Supply-Side Acquisition

Often harder than demand. Channels, quality, retention.

Why supply acquisition

Without supply, marketplaces have nothing to offer. Supply acquisition is often harder than demand because suppliers have alternatives.

Channels

• Direct sales (B2B).
• Self-serve onboarding.
• Referral programs.
• Sales partnerships.
• Acquisition / aggregation.
• Adjacent product entry.
• Subsidies / incentives.

Quality

• Vetting process.
• Onboarding training.
• Performance standards.
• Reviews and ratings.
• Removal mechanisms.
• Trust signals.

Retention

• Earnings transparency.
• Tools and platform improvements.
• Community.
• Recognition tiers.
• Self-service support.
• Direct support for top suppliers.

Advanced playbook

• Supply acquisition strategy documented.
• Multi-channel approach.
• Quality vetting process.
• Onboarding training program.
• Performance standards.
• Top-supplier programs.
• Community building.
• Earnings transparency.
• Annual supply strategy review.
• Cross-functional ownership.

Mistakes

• Supply acquisition single-channel.
• Quality vetting absent.
• Onboarding training weak.
• Performance standards unclear.
• Top suppliers not differentiated.
• Community absent.
• Earnings transparency missing.
• Annual review skipped.
• Cross-functional ownership unclear.
• Supplier churn unmanaged.

Checklist

• Supply acquisition strategy documented
• Multi-channel approach
• Quality vetting process
• Onboarding training program
• Performance standards
• Top-supplier programs
• Community building
• Earnings transparency
• Annual supply strategy review
• Cross-functional ownership

Part of the Marketplace Growth series.