In line with the FDI policy guidelines, “Marketplace style of e-commerce means providing of an i . t platform by an e-commerce entity over a digital and electronic network to do something like a facilitator between buyer and seller.”
The primary feature of this marketplace model is the e-commerce firm, like Amazon, Flipkart, Snapdeal, etc. give a platform for customers to activate with a large number of sellers onboard to get a product online. Thus, whenever a product from amazon is bought, you might be actually buying it coming from a registered seller from it. As a result the item isn’t directly sold by amazon. Here, amazon is simply website platform which facilitates a conference place for someone to meets many seller and gives various options and price levels to get a products or services.
Whereas the Inventory-led websites have specialized but limited product range along with the serious customers may sign in to those website to get a 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 and a Level Arena
A lot of the marketplace players have anchor sellers on panel, that are either their subsidiary entities or a large enterprise who may have entered into privileged works with them which helps them offer great deals or discounts towards the customers. This may include a higher discount on products, Free delivery, compensation for sales returns etc. The losses incurred on these deals /services are compensated from the Marketplace Player within a pre-agreed arrangement.
It’s easy to find that some products are on the site at 40% -60% discounts which can be even a hardship on producer to make available. It’s easy to find that you will find 40-50 sellers to get a Online Books in Bangalore but excepting one anchor seller, fat loss to make available such exciting discounts or offers. They can mask other seller completely and corner almost entire interest in they, thereby also frustrate these multiple genuine sellers to achieve the customers can use with their honest pricing offers.
Just about all e-commerce players are on the verge of re-discovering their business models and wish to become profitable sooner. The reality is, none happen to be capable of seeing a cent in profit so far. Many big and promising e-commerce and unicorn players have perished because of unsustainable losses and lots of happen to be sold-out to others. Year 2017 would see many more to lock belts and continue to keep solve this riddle lest they perish within the race towards the survival of the fittest.
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