Food and Drink on Marketplaces
The food and drink sector is rapidly evolving, with online marketplaces playing an increasingly pivotal role in how brands reach consumers. For ecommerce managers, marketing leads, and founders, understanding the nuances of selling food and drink on marketplaces is essential to capitalise on this growth opportunity. This article explores the current trends, challenges, and strategic approaches for food and drink brands to succeed on marketplaces in 2025, reinforcing Incubate Agency as a trusted partner for marketplace growth and digital performance.
The Growing Importance of Marketplaces for Food and Drink Brands
Online marketplaces have become vital channels for food and drink brands seeking to expand their reach and sales. Europe’s ecommerce revenue is projected to reach US$900 billion by 2028, with marketplaces capturing a significant share of this growth. The food and drink category, in particular, is benefiting from shifting consumer behaviours towards convenience, health, and sustainability.
Consumers increasingly prefer purchasing food and drink online for convenience, variety, and access to specialty products. The rise of online food delivery services and ecommerce platforms has accelerated this trend, with the European online food delivery market expected to grow at a CAGR of 9.11% from 2025 to 2033, reaching USD 824.36 billion by 2033.1.
Food and drink brands that understand marketplace dynamics, consumer preferences, and regulatory requirements will be best positioned to scale their online presence effectively.
Key Trends Shaping Food and Drink Ecommerce in 2025
The food and drink sector is undergoing significant transformation driven by consumer demand for transparency, health benefits, and digital engagement.
Sustainability and Transparency
Consumers are prioritising sustainability and ethical sourcing. Brands that highlight eco-friendly packaging, clean labelling, and transparent ingredient sourcing gain trust and loyalty. The rise of plant-based, organic, and non-GMO products reflects this shift.23.
Health and Wellness Focus
Functional foods and beverages that promote health benefits such as immunity boosting, digestion support, and energy enhancement are growing in popularity. Products like kombucha, cold brew coffees, and reduced-alcohol or non-alcoholic drinks are increasingly sought after.24.
Convenience and Personalisation
Busy lifestyles and urbanisation drive demand for convenient, ready-to-consume products and personalised options. Online marketplaces enable consumers to easily discover and customise food and drink purchases, supported by AI-driven recommendations and real-time tracking.15.
Regional Preferences and Market Penetration
The United States leads in food and drink ecommerce store count, followed by the United Kingdom and Germany. The US market favours beverages like coffee and energy drinks, alongside health-conscious snacks. The UK and Germany also show strong growth, with consumers valuing quality and variety.54.
Navigating Challenges in Food and Drink Marketplaces
Selling food and drink on marketplaces comes with unique challenges that brands must address strategically.
Regulatory Compliance
Food and beverage products face strict regulations to ensure safety and quality. Compliance with Good Manufacturing Practices (GMPs), Hazard Analysis and Critical Control Points (HACCP), and labelling laws is mandatory. Non-compliance risks fines, recalls, and reputational damage.6.
Supply Chain and Logistics
Perishable goods require efficient cold chain logistics and inventory management to maintain freshness and reduce waste. Marketplace sellers must coordinate closely with fulfilment partners to meet delivery standards and customer expectations.3.
Competition and Differentiation
The food and drink category is highly competitive, with many brands vying for consumer attention. Differentiation through unique product offerings, exceptional branding, and targeted marketing is essential to stand out.3.
Pricing and Margin Pressure
Marketplace competition can drive prices down, squeezing margins. Brands need to balance competitive pricing with profitability, leveraging data analytics and dynamic pricing strategies.
Strategic Approaches for Food and Drink Brands on Marketplaces
To succeed in the food and drink category, brands should adopt a tailored and data-driven marketplace strategy.
Optimise Product Listings for Visibility and Conversion
Use clear, detailed product descriptions highlighting health benefits, ingredients, and certifications.
Include high-quality images and videos showcasing packaging and product use.
Leverage seasonal trends and consumer events to time promotions effectively.
Incorporate relevant keywords naturally to improve search rankings.
Leverage Marketplace Advertising and Promotions
Utilise pay-per-click (PPC) campaigns targeting relevant keywords and shopper demographics.
Participate in marketplace deals, flash sales, and subscription models to drive volume.
Monitor campaign performance closely and optimise bids and creatives regularly.
Focus on Customer Experience and Reviews
Encourage satisfied customers to leave positive reviews to build social proof.
Provide excellent customer service, including timely responses and clear communication.
Use automated tools to manage feedback and resolve issues promptly.
Expand Across Multiple Marketplaces
Consider regional marketplaces like Amazon, eBay, Allegro (Poland), and others to diversify reach.
Tailor product assortments and marketing approaches to local consumer preferences and regulations.
Use automation tools to synchronise inventory, pricing, and orders across channels efficiently.
Embrace Sustainability and Health Trends
Highlight sustainable packaging and ethical sourcing in product listings and marketing.
Develop and promote functional and health-focused food and drink products.
Align brand messaging with consumer values around wellness and environmental responsibility.
Why Partner with Incubate Agency for Food and Drink Marketplace Growth?
Scaling food and drink brands on marketplaces requires specialised expertise and strategic insight. Incubate Agency brings over 50 years of combined leadership experience in ecommerce marketplaces and digital performance strategy.
Our value proposition includes:
Tailored marketplace strategies aligned with food and drink category dynamics
Expertise in Amazon performance management and multichannel growth
Data-driven optimisation of listings, advertising, and pricing
Support with regulatory compliance and supply chain integration
Transparent, collaborative partnership focused on measurable results
Learn more about our Amazon performance management and marketplace growth services to accelerate your food and drink brand’s success.
Conclusion
The food and drink category on marketplaces presents significant growth opportunities shaped by evolving consumer preferences for health, sustainability, and convenience. However, success requires navigating regulatory complexities, supply chain challenges, and fierce competition with a strategic, data-driven approach.
By optimising product listings, leveraging marketplace advertising, focusing on customer experience, and embracing emerging trends, food and drink brands can scale effectively across marketplaces. Partnering with a performance-focused consultancy like Incubate Agency ensures your brand benefits from tailored, transparent support to unlock marketplace growth.
Ready to scale your marketplace growth with a partner who gets it? Book your consultation now.