Online marketplace

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An online marketplace (or online e-commerce marketplace) is a type of e-commerce site where product or service information is provided by multiple third parties, whereas transactions are processed by the marketplace operator. Online marketplaces are the primary type of multichannel ecommerce.

In an online marketplace, consumer transactions are processed by the marketplace operator and then delivered and fulfilled by the participating retailers or wholesalers (often called drop shipping). Other capabilities might include auctioning (forward or reverse), catalogs, ordering, wanted advertisement, trading exchange functionality and capabilities like RFQ, RFI or RFP.

In general, because marketplaces aggregate products from a wide array of providers, selection is usually more wide, availability is higher, and prices are more competitive than in vendor-specific online retail stores.[1]

Since 2014, online marketplaces are abundant since organized marketplaces are sought after.[2] Some have a wide variety of general interest products that cater to almost all the needs of the consumers, however, some are consumer specific and cater to a particular segment only. Not only is the platform for selling online, but the user interface and user experience matters. People tend to log on to online marketplaces that are organized and products are much more accessible to them.

Examples of some online marketplaces are, Alibaba, eBay, etsy, Flipkart, Rakuten, Snapdeal.

Eservice quality for customer loyalty in online marketplaces[edit]

Research shows that business must pay attention to key drivers of e-service quality to ensure customer satisfaction and thus increase customer loyalty.[3]

Online marketplaces for services and outsourcing[edit]

There are online marketplaces for the online outsourcing of professional services like IT services,[4] search engine optimization, marketing, crowdsourcing, and skilled crafts & trades work.[5]

See also[edit]


  1. ^ Determining where to sell online November 7, 2008
  2. ^ Why online marketplaces booming August 20, 2014.
  3. ^ Blut, Markus and Chowdhry, Nivriti and Mittal, Vikas and Brock, Christian, E-Service Quality: A Meta-Analytic Review (2015). Journal of Retailing, Forthcoming. Available at SSRN:
  4. ^ "Leveraging offshore IT outsourcing by SMEs through online marketplaces". U.L. Radkevitch, E. Van Heck, O. Koppius, University Rotterdam, Journal of Information Technology Case and Application, Vol. 8, No. 3, Date posted: August 23, 2006 ; Last revised: November 24, 2013
  5. ^ Head and Hands in the Cloud: Cooperative Models for Global Trade to be Murray, Kevin, RMIT University, Melbourne, Australia, 2013