Data characterizing an offer for sale of a good or service by a seller is received. The data specifies constraints of the offer. The constraints identify a plurality of groups of potential buyers to which the offer is to be conveyed and characterizes conditions specifying how the offer is to be conveyed to each group. At least one of the groups is determined based on an affinity relationship of the potential buyers in that group to the seller. The terms of the offer may vary between at least two of the plurality of groups based on the relationship. A plurality of formatted offers can be generated. Each formatted offer corresponds to a respective group and to an online marketplace. At least one of the formatted offers can be posted to a respective group according to the conditions. Related apparatus, systems, techniques and articles are also described.
