The rapid growth of electronic trading platforms (aggregators and marketplaces) has caused a significant transformation of the market of goods, works and services. At the same time, the new opportunities and amenities that sellers have, as well as the reduction of current costs when using marketplace trading platforms, have a reverse side. Among the emerging problems are the market dictate and the rigid framework of interaction used by these digital platforms, the need to address issues of intellectual property protection, as well as a significant limitation of the possibility of strengthening your own brand and partial loss of communication with end customers. The solution to these problems is possible either by adapting to the hegemony of marketplaces according to the umbrella scheme, which, ultimately, is expressed in the loss of identity, or through the use of an integrated approach in marketing policy that differentiates sales activities.