When searching for sellers, define from the outset what kind of supply network your ecommerce mall represents.
As considered in our article about The most common challenges with creating an online marketplace
, there are two types of suppliers' network. The global type, like Airbnb, grows naturally, and all virtual multi seller marketplace clients win from a new supplier that is joined from any geo, since clients can travel anywhere on the globe.
However, if a virtual mall network is the root density type, like Uber (more suppliers-drivers that are joining a multi vendor platform, are enhancing only a certain geo where they join), then it would be better to build supply starting from a certain geo niche.
This helps to avoid losing supply that was initially built successfully.
Corey Quinn, the founder of MyTherapistMatch.com
, an online marketplace store to find therapists, describes
it as a "mistake of launching nationally." Even though the suppliers were joining actively, the ecommerce shopping mall platform was launched on the national level, and, while the locally-targeted ad was the most effective to attract customers, driving leads for all therapists over the country, especially in tricky geos, was too costly.
So, it was impossible to ensure demand for all the suppliers, to motivate them to stay on the ecommerce marketplace platform
. If the ecommerce mall embraced its local market first, they would be able to build a solid supply at one geo, and then move into the next largest market.