In a recent blog by the Altimeter Group, digital analyst Brian Solis (@briansolis) discusses how traditional companies are attempting to adapt to technological shifts in their markets.

"Some of (many) are merely investing in all of these new technologies without understanding the culture and the nuances and the relationship that the user has within those communities or how they use those devices. These companies do not necessarily think about changing their work ecosystem to adapt to new technologies but instead try to include new technologies within the existing framework."

As an traditional business, are you just trying to migrate into an online marketplace or are you modifying your traditional business to address the needs and wants of marketplace users? 

And our advice is--it's not about the technology. It's about the experience, convenience, customer service, and community you build with a marketplace. Like we've said before, a marketplace is not a "build it and they will come" type of business.

A marketplace is a tool to connect your business with your customers in a new and deeper way.

So remember, it's not just about building one, it's about what you do with it.   

Read the source article at Brian Solis