According to the FDI policy guidelines, “Marketplace type of e-commerce means providing of your information technology platform by an e-commerce entity over a digital and electronic network to act as being a facilitator between buyer and seller.”
The key feature of this marketplace model would be that the e-commerce firm, like Amazon, Flipkart, Snapdeal, etc. give you a platform for patrons to interact with a large number of sellers onboard to buy a product or service online. Thus, every time a product from amazon is bought, you are actually buying it coming from a registered seller with it. As such the merchandise is not directly sold by amazon. Here, amazon is simply website platform which facilitates a gathering spot for someone to meets numerous seller and gives various options and price levels for a service or product.
Whereas the Inventory-led websites have specialized but limited selection and the serious customers may log in to the telltale website for a specific selection, including caratlane.com for precious jewellery, booknest.into buy books, swiggy.com for ordering food, 1mg.com for medicines etc.
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Anchor Seller plus a Level Stage
The majority of the marketplace players have anchor sellers on panel, that are either their subsidiary entities or a large enterprise who have entered into privileged works with them that helps them offer bargains or discounts for the customers. This could incorporate a higher discount on products, FREE shipping, compensation for sales returns etc. The losses incurred on these deals /services are compensated through the Marketplace Player within a pre-agreed arrangement.
You regularly discover that some merchandise is available on the site at 40% -60% discounts which is even challenging for the maker to supply. You regularly discover that you can find 40-50 sellers for a buy management books but excepting one anchor seller, fat loss to supply such exciting discounts or offers. They even mask other seller completely and corner almost entire requirement for these products, thereby also frustrate these multiple genuine sellers to achieve the shoppers using their honest pricing offers.
Almost all e-commerce players are saved to the verge of re-discovering their business models and wish to become profitable sooner. The fact is, none are already capable of seeing a cent in profit to date. Many big and promising e-commerce and unicorn players have perished on account of unsustainable losses and a lot of are already sold out to other people. Year 2017 would see more to lock belts and go on to solve this riddle lest they perish in the race for the survival in the fittest.
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