Self-built versus third-party smart logistics for e-commerce platforms: profit optimization under dual-channel sales models and price-matching strategies

Weisi Zhang (), Lulu Ji () and Lin Wu ()
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Weisi Zhang: Shanghai Maritime University, Institute of Logistics Science and Engineering
Lulu Ji: Shanghai Maritime University, Institute of Logistics Science and Engineering
Lin Wu: Shanghai Maritime University, Institute of Logistics Science and Engineering

Operational Research, 2026, vol. 26, issue 1, No 10, 41 pages

Abstract: Abstract The rapid development of the internet economy has significantly boosted online retail sales, making logistics services a critical factor in consumers’ choice of e-commerce platforms, thereby prompting platforms to adopt either third-party logistics or self-built logistics strategies. At the same time, manufacturers achieve seamless integration of online and offline channels through e-commerce platforms, which also provide diversified sales models for manufacturers. Additionally, the widespread adoption of online shopping has led to price transparency, encouraging retailers to implement price matching mechanisms to attract price-sensitive consumers. This paper constructs a market supply chain system composed of manufacturer, retailer, and e-commerce platform to explore the impact of logistics strategies, sales models, and price matching mechanisms on the profits of all parties involved. The findings reveal that, first, as the promised delivery time (PDT) logistics capability coefficient increases, online demand decreases. Regardless of the sales model, the highest online demand occurs when third-party logistics and price matching are used. Second, e-commerce platform opts for self-built logistics only when third-party logistics fees fall within a specific range. Third, manufacturer is inclined to open official flagship stores when the commission rate charged by the e-commerce platform is relatively low. Fourth, retailer implements price matching strategies only when the proportion of fully informed consumers in the market within a certain specified range.

Keywords: Self-built logistics; Third-party logistics; Promised delivery time; Sales model; Price matching (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/s12351-025-00999-x

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