Every term marketplace sellers need to know — from Buy Box to VerpackG. Plain-language definitions with links to relevant tools and guides.
Anti-Gaspillage pour une Economie Circulaire. French regulation requiring producers to manage product end-of-life, including take-back and recycling obligations. Mandatory for sellers shipping to France.
Average Order Value. The average amount spent per transaction. Calculated as total revenue divided by number of orders. Key metric for marketplace profitability analysis.
Learn more →Application Programming Interface. A set of protocols allowing different software systems to communicate. Marketplace APIs enable automated listing, inventory sync, and order management.
Average Revenue Per User. The average revenue generated per active customer over a given period. Used by marketplace sellers to evaluate customer value and marketing efficiency.
Annual Recurring Revenue. Total annualized revenue from subscriptions or repeat customers. A key SaaS metric, also relevant for marketplace tool subscriptions like Marqetir.
The percentage of visitors who leave a page without interacting further. A high bounce rate on marketplace listings may indicate poor title/image relevance or slow page load times.
A navigation aid showing the user's location within a website hierarchy. Also a structured data type (BreadcrumbList schema) that helps search engines understand site structure.
The prominent "Add to Cart" or "Buy Now" button on a marketplace product page. When multiple sellers offer the same product, the marketplace algorithm determines which seller wins the Buy Box. Winning the Buy Box typically drives 80-90% of sales for that product.
Customer Acquisition Cost. The total cost of acquiring a new customer, including marketing spend, sales team costs, and tool subscriptions. Should be significantly lower than LTV for sustainable growth.
An HTML tag that tells search engines which version of a page is the "master" copy. Prevents duplicate content issues when the same content is accessible via multiple URLs.
The percentage of visitors who complete a desired action (purchase, signup, etc.). On marketplaces, this is typically the ratio of product page views to orders. Also abbreviated as CVR.
Learn more →Cost Per Click. The amount paid each time someone clicks on a paid advertisement. Relevant for marketplace sellers running sponsored product ads on platforms like Amazon, Allegro, or Bol.com.
A logistics practice where incoming shipments are directly transferred to outgoing transportation with minimal or no storage time. Used by some marketplace fulfillment centers to reduce handling costs.
Click-Through Rate. The percentage of people who click on a link after seeing it. On marketplaces, this measures how often shoppers click your listing from search results. Higher CTR indicates better titles and images.
Learn more →Conversion Rate. The percentage of marketplace listing visitors who make a purchase. Optimized titles, descriptions, and images directly improve CVR.
Learn more →A fulfillment method where the seller does not hold inventory. When a customer orders, the seller purchases the item from a third party (usually a wholesaler) who ships directly to the customer. Allowed on most EU marketplaces with restrictions.
Digital Services Act. An EU regulation requiring online platforms (including marketplaces) to be more transparent about content moderation, advertising, and algorithmic recommendations. Affects how marketplaces display seller information.
European Article Number (now International Article Number). A 13-digit barcode standard used to identify products globally. Required for listing on most European marketplaces including Allegro, Kaufland, Bol.com, and eMAG.
Learn more →Extended Producer Responsibility. EU regulations requiring producers and importers to take financial responsibility for product packaging waste and end-of-life disposal. Country-specific EPR compliance (like VerpackG in Germany) is mandatory for marketplace sellers.
Fulfillment by Amazon. Amazon's service where sellers send inventory to Amazon warehouses, and Amazon handles storage, packing, shipping, and customer service. Products are eligible for Prime delivery.
Learn more →Fulfillment by Merchant. The seller handles storage, packing, and shipping themselves. Also called MFN (Merchant Fulfilled Network) on Amazon. Offers more control but requires logistics infrastructure.
The entire process from receiving an order to delivering it to the customer. Includes picking, packing, shipping, and delivery. Many marketplaces offer their own fulfillment services (FBA, LvB, etc.).
Gross Merchandise Value. The total value of goods sold through a marketplace before deducting fees, returns, and cancellations. A key metric for measuring marketplace size and growth.
