Embedded marketplace integrations for software platforms

Give your customers access to their marketplaces directly within your platform — without building one-by-one integrations yourself or requiring your customers to purchase a separate subscription from an integration provider.

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“Our customers and prospects frequently asked for all kinds of marketplace order integrations. We built a few ourselves, but it’s not our core business. With EffectConnect’s Embedded Integrations, we can support many more marketplace order flows for our customers — without having to build and maintain all the integrations ourselves. That means more ‘yes’ to customer requests in less time.”

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Managing Director at DeliveryMatch Tom van Dam
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Marketplace integrations are on your roadmap, but they’re not your core business?

Many WMS, TMS, and other SaaS platforms receive the same question from customers:

“Can you also connect MediaMarkt, Amazon, or bol for orders and shipments?”

On paper, that sounds like “just another integration.”
In reality, it quickly turns into an ongoing stream of development, certification, maintenance, and support work for every single channel.

  • Every marketplace is different: its own authentication flow, settings, rate limits, and APIs.
  • Maintenance never stops: API changes, new requirements, and edge cases keep coming.
  • Support pressure grows: issues end up with your support team, even when the root cause is marketplace-related.
  • Your team loses focus: instead of improving your WMS, TMS, or OMS, developers spend time on non-core functionality.
  • Time-to-market slows down: one channel becomes five, then ten, each introducing new dependencies and complexity.

From dozens of separate projects one embedded solution

With EffectConnect Embedded Integrations, you can add marketplace orders and shipments to your WMS, TMS, or SaaS platform through a single integration.

You offer the functionality directly within your own platform, while we handle the marketplace-specific setup, authentication flows, and API logic behind the scenes.

A key difference compared to many traditional “integration provider” solutions:
your customers do not need a separate subscription or account with EffectConnect (or any other integration provider). The integrations become a seamless part of your own platform experience.

With a single integration, you unlock access to 50+ marketplaces directly within your software.

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How it works

Add 50+ marketplace integrations to your platform in 5 steps

Integrating with EffectConnect Embedded Integrations typically requires about the same effort as building a single marketplace integration yourself.

1. Register as an Embedded Partner

To use Embedded Integrations, we first register your company as an Embedded Partner. Together, we discuss which data flows are required and which commercial model best fits your platform and customers. Schedule a meeting to explore the possibilities.

2. Integrate the Partner API

By integrating the Partner API, you add dozens of marketplace integrations to your platform through a single integration.

3. Customize the Branded Pages

Through the Branded Pages, your users can manage authentication and marketplace-specific settings. You can customize these pages with your own branding, including your logo and colors.

4. Display the marketplace integrations within your platform

Show the available marketplace integrations directly in your platform’s interface, allowing users to select and connect them easily. Do you already offer native integrations? Then the Embedded Integrations can be presented in exactly the same way within your user experience.

5. Go live with your first customers

Launch with your first customers and start receiving the marketplace data you need in one standardized format. All without requiring your customers to create an account or purchase a subscription with EffectConnect.

Just like in your own platform

Branded Pages in your own visual identity

Your customers will see our Branded Pages whenever they connect or manage a marketplace integration. These pages are tailored to match the look and feel of your software platform.

Using Branded Pages means:

  • Authentication is handled - No need to build and maintain marketplace-specific authentication flows and validation steps yourself.
  • Marketplace settings are already optimized - Customers can manage the most important settings for each marketplace integration. You don’t need to research and implement every marketplace-specific configuration yourself.
  • A seamless user experience - We apply your branding, including logos and brand colors (primary, secondary, and background colors), to ensure a consistent experience within your platform.
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Clear ROI

Marketplace connectivity for your customers without requiring a separate integration provider subscription

For WMS, TMS, and other software platforms, receiving marketplace orders from a wide range of channels often requires an integration with a marketplace integration provider such as EffectConnect.

With Embedded Integrations:

  • No separate integration provider subscription required - Your customers no longer need their own subscription with an integration provider to process marketplace orders and shipments.
  • Lower costs for your customers - You decide how marketplace integrations are priced within your platform. Because no additional subscription is required, costs can remain low and predictable.
  • Lower development costs for your business - One integration gives you access to a complete marketplace connectivity layer, creating more room on your roadmap and significantly reducing the investment compared to building integrations one by one.
Comparison

Embedded Integrations vs. Building In-House vs. Integrator

There are several differences between the ways marketplace integrations can be made available within your platform. You can choose to use Embedded Integrations, build and maintain integrations in-house, or have your customers connect through an integration provider.

