The lines between traditional online retail and online marketplaces are disappearing fast. In Australia alone, marketplaces now account for roughly a quarter of online spend, with growth accelerating as consumers look for convenience, value and variety in a single destination.

From Country Road Group listing third-party brands, to Myer doubling down on its marketplace model, and mass retailers like Bunnings, Big W, Kmart, Coles and Woolworths expanding into multi-brand ecosystems, marketplaces are no longer an add-on. They’re quickly becoming the default.Globally, the same shift is underway.

ASOS has folded its marketplace into its core site, while Marks & Spencer and Walmart have been operating this way for years. But while the commercial model is evolving quickly, the same challenge keeps surfacing for brands and retailers.

How do you create enough high-quality, consistent content to support dozens of landing pages across multiple platforms?  

In a marketplace environment, a single product no longer lives in one place. It needs to perform across retailer-owned product pages, brand-owned ecommerce sites, paid media and retargeting, as well as email, social and CRM touchpoints. Each of these comes with different requirements, but the brand story, visual identity and product accuracy still need to remain consistent everywhere.

Traditionally, that’s meant re-shooting content for different use cases, manually resizing and reworking assets, or simply accepting inconsistency as good enough. At scale, that approach doesn’t hold up. This is where studio automation changes the game at Asset Factory.

We’ve built a studio utilising automation technology specifically for this new retail reality. Instead of producing content one output at a time, our technology is designed to capture once and deploy everywhere. By combining automated capture, modular content structures and tightly controlled styling frameworks, brands are able to generate assets for multiple retailer landing pages in a single shoot, adapt imagery and video formats without reshooting, maintain visual and brand consistency across every platform, and dramatically reduce time, cost and friction as their marketplace presence expands.

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