Aggregators buy promising brands (mostly on Amazon) and scale them.
They raised billions in 2021.
■ Thrasio - $1.8B in ’21 ($1B in Q4 ’21)
■ Perch - $775M (all in Q2 ’21)
■ Berlin brands - $1B (all in ’21)
So, what’s next?
Earlier aggregators focused on portfolio expansion. Today’s focus — how to scale keeping profitability through the vertical.
The answer — innovative management tools and technologies, as it is hard to land a team in each business.
For example, Thrasio evaluates SaaS media services and e-commerce consultancies that could help tie together the competitive Amazon marketplace data that Thrasio uses to select brands to acquire.
Small players follow — Ecommerce Brands — one of the newest brand aggregators, integrates with Cart.com (provides end-to-end e-commerce services).
The crowded sector will stay crowded.
But we may see divergence between the disruptors and “traditional” aggregators.
We'll keep you posted on how this plays out.