Based on the FDI policy guidelines, “Marketplace label of e-commerce means providing of the information technology platform by an e-commerce entity on the digital and electronic network to do something like a facilitator between seller and buyer.”
The primary feature of the Marketplace model is that the e-commerce firm, like Amazon, Flipkart, Snapdeal, etc. give a platform for patrons to interact using a large numbers of sellers onboard to acquire a product online. Thus, every time a product from amazon is bought, you happen to be actually acquiring it from the registered seller with it. As such the item isn’t directly sold by amazon. Here, amazon is simply a website platform which facilitates a meeting area for the consumer to meets a large number of seller and give various options and cost levels to get a products or services.
Whereas the Inventory-led websites have specialized but limited product selection and also the serious customers may signing in about bat roosting website to get a 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 as well as a Level Arena
Most of the marketplace players have anchor sellers on panel, that are either their subsidiary entities or even a large enterprise who’ve created privileged deals with them which helps them offer cheap deals or discounts to the customers. This may add a higher discount on products, Free freight, compensation for sales returns etc. The losses incurred on these deals /services are compensated from the Marketplace Player within pre-agreed arrangement.
You often realize that some products are positioned on the site at 40% -60% discounts that’s even a hardship on the manufacturer to provide. You often realize that you’ll find 40-50 sellers to get a buy romance books but excepting one anchor seller, fat loss to provide such exciting discounts or offers. They can mask other seller completely and corner almost entire requirement for the products, thereby also frustrate these multiple genuine sellers to reach absolutely free themes using honest pricing offers.
Almost all e-commerce players are stored on the verge of re-discovering their business models and wish to become profitable sooner. The fact is, none have been capable of seeing a penny in profit thus far. Many big and promising e-commerce and unicorn players have perished on account of unsustainable losses and a lot of have been soldout to other people. Year 2017 would see many more to lock belts and continue to keep solve this riddle lest they perish in the race to the survival of the fittest.
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