Dive Brief:

• RevCascade is a startup aimed at helping retailers get their products listed on a number of marketplaces. The company is currently working in stealth mode, building up its roster of participating companies and marketplaces, with plans to launch by the end of the year. 

• Marketplace retail has exploded — besides leader Amazon, retail companies like Sears, Wal-Mart, Macy’s and others all operate marketplaces, where third-party retailers can list and sell their goods.

• RevCascade allows merchants to plug in data like their pricing and fulfillment info to be sent to their desired marketplaces rather than sign up for them one by one.

Dive Insight:

Marketplaces could be e-commerce’s great silent innovation. Some 50% of Amazon’s sales come from its marketplace, a source of Amazon profits but also a huge opportunity for smaller retailers. The option has greatly expanded shoppers’ ability to find what they’re looking for, and merchants’ ability to sell their wares online.

But for merchants, signing up for all the marketplaces that could benefit them can be a laborious process.

Enter RevCascade, which simplifies that by allowing them to enter their data once, then choose the product mix that will show up on this marketplace or that.

"Once a brand plugs into RevCascade, we give them access to all the retailers they want," co-founder and CEO Josh Wexler told Business Insider. "And they can then curate their products so each retailer has a unique assortment. You can sell some things in the Urban Outfitters marketplace, and others in the Macy's one." 

Wexler is known as the entrepreneur who helped build automatic advertising company the Rubicon Project.