<p>零售商正在果断地进入市场交易。 从劳氏和百思买到 Ulta Beauty 和 Nordstrom，成熟的美国零售商正在推出第三方市场平台并取得成功。2025 年，美国在线市场销售增长了 11.5%——几乎是同期美国电子商务整体 7% 增长率的两倍。</p>
<p>一个可以在不增加库存的情况下开辟新收入机会的模式对许多零售商来说很有吸引力。但从经营一个店面到运营一个多卖家平台的转变伴随着许多零售商未曾预料到的挑战。</p>
<p>当零售商成为市场运营商时，许多事情都会发生变化。尤其是，支付模式发生了显著变化。常见的支付环境是分散的，入驻、支付和对账都不相连。零售商试图在为传统电子商务构建的基础设施上叠加市场能力——但他们不想进行大规模的改造。最初作为增长举措的事情可能迅速变得在运营上负担沉重。</p>
<p>对于正在应对这一转变的零售商来说，有三个领域决定了市场是扩展还是停滞。</p>
<h4><strong>1. 卖家入驻速度至关重要</strong></h4>
<p>对于推出市场的零售商来说，速度至关重要。每一次入驻的延迟都可能减缓卖家的激活、库存扩展和收入增长。这就是为什么，通常情况下，零售商在市场旅程中感受到的第一个痛点是入驻——因为他们意识到这可能涉及验证卖家、收集支付和税务信息、管理合规性，以及快速激活账户以保持势头。</p>
<p>在这种情况下，能够帮助的是将卖家验证和合规检查直接嵌入入驻流程的支付基础设施，而不是将这些作为内部团队管理的单独操作步骤。结果是卖家可以在几天内上线，而不是几周。</p>
<p>零售商对入驻时间的期望发生了显著变化，快速推进的压力也在增加。像 TikTok 商店这样的模式的兴起重置了卖家的期望：能够以最小的摩擦和无缝、几乎即时的设置进行列表、销售和收款。曾经被视为标准的几周入驻周期，现在现代市场基础设施改变了可能性，卖家现在可以在短短两天内完成入驻并准备交易。</p>
<h4><strong>2. 运营复杂性成为障碍</strong></h4>
<p>大多数零售商假设他们现有的支付设置可以转移到市场模型中。实际上很少能做到。</p>
<p>当第三方卖家进入时，支付就变成了一个多方问题。通常会有两个不同的提供商，一个处理客户支付，另一个处理卖家支付——它们之间有着不同的合同、集成和对账流程，这些流程从未设计为可以协同工作。</p>
<p>这种碎片化是一个问题，但从头开始重建一切的前景也是一个问题。零售商不想拆除他们现有的商业基础设施。挑战在于如何在不让运营复杂性成为负担的情况下添加市场能力。</p>
<p>现代支付基础设施使市场业务能够以可管理的方式扩展，提供在不拆除现有有效系统的情况下添加市场能力的能力。它使零售商能够使用支付、支付或完整的堆栈，并带上现有的收单方，而不是替换它。使用本地集成也是将上线时间从几个月缩短到几天的一种方式。</p>
<p>这对许多零售商来说是生死攸关的——拥有适应他们已经构建的基础设施，而不是进行拆除和替换。</p>
<h4><strong>3. 货币化是新收入机会扩展的地方</strong></h4>
<p>随着市场的成熟，卖家关系本身成为了持续收入的来源。零售商可以为卖家提供平台的订阅访问、推广产品的可见性或更快获取资金的优质支付条款。</p>
<p>此时，讨论的重点从启用结账体验转向创建一个促进增长的生态系统。而支付成为了在每个卖家关系上产生利润的一层，而不仅仅是在每笔交易上。</p>
<p>货币化可能不是最早的优先事项，但它是一种提升的方式。如果零售商心中有这些目标，这将改变早期基础设施的评估方式——选择一个能够演变为收入战略重要组成部分的平台。</p>
<h4><strong>考虑一个为市场运作而构建的支付基础设施</strong></h4>
<p>市场机会是真实的，并且正在快速增长。对于愿意进行运营跃迁的零售商来说，回报是显著的，从新的收入来源到在不增加库存的情况下扩展产品种类。</p>
<p>零售商发现，往往比预期更早的是，支付基础设施是市场雄心加速或停滞的地方。从一开始就做对决定将决定市场能够多远和多快地增长。Nuvei for Platforms 专门为这一时刻而构建。模块化基础设施使零售商能够嵌入支付，合规地入驻卖家，并在不重建现有有效系统的情况下解锁新的收入来源。</p>

劳氏

百思买

<p>美国在线市场销售在 2025 年增长了 11.5%，超过了整体电子商务的增长。像劳氏和百思买这样的零售商正在推出第三方市场，但面临支付基础设施的挑战。成功的关键领域包括快速的卖家入驻、管理运营复杂性和货币化策略。有效的支付基础设施对于在不改造现有系统的情况下扩展市场至关重要，使零售商能够解锁新的收入机会并简化运营</p>

