Logistics service affects product sales and therefore plays a vital role in influencing the selling mode strategy. We investigate how two types of logistics service, namely third-party service and platform service, impact the selling mode choice between reselling and agency selling. We identify that the platform’s commission rate and product-service efficiency jointly shape the selling mode strategy. Surprisingly, in a market with third-party service, reselling mitigates double marginalization more than agency selling given high commission rates and product-service efficiency. As a result, the platform favors reselling in situations with relatively low or relatively high commission rates and product-service efficiency, and agency selling for other scenarios. However, in a market with platform service, the platform adopts agency selling (reselling) if product-service efficiency is low (high). Furthermore, we explore how the adoption of platform service changes the selling mode for the platform. Interestingly, we discover that, after the service changes from third-party service to platform service, the selling mode may change from reselling to agency selling (or from agency selling to reselling) in situations with both low commission rates and product-service efficiency (or with high commission rates and medium product-service efficiency). In addition, platform service can benefit both the platform and supplier.

中文翻译：

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代理销售或转售：物流服务对销售模式选择的影响


物流服务影响产品销售，因此在影响销售模式策略方面起着至关重要的作用。我们研究了两种类型的物流服务，即第三方服务和平台服务，如何影响转售和代理销售之间的销售模式选择。我们发现平台的佣金率和产品服务效率共同塑造了销售模式策略。令人惊讶的是，在拥有第三方服务的市场中，鉴于高佣金率和产品服务效率，转售比代理销售更能减轻双重边缘化。因此，平台偏爱在佣金率和产品服务效率相对较低或相对较高的情况下进行转售，在其他场景下倾向于代理销售。但是，在有平台服务的市场中，如果产品服务效率低（高），平台会采用代销（转售）。此外，我们还探讨了平台服务的采用如何改变平台的销售模式。有趣的是，我们发现，在服务从第三方服务转为平台服务后，在佣金率和产品服务效率都低（或佣金率高、产品服务效率中等）的情况下，销售模式可能会从转售转变为代理销售（或从代理销售转转售）。此外，平台服务对平台和供应商都有利。