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Some models are more prevalent with proven success records, while other new emerging methods are in their introductory stages.The option of selling goods online has created disruptions in the way supply chains were configured, causing new models to appear and disappear on a daily basis. In this blog, we discuss some of the models which have been deployed and achieved a relatively higher degree of success with given market dynamics.Market-Place ModelsBeing used by most of the mass online retailers, this model is hugely popular and less risky for e-tailers whose main objective is new customer acquisition. Most of the risks are transferred to the supplier, as the online retailers do not own any inventory and associated costs. In this model, the online retailer acts as an enabler for the sale. The same sets of rules are applied to all participants and trust is generated with the help of features like buyer and seller reviews, ratings and guarantee/integrity of payments.Inventory ModelsMany early birds in online retailing started with this model where they buy the inventory from supplier and then sell them through their online portals. The online retailer owns most of the risk. However being in control of the product enables the retailer to provide a superior post purchase experience to the customer. Keeping visibility on the levels of stock, knowing where the product is physically located and physically performing the picking, packing and shipping functions allow retailers to only accept orders when they have the necessary stock in place. In turn, this will assist in keeping customer expectations and requirements in order and build successful customer relationships.Managed Market Place ModelThis model has become more popular in developing markets, as the online retailer wants to have final control on the quality, branding and documentation of the goods being sold before they land in the hands of the customer. In this model, the supplier owns all the risks except that the goods must pass through various checks in the online retailers’ fulfilment centre before being delivered to the customer. There is a need for this kind of model due to challenges with process compliance and quality with suppliers.Click and Mortar or Bricks and Clicks ModelThere are few variants that exist within this model:An online retailer opening offline stores to provide look and feel to the products, especially for fashion and non-standardised products. The main online retailers using this method keep low depth and high width of inventory in their physical stores and let customers order online from within the shop. Likewise, offline retailers have started putting their store inventory for sale online. The customers are then either directly served through their own stores or the distribution centre.Order online and pick up from the location chosen by you. Online retailers are creating these pick-points based on the analysis of their customer density and where most of their customers would like to pick up from.Order online and pick up from the neighborhood retail shop. A customer can order online and then pick up from the neighborhood retail store who is in alliance with the online retailer, who then gain a commission from the retailer for assisting with the sale. This model works well for standardised and branded products like FMCG goods.Order online and the online retailer gets it delivered from the nearest retail shop. Very similar to the above model, except that the customer doesn’t pick up, instead the goods get delivered to their door-step.Online Franchisee ModelSome retailers are also experimenting with franchisee models where the franchisee, who does not own any inventory, helps you place orders online, through a device. The order is then delivered to your home. More like a direct sales model, these franchisees act as your sales booking agents. This model helps to reach customers who may not be comfortable with using tech devices to place orders.Omni-Channel ModelThis is the mix of all above models that offers un-limited choice to a customer for ordering and getting the product. Challenged by online retailing, big traditional retailers have hit back by introducing this model and successfully executing it. Though very complex to manage, the adopters of this model feel that the customers need to be given every choice, in order to delight and retain them as this is the only way to prevent their existing customers from switching retailers.Adapting to Your MarketThe evolution of technology is changing the way our world once bought and sold. The changes are happening so fast that any player who is part of the fulfillment chain can become extinct if not in tune with these market conditions. The overall understanding of retail as a business and the continuously changing market dynamics make it imperative for any retailer adopting any of the models stated here to choose an e-fulfillment partner that brings this knowledge to the table. At BCR, we are in tune with these changes and continuously building our knowledge to provide a best-in-class solution to any e-fulfillment model of your choice.If you enjoyed this article and would like to be frequently informed about the freight and logistics industry, sign up for the free BCR newsletter, using the form to the right.