The Future of Marketplaces: Building Human-Centric Platforms with Julien Bruitte, Co-founder of Origami Marketplace

In this second episode of Transformation Heroes, we dive into the evolving world of marketplaces with Julien Bruitte, co-founder of Origami Marketplace. Over the past 10 years, Julien and his team have developed a platform that redefines how businesses approach multi-vendor commerce—by building flexible, human-centric marketplaces tailored to each client's needs.

Origami’s philosophy is rooted in the belief that digital transformation only succeeds through people. Julien emphasizes that marketplaces are not just about enabling transactions—they’re about digitizing relationships between actors. Origami isn’t trying to clone Amazon or mimic eBay. Instead, the company works closely with clients to craft marketplaces that align with their unique processes, ambitions, and challenges. Whether it's launching a B2B procurement tool or creating an economy based on second-hand goods, their platform is designed to adapt, evolve, and scale through modularity and deep collaboration.

Throughout the conversation, Julien discusses how Origami guides clients from initial ideation to long-term success. It starts with a strong pre-sales process that uncovers real needs—often hidden behind Excel files or inefficient manual workflows. From there, the onboarding phase isn't just technical training; it’s about helping clients clarify their objectives and identifying whether their initial vision is the right one. Once live, the “run” phase is where ongoing value is delivered—through business reviews, customer feedback loops, and regular check-ins to ensure the platform continues to deliver on its promise.

What you’ll discover in this episode:

• Why Origami doesn’t focus on market verticals but on client mindsets—and how that changes everything
• The difference between solving for a “pain” versus chasing a “dream,” and why both shape product development
• How Origami supports circular economy initiatives—from used horse-riding gear to reconditioned eyewear
• Why AI should be seen as an assistant, not a replacement—and how it’s actually used inside the company
• How co-building with clients leads to a better platform for everyone, without falling into the trap of custom overload
• The importance of saying “no” when simplicity and scalability are at stake
• What Julien sees as the real emerging technologies reshaping marketplaces today (hint: it's not just AI)

Julien also sheds light on how Origami supports emerging business models, particularly in the circular economy. From a marketplace for used equestrian equipment to a platform for reconditioned eyewear, these projects often come with complex logistical and regulatory requirements. Yet they all share a common thread: community, trust, and the need for simple, effective tools. Origami provides the technical foundation while allowing clients to focus on their business and users.

The episode also touches on the role of AI. Julien views artificial intelligence as a powerful assistant rather than a replacement. Origami uses AI internally for tasks like support ticket suggestions or code assistance—but always with human oversight. He’s cautious about overpromising what generative AI can do today, warning against chatbots that harm the user experience more than they help. Instead, he advocates for AI as a tool to enhance human capabilities, particularly in automation and decision support.

Ultimately, this conversation is a reminder that digital tools should serve people—not the other way around. Julien leaves us with a clear message: technology is only as good as the human relationships it enables. The marketplaces of tomorrow will be built not just with code, but with empathy, curiosity, and continuous collaboration.

Baptiste's Linkedn : https://www.linkedin.com/in/baptiste-hingre-banal-feedier/