Co-headquartered in Paris and Boston, Mirakl pioneered the enterprise digital marketplace category, providing B2C and B2B brands with the technology to bring buyers and third-party sellers together on their own e-marketplaces—and compete more effectively with Amazon. Bateman was tasked with elevating Mirakl’s U.S. presence and establishing it as the company powering the next generation of commerce.
The communications strategy combined the co-CEOs’ distinctive perspectives with a larger market narrative: consumers increasingly expect “anything, anytime, anywhere” commerce, and digital marketplaces give established brands the scale, selection and flexibility to meet that demand.
At the center of the program was Mirakl’s first consumer-focused data report, developed by Bateman from concept through execution. “Consumer Preferences in the Digital-First Economy: The State of Online Marketplace Adoption” was released annually from 2021 through 2023. Bateman developed the survey questions, analyzed findings across nine countries in Asia, Europe, Latin America and North America, identified regional and global trends, and wrote each report in its entirety.
The research gave Mirakl an ownable source of year-over-year marketplace data and created compelling media narratives about inflation, customer loyalty, brand preferences and changing shopping behavior. It also introduced the “Power Shopper” market segment and established the report as a recurring industry benchmark that journalists anticipated each year.
Coverage included “Inflation Is Shifting Shoppers to Buy More Online” by Arthur Zaczkiewicz in WWD; “Majority of Consumers Expect to Increase Online Spend, With Marketplaces Leading the Way” by Paul Skeldon in Internet Retailing; and “How to Create a Marketing Playbook That Builds on What Already Works” by Jen Friese in Ad Age. Additional coverage appeared in Chain Store Age, Retail Today and Sourcing Journal, while the research became a recurring data source for Insider Intelligence/eMarketer market analysis.
Beginning in March 2021, the campaign generated more than 130 million potential monthly unique visitors, earned early recognition for the third-party marketplace revolution and helped make Mirakl synonymous with enterprise digital marketplaces—reinforcing its reported 90% market share in the category.
