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The pandemic lockdown promoted by the Covid-19 has impacted significantly Brazilian small enterprises and required the rapid assimilation of digital technologies by companies, whose technological structure was often non-existent. This study analyse a new digital business model, developed by an important institution that representing the retail of a Brazilian state, whose success has the potential to digitalize sales channels for thousands of small Brazilian businesses. To analyse this, qualitative evidence has been collected from interviews with the institution's executives, built out in the light of information economics theories and market ecosystems. Following the Business Model for Networked Organizations, a marketplace project was structured, identifying fundamental characteristics for strategic formulation. The study complements the literature that has presented examples of the application of this model to large technology companies and indicates managerial alternatives to promote the digitization of small businesses in developing countries.