ABOUT ACTUAL BUSINESS MODEL

Today we will talk about such a business model as a marketplace. First of all, it should be noted that the marketplace is a special dedicated area, through which the buyer is able to compare and buy goods and services at once several different sellers. This playground actually acts as an intermediary between the consumer and the manufacturer of goods and services. Usually, products of different types and groups are presented on a certain marketplace. This technique is erased for the convenience of buyers who can then buy everything you need on one place: from electronics to animal feed.

Turning to history, it should be noted that the idea of a marketplace sounded and received a new impetus for development at the beginning of the 21st century after the release of Chris Anderson's book "The Long Tail: What the Future of Business Is Selling Less Of More" ("Long Tail. New Model Driving Business "). The author of the book confirms that a wide assortment is one of the most important preconditions for increasing sales: the greater the number of goods of different categories in the range of the store can offer, the higher the chance that the client will make a purchase: benefits for themselves and for the buyer.

For relevant clarity, such examples of world marketplace, as Amazon, eBay and AliExpress can be given. If we say about Ukraine, then it is rozetka.ua, prom.ua, lamoda.ua, etc.

In the first place, the phenomenon of the relevance of this model is associated with the possibility of placing an unlimited number of goods, providing convenient conditions for purchase, high quality products, as well as the necessary guarantees. For the buyer, this is the most convenient option, because you can make purchases compact on one site without having the need to view a lot of sites and online stores, as well as visit physical offline shops and shopping centers. It was convenient always, but currently the relevance continues to grow in a situation in the world through the COVID-19 pandemic.

It should be noted important points that must be preserved in marketplaces. First, it is the presence of an organization-operator site. Secondly, this coherent processes of connecting new suppliers and as a result - withdraw their range on the audience. Thirdly, this is a well-established model of mutual settlements with suppliers and customer service processes.

Particularly important issue in this business model is the separation of responsibility between the operator and suppliers. For a competent organization of quality work of a marketplace, the operator must build a united policy of cooperation with suppliers, as well as to assume responsibility for quality, providing continuous processing of orders and logistics system.

Undoubtedly, it can be argued that the market model of the marketplace is relevant to a wide range of sectors of the economy, since it acts as easy to expand the range without a significant increase in costs. According to world practice trends, most companies choosing this development model - financial organizations, large retailers, postal and logistics operators, IT companies, e-commerce companies (e-commerce).

But in general, any company that has the necessary resources can reflect on the transition to a model of a marketplace, such as trading points, logistics capabilities, a client base.

You can name various goals and expectations that act as a major lever in the transition to a new market model: the exhaustion of its own resources, the desire to ensure further business development, the need for reorganization or restructuring, decision to expand the channels of interaction with the audience. At the same time, an obvious source of income companies that have chosen a marketplace, there is a fee for order.

It should be noted that in this business model there are three stakeholders: buyers, suppliers of goods and services and own company-operator, which implements a marketplace strategy. If you note the benefits, then in the first place they are obvious to buyers, because Markkplis is an opportunity to receive a quick, concrete and most convenient offer, as a rule, under understandable and transparent for the entire range of conditions. The main principle is a full necessary for the buyer a trading basket assembled and presented on a single site, and all problems can be solved on the principle of "single window".

Notifying the benefits for suppliers, it is necessary to remember the exit to the wide audience of buyers. After all, the statistics of marketplace are visited more often than niche players websites. The Marketplace model helps when creating new businesses and maintaining business entities of its own positions.

Recalling its own operators who chose a model of marketplace should be called the main advantage for them - receiving profits from each transaction, attracting additional goods and services to the sale, a new impetus for the development of its own business. In general, the benefits of marketplace are quite significant and understandable. Formative Partners company fully supports its customers in all matters and in the desire of continuous development, in particular, adapt its business model to modern challenges.

Analyst: Victoria Karp