Acquiring customers through online marketplaces? The effect of marketplace sales on sales in a retailer's own channels
نویسندگان
چکیده
Online retailers are increasingly using third-party online marketplaces (e.g., Amazon, Taobao) as an alternative sales channel to their website. While cross-channel elasticities have been established for many combinations adding bricks clicks), we lack understanding of whether the use grows or cannibalizes a retailer's sales. Practitioners argue that firms can build e-commerce business through acquiring customers by selling on marketplace. Indeed, marketplace could complement offering new customer segments), although inventory effects might mitigate this complementarity. Alternatively, cannibalization occur from losing one's website The present research investigates which two opposing forces prevails time series category data one largest global sellers. authors vector autoregressive modeling show increase (0.014% every 1% in sales). This effect is strongest categories with large choice and low product prices. Acquiring be cheaper than other sources (estimated at 24% initial However, should aware strategy strengthens may potential negative long-term consequences control relationship).
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ژورنال
عنوان ژورنال: International Journal of Research in Marketing
سال: 2021
ISSN: ['1873-8001', '0167-8116']
DOI: https://doi.org/10.1016/j.ijresmar.2020.09.007