The Trends Shaping 3P Commerce Success in 2025

The e-commerce landscape is evolving at a rapid pace, with third-party (3P) commerce emerging as a cornerstone of global retail strategies. The “State of 3P Commerce 2024” report by Rithum sheds light on the crucial role of 3P channels in driving revenue, overcoming operational challenges, and leveraging emerging technologies. 

The Growing Importance of 3P Commerce

3P commerce is no longer a supplementary strategy but a vital growth driver for brands and retailers worldwide. 

95% of global retailers and brands recognize the critical role of 3P channels in achieving profitable growth. 51% of executives view 3P commerce as very important, while 23% label it as critical. Lastly, 70% report that up to half of their revenue is generated through 3P channels, with 29% stating over 50% of their income stems from this. 

Operational Challenges and the Need for Unified Solutions

The complexity of managing multiple platforms and ensuring operational efficiency remains a significant hurdle: 

• On average, companies use four e-commerce platforms to manage 3P operations, leading to inefficiencies in ROI comparisons and product consistency. 

• 97% of executives agree that a unified commerce solution would transform their operations, underlining the need for streamlined tools. 

Emerging Trends in 3P Commerce (h2) 

The report identifies several transformative trends that are reshaping the 3P commerce ecosystem: 

Artificial Intelligence (AI): Transforming E-Commerce Operations (h3) 

AI is reshaping the way businesses manage their operations, with 71% of executives highlighting its importance in driving efficiency. From demand forecasting to personalized recommendations and inventory optimization, AI tools are becoming indispensable for brands aiming to stay competitive in the 3P commerce landscape. 

Social Commerce: Engaging Consumers Where They Are

Social commerce has become a powerful tool for driving direct sales and consumer engagement, with 82% of businesses heavily relying on platforms like Instagram, TikTok, and Facebook. These channels have proven particularly effective in reaching younger audiences, fostering brand loyalty, and driving seamless shopping experiences. 

Retail Media Advertising: Targeting Consumers at the Point of Purchase

Retail media is emerging as a dominant marketing channel, with 85% of respondents expressing confidence in its ability to influence purchase decisions. Platforms like Amazon Advertising and Walmart Connect enable brands to strategically target consumers when they are ready to buy, maximizing ROI and enhancing visibility. 

Cross-Border Commerce: Simplifying Global Market Entry

Expanding into international markets is increasingly reliant on 3P platforms, with 56% of executives acknowledging that cross-border sales would be unattainable without these channels. By streamlining logistics, ensuring compliance, and simplifying payment processes, 3P platforms are enabling businesses to tap into global opportunities with ease. 

Supply Chain Innovations: Meeting Growth Expectations

An agile and optimized supply chain is critical for e-commerce success, as emphasized by 96% of executives. Companies are adopting innovative approaches to tackle bottlenecks, reduce delays, and ensure timely deliveries, meeting the demands of a fast-paced market and laying the groundwork for sustained growth. 

Conclusion

3P commerce is not just an operational choice but a strategic imperative in today’s competitive retail landscape. Brands that capitalize on the trends of AI, social commerce, and retail media while addressing operational and supply chain challenges will lead the way in the next phase of e-commerce growth.