According to the FDI policy guidelines, “Marketplace label of e-commerce means providing of the it platform by an e-commerce entity on the digital and electronic network to do something being a facilitator between seller and buyer.”
The principle feature of this marketplace model would be that the e-commerce firm, like Amazon, Flipkart, Snapdeal, etc. provide a platform for clients to have interaction with a many sellers onboard to get a product or service online. Thus, each time a product from amazon is bought, you’re actually purchasing it from a registered seller from it. As a result the product is not directly sold by amazon. Here, amazon is only a website platform which facilitates a meeting place for a person to meets a lot of seller and provide various options and value levels for a service or product.
Whereas the Inventory-led websites have specialized but limited product range along with the serious customers may join about bat roosting website for a specific product range, such as 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 plus a Level Game
Most of the marketplace players have anchor sellers on panel, who are either their subsidiary entities or a large enterprise who have entered into privileged handles them that helps them offer great deals or discounts to the customers. This could 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 a pre-agreed arrangement.
You often find that some products are available on the site at 40% -60% discounts which can be even a hardship on the manufacturer to offer. You often find that you’ll find 40-50 sellers for a buy banking books online but excepting one anchor seller, fat loss to offer 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 succeed in the customers using honest pricing offers.
Just about all e-commerce players are saved to the verge of re-discovering their business models and aspire to become profitable sooner. The fact is, none have been capable of seeing anything at all in profit to date. Many big and promising e-commerce and unicorn players have perished on account of unsustainable losses and many have been soldout to other people. Year 2017 would see additional to lock belts and keep solve this riddle lest they perish from the race to the survival with the fittest.
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