In this episode Wendy Liebmann talks with Ping Hao and Burke White, founders of Brand3P, and developers of the Walmart.com marketplace about the current opportunities -- and challenges -- for brands and retailers as e-commerce marketplaces fast become a primary distribution channel.

They discuss:

• Why marketplaces are growing (Hint: because shoppers are there), and when to consider them as part of your overall distribution strategy
• Why listing a product is only the beginning
• Using brand and shopper marketing to create an immersive brand environment just as in any physical retail space
• How to avoid the “butterfly effect”
• When to participate on a marketplace, and when it may not be right for you
• What a comprehensive marketplace strategy looks like