Case Study
Dec 9, 2023

BassPro multi-vendor marketplace case study and how to start your own

Written by is a popular online marketplace for all things outdoor and sports-related for anyone who loves camping, fishing, or hiking. If you’re planning to start your own go-to place for top-notch gear and equipment, Vendo makes it super easy to start your own online marketplace with products from dozens of domestic brands.

You can get it all set up and start selling stuff really quickly, sometimes in just a few days. It also helps you deal with the tricky stuff like keeping track of all the products and handling shipping, so launching your marketplace is a lot smoother.


Vendo is also a one-stop-shop for all your marketplace needs, providing you with a marketplace platform automating day-to-day operation, a catalog of brands to pick from or an ability to invite your own brands, merchandising and promotional tools, ability to sell through multiple channels (your existing website, emails & SMS, mobile app, social media), and ongoing daily support scaling your marketplace business.   

BassPro Marketplace Success: The Great Outdoors Online

1. From a Tiny Section in a Liquor Store to a Huge Online Presence started off small, really small – in the back of a liquor store in the 1970s. But it didn't stay small for long. The founder, Johnny Morris, was passionate about giving outdoor enthusiasts exactly what they needed. Fast forward to today, and is a massive online marketplace. It's not just a website; it's a destination for millions of fishing, hunting, and outdoor lovers.

2. A Vast Sea of Products

Talking about numbers, has an insane variety of products. From fishing rods to camping gear, they've got it all. This variety turned them into a one-stop shop for outdoor gear. Whether you're a pro angler or a weekend camper, you can find what you need on

3. Merging with the Competition

In 2017, took a big leap and merged with Cabela's, another giant in the outdoor gear world. This merger didn't just double their size; it expanded their reach and solidified their place as leaders in the outdoor retail market.

4. More Than Just Shopping isn't just about buying stuff; it's about the experience. They offer educational content, how-to guides, and even outdoor adventures. This approach of being more than just a retailer has helped them build a loyal community of outdoor enthusiasts.

5. Adapting to the Digital World

They didn't ignore the digital wave. adapted to online shopping trends, making their site super user-friendly and even jumping into mobile shopping. Their ability to blend brick-and-mortar authenticity with online convenience keeps them ahead in the retail game.

BassPro's Affiliate Program runs an affiliate program where bloggers and website owners can earn money. If you've got a site about the outdoors, you can link to products on When someone clicks your link and buys something, you get a commission. It's a neat way to make some extra cash while sharing cool outdoor gear.

Replicating BassPro's Success: A Simple Guide

1. Start with Passion

Johnny Morris started out of a love for the outdoors. Find a market that you're passionate about.

2. Offer a Wide Range

Just like's huge variety of products, make sure your marketplace offers a wide range of items. This attracts more customers.

3. Be More Than a Store

Provide value beyond just selling products. Educational content, guides, or community events can make your marketplace stand out.

4. Embrace Change and Innovation

Stay open to changes in the market and be willing to innovate, whether that's merging with others or upgrading your tech.

5. Focus on the User Experience

Make sure your website or app is easy to use. A great shopping experience can turn one-time visitors into loyal customers.

In short, start with a passion, offer variety, be more than just a seller, stay adaptable, and focus on your customers. That’s your playbook for a marketplace success story like!

Get started with a marketplace like BassPro on Vendo!


  • Book a demo call: We’ll set up your demo marketplace and populate it with products
  • Customize your Storefront: We’ll help you craft a storefront that aligns with your brand identity, ensuring a cohesive and on-brand shopping experience for your customers.
  • Onboard Brands: Invite your favorite brands or choose brands from the Vendo brand catalog. We can also start reaching out to brands you’d like to sell on your behalf.
  • Select Products: Curate product collections manually or automate the process to efficiently manage your catalog and meet customer demand.
  • Embed products: Make your editorial content shoppable with products embedded right where your customers expect them to find. Simplify and streamline product discovery.
  • Start Selling Programmatically: Push products through multiple touch points: on your website, share it on social media, and include products in your newsletters.
  • Get Paid: Get paid as soon as products are shipped by the brands. No need to wait 30-60 days or worry about orders not attributable to your affiliate links.
  • Get Repeat Sales: Since you’re not linking out, your customers will keep coming back. We’ll help them with abandoned cart emails and promotional email blasts.


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