Marketplaces have evolved from mere distribution channels to becoming a crucial and central part of digital commerce. Brands often struggle on marketplaces to balance reach vs. control, while maintaining cross-channel consistency, and still stand out from other sellers. In this session brand leaders share successful strategies for leveraging marketplaces today. Speakers will discuss: • When marketplace presence enhances or erodes brand equity • How to integrate marketplace learnings into owned-channel growth strategies • Ways to protect brand positioning and customer experience in third-party platforms