Adrien Nussenbaum

U.S. CEO and co-founder, Mirakl
Adrien Nussenbaum is the U.S. CEO and co-founder of Mirakl Inc., a provider of online marketplace technology and services. Adrien is an Innovation All-Star because of his entrepreneurial drive and business development accomplishments. He is a serial entrepreneur with more than 14 years of entrepreneurial experience. After completing his studies at the HEC School of management in Paris, Adrien started his career with Paribas Investment in Hong-Kong. He rapidly went on to co-found All Instant in New York, an enterprise instant messaging solution that was later sold in 2003. He then joined Deloitte’s restructuring team where he advised a number of businesses who were in the throws of company turnarounds and transformations. Adrien co-founded Splitgames in 2006, a leading online video game marketplace and content website acquired in 2008 by FNAC. Adrien then created and co-headed FNAC's new online marketplace business, significantly impacting FNAC's overall omnichannel business. At the beginning of 2012, he left FNAC to co-found Mirakl, which has become the leading provider of online marketplace technology. At Mirakl, Adrien has provided a path for 100 customers to compete against the Amazon machine by enabling them to launch and operate their own online marketplace without the risks and costs associated with internal development. Through his work and innovative ideas, Adrien has become a proponent and catalyst for the online marketplace revolution by helping to transform the traditional e-commerce landscape and make commerce agile, scalable, and most importantly, profitable for all retailers.
  • Posted on: 05/12/2017

    Do customer reviews suffer from a herd mentality?

    It is not necessarily a herd mentality. There are types of consumers that are likely to leave reviews (such as young people, people that have had terrible experiences or extremely good experiences). Increasingly, the reminders that retailers and sellers send out to buyers provide incentives for more and more consumers to leave reviews that are actually reflective of the experience they had.
  • Posted on: 05/12/2017

    Will Amazon dominate the online furniture market?

    Amazon has proven that it can move into any category it wants and dominate. The company has a business model that allows it to move into categories in a profitable way (e.g. through its marketplace of 3rd party sellers) before deciding if it wants to invest more in the category on its own, either through owned inventory or logistics or both.
  • Posted on: 05/08/2017

    Do consumers want experiential rewards?

    Just like consumers like a wide array of product choices, they also like an array of rewards. There are certain experiences that will be worth more than money, but discounts and money back are always things that will be of interest.
  • Posted on: 05/08/2017

    Can Walmart dash past Amazon with its own product replenishment system?

    Before diving into IoT and AI for auto-replenishment, most retailers should focus on gaining the trust of consumers that they will have the right products available in the first place. American retailers have lost the assortment game to Amazon thus far. The first thing they must do is find a way to profitably offer the right products to customers, and then worry about auto replenishment.
  • Posted on: 04/05/2017

    BrainTrust throwdown: Is it inevitable that tech companies will dominate retail?

    It is really about business models. Amazon's marketplace business model is a driving factor in its success. It has created a platform business -- and that platform is supported by technology. Technology will be critical because customers shop for experiences. Certainly, products are a part of the experience, but so are many other factors -- price, array of choice, availability of information, availability of value-add products or services, and trust of service quality. Technology that can make sure the experience is top notch will be critical. Therefore, technology providers can win big by enabling retailers to become platform businesses.
  • Posted on: 02/16/2017

    What will Walmart gain from its Moosejaw acquisition?

    The synergies between the two companies are not immediately obvious. Perhaps these acquisitions are aimed more at showing a larger % of online revenue for Walmart's total revenue, given the growth figures for online eCommerce.
  • Posted on: 02/15/2017

    Is Amazon the most innovative company in retailing?

    It is difficult to argue that Amazon is not the most innovative company in retailing. If you ask retail CEOs what keeps them up at night, they will unanimously say Amazon eating their lunch. While certain retailers have made advances in certain areas, like omni-channel, few are committed to taking profits from one area of the company (in Amazon's case, its marketplace of 3rd party sellers) and using those profits to grow innovation. Amazon's strategic moves, like FBA, are truly innovative and game-changing. We don't see moves like that from other American retailers.
  • Posted on: 02/14/2017

    Will women buy lingerie from Amazon?

