How 3P Commerce Powers Global Growth and Resilience

The rise of third-party (3P) commerce has become instrumental to retail, reshaping how brands and retailers operate — and grow — in the digital marketplace. In an era of rapid technological evolution and shifting consumer behavior, this model offers businesses the flexibility and scale needed to adapt rapidly to market shifts and meet evolving consumer demands head-on.
For retailers, the 3P model provides access to a wide selection of unowned inventory and revenue streams without associated risks. Simultaneously, brands can extend their reach beyond their own sales channels and engage new audiences. With recent economic challenges, 99 percent of retailers and brands now see 3P commerce as the best way to navigate uncertainty, according to Rithum’s The State of 3P Commerce report, conducted by Wakefield Research. Additionally, 40 percent of companies say 3P selling allows them to reach a broader consumer base and drive long-term growth.
As e-commerce expands, 3P commerce has proven to be a powerful strategy for driving sustainable growth, profitability, and resilience in today’s competitive market. In 2025, businesses are sharpening their focus on innovations and opportunities within the model. Here are three areas where 3P commerce is expected to make a major impact on retail this year:
1. Strengthening Cross-Border Selling
Brands and retailers will increasingly look to well-established 3P marketplaces as a fast track to global expansion. As demand for international e-commerce rises, 3P commerce will give brands the operational ease to tap into regions previously out of reach. However, selling in new countries requires a different e-commerce strategy, which can mean navigating new language translations, adjusting prices to match local currencies, managing international shipping and logistics, and meeting each country’s legal and tax requirements.
Despite these complexities, nearly all executives (96 percent) agree that without 3P, selling across borders would be much harder. With 3P commerce, brands can expand globally without the heavy lifting of setting up infrastructure abroad in each new market. Established marketplaces — e.g., Amazon.com, eBay, and Zalando — already have customer bases that reach international consumers, allowing brands to seamlessly leverage these marketplaces to gain wider access to global audiences. For instance, brands utilizing 3P-enabled platforms can benefit from built-in tools to translate product catalogs, set local pricing, and track global logistics to ensure seamless cross-border operations and compliance while optimizing performance.
2. Enhancing Operational Efficiency With AI-Powered Automation
Every marketplace comes with its own set of rules and requirements, which can be challenging to navigate manually. The introduction of artificial intelligence in the industry has already proven fruitful, with AI-powered automation enabling brands and retailers to cut transportation costs, enhance shipping speed, and optimize the placement and restocking of inventory. In fact, 91 percent of respondents consider AI very important for managing their e-commerce operations, with one in five agreeing it’s essential.
By minimizing human error and streamlining workflows, this technology advances 3P commerce even further by simplifying complex tasks, allowing companies to deliver faster and stay agile against shifting demands. For example, during peak seasons or unexpected surges in demand, supply chain bottlenecks often lead to delays and missed sales opportunities. AI’s predictive capabilities can help mitigate these risks by enabling proactive adjustments. Supply chain challenges remain a significant concern for businesses, with 96 percent of executives indicating they won’t meet growth targets without effectively managing these logistics.
3. Unlocking New Channels for Opportunity
As shopping behaviors continue to evolve, social commerce and retail media provide brands with new ways to meet consumers where they already spend their time. Many 3P marketplaces offer integrations with social media platforms such as TikTok and Instagram, allowing consumers to browse and buy without leaving their favorite apps. Brands and retailers can leverage shoppable ad capabilities to drive more discovery and engagement. As part of a broader multichannel selling strategy, social commerce is only set to grow in 2025, with 82 percent of executives relying on it within their 3P selling approach.
Meanwhile, retail media offers brands a powerful channel to increase visibility by leveraging ad space on their own digital platforms. Brands can place ads on popular retailer websites and apps, capturing consumers’ attention right at the point of purchase. With 85 percent of executives expressing strong or complete confidence in retail media’s effectiveness, it’s quickly becoming a central part of the multichannel strategy for brands seeking to expand their reach and capture in-market consumers with precision.
3P commerce is reshaping the retail industry with momentum that shows no signs of slowing. Already a cornerstone of modern e-commerce, this model has empowered brands and retailers to adapt swiftly and scale profitably. Looking ahead, the 3P method will dominate e-commerce. Those who embrace its potential will be ready to take full advantage of the challenges — and breakthroughs — that lie ahead.
Lou Keyes is the chief revenue officer for Rithum, a global e-commerce network with more than 25 years of marketing leadership.
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Lou Keyes is a seasoned executive with more than 30 years of experience in technology and business process outsourcing. Lou is an innovator and catalyst for driving client satisfaction, transformation, and revenue growth, with an extensive background with public and private companies.
Keyes is known for his experience building and leading successful sales and client service teams to help clients achieve complex business objectives while seeing significant increases in both revenue growth and profitability. Prior to Rithum, Lou was the Chief Sales Officer at Conduent Inc. (Nasdaq: CNDT) where he led a comprehensive, successful transformation of its growth engine.