In accordance with the FDI policy guidelines, “Marketplace model of e-commerce means providing of your i . t platform by an e-commerce entity on a digital and electronic network to act as being a facilitator between buyer and seller.”
The principle feature of the Marketplace model is the e-commerce firm, like Amazon, Flipkart, Snapdeal, etc. give a platform for purchasers to interact using a large numbers of sellers onboard to buy a product or service online. Thus, each time a product from amazon is bought, you are actually acquiring it coming from a registered seller from it. As such the product isn’t directly sold by amazon. Here, amazon is simply a website platform which facilitates a gathering area for a consumer to meets a large number of seller and provide various options and price levels for the services or products.
Whereas the Inventory-led websites have specialized but limited product range as well as the serious customers may signing in to these website for the specific product range, like caratlane.com for precious jewellery, booknest.straight into buy books, swiggy.com for ordering food, 1mg.com for medicines etc.
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Anchor Seller along with a Level Game
Most of the marketplace players have anchor sellers on panel, who are either their subsidiary entities or possibly a large enterprise that have applied for privileged relates to them which assists them offer money saving deals or discounts on the customers. This will likely incorporate a higher discount on products, FREE shipping, compensation for sales returns etc. The losses incurred on these deals /services are compensated by the Marketplace Player with a pre-agreed arrangement.
It’s easy to find that some merchandise is entirely on the website at 40% -60% discounts which can be even a hardship on the manufacturer to offer. It’s easy to find that there are 40-50 sellers for the books online cheap but excepting one anchor seller, no one is able to offer such exciting discounts or offers. They can mask other seller completely and corner almost entire demand for they, thereby also frustrate these multiple genuine sellers to arrive at the shoppers using their honest pricing offers.
Just about all e-commerce players take presctiption the verge of re-discovering their business models and aspire to become profitable sooner. The truth is, none are already capable of seeing a cent in profit so far. Many big and promising e-commerce and unicorn players have perished as a result of unsustainable losses and lots of are already out of stock to other people. Year 2017 would see more to lock belts and pursue to solve this riddle lest they perish in the race on the survival in the fittest.
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