Own web channels and marketplaces: a comparative analysis of the scale and structure of web sales

currently, the level of online trade is growing, the presence of online services is significantly expanding. Companies are developing both their own online distribution channels and using existing channels – marketplaces. This article proposes an applied model designed to analyze the structure of web sales in various countries. The main indicator of this study is the share of online revenue from both their own distribution channels, such as web-sites and apps, and the share from sales through marketplaces. For the convenience and effectiveness of comparison, the web channel dominance indicator was introduced. This integral indicator makes it possible to conduct a correct comparison by country, without distorting the conclusions by differences in the scale of the market in each specific country. The model was tested on the example of such countries as Germany, France, Sweden and Spain. The model allows us to identify the profiles of the countries in question, as well as visualize the results. This approach is designed for applied analysis, can help companies balance their presence in the market, assess role of platforms and determine priorities in investing in online distribution channels. Objective: to develop and apply a model for cross-country analysis of the web sales structure with an integral assessment of channel dominance. Methods: calculation of data based on official statistics of Eurostat; normalization and comparison of the shares of own channels and marketplaces; descriptive and comparative analytics; construction of a visual analytical scheme. Methods: calculation of data based on official Eurostat statistics; standardization and comparison of shares of own channels and marketplaces; descriptive and comparative analytics; construction of a visual-analytical scheme. Results: an assessment model was developed and stable country profiles were identified: the structure of web sales was revealed. Conclusion: the model is suitable for assessing country markets and is applicable when assessing the balance of own distribution channels and marketplaces.

e-commerce, web sales, own web channels, marketplaces, channel dominance, cross-country comparison