fundamentos<\/b><span style=\"font-weight: 400;\">, <\/span><b>ventajas<\/b><span style=\"font-weight: 400;\"> y <\/span><b>riesgos<\/b><span style=\"font-weight: 400;\">, junto con la evoluci\u00f3n del modelo y las tendencias emergentes, permite elegir con criterio si este canal es adecuado para tu negocio.<\/span><\/p><p><b>\ud83d\ude80 \u00bfListo para llevar tu negocio al siguiente nivel?<\/b><\/p><p><span style=\"font-weight: 400;\">Descubre c\u00f3mo un marketplace puede impulsar tu alcance, optimizar tus recursos y conectar tu marca con miles de compradores potenciales. Ya sea que vendas por cuenta propia, a trav\u00e9s de terceros o con un modelo h\u00edbrido, el ecosistema est\u00e1 dise\u00f1ado para escalar contigo.<\/span><\/p><p><span style=\"font-weight: 400;\">\ud83d\udc49 <\/span><b>\u00bfDeseas crear tu tienda o unirte al marketplace? Empieza hoy y transforma tu empresa con LDM<\/b><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b5337e4 e-flex e-con-boxed e-con e-parent\" data-id=\"b5337e4\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a3c5816 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"a3c5816\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4aec574 elementor-widget elementor-widget-heading\" data-id=\"4aec574\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Fuentes<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-412b0cb elementor-widget elementor-widget-text-editor\" data-id=\"412b0cb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li aria-level=\"1\"><b>Salesforce. 04-11-2024. <\/b><b><i>\u00bfQu\u00e9 es un marketplace?<\/i><\/b><b> Salesforce M\u00e9xico. <\/b><a href=\"https:\/\/www.salesforce.com\/mx\/blog\/marketplace-que-es\/\"><b>https:\/\/www.salesforce.com\/mx\/blog\/marketplace-que-es\/<\/b><b><br \/><\/b><\/a><\/li><\/ul><ul><li aria-level=\"1\"><b>Cyberclick. 18-08-2025. <\/b><b><i>\u00bfQu\u00e9 es un marketplace y c\u00f3mo funciona?<\/i><\/b> <a href=\"https:\/\/www.cyberclick.es\/que-es\/marketplace\"><b>https:\/\/www.cyberclick.es\/que-es\/marketplace<\/b><b><\/b><\/a><\/li><\/ul><ul><li aria-level=\"1\"><b>Empower Talent. 10-09-2024. <\/b><b><i>\u00bfQu\u00e9 es un marketplace?<\/i><\/b><a href=\"https:\/\/empowertalent.com\/que-es-marketplace\/\"> <b>https:\/\/empowertalent.com\/que-es-marketplace\/<\/b><\/a><\/li><li aria-level=\"1\"><a href=\"https:\/\/empowertalent.com\/que-es-marketplace\/\"><b><b style=\"color: #333333; font-size: 1rem;\">Bluestone PIM. <\/b><b style=\"color: #333333; font-size: 1rem;\"><i>Marketplace.<\/i><\/b> <a style=\"font-size: 1rem; font-weight: 400;\" href=\"https:\/\/www.bluestonepim.com\/glossary\/marketplace\"><b>https:\/\/www.bluestonepim.com\/glossary\/marketplace<\/b><\/a><\/b><\/a><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Fundamentos de Marketplace: Qu\u00e9 es y c\u00f3mo funciona \u00bfQu\u00e9 es un marketplace? Recuerda que un marketplace es un entorno virtual que facilita la compra y venta de productos o servicios entre m\u00faltiples vendedores y compradores, actuando como un intermediario; tambi\u00e9n podr\u00eda definirse como un centro comercial en l\u00ednea donde los involucrados operan dentro del mismo &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.latamdigitalmarketing.com\/blog\/marketplace\/fundamentos\/\" class=\"more-link\">Continuar leyendo<span class=\"screen-reader-text\"> \u00abFundamentos de Marketplace N2\u00bb<\/span><\/a><\/p>\n","protected":false},"author":4,"featured_media":8936,"parent":8874,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-servicios.php","meta":{"footnotes":""},"class_list":["post-8882","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Fundamentos de 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