In line with the FDI policy guidelines, “Marketplace model of e-commerce means providing of the information technology platform by an e-commerce entity on the digital and electronic network to behave being a facilitator between buyer and seller.”
The main feature of this marketplace model is that the e-commerce firm, like Amazon, Flipkart, Snapdeal, etc. provide a platform for clients to interact with a large numbers of sellers onboard to get a product online. Thus, whenever a product from amazon is bought, you’re actually purchasing it from a registered seller with it. As such the item is just not directly sold by amazon. Here, amazon is simply a website platform which facilitates a conference location for a consumer to meets many seller and provide various options and price levels for the services or products.
Whereas the Inventory-led websites have specialized but limited product selection along with the serious customers may sign in to those website for the specific product selection, for example caratlane.com for precious jewellery, booknest.in to buy books, swiggy.com for ordering food, 1mg.com for medicines etc.
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Anchor Seller and a Level Playing field
A lot of the marketplace players have anchor sellers on panel, who will be either their subsidiary entities or possibly a large enterprise that have inked privileged deals with them which will help them offer money saving deals or discounts for the customers. This may will include 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 within pre-agreed arrangement.
You often see that some merchandise is on your website at 40% -60% discounts which is even hard for producer to make available. You often see that there are 40-50 sellers for the buy books online Bangalore but excepting one anchor seller, no one is able to make available such exciting discounts or offers. They will mask other seller completely and corner almost entire demand for the products, thereby also frustrate these multiple genuine sellers to arrive at the shoppers using their honest pricing offers.
Almost all e-commerce players take presctiption the verge of re-discovering their business models and desire to become profitable sooner. Truth be told, none have been able to see anything in profit so far. Many big and promising e-commerce and unicorn players have perished as a result of unsustainable losses and lots of have been sold out to others. Year 2017 would see more to lock belts and continue to keep solve this riddle lest they perish from the race for the survival with the fittest.
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