Building Discovery by Merchant Mix

When it comes to product discovery, the mix of merchants you include can shape the entire experience.

Well-known retailers bring familiarity and trust, while smaller or niche merchants often surface variety, unique pricing, or inventory that bigger names may not carry.

Balancing both creates a more complete view of the market. It allows publishers to showcase a range without overwhelming users, and it makes discovery feel more competitive and interesting.

Sometimes the best offer is from the largest merchant, and other times it comes from a retailer a shopper may not have considered.

Structured product data makes this possible by connecting results across merchants in a way that highlights both the expected and the unexpected.

Identical products can be matched across multiple merchants, pricing can be compared in real time, and availability can be checked instantly.

Instead of discovery being limited to a handful of names, publishers can open up results that reflect a wider market view while still keeping everything organized and relevant.

The outcome is discovery that feels fuller, sharper, and better aligned with what audiences are really looking for.