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Scaling platform brands through marketplace strategy and M&A enablement

challenge.

SellerX, one of Europe’s largest Amazon aggregators, was pursuing growth through aggressive M&A and platform enablement. As the brand portfolio scaled, challenges emerged across integration, operational scalability, and capital efficiency. Strategic alignment was needed across four fronts:
How to scale the organization to support operational performance across a growing set of brands?
How to structure Amazon marketplace strategy to balance growth and control?
How to enhance capital deployment and fundraising preparation?
How to build M&A readiness across commercial and financial due diligence processes?

approach.

Driving impact across four strategic pillars: 1) Marketplace enablement, 2) Organizational scalability, 3) Capital structuring & fundraising, and 4) M&A due diligence.

1. Marketplace enablement

Designing Amazon-first brand strategies aligned with category dynamics, search trends, and marketplace economics. Creating brand playbooks for pricing, catalog governance, and channel control. Implementing PPC, SEO, SEA and paid social advertising principles to enhance traffic, conversion and ROAS efficiency. Defining brand guardrails to protect equity and enable profitable growth across geographies.

2. Organizational scalability

Restructuring operating model to reflect brand maturity stages and commercial complexity. Defining org design principles to balance centralization and autonomy across commercial, operations and finance functions. Setting up FTE benchmarks, team topologies, and accountability frameworks. Establishing tool stack requirements and KPI frameworks to support performance visibility and collaboration across brands and functions.

3. Capital structuring & fundraising

Developing capital deployment scenarios to optimize equity and debt usage. Supporting investment and divestment decisions by framing commercial traction, diving into LTV/CAC dynamics, assessing make or buy potentials, evaluating offshoring and centralization initiatives as well as working capital requirements. Aligning financial metrics and brand health indicators to inform fundraising narratives. Preparing data rooms and investor presentations to support capital rounds.

4. M&A due diligence

Building diligence blueprints to assess acquisition targets across financial, commercial levers, and operational risk. Conducting red flag analyses and synergy modeling. Defining integration playbooks to preserve growth momentum while unlocking scale. Linking diligence findings with post-close value creation planning.

results.

Built a scalable operating model enabling portfolio growth across Amazon, other marketplaces and retail channels.
Strengthened fundraising outcomes through clearer equity story and capital efficiency narrative.
Systematized due diligence and integration planning, improving deal velocity and post-close traction.
Enabled consistent brand enablement across marketplaces while preserving operational control.

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