50 Marketplace Integrations to Consider
Marketplace integrations that actually matter in 2026: payments, tax, shipping, CRM, marketing, personalisation and security, updated with what's changed since 2022 and what to prioritise first.
Which marketplace integrations actually matter? Payments, tax and shipping, before anything else. We’ve built 50+ marketplaces over 15+ years, and the pattern repeats: founders bolt on marketing and personalisation tools before the boring plumbing works, then spend a year unpicking it.
Below is a working list of over 50 integrations across payments, tax, shipping, CRM, marketing, personalisation, customer engagement, analytics and security. Not every marketplace needs all of them, and a few of the tools we listed back in 2022 have since been renamed, acquired or quietly retired. We’ve corrected what’s changed and flagged what to check before you commit to anything. Start with the sections that touch money and stock. Add the rest once those hold up.
- Payment providers
- Payment options
- Tax and VAT compliance
- Shipping
- Customer relationship management (CRM)
- Marketing
- Personalisation
- Customer engagement
- Customer behaviour
- Analytics
- Security
Payment providers
1. Adyen
Adyen allows you to manage your marketplace payments. The developer-friendly API enhances your brand and user experience and enables you to accept payments online, on mobile, and at the point of sale.
Onboarding, verification, compliance, and regulation is built in for various markets and countries.
2. Braintree
Acquired by Paypal in 2013, Braintree operates independently of it. If you have some programming know-how, Braintree is highly customisable and, according to its website, is one of the only payments platform that delivers ‘PayPal, Venmo (in the US), credit and debit cards, and popular digital wallets like Apple Pay and Google Pay in a single, seamless integration.
3. MANGOPAY
MANGOPAY makes payments easy for your users by allowing them to pay in multiple currencies and with various payment methods. You can automate payment flows and commissions with one single contract so you can focus on the growth of your platform. The white-label product allows you to set up e-wallets, enabling you to manage the escrowing and splitting of funds between users.
4. ShieldPay
Easy to set up, smooth and efficient to use, this is a good option for multi vendor marketplace websites. With a focus on working to reduce fraud, ShieldPay uses escrow (where a third party receives and disburses the money for the buyer and seller) to safeguard funds until both customer and vendor are happy to proceed.
Stripe Connect is the fastest and easiest way to integrate payments into your software platform or marketplace. Our set of programmable APIs and tools allows you to build and scale end-to-end payment experiences from instant onboarding to global payouts – all while having Stripe handle payments KYC.
Payment options
1. Apple Pay
As Apple Pay is mobile-based, this electronic wallet solution allows transactions to take place using Touch ID and Face ID, giving buyers a fast checkout without typing in card details.
2. Google Pay
Google Pay is the fast, simple way to pay with your phone and speed through checkout within your marketplace. There is no maximum transaction limit when you use your phone and card. Your payment info is also protected with multiple layers of security so you can pay with peace of mind.
3. PayPal
PayPal remains one of the most recognised redirect payment gateways, and buyers who already trust it are less likely to abandon their basket at checkout.
Tax and VAT compliance
1. Avalara
Avalara can connect with your marketplaces for a single easy-to-use centralised compliance solution tax and VAT compliance. They have a cross-border solution to assign tariff codes, apply VAT and GST rates to simplify how you handle duties and cross-border tariffs, and file and remit international taxes.
"We have been working with James and the team at Code 23 for about 18 months now on a lengthy and sometimes complicated app development. At all times we have found Code 23 to be calm, competent, and their advice has been invaluable."
Shipping
1. Shippo
Shippo gives you access to shipping rates from carriers around the globe directly on your marketplace platform. With over 80 years experience negotiating discounted rates with carriers, they state on their website, they offer ‘the absolute best rates from top carriers and everything you need for professional shipping in one place.’
2. ShippyPro
ShippyPro enables marketplace brands to drive efficiency across their logistics operation processes, from initial order intake to tracking and returns. ShippyPro processes millions of shipments per month for thousands of customers in 36 countries and boasts the largest library of carriers for global brands and start-ups.
3. ShipStation
ShipStation gives you complete control and insight into all of your orders at each stage of the fulfilment process. It saves you time by automatically applying actions to orders based on criteria you set, such as; view, sort, and filter orders, split or combine order shipments, and customised alerts.
Customer relationship management (CRM)
1. Hubspot
HubSpot is a cloud-based CRM designed to help align sales and marketing teams, foster sales enablement, boost ROI and optimise your inbound marketing strategy to generate more, qualified leads. HubSpot offers software in the form of a complete CRM, which includes specific software and tools for sales, marketing, service, and operations teams, plus a content management system (the HubSpot CMS).
2. Keap
Keap is priced for start-ups and small businesses. An all-in-one CRM, sales and marketing automation platform built specifically for growth-minded entrepreneurs. Helping you optimise your customer experiences and effectively manage your day-to-day.
