An example method may include creating multiple instances of a marketplace platform, using a first instance of the marketplace platform to aggregate multiple catalogs of service vendors into an aggregated catalog of the first instance, and additional instances of the marketplace platform (reseller instances) to aggregate the aggregated catalog of the first instance (or the aggregated catalog of another reseller instance) into the aggregated catalog of the respective reseller instance into the aggregated catalog of the respective reseller instance. Each instance of the marketplace platform may be such that, when it is run by processing circuitry, it aggregates input catalogs into an aggregated catalog of the respective instance. Each instance of the marketplace platform may also include a customer portal that is to present offerings of the corresponding aggregated catalog for sale to users. The method may further include onboarding resellers and associating separate instances of the marketplace platform (the reseller instances) with the onboarded resellers, respectively. The method may further include, in response to a given offering being purchased via the customer portal of one of the reseller instances, causing one of the instances of the marketplace platform to orchestrate fulfillment of the given offering.