Third-party sellers have become the backbone of the largest e-commerce marketplaces, such as Amazon. According to Marketplace Pulse, these businesses generated roughly 60% of Amazon’s GMV in 2019, double the percentage they represented a decade ago. The significant growth of these small to medium-sized businesses has fueled the growth of aggregator startups - companies aiming to acquire and scale ecommerce brands. We’re already seeing the space heating up. Investment in the space surpassed 2020's yearly total inside Q1 of 2021, and success stories like Thrasio have reached unicorn status. The concept of brand/product portfolio companies isn't new, but the playing field is. These are the startups aiming to be the Unilevers and P&Gs of online shopping.