ACP vs Marketplaces
Centralized marketplaces like Amazon, eBay, and Etsy dominate e-commerce today. This comparison explores how ACP offers a different model—one that preserves merchant independence while enabling AI-powered shopping.
The Marketplace Model
Marketplaces aggregate sellers and buyers on a single platform:
┌─────────────────────────────────────────────────────────┐
│ MARKETPLACE │
│ (Amazon, eBay) │
├─────────────────────────────────────────────────────────┤
│ ┌─────────┐ ┌─────────┐ ┌─────────┐ ┌─────────┐ │
│ │ Seller │ │ Seller │ │ Seller │ │ Seller │ │
│ │ A │ │ B │ │ C │ │ D │ │
│ └────┬────┘ └────┬────┘ └────┬────┘ └────┬────┘ │
│ │ │ │ │ │
│ └────────────┴────────────┴────────────┘ │
│ │ │
│ Platform owns: │
│ • Customer data │
│ • Payment flow │
│ • Search/discovery │
│ • Customer relationship │
└────────────────────────────────────────────────────────┘
│
┌──────┴──────┐
│ Customer │
└─────────────┘The ACP Model
ACP connects buyers to merchants through AI agents:
┌─────────────────────────────────────────────────────────┐
│ AI AGENT │
│ (ChatGPT, Claude) │
├─────────────────────────────────────────────────────────┤
│ Facilitates, doesn't own │
│ • Discovery │
│ • Recommendations │
│ • Checkout facilitation │
└─────────────────────────────────────────────────────────┘
│ │ │ │
┌────┴────┐ ┌────┴────┐ ┌────┴────┐ ┌────┴────┐
│ Merchant │ │ Merchant │ │ Merchant │ │ Merchant │
│ A │ │ B │ │ C │ │ D │
└────┬────┘ └────┬────┘ └────┬────┘ └────┬────┘
│ │ │ │
Merchant owns:
• Customer data
• Payment relationship
• Brand experience
• Customer relationship
│
┌──────┴──────┐
│ Customer │
└─────────────┘Key Differences
Customer Relationship Ownership
| Aspect | Marketplace | ACP |
|---|---|---|
| Who owns the customer? | Platform | Merchant |
| Customer data access | Platform controlled | Merchant controlled |
| Direct communication | Restricted/filtered | Direct |
| Repeat customer value | Benefits platform | Benefits merchant |
Marketplace Reality:
Customer buys from "Seller X" on Amazon
↓
Amazon owns the customer relationship
Amazon has the email, purchase history
Amazon can recommend competitors
Amazon can launch competing products
Seller X gets: One transaction, limited dataACP Reality:
Customer buys from "Merchant X" via AI Agent
↓
Merchant X owns the relationship
Merchant X gets email, can follow up
Merchant X builds customer loyalty
AI Agent: Facilitated the transaction, no ownership claimRevenue and Fees
| Fee Type | Amazon | eBay | Shopify | ACP |
|---|---|---|---|---|
| Monthly fee | $39.99 | $0-$350 | $29-$299 | $0 |
| Referral/listing | 8-45% | 3-15% | 0% | 0% |
| Payment processing | 2.9% + $0.30 | ~3% | 2.9% + $0.30 | 2.9% + $0.30 |
| Fulfillment (optional) | 15-45%+ | - | - | Merchant choice |
Total cost example for $100 sale:
| Platform | Fees | Merchant Keeps |
|---|---|---|
| Amazon (FBA) | ~$35-45 | $55-65 |
| eBay | ~$12-18 | $82-88 |
| Shopify | ~$3-6 | $94-97 |
| ACP | ~$3-4 | $96-97 |
💰
On Amazon, a $100 sale might net the merchant $55-65. With ACP, the same sale nets $96-97. That’s 50-70% more revenue per transaction.
