Consumer goods / Multiple European marketplaces
How a consumer-goods business grew marketplace sales 700% by fixing catalogue structure.
Consolidating fragmented product signals so inventory, reviews, and advertising could start compounding instead of competing.
The challenge.
A broad multi-variant range had become thousands of separate marketplace listings, fragmenting reviews, sales history, ranking signals, and ad data.
Stockouts repeatedly reset individual listing momentum, while spend was spread too thinly across variants to create useful optimisation data.
The same structural weakness multiplied across several European marketplaces, each with its own listings, content, search terms, and budget logic.
What we changed.
- Rebuilt parent-child catalogue structure so related variants could consolidate their sales history, reviews, and ranking signals.
- Re-pointed advertising toward consolidated listings so budget accumulated where it could be optimised.
- Prioritised the product lines that carried the business rather than spreading investment evenly across the full range.
- Separated local-market work from repeatable work to make multi-market management more controlled.
- Aligned advertising to inventory position so spend followed products that could actually be supplied.
The outcome.
Marketplace sales grew 700% in five months.
The rebuilt catalogue reduced the commercial cost of stockouts: a gap in one variant no longer erased the standing of the broader product family.
The takeaway
On a large multi-variant catalogue, structure decides the ceiling before advertising gets a say. Get it right and the same products, supply constraints, and spend can produce a completely different result.
More perspectives
ANOTHER CHALLENGE.
ANOTHER WAY FORWARD.
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