A method for managing entities in a multi-tenant marketplace architecture system is discussed. The method includes determining that a merchant is represented as a first representation in a first hierarchical data structure and as a second representation in a second hierarchical data structure, where both the first and second hierarchical data structures are managed by a first service provider. The merchant is being managed via a full representation in an original hierarchical data structure by a marketplace service provider. The first and second representations provide outbound services via the first hierarchical data structure and via the second hierarchical data structure, respectively. The method also includes linking the first representation with the second representation to configure the first and second representations for propagating results of an inbound service applied to one of the first and second representations to a remaining one of the first and second representations.