Based on the FDI policy guidelines, “Marketplace label of e-commerce means providing of an it platform by an e-commerce entity with a digital and electronic network to do something as a facilitator between buyer and seller.”
The key feature of the Marketplace model would be that the e-commerce firm, like Amazon, Flipkart, Snapdeal, etc. give you a platform for customers to interact using a large number of sellers onboard to purchase a product online. Thus, whenever a product from amazon is bought, you are actually purchasing it from a registered seller with it. As a result the product just isn’t directly sold by amazon. Here, amazon is only a website platform which facilitates a conference area for a person to meets a large number of seller and give various options and price levels for any services or products.
Whereas the Inventory-led websites have specialized but limited product range as well as the serious customers may log in to the telltale website for any specific product range, for example caratlane.com for precious jewellery, booknest.directly into buy books, swiggy.com for ordering food, 1mg.com for medicines etc.
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Anchor Seller along with a Level Playing field
Almost all of the marketplace players have anchor sellers on panel, who are either their subsidiary entities or a large enterprise that have created privileged works with them that helps them offer money saving deals or discounts towards the customers. This will likely will include a higher discount on products, Free postage, compensation for sales returns etc. The losses incurred on these deals /services are compensated from the Marketplace Player under a pre-agreed arrangement.
You regularly see that some items are entirely on the site at 40% -60% discounts which can be even a hardship on the manufacturer to supply. You regularly see that you’ll find 40-50 sellers for any buy books online Bangalore but excepting one anchor seller, no one is able to supply such exciting discounts or offers. They can mask other seller completely and corner almost entire demand for these products, thereby also frustrate these multiple genuine sellers to reach absolutely free themes with their honest pricing offers.
Nearly all e-commerce players are on the verge of re-discovering their business models and aspire to become profitable sooner. Truth be told, none are already capable of seeing a cent in profit so far. Many big and promising e-commerce and unicorn players have perished due to unsustainable losses and a lot of are already soldout to others. Year 2017 would see a lot more to fasten belts and pursue to solve this riddle lest they perish from the race towards the survival from the fittest.
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