The Range Upgrades Marketplace Technology With Mirakl Partnership
The Range has announced a significant upgrade to the technology powering its online marketplace, replacing its previous in-house infrastructure with Mirakl's specialist platform in a move designed to support continued growth across its digital operation.
The partnership brings AI-powered capabilities to the retailer's marketplace management, covering seller onboarding, automated workflows, performance monitoring, and operational scalability. It also includes Mirakl Ads, which gives third-party sellers on the platform a direct advertising channel to reach The Range's customer base.
Why this matters for marketplace sellers
The scale of The Range's online operation makes this a meaningful development for sellers looking for alternative marketplace channels beyond Amazon and eBay. The retailer's ecommerce platform attracted more than 200 million visits during 2025, with product views across the site growing 56 percent compared to the previous year. Third-party marketplace partners now account for 45 percent of online sales, a figure that underscores how central the marketplace model has become to The Range's overall commercial strategy.
The move to Mirakl is designed to support that growth with infrastructure that can scale more effectively than the previous in-house solution, giving sellers improved tools to manage their presence on the platform and, through the new advertising capability, targeted options to grow their sales within a high-traffic retail environment.
What is changing on the platform
The transition to Mirakl completed its phased onboarding process in March 2026, representing the latest stage in a wider digital transformation programme being carried out across CDS Superstores, the parent company that also operates wilko, Homebase, and Bathstore alongside The Range's 280-plus stores across the UK and Republic of Ireland.
As part of the same investment programme, CDS Superstores is also integrating Google Cloud technologies into its ecommerce operation, with AI-powered search and product discovery tools designed to improve relevance and personalisation across the marketplace catalogue. The combination of Mirakl's marketplace infrastructure and Google Cloud's AI capabilities represents a substantial technology investment aimed at making The Range's online platform more competitive and more scalable as its digital customer base continues to grow.
What this means for sellers considering the platform
For marketplace sellers evaluating where to expand their online presence beyond the dominant platforms, The Range's combination of high traffic volume, a growing third-party seller base, and newly upgraded infrastructure makes it a more compelling option than it may have been under the previous in-house technology. The addition of Mirakl Ads in particular gives sellers a way to invest in visibility on the platform in a structured and measurable way, which has become an increasingly standard expectation for marketplace sellers accustomed to advertising tools on Amazon and eBay.
Applications for new marketplace sellers remain open, with approved partners gaining access to The Range's customer base and advertising capabilities through the platform's seller portal. https://marketplace.therange.co.uk/.