Rethinking digital performance in 2026: marketplaces and automation, a winning duo

Introduction: when two expertises come together

In 2026, digital marketing has become increasingly complex. Brands operate in a fragmented environment: more channels to manage, widespread advertising automation, and marketplaces that now play a central role. These changes promise efficiency and growth, but they also bring two challenges: reduced visibility, and limited alignment between media investments and actual sales.

Welcome to our series "Discover our key partners". With this initiative we showcase how we at blue2purple extend our expertise by working with leading players in the digital economy. Each collaboration demonstrates how combining strengths creates greater value and measurable results for brands.

For this first edition we focus on our partnership with eTAIL agency, a specialist in marketplace activation and optimisation. Together we connect strategy with execution, helping brands regain clarity and performance.

Marketplaces: the new strategic ground for brands

Marketplaces now account for a significant share of e-commerce growth. Platforms such as Amazon, Cdiscount, Bol.com and ManoMano attract millions of customers, dominate product searches and generate substantial sales volumes. For brands, not being present means losing visibility and market share.

Performing well on these platforms, however, is complex:

• Optimising product pages and internal SEO.
• Managing logistics flows, FBA, FBM and hybrid models.
• Running marketplace ads such as Amazon Ads and Cdiscount Ads in line with broader digital strategies.
• Keeping margins under control through PnL monitoring while handling special events like Prime Day or Black Friday.

eTAIL agency: turning presence into growth

This is where our partner eTAIL agency brings its value. They have built their reputation on addressing these marketplace challenges from end to end: optimised catalogue creation, sponsored campaign management, logistics oversight and PnL monitoring. Their mission is clear, to turn marketplace presence into sustainable business results.

Results eTAIL has delivered for its clients

The following results come from eTAIL agency's own client work on marketplaces:

• Maison Berger Paris: 112 percent more traffic on Amazon and a 33 percent increase in average basket size, following content optimisation and a tailored commercial strategy.
• Bemini: 25 percent higher conversion rate after a product page redesign and improved SEO.
• Logicom: 30 percent more traffic and better advertising CoS control through catalogue and campaign optimisation.
• Marilou Bio: revenue on Amazon tripled after improving visibility, branding and enriched content.

These cases highlight the variety of issues addressed: increasing traffic, improving conversion rates, managing margins and driving revenue growth.

Advertising automation: a lever that needs guidance

At the same time, advertising automation has reshaped how brands manage media. Formats such as Performance Max, Advantage+ and AI Max offer simplified configuration and continuous optimisation.

The benefits are clear, faster execution and less operational complexity. But there are also limits:

• Opacity: reduced visibility into audiences, queries and budget allocation.
• Standardisation: campaigns often look alike, which limits differentiation.
• Dependence: brands rely heavily on platforms that control the data.

blue2purple: providing structure and clarity

This is where we come in. We help brands prepare strategically: defining clear business objectives, selecting the right signals such as CRM data, customer lifetime value and segmentation, and setting the right exclusions. We also develop advanced measurement models, multi touch attribution, consolidated dashboards and incremental analysis.

In practice, this approach makes automation a tool that serves strategy, not the other way around.

Building a consistent omnichannel approach

Too often, advertising and marketplaces are treated as separate areas:

• Media teams analyse conversions reported by advertising platforms.
• Marketplace teams focus on revenue, conversion rates and Buy Box share.

Each sees part of the picture, but the overall view is missing.

Combining expertise

By combining our expertise with eTAIL agency's operational excellence, brands can finally align these perspectives. Integrated dashboards combine advertising KPIs and retail KPIs, providing a complete view of the funnel, from media exposure to sales on Amazon or Cdiscount.

This collaboration goes further than measurement alone. It enables brands to:

• Steer investments with greater confidence.
• Identify which levers truly generate value.
• Adjust strategies with more precision.