In recent years, the marketplace model has gained significant popularity in the e-commerce industry. The use of this model enables numerous sellers to list and sell their products on a unified platform, granting consumers access to a diverse array of choices. Although the marketplace model presents various benefits, it is important to also acknowledge its limitations. In this blog post, we will examine some of the disadvantages that come with adopting a marketplace model for e-commerce.
Lack of Control
As a business owner or entrepreneur , you have a restricted influence on the calibre of products, delivery schedules, and customer support offered by individual vendors. This lack of oversight can result in inconsistent customer experiences, which could potentially harm the reputation of your brand in terms of Branding and customer experience , Product quality and selection,Pricing and profit margins
A real example of an Indian startup that faced drawbacks with the marketplace model for e-commerce is Craftsvilla. Craftsvilla was an online marketplace that focused on selling ethnic Indian products, including clothing, jewellery, and home decor. With the marketplace model, Craftsvilla had limited control over the end-to-end customer experience. They relied on individual sellers to handle product quality, shipping, and customer service, which could lead to inconsistencies and potential customer dissatisfaction.
Increased Competition
In a marketplace model, you are not the sole seller of your products. Instead, you are competing with numerous other sellers offering similar products. This increased competition can lead to price wars, making it challenging to maintain profit margins. Moreover, it becomes harder to differentiate your brand and stand out from the crowd, as customers often compare prices and choose the lowest option.
One example is the e-commerce marketplace Amazon. While it provides a platform for sellers to reach a wide customer base, the intense competition among sellers often leads to price wars and reduced profit margins.
Fee structure and costs
Many online marketplace platforms impose charges or fees on every transaction, potentially reducing the profit margins of sellers. Additionally, sellers may need to invest in marketing efforts to stand out among competitors, further increasing their costs.
Uber, a ride-sharing marketplace, has faced criticism from drivers who argue that the platform’s commission structure and pricing policies make it difficult for them to earn a sustainable income.
Dependency on the platform
When businesses rely on a marketplace platform for their sales, they become dependent on the platform’s policies, algorithms, and terms of service. Any changes made by the platform can significantly impact the sellers’ operations and profitability.
In 2020, when Airbnb faced a decline in bookings due to the COVID-19 pandemic, many hosts who relied on the platform for their income suffered financial losses. The hosts had limited control over the situation and were heavily dependent on Airbnb’s policies and decisions.
Limited Customization and Branding Opportunities
In standard marketplace platforms, you are often restricted to using pre-designed templates and layouts, which can hinder your ability to personalise the user experience. This limitation makes it difficult to create a distinct brand identity and forge strong connections with your customers. Consequently, your brand might struggle to stand out among the multitude of other sellers, making it more challenging to foster customer loyalty.
Redbubble, an online marketplace for artists, offers limited customization and branding opportunities for sellers. Artists have little control over the production and fulfilment processes, which restricts their ability to add personalised touches to their products
Potential Channel Conflict
In some cases, the marketplace model can create channel conflict if you also sell your products through other channels, such as your own website or physical stores. Customers may compare prices across different channels, leading to price discrepancies and potential dissatisfaction. Balancing pricing strategies and maintaining consistency across channels can be a complex task.
Apple has faced channel conflict with its authorised resellers due to direct competition between its own retail stores and resellers. The company has been accused of providing preferential treatment to its retail stores, leading to resentment among resellers. The pricing policies and discounts offered through Apple’s retail stores can put pressure on the profit margins of authorised resellers. Lack of communication and transparency regarding changes in product availability and marketing strategies have also contributed to the conflict.
Before adopting the marketplace model for your e-commerce business, it is important to assess its disadvantages in addition to its advantages. It is essential to take into account factors such as the limited control over the customer experience, rise in competition, reliance on third-party sellers, restricted customization options, and potential conflicts with other distribution channels. By comprehending these drawbacks, you can make a well-informed decision and devise strategies to minimise the related risks.