Platform Dependency
Marketplace Risks:
- Account suspension (immediate revenue loss)
- Algorithm changes (visibility loss)
- Fee increases (margin compression)
- Competitive products (Amazon Basics)
- Policy changes (review rules, shipping requirements)
ACP Benefits:
- No account to suspend
- Multiple AI agents can discover you
- No platform fee increases
- No competitive conflict
- Your policies, your rules
Discovery and Visibility
Marketplace Discovery:
Factors that affect visibility:
• Platform's algorithm (opaque)
• Ad spend (pay-to-play)
• Reviews (can be manipulated)
• Price (race to bottom)
• Prime/fulfillment choice
• Account health metricsACP Discovery:
Factors that affect visibility:
• Product feed quality
• AI's understanding of your products
• Customer intent match
• Product quality/reviews
• No pay-to-playData and Privacy
| Data Aspect | Marketplace | ACP |
|---|---|---|
| Customer email | Platform owns | Merchant receives |
| Purchase history | Platform owns | Merchant owns |
| Browsing behavior | Platform tracks | Not tracked by merchant |
| Competitive insights | Platform sells to competitors | Private |
| Customer preferences | Platform learns for everyone | Merchant learns for self |
Feature Comparison
Search and Recommendations
Amazon/Marketplace:
- Keyword-based search
- “Sponsored” products prominent
- Recommendations favor high-margin items
- Platform optimizes for platform revenue
ACP:
- Intent-based understanding
- No sponsored placements
- Recommendations favor user needs
- AI optimizes for user satisfaction
Marketplace search: "wireless headphones"
→ Shows sponsored products first
→ Optimizes for platform revenue
→ May not show best match
ACP query: "I need headphones for running, good bass, under $100"
→ Understands context (running = need secure fit)
→ Understands preferences (good bass)
→ Understands constraint (under $100)
→ Recommends best match, not highest marginReviews and Trust
| Aspect | Marketplace | ACP |
|---|---|---|
| Review source | Platform users | Aggregated + direct |
| Review manipulation | Common problem | Harder (multiple sources) |
| Trust signals | Stars, badges | AI explanation |
| Comparison | Within platform | Cross-platform |
Returns and Customer Service
Marketplace:
- Platform mediates disputes
- Platform’s return policy applies
- Support is platform’s (A-to-Z guarantee)
- Can favor customers over merchants
ACP:
- Direct merchant relationship
- Merchant’s return policy
- Direct support channel
- Balanced relationship
Real-World Comparison
Scenario: Selling Handmade Pottery
On Etsy (Marketplace):
Revenue: $50 vase sale
- Transaction fee (6.5%): -$3.25
- Payment processing (3% + $0.25): -$1.75
- Listing fee: -$0.20
- Offsite ads fee (15% if applicable): -$7.50
───────────────────────────────
Net to seller: $37.30 - $44.80
Plus:
- Competition in search results
- No customer email for follow-up
- Etsy can promote competitors
- Algorithm changes affect visibilityVia ACP:
Revenue: $50 vase sale
- Payment processing (2.9% + $0.30): -$1.75
───────────────────────────────
Net to seller: $48.25
Plus:
- Customer email for follow-up
- Direct relationship building
- AI recommends based on quality
- No platform dependencyScenario: Electronics Accessories
On Amazon:
Revenue: $30 phone case sale
- Referral fee (15%): -$4.50
- FBA fee (if used): -$5.00
- Storage fees: -$0.50
- Advertising (typical): -$3.00
───────────────────────────────
Net to seller: $17.00
Plus:
- Amazon can see what sells
- Amazon can create competing product
- Reviews subject to Amazon's rules
- Prime badge requirementsVia ACP:
Revenue: $30 phone case sale
- Payment processing: -$1.17
───────────────────────────────
Net to seller: $28.83
Plus:
- Build own brand
- Own customer relationship
- No copycat risk from platform
- Set own shipping termsWhen to Use Each
Marketplace Strengths
✓ Massive existing traffic - Customers already there ✓ Trust/credibility - Amazon/eBay brand trust ✓ Fulfillment services - FBA handles logistics ✓ International reach - Built-in global infrastructure ✓ Low startup friction - List and sell quickly
ACP Strengths
✓ Customer ownership - Build direct relationships ✓ Higher margins - 50-70% more per sale ✓ Brand building - Your identity, not platform’s ✓ No platform risk - Can’t be suspended ✓ AI-native - Built for the future of shopping ✓ Independence - Your business, your rules
The Hybrid Strategy
Many merchants will use both:
HYBRID APPROACH:
Marketplace (Amazon):
• Use for customer acquisition
• Accept lower margins for visibility
• Build reviews and credibility
• Treat as advertising channel
ACP (Own Brand):
• Convert marketplace customers to direct
• Higher margins on repeat purchases
• Build email list and relationships
• Long-term sustainable business
Tactics:
• Include brand materials with marketplace orders
• Offer incentives for direct ordering
• Build brand recognition
• Transition customers over time📊
Smart merchants use marketplaces for discovery and ACP for retention. The first purchase might be on Amazon; subsequent purchases should be direct.
Migration Considerations
Moving from Marketplace-Only to ACP
Continue Marketplace Presence
Don’t abandon existing channel
Build Product Feed
Create ACP-compatible product data
Implement ACP Endpoints
Enable AI agent checkout
Brand Building
Start capturing direct customer relationships
Gradual Transition
Shift marketing emphasis over time
Key Success Factors
- Product differentiation - Unique products work better direct
- Brand story - Give customers reason to buy direct
- Customer service - Excel at direct relationships
- Quality - AI recommends based on quality, not ads
Summary
| Factor | Marketplaces | ACP |
|---|---|---|
| Traffic | Built-in | Must earn |
| Margins | Low (30-45% fees) | High (~3% fees) |
| Customer data | Platform owns | Merchant owns |
| Brand building | Limited | Full control |
| Risk | Platform dependent | Independent |
| Future-proof | Uncertain | AI-native |
| Best for | Customer acquisition | Customer retention |
The best strategy often combines both: use marketplaces for discovery, ACP for relationships.