Online shopping

The rise of online marketplaces

Madison Ave. in a shopping cart
Illustration: Aïda Amer/Axios

A new report from GroupM's Brian Wieser, one of the top advertising industry analysts, finds that large online marketplaces account for a majority of e-commerce activity and are growing as a percentage of e-commerce activity at a faster rate than direct-to-consumer (D2C) brands.

Why it matters: Following e-commerce trends is important in understanding what shapes the media industry because of the ripple effect it creates in the types of advertising growth.

Fanatics is dominating the sports apparel market

Illustration of a sports apparel shirt with the Fanatics logo and a cursor on it
Illustration: Sarah Grillo/Axios

Fanatics is an online retailer that has, through a combination of technology, manufacturing and licensing deals, muscled its way to the top of the sports apparel world.

Why it matters: In the past, big-box retailers like Dick's had to choose which jerseys to stock prior to the start of the season. This led to excess inventory when those players didn't perform or got injured, while leaving them poorly positioned to meet demand for breakout stars and traded players.