• The impact of marketplaces on sales channels is reduced for the first time (from 58% in 2022 to 53% in 2026), breaking the post-Covid trend of accelerated growth 

• The impact on sales volume declines significantly, dropping from 57% to 44% 

• The sector makes a qualitative leap in its demands to public authorities: from economic support and reputation-building measures to fiscal, regulatory and structural claims

Barcelona, 12 June 2026. The Official Association of Commercial Agents of Barcelona (COACB) presents the results of the new edition of its study on the impact of marketplaces on the activity of commercial agents, comparing the data collected in 2022, during the post-pandemic period, with those from 2026. The analysis shows a substantial shift in the trend: after years of intense and almost exponential growth, the influence of marketplaces has stabilized and is beginning to show signs of decline. Despite this moderation, COACB warns that the traditional commercial model remains exposed to structural risks and calls for measures that go beyond the short term.

An expansion that has slowed down following the post-pandemic peak

The results of the study show that the strong impact of marketplaces identified in 2022, shaped by the exceptional context of the post-Covid recovery, has entered a new phase. Whereas at that time 58% of commercial agents reported being affected by this phenomenon, in 2026 this figure has decreased to 53%.

“This evolution reflects a change in cycle. After a period of accelerated growth, during which marketplaces gained ground in a disruptive way, the market appears to have reached a phase of greater stabilization,” explains Ricard Penas, president of COACB. “The penetration of these channels remains high and challenging, but it is important to highlight that, for the first time, the pace of expansion has halted and is beginning to show a slight correction, which brings a certain sense of hope for local Catalan commerce.”

In this regard, the study indicates that the sector is entering a phase of maturity, in which the different stakeholders are beginning to better understand the dynamics of the new commercial environment. 

“It is important for manufacturers to start understanding that complementing sales with online channels often ultimately leads to physical stores where they sell their products and, in many cases, achieve higher sales than through online channels,” adds Penas.

Pressure on sales decreases, but does not disappear

One of the most significant findings is the reduction in the direct impact on sales. The percentage of agents stating that marketplaces negatively affect their turnover has fallen from 57% in 2022 to 44% in 2026.

This decline can be interpreted as a sign of the sector’s gradual adaptation, as in some cases it has started to integrate digital channels into its commercial strategies. 

However, COACB emphasizes that this relative improvement does not mean that the issue has been resolved. Marketplaces continue to shape how the market operates and are modifying the rules of the game, particularly in terms of pricing, intermediaries, and access to the end customer.

A structural risk that persists over time

Despite the decline in some indicators, the study highlights that the traditional commercial model remains at risk. The dominance of large digital operators, their international tax structures, their capacity for market concentration, and their influence over the value chain continue to raise concerns among industry professionals, creating unfair competition for the traditional retail structure. According to the study, concern about the future has also decreased but remains widespread: 56% of professionals believe marketplaces will continue to impact the sector, compared to 62% in 2022.

Penas stresses that “the lower intensity of the impact should not be interpreted as a definitive slowdown, but rather as a phase of consolidation that halts the growth of a ‘bubble.’ However, this is a well-established model, and the challenges persist and must be addressed with a medium- and long-term perspective.”

From short-term measures to structural demands

One of the most relevant elements of the comparison between 2022 and 2026 is the evolution in the proposed measures put forward by the hundreds of participants in the study. While in the previous edition the demands mainly focused on economic support, institutional backing, or more short-term promotional campaigns, in 2026 the sector takes a step further:

Professionals now call for the need to promote fiscal measures adapted to the new digital environment, establish clearer and more balanced regulation of marketplaces, and review how the distribution chain operates. They also highlight the need to address unfair competition practices that are present in many cases of online sales, in order to ensure fairer conditions for all participants—not only those that benefit large platforms.

This shift indicates greater maturity and a better understanding of the phenomenon. The sector is no longer focused solely on mitigating the effects but is now aiming to address the structural causes of the imbalance.

Towards a more balanced commercial landscape

Overall, the results of the study point to a turning point. The expansion of marketplaces has slowed and their impact is moderating, but the challenge of coexistence with the traditional commercial model remains fully relevant.

“The current moment is key to moving towards a more balanced commercial ecosystem; it will be necessary to continue monitoring its evolution in the coming years,” concludes Penas.