Riding the Third-Party Wave - An Empirical Study on How Online Sellers Propel E-Retailers’ Growth

Abstract

Purpose: The e-retail landscape, once dominated by monolithic brands, has undergone a vibrant transformation. At the heart of this shift lies a potent force: online sellers. These enterprising individuals and small businesses have become the lifeblood of online retail, injecting it with diversity, dynamism, and customer focus that traditional models often lack. This study aims to determine the importance of such online sellers concerning e-retailers in India.

Design/Methodology/Approach: The interpretivism approach is used to reach the research objective and derive conclusions without bias through content analysis.

Finding/Result: The significant growth of online sellers has contributed majority of sales for e-retailers. E-retailers have completely shifted over making their platform a marketplace with opportunities to grow wider.

Originality/Value: Various researchers trying to find out the changes in the retailing sector and the economic growth of e-retailers, this paper focuses on identifying whether online sellers are genuinely important to online retailers.

Paper Type: Content analysis.