6.2.6 Third party marketplaces
A third party marketplace is characterised by websites which offer access to a number of related companies, for example companies that are wholesalers of office stationery. A distinguishing feature of this model is that the companies delegate the marketing and sales of their products to the company that administers the marketplace. Typically a website which operates as a third party marketplace would provide a common interface to the products or services which are being sold, together with facilities for payment and delivery.
A third party marketplace is similar in some ways to the e-mall. The main difference is the fact that the product or service providers within the marketplace are more closely integrated, for example by virtue of the fact that there is a common catalogue interface to the products or services offered.