General Product Safety Regulation. An EU regulation (effective December 2024) requiring all products sold in the EU to meet safety standards. Sellers must include responsible person information and product traceability data on marketplace listings.
Global Trade Item Number. An umbrella term for product identification numbers including EAN (13-digit), UPC (12-digit), and ISBN (books). Most EU marketplaces require GTIN for product listings.
An HTML attribute that tells search engines which language and regional version of a page to show to users in different locations. Essential for multilingual e-commerce sites and localized marketplace content.
A Polish logistics company operating automated parcel lockers (Paczkomaty) across Central Europe. The dominant delivery method for Allegro orders in Poland, with 20,000+ locker locations. Increasingly available in the UK, Italy, and France.
JavaScript Object Notation for Linked Data. A structured data format used to embed schema.org markup in web pages. Helps search engines understand page content for rich snippets, product listings, and FAQ display in search results.
A longer, more specific search phrase (3+ words) with lower search volume but higher purchase intent. Example: "red leather women's wallet" vs "wallet." Long-tail keywords often convert better on marketplace search.
Learn more →Lifetime Value (also CLV — Customer Lifetime Value). The total revenue expected from a customer over their entire relationship with a business. Should be at least 3x CAC for sustainable marketplace selling.
Logistiek via Bol.com. Bol.com's fulfillment service where sellers ship inventory to Bol.com warehouses. Bol.com handles storage, shipping, and returns. Similar to Amazon FBA but for the Dutch/Belgian market.
Learn more →Monthly Recurring Revenue. The predictable monthly revenue from subscriptions or repeat orders. A key metric for SaaS businesses and subscription-based marketplace tools.
Visitors who arrive at a page through unpaid search results (Google, Bing, or marketplace search). Driven by SEO optimization of titles, descriptions, and content quality.
One-Stop Shop. An EU VAT simplification scheme allowing sellers to report and pay VAT for all EU cross-border B2C sales through a single registration in their home country, instead of registering in each EU member state separately.
Learn more →Polish term for "commission." On Allegro, prowizja refers to the marketplace commission charged on each sale, typically ranging from 2% to 15% depending on the product category.
Learn more →An enhanced search result in Google that displays additional information beyond the standard title and description. Can include star ratings, prices, FAQ answers, and product availability. Powered by structured data (schema markup).
Structured data vocabulary (from schema.org) added to web pages to help search engines understand content. Common types for e-commerce include Product, FAQPage, BreadcrumbList, and HowTo.
Search Engine Results Page. The page displayed by a search engine in response to a query. For marketplace sellers, SERP optimization means ranking for product-related searches that drive traffic to listings.
Stock Keeping Unit. A unique alphanumeric code assigned to each product variant for inventory tracking. A single product may have multiple SKUs (one per size, color, or bundle configuration).
Allegro's premium delivery program (similar to Amazon Prime). Sellers who offer Smart! delivery get priority placement in search results and access to Allegro's most active buyers. Requires meeting specific delivery speed and service quality standards.
Learn more →Universal Product Code. A 12-digit barcode standard primarily used in North America. Many European marketplaces accept UPC codes alongside EAN, as they can be converted to GTIN-13 format by adding a leading zero.
Verpackungsgesetz (German Packaging Act). Requires all sellers shipping products to Germany to register with the LUCID packaging register and participate in a dual system for packaging recycling. Non-compliance can result in marketplace listing removal.
Learn more →An automated HTTP callback that sends real-time data from one application to another when a specific event occurs. Used for instant inventory updates, order notifications, and price sync between marketplace tools.
Waste Electrical and Electronic Equipment. EU directive requiring producers of electronic goods to finance the collection, treatment, and recycling of e-waste. Sellers of electronics must register with national WEEE compliance schemes in each EU country they sell to.
A product or service produced by one company that other companies rebrand and sell as their own. In marketplace context, refers to generic products that sellers customize with their own branding, packaging, or private label.
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Common questions about marketplace terminology
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