Marketplaces aren’t the “tail” anymore, they are the business. In this episode, Karima Popatia gives merchants a masterclass in how marketplaces have evolved, how premium brands are entering the space, and why channel strategy is no longer one-size-fits-all. Whether you're a seasoned merchant or early in your career, this episode gives you the playbook for evaluating opportunities, protecting brands, and preparing for an AI-driven marketplace future.