<p>Retailers are moving decisively into marketplace commerce. From Lowe's and Best Buy to Ulta Beauty and Nordstrom, established US retailers are launching third-party marketplace platforms and finding success. US online marketplace sales grew 11.5% in 2025 — nearly double the 7% growth rate of overall US ecommerce over the same period.</p>
<div class="lb-trans"><p>零售商正在果断地进入市场交易。 从劳氏和百思买到 Ulta Beauty 和 Nordstrom，成熟的美国零售商正在推出第三方市场平台并取得成功。2025 年，美国在线市场销售增长了 11.5%——几乎是同期美国电子商务整体 7% 增长率的两倍。</p>
</div><p>A model that can open new revenue opportunities without taking on added inventory is intriguing to many retailers. But the leap from running a storefront to operating a multi-seller platform comes with challenges many retailers don't anticipate.</p>
<div class="lb-trans"><p>一个可以在不增加库存的情况下开辟新收入机会的模式对许多零售商来说很有吸引力。但从经营一个店面到运营一个多卖家平台的转变伴随着许多零售商未曾预料到的挑战。</p>
</div><p>The moment a retailer becomes a marketplace operator, a lot shifts. Notably, the payments model changes dramatically. Fragmented payment environments where onboarding, payouts and reconciliation are all disconnected are common. Retailers are trying to layer marketplace capabilities onto infrastructure built for traditional ecommerce — but they don't want a massive overhaul. What starts as a growth initiative can quickly become operationally burdensome.</p>
<div class="lb-trans"><p>当零售商成为市场运营商时，许多事情都会发生变化。尤其是，支付模式发生了显著变化。常见的支付环境是分散的，入驻、支付和对账都不相连。零售商试图在为传统电子商务构建的基础设施上叠加市场能力——但他们不想进行大规模的改造。最初作为增长举措的事情可能迅速变得在运营上负担沉重。</p>
</div><p>For retailers navigating that shift, three areas emerge as the ones that determine whether a marketplace scales or stalls.</p>
<div class="lb-trans"><p>对于正在应对这一转变的零售商来说，有三个领域决定了市场是扩展还是停滞。</p>
</div><h4><strong>1. Seller onboarding is where speed matters</strong></h4>
<div class="lb-trans"><h4><strong>1. 卖家入驻速度至关重要</strong></h4>
</div><p>For retailers launching a marketplace, speed matters. Every delay in onboarding can slow seller activation, inventory expansion, and revenue growth. That’s why, often, the first pain a retailer feels on the marketplace journey is onboarding — as they realize it can involve verifying sellers, collecting payment and tax information, managing compliance, and activating accounts quickly enough to keep the momentum going.</p>
<div class="lb-trans"><p>对于推出市场的零售商来说，速度至关重要。每一次入驻的延迟都可能减缓卖家的激活、库存扩展和收入增长。这就是为什么，通常情况下，零售商在市场旅程中感受到的第一个痛点是入驻——因为他们意识到这可能涉及验证卖家、收集支付和税务信息、管理合规性，以及快速激活账户以保持势头。</p>
</div><p>In this case, what can help is payments infrastructure that builds seller verification and compliance checks directly into the onboarding flow, rather than leaving those as a separate operational step for internal teams to manage. The result is sellers going live in days rather than weeks.</p>
<div class="lb-trans"><p>在这种情况下，能够帮助的是将卖家验证和合规检查直接嵌入入驻流程的支付基础设施，而不是将这些作为内部团队管理的单独操作步骤。结果是卖家可以在几天内上线，而不是几周。</p>
</div><p>Retailer expectations around onboarding timelines have shifted significantly, and there’s increasing pressure to move quickly. The rise of models like TikTok shop has reset what sellers expect: the ability to list, sell, and get paid with minimal friction and seamless, near-instant setup. Where weeks-long onboarding cycles were once accepted as standard, modern marketplace infrastructure has changed what's possible, with sellers now able to be onboarded and ready to transact in as little as two business days.</p>
<div class="lb-trans"><p>零售商对入驻时间的期望发生了显著变化，快速推进的压力也在增加。像 TikTok 商店这样的模式的兴起重置了卖家的期望：能够以最小的摩擦和无缝、几乎即时的设置进行列表、销售和收款。曾经被视为标准的几周入驻周期，现在现代市场基础设施改变了可能性，卖家现在可以在短短两天内完成入驻并准备交易。</p>
</div><h4><strong>2. Operational complexity becomes a barrier</strong></h4>
<div class="lb-trans"><h4><strong>2. 运营复杂性成为障碍</strong></h4>
</div><p>Most retailers assume their existing payments setup will carry over into a marketplace model. It rarely does.</p>
<div class="lb-trans"><p>大多数零售商假设他们现有的支付设置可以转移到市场模型中。实际上很少能做到。</p>
