Aussie ecommerce retailer Kogan has launched its own marketplace, Kogan Marketplace to compete with the likes of Amazon and eBay.

The company said it will have more than 100,000 products available to customers.

Kogan said this new marketplace will give its customers “more choice than ever” and will allow businesses to reach more customers through its website.

number of retailers have signed up to be a part of the marketplace, including Microsoft, Breville, Lego, Fisher-Price, Paw Patrol, SodaStream, Gillette, Gucci and Philips.

In recent years a handful of Australian retailers have launched their own marketplace offerings, including Catch Group and Myer.

Lazar Monin, director of marketplace at Kogan said, “Our mission is to make the most in-demand products and services more affordable for all Australians.

“The launch of Kogan Marketplace is a win-win-win for everyone. Retailers on the Kogan Marketplace Platform will get market-leading infrastructure and the ability to offer their goods to the Kogan Community. With today’s launch, there are now over 100,000 products available to purchase on Kogan.com — meaning customers have more choice than ever before.

“We’re obsessed with creating a great experience at Kogan.com for our customers and sellers alike.”

Growing a successful marketplace requires platforms offer important infastructure and services to their third patry sellers. .As Juozas Kaziukėnas, founder Marketplace Pulse, previously explained to Which-50:

“Leading marketplaces today are much more infrastructure providers than they are retail websites.”

“Unless a marketplace provides tools and services to enable growth, it is in many ways irrelevant. For example many retailers in the US have tried to launch a ‘marketplace’ to save their struggling growth, for example Sears or Best Buy, but have found that doing so didn’t achieve that – because all they did was change the website, not build infrastructure.”

Sellers on Kogan Marketplace gain access to Kogan.com’s marketing support, payment gateways, customer support, and seamless integration with backend operations, the company said.

Kogan is known for its wide range of services including health, pet and car insurance, mobile, home loans and travel deals.

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