Successful retailer strategies in price comparison platforms

Franz Hackl, Michael Hölzl‐Leitner, Rudolf Winter‐Ebmer and Christine Zulehner
Authors registered in the RePEc Author Service: Rudolf Winter-Ebmer

Managerial and Decision Economics, 2021, vol. 42, issue 5, 1284-1305

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.

Date: 2021
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Citations: View citations in EconPapers (1)

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https://doi.org/10.1002/mde.3309

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Working Paper: Successful retailer strategies in price comparison platforms (2020)
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Persistent link: https://EconPapers.repec.org/RePEc:wly:mgtdec:v:42:y:2021:i:5:p:1284-1305

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