</div><p>The moment third-party sellers enter the picture, payments become a multi-party problem. Two separate providers often enter the mix, one to process customer payments and another to handle seller payouts — with separate contracts, integrations and reconciliation flows that were never designed to work together.</p>
<div class="lb-trans"><p>当第三方卖家进入时，支付就变成了一个多方问题。通常会有两个不同的提供商，一个处理客户支付，另一个处理卖家支付——它们之间有着不同的合同、集成和对账流程，这些流程从未设计为可以协同工作。</p>
</div><p>The fragmentation is a problem, but so is the prospect of rebuilding everything from scratch. Retailers don't want to rip apart their existing commerce infrastructure. The challenge is figuring out how to add marketplace capabilities without allowing the operational complexity to become a burden.</p>
<div class="lb-trans"><p>这种碎片化是一个问题，但从头开始重建一切的前景也是一个问题。零售商不想拆除他们现有的商业基础设施。挑战在于如何在不让运营复杂性成为负担的情况下添加市场能力。</p>
</div><p>Modern payments infrastructure allows marketplace businesses to scale in a manageable way, offering the ability to add marketplace capability without dismantling what already works. It gives retailers the ability to use pay-ins, payouts, or the full stack, and bring an existing acquirer along rather than replacing it. Using native integrations is also a way to reduce go-live timelines from months to days.</p>
<div class="lb-trans"><p>现代支付基础设施使市场业务能够以可管理的方式扩展，提供在不拆除现有有效系统的情况下添加市场能力的能力。它使零售商能够使用支付、支付或完整的堆栈，并带上现有的收单方，而不是替换它。使用本地集成也是将上线时间从几个月缩短到几天的一种方式。</p>
</div><p>This is a make-or-break for many retailers — having infrastructure that fits around what they’ve already built, rather than rip-and-replace.</p>
<div class="lb-trans"><p>这对许多零售商来说是生死攸关的——拥有适应他们已经构建的基础设施，而不是进行拆除和替换。</p>
</div><h4><strong>3. Monetization is where new revenue opportunities scale</strong></h4>
<div class="lb-trans"><h4><strong>3. 货币化是新收入机会扩展的地方</strong></h4>
</div><p>As marketplaces mature, the seller relationship itself becomes a source of recurring revenue. Retailers can offer sellers subscription access to the platform, promoted product visibility, or premium payout terms for faster access to their funds.</p>
<div class="lb-trans"><p>随着市场的成熟，卖家关系本身成为了持续收入的来源。零售商可以为卖家提供平台的订阅访问、推广产品的可见性或更快获取资金的优质支付条款。</p>
</div><p>At that point, the conversation shifts from enabling a checkout experience to creating an ecosystem that fuels growth. And payments become a layer that generates margin on every seller relationship, not just every transaction.</p>
<div class="lb-trans"><p>此时，讨论的重点从启用结账体验转向创建一个促进增长的生态系统。而支付成为了在每个卖家关系上产生利润的一层，而不仅仅是在每笔交易上。</p>
</div><p>Monetization may not be the earliest priority, but it is a way to level up. And if a retailer has those goals in mind, it changes how infrastructure is evaluated early on — selecting a platform that can evolve into a meaningful part of a revenue strategy.</p>
<div class="lb-trans"><p>货币化可能不是最早的优先事项，但它是一种提升的方式。如果零售商心中有这些目标，这将改变早期基础设施的评估方式——选择一个能够演变为收入战略重要组成部分的平台。</p>
</div><h4><strong>Consider a payments infrastructure built for how marketplaces work</strong></h4>
<div class="lb-trans"><h4><strong>考虑一个为市场运作而构建的支付基础设施</strong></h4>
</div><p>The marketplace opportunity is real and growing fast. For retailers willing to make the operational leap, the rewards are significant, from new revenue streams to expanding assortment without adding inventory.</p>
<div class="lb-trans"><p>市场机会是真实的，并且正在快速增长。对于愿意进行运营跃迁的零售商来说，回报是显著的，从新的收入来源到在不增加库存的情况下扩展产品种类。</p>
</div><p>What retailers are discovering, often earlier than expected, is that payments infrastructure is where marketplace ambition either accelerates or stalls. Getting it right from the start is the decision that shapes how far and how fast a marketplace can grow. Nuvei for Platforms is built specifically for that moment. Modular infrastructure that lets retailers embed payments, onboard sellers compliantly, and unlock new revenue streams without rebuilding what already works.</p>
<div class="lb-trans"><p>零售商发现，往往比预期更早的是，支付基础设施是市场雄心加速或停滞的地方。从一开始就做对决定将决定市场能够多远和多快地增长。Nuvei for Platforms 专门为这一时刻而构建。模块化基础设施使零售商能够嵌入支付，合规地入驻卖家，并在不重建现有有效系统的情况下解锁新的收入来源。</p>
</div>

市场增长速度超过电子商务。以下是支付基础设施如何决定企业扩展能力的原因