Multi-Platform Strategy in E-commerce: Analyzing the Impact of Diversified Online Selling Channels

Tao Chengxi (2025) Multi-Platform Strategy in E-commerce: Analyzing the Impact of Diversified Online Selling Channels. Pénzügyi és Számviteli Kar.

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Absztrakt (kivonat)

Online marketplaces have grown fast. Many businesses now sell on several platforms at the same time, for example Amazon, TikTok Shop, Shopify, Temu and regional platforms. This thesis looks at how using multiple online selling channels affects business performance, daily operationsandstrategicdecisions. Itusesideasfromplatformeconomyandmultisidedmarkets and brings in recent work on algorithms, cross border logistics and digital ecosystems. Multi platform strategy is treated as a planned and coordinated use of several channels, not just posting the same products in more places. The typology of integration strategies from Schreieck andcoauthorsin2024collection,consolidation,symbiosisandassemblageisthemainframework used in both the literature review and the empirical part. The study uses a sequential mixed methods design. First, an online survey of multi platform sellers is used to map which platforms they use, what benefits and problems they see, how they combine platforms and what they expect from future trends. Then qualitative case studies, including the author’s own experience, look more closely at how different strategies are actually used in practice, and how success factors and reasons for failure appear across platforms and markets. The data from the survey and the cases are brought together using thematic and comparative analysis. The thesis adds to existing work in three ways. It shows how differences in platform audi- ences, fees and tools influence strategic choices. It highlights the main operational and algorith- mic challenges that come with multi platform selling. And it offers practical recommendations for small, mid sized and large sellers who want to design more effective multi platform strategies in a complex and fast changing e-commerce environment

Intézmény

Budapesti Gazdasági Egyetem

Kar

Pénzügyi és Számviteli Kar

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Pénzügy és Számvitel

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	B2B marketing, business marketing, e-business, e-commerce, e-kereskedelem, online marketing
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Júl. 09. 11:07
Utolsó módosítás:	2026. Júl. 09. 11:07

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