Considering the mixed results of the literature on coopetition and performance, we shed new light on these contributions by changing our level of analysis from the firm to the product level. Building on the coopetition and the bargaining power literatures, we elaborate a theoretical model and several hypotheses. Using a database in the real estate brokerage industry, we show that M&S coopetition has a positive and significant impact on product commercial performance. Moreover, it appears that firms having a larger experience of M&S coopetition strategies tend to sell their product more successfully. Finally, the study of the interaction between the M&S coopetition and size of firms shows that the positive impact of coopetition outweighs the negative impact of the focal firm’s size on commercial performance