3. Pipedrive
Pipedrive is an intuitive, cost-effective, and scalable CRM created by salespeople, for salespeople. Pipedrive offers unlimited contacts, custom fields, visual pipelines, and email automation. Campaigns by Pipedrive, Pipedrive’s email marketing software, is as intuitive and simple as our CRM solution.
4. Salesforce
Salesforce unites marketing, sales, commerce, service, and IT teams from anywhere with Customer 360 — one integrated CRM platform that powers their entire suite of connected apps. With Customer 360, you can focus your employees on what’s important right now: stabilising your business, reopening, and getting back to delivering exceptional customer experiences.
5. Zendesk
Zendesk is a service-first CRM company that builds software designed to improve customer relationships. Zendesk Sales CRM enhances productivity, processes and pipeline visibility for sales teams. Zendesk is a complete customer service solution that’s easy to use and scales with your business.
6. Zoho
Zoho CRM is built to be used less. Automate workflows, processes, campaigns, customer journeys, and more so that you can focus less on software and more on relationships. Derive actionable insights, create custom reports and dashboards, and measure operations in real time to drive growth in a sustainable manner.
Marketing
ActiveCampaign gives you the email marketing, marketing automation, and CRM tools you need to create incredible customer experiences. Set up a welcome series with email automation, segment your contacts, or use simple workflows to automate the marketing no one has time for.
2. CartStack
CartStack claims to be able to recover 15% or more of your abandoned carts with automated, segmented email campaigns. As shoppers abandon carts on your site, CartStack captures their data in real time & sends them a series of email reminders at just the right moment to get them to convert.
3. Klaviyo
With Klaviyo you can easily engage with your customers based on how they interact with your brand, automatically sending everything from abandoned cart emails to product recommendations based on past purchases. Clue customers in on what’s happening right now—like price drop alerts, cart reminders, and shipping updates. You can even have 2-way conversations.
4. Ometria
Ometria offered AI-powered customer insight and cross-channel marketing. Combining the data capabilities of a CDP with a cross-channel marketing orchestration platform, letting retail marketers create relevant experiences throughout the customer journey.
5. Omnisend
Engage shoppers wherever they are with integrated email and SMS campaigns. All templates are built in and 100% customisable so you can give your customers the personalised, consistent experience they’re after – all through a single platform.
6. Privy
Privy is an ecommerce marketing platform for online brands that need to grow sales. Build lists, save abandoned carts, send money-making emails & texts, and more—all in one place. Turn passive browsers into loyal subscribers with customisable pop-ups, flyouts, and other high-converting displays.
7. Skai
Skai is a go-to-market engine that enables smarter decisions and better outcomes with actionable intelligence in making customer connections. The platform includes a suite of data-driven products for market intelligence, omnichannel media activation, testing and measurement, enabling brands and agencies to make predictions, improve strategic planning and drive growth on the most important customer channels.
Personalisation
1. Algolia
Algolia gives consumers smooth access to your product catalogue via AI-powered search, discovery and recommendations, while increasing your online revenue. Create personalised, flexible ecommerce Search & Discovery experiences with recommendations.
2. Algonomy
Algononmy is a personalization engine that allows you to quickly innovate and deliver personalised, brand centric experiences across the continuum of your customer lifecycle. The result is deep engagement and loyalty from customers.
3. Justuno
Justuno creates high-converting onsite experiences, delivering the right message at the right time to the right visitor that turns more website traffic into customers.
4. KIBO
Kibo headless eCommerce enables companies to launch personalised and extensible commerce experiences, all built upon a future-proof, modular architecture. With Kibo, you can centralise your strategy, increase agility, and gain valuable customer insights that maximise ROI.
5. Kiwi Sizing
Kiwi Sizing is a size chart and fit recommendation plugin for eCommerce stores. Supporting merchants that sell t-shirts, dresses, jackets, shoes, etc. Through their tool, you can easily set up size charts and fit recommenders in minutes without any design or technical background.
6. Loop54
Loop54 AI will personalise your site search and category navigation, so each visitor experiences relevant results. While most personalisation tools require months of data collection, Loop54 uses small sets of data to do the work of thousands of rules. Letting you automatically personalise the user experience, fast.
7. Qubit
Qubit helps transform the way businesses understand and influence their customers in order to increase revenue, build loyalty and improve marketing efficiency. By combining rich customer data, deep learning technology and advanced segmentation capabilities, the Qubit Customer Influence Engine can precisely match customers with the widest range of personal, online experiences to influence behaviour at scale.
Customer engagement
1. GetFeedback
The GetFeedback platform empowers teams to quickly analyse feedback captured wherever your customers are—across traditional and digital channels. GetFeedback enables you to easily adapt to evolving customer needs and deliver experiences that set you apart from the competition.
2. Intercom
Intercom is a Customer Communications Platform. It shows you who is using your product or website and makes it easy to personally communicate with them with targeted content, behaviour-driven messages, and conversational support.
3. mParticle
mParticle is a customer data platform for brands to accelerate growth. With mParticle, brands can unify data and simplify partner integrations with enterprise-class security and reliability. It improves marketing, advertising, and analytics by connecting data across channels.
