Ana Luisa expanded beyond Nordstrom's marketplace to include Bloomingdale's and Macy's, among others.

COURTESY OF ANA LUISA

Mirakl, a leading operating system for intelligent commerce, said its 2026 Sellers Report analyzed the performance of over 100,000 global sellers on Mirakl’s marketplace and dropship platforms, representing 125 million SKUs and nearly $15 billion in annual gross merchandise value, to discover what's working for sellers.

The report took a close look at more than 1,000 sellers within the Mirakl Connect ecosystem, representing 150 million SKUs and nearly $15 billion in annual gross merchandise value. The results and and findings from this group are striking. The most remarkable finding is the performance gap between single-channel and multi-channel sellers.

“I run Mirakl Connect," said Sophie Marchessou, chief customer officer at Mirakl. “It’s AI solutions for brands and sellers that want to sell on marketplaces. Before that I was a partner at McKinsey & Co., so I’m deep in these categories.

Luxury brands are increasingly adopting hybrid distribution models that balance reach with high brand standards. “Mirakl Connect enables brands to expand across curated retail channels while maintaining the merchandising and operational standards essential to their distribution strategy,” said Marchessou. "In today’s AI-driven commerce landscape, this is how leading brands will achieve strategic and profitable growth—ensuring discovery where consumers shop while uploading the highest brand standards.”

Marketplaces are expanding 4.5 times faster than traditional eCommerce (31% vs 6.86% year-over-year growth). This reflects a structural shift in consumer behavior: fragmented shopper journeys and rising acquisition costs are driving buyers to trusted marketplace environments. The number of sellers joining marketplaces grew 26% year-over-year, accelerating ecosystem expansion.

Sellers operating on just one marketplace average $575,093 in GMV. Those operating on two or more marketplaces reached an average of $10,073,917. That’s a 17.5x performance multiplier, according to Mirakl’s 2026 Seller Report.

“There are two potential reasons this occurs,” said Marchessou. “There’s a perception – and there’s some truth to it – that it takes a lot of work to get live on one more channel or two more channels. This is where AI can come in and change the game. What before was a pretty manual process, you can now almost get done in one click. The brands were a little reluctant to try platforms they were not familiar with.”

Marchessou tries to pitch and explain to Mirakl clients that the advantage of a marketplace is that they can experiment and be very agile. “Sometimes they underestimate being on a new platform with a different target age, different psychographic and different time zone,” Marchessou said. “Shades of cosmetics and fashion can sell much better on different marketplaces.” and if they’re worried about terminating a contract with a retailer, Marchessou said, “You can discontinue the relationship much more easily than if you were in a wholesale relationship.”

Adam Bohbot, cofounder of Ana Luisa, a Brooklyn-based jewelry brand and Mirakl client, said the decision to join Nordstrom’s marketplace required little internal debate. “We were one of the first brands to join Nordstrom’s marketplace and the first reason we decided to do it was that they have a customer base that we couldn’t reach any other way.

“At the time, there was only one way to integrate with Nordstrom, and that was being part of their wholesale program, which takes months, if not years because you have to go to the buyer and you have to go the market weeks,” Bohbot said. "AI really was a game changer.”

Bohbot explained that it was quite an acceleration compared to going the traditional wholesale route. "Also, for Nordstrom, it was a way to take a young brand like ours, without the risk of buying the assortment and other costs associated with launching on the marketplace. For us, it was completely a no-brainer,” he said. “In the first six months of integration with Nordstrom marketplace we became one of the top 10 brands and made over $4.5 million in GMV.”

Ana Luisa is actually on 10 marketplaces, including Macy’s, Bloomingdale’s and Nordstrom – the big department stores – and a few niche marketplaces that are also powered by Mirakl.

“We try to customize the assortment to each marketplace,” Bohbot said. “When we launched with Nordstrom we did fashion jewelry with a price point of $75 to $125. With Bloomingdale’s, we went with our fine jewelry and lab-grown diamonds line that sells for $125 to $500. The curation of the project is still something they look at carefully and we’re delighted to customize our assortment for their demographics and their customers.”

Ana Luisa has been partnering with Mirakl since late 2023. “What they’re doing in terms of agentic AI and the development of e-commerce is so complex, Bohbot said, "it will help us grow our business. We already have this on our roadmap. We’re very excited to have a partner that’s already so advanced.”

Ana Luisa’s 2026 strategy is about growth, Bohbot said, but launching its own ecommerce business is out of the question “That’s something that’s so complex,” he said. "The investment would be too high. Integrating outside of our marketplaces would be such a pain. I don’t think there’s any way around it.

"AI has removed the operational friction and allows the team more time to ensure that the marketing is right, the creative and the assortment are right. We’re able to spend more time making sure the strategy and the marketing are correct,” Bohbot said.

Canada Goose partnered with Mirakl Connect, joining Nordstrom’s marketplace and expanding the luxury outerwear brand’s digital commerce strategy. The Mirakl Connect product links hundreds of online marketers. Canada Goose is increasing its offerings while expanding discovery and unlocking new revenue streams.

Canada Goose’s strategy reflects a broader move among luxury brands toward hybrid distribution models that balance reach with brand integrity while retaining full control over brand presentation, pricing and fulfilment.

“This partnership marks an important step in how we continue to grow our presence in North America,” said Patrick Bourke, North America president of Canada Goose. “It enables us to bring the Canada Goose experience to more consumers in a way that feels true to our heritage and our values. By broadening how people discover and interact with our brand, we’re strengthening our presence and driving continued growth across the region."

He added that expanding into the marketplace ecosystem will showcase more of the brand’s assortment and provide deeper insights into how consumers discover the label.