Successful retailer strategies in price comparison platforms

Author(s)
Franz Hackl, Michael Hölzl-Leitner, Rudolf Winter-Ebmer, Christine Zulehner
Abstract

The choice of an appropriate e-commerce strategy for the listing in price comparison platforms (eBay, Amazon, and price search engines) is crucial for the survival of online stores in B2C e-commerce business. We use a comprehensive dataset from the Austrian price search engine geizhals.at to identify successful e-commerce strategies with regard to these listing decisions. An e-commerce strategy is a set of choices including the listing decision, availability decision, and decisions on a price path and shipping cost. We apply cluster analysis to identify the different strategies that have been used by online retailers. Using various success measures such as revenue, clicks, market share, and the survival of firms, as dependent variables in our regression analyses, we present causal evidence on the effectiveness of different e-commerce strategies.

Organisation(s)
Department of Economics
External organisation(s)
Johannes Kepler Universität Linz
Journal
Managerial and Decision Economics: the international journal of research and progress in management economics
Volume
42
Pages
1284 - 1305
No. of pages
22
ISSN
0143-6570
DOI
https://doi.org/10.1002/mde.3309
Publication date
07-2021
Peer reviewed
Yes
Austrian Fields of Science 2012
502013 Industrial economics
Keywords
ASJC Scopus subject areas
Management of Technology and Innovation, Business and International Management, Strategy and Management, Management Science and Operations Research
Portal url
https://ucris.univie.ac.at/portal/en/publications/successful-retailer-strategies-in-price-comparison-platforms(5ef5b004-7b68-464c-881a-4fb41dc44200).html