Comparison Embedded Integrations Building In-House Integrator
Development project 1× Every time 1×
Subscription needed for customer No No Yes
Integration feels native Yes Yes No
Your own marketplace logic is needed No Yes No
Your own look & feel Yes Yes No
Benefits of our Embedded Integrations

Integrate 50+ marketplaces through a single Embedded API

Make marketplace connectivity part of your platform, without letting it consume your roadmap. With a single integration, you can offer customers marketplace order and shipment connectivity, while EffectConnect handles the complexity of individual marketplace channels behind the scenes.

One integration, 50+ marketplaces

Offer marketplace orders and shipments through a single embedded solution, without building integrations channel by channel.

No integrator subscription required

Your customers do not need a separate account or subscription with an integration provider. The integrations are delivered directly as part of your platform experience.

Hosted setup & authentication (branded)

We host the marketplace-specific setup and authentication flows through branded pages, so you don’t need to develop and maintain channel-specific flows yourself.

Uniform order and shipment model

Process orders and shipments in one consistent format, allowing your WMS, TMS, or OMS logic to remain scalable and maintainable.

Less maintenance and support pressure

Marketplace APIs change continuously. We maintain the marketplace-specific logic and handle edge cases, so your team can stay focused on your core product.

A white-label experience that feels native

The integrations align with your UX and branding, creating a seamless experience that feels like a natural part of your platform.

EffectConnect integrations available directly to your customers

All marketplace integrations supported by EffectConnect are available through our Embedded Integrations.

After integrating our Partner API, your customers can easily connect their accounts for bol, Kaufland, Praxis, eBay, and many other marketplaces directly within your software platform.

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FAQ

Do you have questions about Embedded Integrations? Below, you’ll find answers to the most frequently asked questions. Prefer to discuss your situation directly? Schedule a meeting and talk with our experts.

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Which channels are supported?

All marketplace integrations developed for the EffectConnect platform are also made available through Embedded Integrations. View the complete overview of EffectConnect integrations here.

What needs to be implemented technically?

In general, the implementation includes:

  • 1 Partner API integration
    To retrieve available channels, retrieve connected channels per customer, fetch orders, and update shipments.
  • A marketplace overview in your UI
    Including “connect” and “manage” actions that open a Branded Page.
  • Optional callbacks or webhooks
    To redirect users or close a modal after authentication or settings updates

Do we need to build marketplace-specific authentication flows and settings ourselves?

No. Marketplace authentication flows and channel-specific validation are handled through our hosted pages. This significantly reduces implementation and maintenance effort, since every marketplace has its own requirements, rules, and exceptions.

What happens when marketplace APIs change?

We manage and maintain the marketplace-specific logic and continuously update integrations based on API changes, error patterns, and edge cases. This means you don’t need to repeatedly rebuild and maintain integrations for each individual marketplace.

How is security handled when multiple customers connect marketplaces through our platform?

Orders and marketplace connections are separated per customer account through tenant isolation, ensuring that data cannot leak between accounts. This approach aligns with modern security best practices for multi-tenant SaaS platforms.

Does my customer need an EffectConnect account or subscription?

No. Your customers connect marketplaces directly within your platform through the embedded flow. The setup and authentication are handled through branded hosted pages, but your customers do not need a separate EffectConnect account or integration provider subscription.

Do we receive orders in one standardized format?

Yes. Through the Partner API, you receive orders in a uniform data model, allowing you to build a single processing flow within your WMS, TMS, or OMS. The purpose is specifically to abstract away marketplace-specific differences and complexity.

Can I integrate marketplaces into my software using an iPaaS solution?

Yes, you can. An iPaaS platform can technically connect marketplaces by transforming and transferring data between systems.

In practice, however, this often introduces a significant amount of additional work, because you still need to build and maintain marketplace-specific logic and user flows yourself.

EffectConnect Embedded Integrations are typically more efficient because you:

  • do not need to build marketplace authentication and setup flows yourself
    (we host branded setup and authentication pages)
  • benefit from built-in marketplace logic instead of creating complex “if-this-then-that” flows
  • process orders and shipments through one standardized model and a single API
  • reduce maintenance effort because we handle marketplace API changes and edge cases behind the scenes

Schedule a meeting about Embedded Integrations

Would you like to discuss whether Embedded Integrations are the right solution for your marketplace connectivity needs? Schedule a meeting with one of our integration experts and explore the possibilities for your platform.

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