15% of GMV ships late. Ban the sellers?

Today's warm-up: Marketplace Trust vs. Revenue Targets (Senior PM · Strategic Thinking)

A segment of high-volume sellers drives 15% of your GMV — with satisfaction scores 10% below average, mostly late shipping. Q4 targets are at risk. Trust & Safety wants them banned: they're eroding buyer trust, and churn will climb next year. Sales wants them coached and reviewed in January: banning now blows the quarter. The VP Product needs a call that balances survival with long-term health. Ban, coach, or find the middle path neither side loves? Fifteen percent of GMV is a lot of revenue to walk away from — and a lot of buyer trust to keep selling off.