Marketplace search and retail media

Model the difference between a product and the offers available from individual sellers. Discovery, advertising and fulfilment need to agree on which offer is eligible for the shopper’s context.

## Separate product and offer records Define shared product identity, seller-specific price, availability, condition and fulfilment. Decide how duplicate offers are presented and which record receives a click, purchase or sponsored attribution event.

## Make seller eligibility explicit Document approval rules, geographic availability and seller restrictions. Test the effect of suspending a seller or withdrawing an offer while a campaign remains active. Campaign funding should not bypass product or seller eligibility.

## Preserve traceability through measurement Carry the agreed identifiers from the displayed offer through the event record and reporting. Define how returns, cancellations and duplicate events affect any later reconciliation.

## Evaluate competing objectives A marketplace may care about shopper relevance, seller participation, organic sales and media revenue. Agree the order of constraints and the experiment design before changing ranking or ad density. Review results with the teams that own seller operations and the shopper experience.