A roll-up is an M&A strategy in which a company acquires several smaller firms in the same industry and merges them into a larger entity. The goal is to gain market share, achieve economies of scale, and increase competitiveness. Roll-ups are particularly popular in fragmented markets like e-commerce, where many small merchants are active.

Benefits of a Roll-Up:

• Economies of Scale: Shared processes and resources reduce costs.
• Market Share Growth: Acquiring several small providers increases market influence.
• Brand Strengthening: The consolidation often creates a strong, well-known brand.

Example:
A company acquires several small Amazon sellers that all offer products in the same category and combines them into a single brand. This allows the company to purchase larger quantities and reduce the cost per product.