Скачать или смотреть The Marketplace Business Model Matchmaking Buyers and Sellers, Overcoming the Conundrum

The marketplace business model focuses on connecting buyers and sellers without actually creating the services or products being sold. This type of business excels at playing a matchmaking role and effectively filling the needs of both the buyer and the seller. Examples of successful marketplace businesses include eBay, Etsy, and Udemy, which connect people who want to sell or teach with those who want to buy or learn. Amazon also utilizes marketplace dynamics, rerouting buyers to different third-party companies.
The primary function of a marketplace is to facilitate the exchange and act as a convenience innovation, making buying and selling easier for both sides. Sellers are motivated to use these platforms because they often struggle with finding buyers, lack marketing skills, or find the cost of acquisition too high to be worthwhile. Marketplaces handle these difficulties and reduce significant overhead costs that sellers would not want to cover themselves, such as insurance and logistics. For example, Getaround matches people wanting to rent out their cars with renters, offering a blanket insurance policy and a system for tracking and customer support, allowing them to offer lower prices than competitors like Zipcar.
A major challenge for this model is the marketplace conundrum (the "chicken and egg situation"). This arises because buyers won't join if there are no sellers, and sellers won't join if there are no buyers. To address this, companies may attempt to "fake seed" one side by manually creating some initial items or services to populate the platform and gain traction with buyers. Marketplaces are easier to run when one side is significantly more important than the other, allowing the platform to entice the weaker party to join first and use that as leverage for the more important side.

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