Citation

Discussion Paper Details

Please find the details for DP14308 in an easy to copy and paste format below:

Full Details   |   Bibliographic Reference

Full Details

Title: Successful retailer strategies in price comparison platforms

Author(s): Franz Hackl, Michael Hoelzl-Leitner, Rudolf Winter-Ebmer and Christine Zulehner

Publication Date: January 2020

Keyword(s): business strategies, E-commerce, online trade and Retailing

Programme Area(s): Industrial Organization

Abstract: The choice of an appropriate e-commerce strategy for the listing in price comparison platforms (eBay, Amazon, price search engines) is crucial for the survival of online stores in B2C e-commerce business. We use a comprehensive data set 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 listing, availability, and decisions on the 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 we present causal evidence on the effectiveness of different e-commerce strategies.

For full details and related downloads, please visit: https://cepr.org/active/publications/discussion_papers/dp.php?dpno=14308

Bibliographic Reference

Hackl, F, Hoelzl-Leitner, M, Winter-Ebmer, R and Zulehner, C. 2020. 'Successful retailer strategies in price comparison platforms'. London, Centre for Economic Policy Research. https://cepr.org/active/publications/discussion_papers/dp.php?dpno=14308