Platform retailer’s information sharing under hybrid selling

Yuansheng Wei ()
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Yuansheng Wei: Shanghai University of Finance and Economics

Marketing Letters, 2025, vol. 36, issue 4, No 8, 822 pages

Abstract: Abstract Retailers traditionally engaged in pure reselling are increasingly adopting hybrid selling by allowing suppliers to utilize both reselling and marketplace channels on their platforms. Compared with upstream suppliers, platform-based retailers possess an advantage in gathering consumer demand information. This paper develops a theoretical model to investigate the interaction between a platform retailer’s demand information sharing and a supplier’s decision to adopt hybrid selling. We find that the platform retailer prefers to share demand information with the supplier when competition between the marketplace and the reselling channel is moderate. The intuition is that when the supplier adopts hybrid selling, demand information sharing enhances the supplier’s pricing flexibility in the marketplace channel. Price complementarity between channels mitigates the negative impact of double marginalization in the reselling channel. Our findings provide insights into the potential implications of demand information sharing within the realm of platform retailing.

Keywords: Platforms; Marketplace; Information sharing; Hybrid selling (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s11002-025-09780-8

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