According to the FDI policy guidelines, “Marketplace style of e-commerce means providing of an it platform by an e-commerce entity on a digital and electronic network to act as being a facilitator between buyer and seller.”
The primary feature of this marketplace model could be that the e-commerce firm, like Amazon, Flipkart, Snapdeal, etc. provide a platform for patrons to have interaction with a large number of sellers onboard to get a product online. Thus, when a product from amazon is bought, you are actually buying it from a registered seller by using it. As a result the item just isn’t directly sold by amazon. Here, amazon is simply website platform which facilitates a gathering area for someone to meets a large number of seller and gives various options and value levels for any product or service.
Whereas the Inventory-led websites have specialized but limited product selection along with the serious customers may log in to those website for any specific product selection, including 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
The majority of the marketplace players have anchor sellers on panel, that are either their subsidiary entities or even a large enterprise who’ve applied for privileged relates to them which helps them offer money saving deals or discounts for the customers. This will likely will include a higher discount on products, Free freight, compensation for sales returns etc. The losses incurred on these deals /services are compensated through the Marketplace Player with a pre-agreed arrangement.
You regularly realize that some goods are positioned on the site at 40% -60% discounts that is even hard for producer to provide. You regularly realize that you can find 40-50 sellers for any books online cheap but excepting one anchor seller, no one is able to provide such exciting discounts or offers. They even mask other seller completely and corner almost entire need for they, thereby also frustrate these multiple genuine sellers to succeed in the customers using their honest pricing offers.
Almost all e-commerce players are stored on the verge of re-discovering their business models and dream to become profitable sooner. The fact is, none happen to be able to see anything at all in profit up to now. Many big and promising e-commerce and unicorn players have perished as a result of unsustainable losses and several happen to be out of stock to others. Year 2017 would see additional to lock belts and go on to solve this riddle lest they perish in the race for the survival from the fittest.
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