MARKETPLACE AS A KEY ACTOR IN E-COMMERCE VALUE NETWORKS

Background: E-commerce is one of the most dynamic and important sectors of the Polish economy. Its development is driven by rapidly expanding Internet access. Worldwide e-commerce is dominated by marketplaces with a great market share. There are both advantages and disadvantages related to the use of marketplaces, for sellers and buyers alike.

The aims of this paper are to indicate the nature of marketplaces, develop a classification for them, and also to indicate new challenges related to them and development directions in Poland.

Methods: For the needs of this paper, research was conducted using the methods of direct observation and analysis of primary and secondary sources. The primary materials included data obtained from companies providing marketplaces in Poland and abroad, and the secondary ones – reports, studies and Internet sources. In addition, in-depth interviews were performed with experts on marketplaces.

Results: The article provides a detailed description of marketplaces. The authors describe the division and characteristics of marketplaces and discussed the potential trends in this field. It presents marketplace-related benefits and disadvantages, and how the authors classify them.

Conclusions: Marketplaces create new opportunities for expansion on a larger scale for online sellers. Companies do not need to invest in a sales platform or have knowledge of legal aspects. Moreover, they have access to innovative solutions. Obviously, there are many disadvantages, such as very strong  competition from numerous sellers in one place, becoming dependent on this sales channel, and neglecting the growth of the seller's own online shop.