4. OneSignal
OneSignal is a customer messaging and engagement solution, offering mobile and web push notifications, in-app messaging, SMS, and email. Powered by leading architecture, OneSignal is designed to scale with your business and deliver messages more quickly and reliably than its competition.
5. Segment
Segment allows you to Integrate tools for push notifications, A/B testing, and email to help bring users back to your app at the right time. Collect and analyse data from all customer touch points to identify areas where users get stuck. Brainstorm experiments to improve conversions and test your results.
6. Tealium
Tealium connects customer data across web, mobile, offline, and IoT so businesses can better connect with their customers. Tealium’s turnkey integration ecosystem supports more than 1,300 built-in connections, empowering brands to create a complete and real-time customer data infrastructure.
Treasure Data helps you spot more opportunities for connection, innovation and revenue generation by connecting more data from more sources and retaining it forever. There’s no need to purchase a separate data platform or piece together different services—just one platform to purchase and deploy across Marketing, Service and Sales.
Customer behaviour
Contentsquare is a digital experience analytics platform that analyses billions of digital behaviours, providing unique metrics, visualisations, and recommendations that teams can use to increase revenue, engagement, and growth.
2. Optimizely
Optimizely is a leading digital experience platform (DXP) empowers teams with the tools and insights they need to create and optimise in new and novel ways. With Optimizely, you can operate with data-driven confidence to create hyper-personalised experiences.
3. VWO
VWO works with eCommerce companies to anticipate shopper concerns and run experiments to optimise each stage of their purchase funnel. The VWO platform takes you one step ahead of the conventional experimentation tools by helping you weave a complete picture of your user and create personalised digital experiences.
Analytics
Google Analytics is used to track website performance and collect visitor insights. It can help organisations determine sources of traffic, measure the success of their marketing campaigns, track conversions (such as purchases, add to carts), discover trends in user engagement and obtain other visitor information such as demographics.
2. HotJar
Hojar helps you understand how users behave on your website, what they need, and how they feel. Hotjar features include; heatmaps to visualise user behaviour, recordings to see what your user see and do, and feedback and surveys to hear directly from your users.
3. Matomo
Matomo, formerly known as Piwik, is a downloadable, free (GPL licensed) web analytics software platform. It provides detailed reports on your website and its visitors, including the search engines and keywords they used, the language they speak, which pages they like, the files they download and much more.
4. Snowplow
Snowplow enables you to create, consume, and maintain an end-to-end data language across your business, with a common data schema that can be modeled for BI and AI, streamed for real-time applications, and enriched with third-party data and systems.
Security
1. Forter
Forter is a fraud detection platform whose mission is to build trust in e-commerce by eliminating fraud for online merchants and marketplaces. It creates a completely fraud-free environment for the retailers through which they have the ability to make decisions that are solely based on what is good for their business. The company’s system is designed to be consumer-centric, blocking fraud with accuracy, and at the same time enabling growth by increasing approvals and ensuring a better customer experience.
2. Riskified
Riskified is built for accuracy at scale. The platform identifies the individual behind online interactions, resulting in frictionless experiences for your customers. Data from their global merchant network fuels proprietary machine learning models that drive a frictionless fraud management system for eCommerce.
Frequently asked questions
What are the most important marketplace integrations to start with?
Payments, tax and shipping first. Get card and split payments working through a provider such as Stripe Connect, sort out VAT handling if you sell across borders, and connect a shipping tool so orders actually go out. CRM, marketing and personalisation matter, but they’re wasted effort if buyers can’t check out or sellers don’t get paid on time.
Do I need a separate authentication integration for my marketplace?
Not usually as a separate product. Buyer, seller and admin logins work best inside your core platform rather than bolted on, so an order, a payout and a support ticket all agree on who’s who. If you’re weighing that up, it’s one of the things we check in a Marketplace Growth Review.
What’s the difference between a payment provider and Stripe Connect?
A payment provider like Adyen or Braintree processes the transaction. Stripe Connect goes further for marketplaces specifically: it can onboard your sellers, split a single payment between your platform and the seller, and handle payouts, so you’re not building that logic yourself.
How many of these integrations does my marketplace actually need?
Most run well on a handful: one payment provider, one shipping tool, a CRM and basic analytics. Adding several of everything at once usually means duplicated tools nobody owns. Start with what touches money and stock, then add marketing and personalisation once those basics hold up.
Next step
You don’t need all 50 of these live on day one. Most marketplaces only need a handful working properly: one payment provider, one shipping tool, a CRM and basic analytics. Everything else earns its place once buyers are checking out and sellers are getting paid on time.
If you’re not sure which of these your marketplace actually needs, our free Marketplace Growth Review is a 30-minute call that tells you what to prioritise and what to leave for later. We’ve built 50+ marketplaces over 15+ years, so we’ve seen which integrations pay for themselves and which just add another login nobody uses.
Build the marketplace
Start with the workflows that make the model work.
We’ll map buyers, sellers, payments and operations before the build, backed by experience from more than 50 marketplace projects.