    People in general continue to buy more and more from Amazon. Why should women be any different? Ultimately, people will buy from retailers that offer the best customer experience. Amazon's broad assortment, competitive prices, and convenient quality service make for a great customer experience. Specialty retailers should not feel that their brand reputations are enough to keep customers from going to Amazon.
  • Posted on: 02/08/2017

    Are vendors and stores headed for a fight over Amazon?

    Brands can take a page from Amazon and create their own marketplaces where they can invite their retail partners to sell on the brand's eCommerce site. This creates a new sales channel for retail partners -- removing any channel conflict -- and ensures a smooth customer experience. The customer can research on the brand's site, transact on the brand site, and still get the fulfillment and customer service that retailers have provided for so many years. It is a win-win-win.
  • Posted on: 02/01/2017

    Has Amazon fundamentally changed the way Americans shop?

    There is no doubt that Amazon has changed the way Americans shop. Look no further than the success of Prime Day. The trust Amazon has built with customers is a huge threat for competitors. The breadth that Amazon can offer through its marketplace of third-party sellers has competitors trying to differentiate in other ways that tend to be less profitable and less compelling for customer experience.
  • Posted on: 01/31/2017

    Will free two-day shipping give Walmart an edge over Amazon?

    It is an interesting competitive move that may show other retailers that it is possible to copy Amazon and be successful. It will be key to build more of a community aspect like Prime, rather than just sticking to 2 day free shipping. But it certain shows that Walmart believes the Amazon model works and will work for more than just Amazon.
  • Posted on: 01/27/2017

    Will drop shipping online orders deliver results for retailers?

    Dropshipping is a method that has been used successfully to expand assortment and mitigate cash flow issues in doing so. A marketplace strategy can scale those efforts in a more profitable way. A marketplace strategy is highly complementary if you’re already dropshipping because you’re already invested in low cost/risk assortment expansion. However, dropshipping does not scale the way the marketplace does:
    • The complexity of sourcing: Merchandisers still have to touch/feel the products and decide if they want to own inventory. This is a labor intense/high overhead process which doesn’t go away.
    • The price negotiation: In the marketplace model, the third party sellers control the price, not the merchant. This is a time-intensive process that is removed with a marketplace. Adding more sellers creates a self-sustaining price competitive model.
    • Quality of service control - as sellers scale.
    • Virtuous cycle of product, price, and service at scale not achievable with drop-ship.
    • Dropshipping relies on outdated EDI technology, which slows down brining on new sellers.
    • As a result of the EDI requirements, many innovative sellers do not engage in dropshipping, limiting the universe of products the merchant will be able to sell.
  • Posted on: 01/26/2017

    Has eBay found its retail place online?

    The marketplace model is driving growth for retailers around the world. In the U.S., relatively few retailers have launched their own marketplaces, which would give shoppers more options than Amazon, eBay and Walmart for broad assortments. If more retailers had marketplaces, we might see others growing instead of just the large online marketplaces.
  • Posted on: 01/20/2017

    What factors weigh on tech purchase decisions?

    Price is always important, especially for smaller retailers. One thing to consider is the pricing model — is it set up in a way where the vendor is incentivized to make the customer successful. When a pricing model is built to reward success, it builds trust with the customer and creates incentives on both sides to work hard for each other.
  • Posted on: 01/20/2017

    NRF Show attendees aren’t sure how 2017 will shake out

    There are still incredible opportunities to improve retail through innovation and inventory efficiencies. Shopping experiences can improve as retailers harness more and more customer data. Being able to sell products that partners stock for you can drive margin growth, which can then fund further innovation. There are so many examples of innovative change coming to retail that it is still an exciting time for our industry.
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