The Range Taps Mirakl to Power Its B2B Marketplace Amid 45% Sales Surge

Why It Matters

The partnership illustrates how legacy retailers are turning to dedicated B2B marketplace platforms to accelerate growth, bypassing the time‑intensive task of building in‑house solutions. By leveraging Mirakl’s AI capabilities, The Range can scale its seller base, improve operational efficiency, and deepen its digital footprint, which is critical as consumer shopping continues to shift online. The deal also highlights the strategic importance of advertising tools within marketplaces, offering sellers a direct path to reach millions of shoppers and driving higher revenue per visitor. For the broader B2B ecosystem, the move validates the business case for platform‑as‑a‑service models that combine technology, data analytics, and ad monetization. As more retailers adopt similar solutions, the competitive dynamics among marketplace providers will intensify, potentially spurring further innovation in AI‑driven seller tools and performance analytics.

Key Takeaways

• The Range replaces its in‑house marketplace with Mirakl’s platform.
• Third‑party sellers now account for 45% of The Range’s online sales.
• The retailer logged over 200 million website visits in 2025.
• Product views grew 56% year‑over‑year, fueling the platform upgrade.
• Mirakl Ads will give sellers targeted advertising across The Range’s shopper base.

Pulse Analysis

The Range’s migration to Mirakl marks a decisive shift from proprietary tech to a best‑in‑class B2B platform, a trend that could reshape the UK retail sector. Historically, retailers have struggled to scale marketplace operations due to the complexity of onboarding sellers, managing inventory, and ensuring consistent customer experiences. Mirakl’s plug‑and‑play architecture, combined with AI‑driven automation, reduces these friction points, allowing retailers to focus on brand and logistics rather than platform maintenance.

From a competitive standpoint, Mirakl’s win strengthens its foothold against rivals like ChannelAdvisor, which have traditionally catered to smaller merchants. The inclusion of Mirakl Ads adds a revenue‑generating layer that aligns the interests of the platform and its sellers, creating a virtuous cycle of higher spend and better data insights. This could accelerate the adoption of performance‑based advertising within B2B marketplaces, a space previously dominated by wholesale pricing models.

Looking forward, the success of this partnership will likely encourage other mid‑size retailers to evaluate similar migrations, especially as cloud‑based AI tools become more affordable. The key risk remains the integration timeline and the ability to maintain service quality during the transition. If The Range can demonstrate measurable uplift in conversion and average order value, it will set a benchmark that could drive a wave of platform‑as‑a‑service contracts across the sector.