Bender, Benedict | Korjahn, Nicolas | Gronau, Norbert

Successful on trading platforms: Insights into the market study Trading Platforms 2023/2024

Abstract

Platform providers are now present in numerous sectors, including e-commerce, tourism and the service sector. These platforms act as central interfaces that efficiently bring together supply and demand. They have become particularly well established in the retail sector. According to estimates by the German Retail Association (HDE), around half of all e-commerce sales in Germany are generated via retail platforms [1]. Here, sellers offer products and utilise the network and reach of the platform without having to create their own market access (e.g. web shop). Despite the increasing importance of trading platforms, there is a lack of a comprehensive market overview in German-speaking countries. As a result, there is a lack of a sound basis for decision-making for sellers, potential platform operators and customers. The aim of the study is to enable sellers to make strategic decisions, for example regarding the participation strategy and the selection of the right platform for further development. (Potential) operators should be enabled to make strategic decisions regarding the design of their platforms, to understand the motives and criteria of sellers and to further develop the platform business.