Most of the large marketplaces in Europe, from Decathlon to Carrefour, run on the same technology. It is Mirakl: the engine retailers and brands use to launch and run their own marketplaces in the 3P model. We know it from the inside, from the operator’s seat, so we can show you how it works for the platform owner and for the seller.
Author: Borys Terlecki · marketplace sales and implementations at Commercraft · updated: October 2026
In short
Mirakl is the SaaS platform on which retailers and brands launch their own marketplaces in the 3P model: Decathlon, Carrefour, Empik, Modivo and home24 among them.
The 2025 results show more than 450 marketplaces, more than 100,000 third-party sellers and around USD 14.6 billion in GMV.
For a seller it means one thing: a catalogue and data standards prepared once carry over to the next platform in the ecosystem.
Mirakl is a technology company founded in Paris in 2012 by Philippe Corrot and Adrien Nussenbaum, the people behind Fnac Marketplace. Its product is a SaaS platform. Retailers, brands and B2B companies use it to launch and run their own marketplace, in the 3P model (third-party sales) and dropship. Put plainly: when a large chain wants “its own Amazon”, it usually builds it on Mirakl.
This is not a niche tool. According to the 2025 results, published in February 2026, Mirakl runs (source: mirakl.com):
450+
marketplaces B2C and B2B
on the Mirakl platform
100,000+
third-party sellers
across all platforms
USD 14.6 bn
GMV processed
in 2025, mirakl.com, February 2026
Its operators include Macy’s, Decathlon, Carrefour, Tesco, John Lewis, La Redoute and Ulta Beauty. So the product card your offer sits on is very often built on Mirakl.
Mirakl today is not a single product but a set of modules:
In 2025 and 2026, Mirakl added layers around agentic commerce (Mirakl Nexus, Agentic Activation). One thing worth knowing: Mirakl runs delivery fulfilment under the name Delivery Manager. There is no separate “Mirakl Fulfillment” product.
The operator gets a ready back end for running a marketplace. Seller onboarding (self-service, API, EDI), catalogue integration and moderation, order orchestration with a real-time view of seller SLAs, delivery management, and payouts with full compliance. This side, the operator’s back office and how sellers are actually assessed, is the one we know from our own work.
As a seller, you get a portal with KPIs and orders, plus Mirakl Connect, where you manage offers across several marketplaces from one place. The Catalog Transformer tool, which is AI-based, shortens catalogue onboarding from weeks to days. In practice, once you understand how the ecosystem works, getting onto the next Mirakl-based platform is much faster.
Home and DIY platforms built on Mirakl, such as Castorama, Leroy Merlin, OBI, XXXLutz and home24, handle a few things differently from open marketplaces. Our work on these channels comes down to four practical rules.
Let the integrator send stock. Base.com, still widely known as Baselinker, can push stock levels to Mirakl automatically, with the EAN as the key that links an offer to a product. If you do not keep stock in a system, you can set a fixed stock level or update stock and prices with an Excel file in the seller portal.
Made to order does not need a warehouse. Instead of stocking up for demand you cannot yet measure, declare a longer handling time, for example 3-4 days. You keep cash out of inventory and the offer stays live.
Offers are approved by hand. The platform team checks titles and mandatory attributes, and in a given quarter a platform may be focused on other categories. So we list roughly half the catalogue in one go and submit it for review, rather than sending products a few at a time.
New markets open with the platform’s help. Start on one market. Once the account has a sales history there, the operator’s account managers help you move on to further ones, such as Germany, Austria or France.
For a brand, the conclusion is simple. With so many marketplaces built on Mirakl, knowing the technology is a real advantage. The same catalogue, the same data standards and the same seller scoring logic repeat on platform after platform. Learn it once, and you scale faster and cheaper.
We are Mirakl insiders. We have seen the ecosystem from the operator’s side, and we know what decides whether a seller succeeds. We help brands enter Mirakl-based marketplaces. Catalogue and data standards, integration, advertising, and expansion along the Poland to DACH corridor. Want to put Mirakl to work on your side? Write to us.
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Borys Terlecki – marketplace sales and implementations at Commercraft. He previously worked on the operator side of marketplace platforms (Mirakl, Munich) and today onboards brands on marketplaces in Poland and the DACH region and runs their accounts.
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