The Great Unlock: 1P vs. 3P Across EMEA Report
The shift to 3P is no longer a prediction. But that doesn’t mean every brand should move.
This isn’t 1P losing ground, it’s the whole playing field rising. The real question is which model fits your brand.
The Great Unlock helps you decide, across Europe and the Middle East.
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Inside the report
Twenty years of handing over the keys
From the shared product page in 2000 to the removal of Buy Box eligibility rules across the UK and EU in 2026, see how capabilities once reserved for 1P have been opened up to everyone.
A simple framework: visibility, data and control
The real difference between the two models comes down to three things. Learn what a brand loses or gains on each, and why more brands are asking for more of all three.
An honest case for staying on 1P
Some brands shouldn’t move. We set out where 1P still earns its place, and the signs that it might be right for you.
The cost difference, line by line
A worked example on a £100 product shows where costs really sit under each model. Net profit lands within 13 pence. The structure above it is very different.
Real brands, real results
See real-world examples from brands who've moved from 1P to 3P, and what the numbers do and don’t prove.
Beyond Amazon
From OTTO and Zalando to Noon and TikTok Shop, understand how buyers move across marketplaces and why your decision rarely plays out on one platform.
Negotiation tactics for vendors
Staying on 1P? Get practical advice on preparing for vendor negotiations and using your data to hold your ground.
