Abstract
As ecommerce continues to grow, small businesses are using a variety of platforms to secure potential consumers. However, it is important for small business owners to choose an efficient business model because of constraints such as technical problems. In this study, based on platform characteristics we divide online shopping platforms into different types as follows: (1) information brokerage services; (2) online malls; and (3) omni-channel platforms. The efficiency of each group is measured by stochastic frontier analysis, and the efficiency comparison between the groups is made using meta-frontier analysis. As a result of the study, it is found that the efficiency of small business owners increases as functional integration increases, satisfying utilitarian motivations. However, a platform with greater integration that has a social presence satisfying hedonic motivations improves the efficiency of all small businesses using the platform instead of just the efficiency of a marginal number of small business owners. This study, based on the dynamic capabilities viewpoint, suggests that the omni-channel platform represents the most sustainable approach for small business owners undergoing difficulties such as technological and organizational changes.
Highlights
With the development of information and communication technology, the channels through which offline sellers can sell their products to consumers are becoming more and more diverse [1]
In order to analyze the difference in efficiency of small business owners on different platforms, Stochastic frontier analysis (SFA) is used to estimate the production functions for all three groups: the omni-channel platform group, online mall group, and information brokerage service group
It becomes more difficult to expose the online store itself to consumers, so the sellers are trying to attract buyers to their online stores through a variety of platforms in order to secure potential consumers. It is pivotal for small business owners to choose an efficient business model because it is not easy to manage multiple channels due to capital or technical problems
Summary
With the development of information and communication technology, the channels through which offline sellers can sell their products to consumers are becoming more and more diverse [1]. Seller strategies use platforms that entice potential buyers by including their online stores in several platforms that have already secured potential buyers for sustainable profit (e.g., see [3,4,5,6,7]). It is important for small business owners to be present in online platforms, securing consumers to satisfy customer needs. That is why small business owners need to choose platforms strategically from a dynamic capabilities point of view
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
