Alex Kartsel: Scaling Markets with PhD Strategy

The Strategic Mindset of Alex Kartsel

For Alex Kartsel, strategy is all about questioning the norm and uncovering opportunities that others might miss in competitive markets. With over 15 years of experience in digital platforms, marketplaces, and consumer technology, he has played a pivotal role in driving growth for companies like Bolt, OLX, and EWL across Europe, the Middle East, Latin America, and Asia. His academic background—comprising a doctorate in social science from the University of Warsaw and an MBA from the European University Viadrina—has equipped him with both analytical depth and practical insight, allowing him to bridge the gap between theory and execution.

“The most important lesson from my MBA was learning to challenge the status quo,” Kartsel reflects. “When I joined Bolt in Poland, Uber was already the dominant player. Many thought it was risky to enter that space. But there are always ways to stand out—whether through customer service, supplier relationships, or unique value propositions. That’s where strategy truly begins.”

The Complexity of Marketplace Scaling

Kartsel emphasizes that scaling a marketplace is a multifaceted process, with each stage requiring a tailored approach. “In the early days of a startup, you can use promotions or discounts to attract users without breaking the bank,” he explains. “But as the business grows, every transaction becomes more costly to subsidize. At this point, leaders must focus on precision—understanding user behavior, re-engaging customers who have left, and optimizing the value of each purchase. Once the platform matures, the focus shifts to enhancing the customer experience and eliminating friction points.”

This philosophy reflects Kartsel’s ability to balance theoretical knowledge with real-world application. Throughout his career, he has led teams of over 250 people while staying deeply involved in strategy, operations, and product development. This hands-on approach has given him a unique perspective on the challenges and opportunities that come with scaling.

Three Core Pillars of Marketplace Growth

When asked to distill his experience into actionable advice, Kartsel outlines three key priorities for any marketplace. “First, you need a strong supply side. Without it, even the best marketing won’t help if customers can’t find what they’re looking for. Second, you must grow your customer base in line with your supply. And third, you need a committed team. A good team isn’t always the most experienced—it’s the one that’s fully invested, especially in the early stages.”

His focus on team building underscores a recurring theme in his leadership style. For Kartsel, success is rarely the result of a single bold move but rather the interplay of resilient people, thoughtful strategy, and adaptability throughout different stages of growth.

The Future of Marketplaces: AI, Transparency, and Virtual Experience

Looking ahead, Kartsel identifies three forces that will shape the next decade of digital marketplaces. The first is trusted guidance powered by artificial intelligence. “Consumers want reliable insights, not just star ratings or paid reviews. Platforms that offer objective information will build long-term trust.”

The second force is transparency, particularly around pricing. “It will be easier than ever to compare prices across platforms. The winners will be those who embrace transparency as a strategic advantage and become genuine partners to consumers.”

The third is immersive technology. Kartsel envisions a future where virtual try-ons for clothing, eyewear, and other products become standard. “AI will support decision-making by making virtual experiences almost indistinguishable from real ones,” he says.

A Global Perspective on Growth

Kartsel has built a reputation for turning complexity into action, blending academic rigor with operational excellence. His ability to navigate both startup and corporate environments gives him a broad view of how marketplaces evolve. “Scaling is never about one formula. It’s about understanding the stage you're in and adjusting your strategy accordingly.”

For those interested in learning more about his work and insights, Alex Kartsel can be connected with on LinkedIn or by visiting his website.