How vendors work with online retailers

Multichannel retailers particularly like to cooperate

Online retailers often work together on purchasing, marketing and advertising - especially if they also have brick and mortar stores. A study shows that one in four now even operates a web shop with others.

Share this article For dealers, collaborations are an important tool to save financial and time resources and to increase the efficiency of their own work. Especially if they sell through multiple channels: multichannel retailers cooperate up to three times more often with others than pure online sellers. This is shown by a survey that the market research institute Innofact carried out on behalf of the online marketplace Ebay among small and medium-sized online retailers in Germany.

Another factor for the willingness to cooperate is accordingly the dealer's turnover: the higher the turnover, the greater the percentage of cooperating dealers. Mostly, dealers with a turnover of more than 1 million euros work together with other dealers. Dealers with a turnover of 100,000 euros to 1 million euros have the biggest plans for cooperation in the future.

Marketing and purchasing popular

According to the survey, cooperation in purchasing as well as in marketing and advertising is particularly popular: a third of all retailers are already cooperating in these areas. For a further 20 percent, corresponding projects are being planned together with other dealers.

Around 27 percent of dealers work together with other dealers on transport and logistics. If you only look at the multichannel retailers, who also run a stationary shop in addition to the web shop, the figure is even just under 35 percent. On average, around one in five would like to introduce such a cooperation in the future.

Around a quarter of the dealers share a warehouse with one or more dealers. Another 18 percent can imagine working together in this area. By contrast, sharing office space is less popular: only 13 percent of retailers share offices with other retailers. Less than two out of ten retailers are planning such a solution in the future.

Joint online presence

According to the survey, every fourth retailer already uses a shared online presence or has a shared online shop with other retailers. If you look at the multichannel retailers, it is more than 30 percent. Such a cooperation is planned for a fifth of the retailers, among the pure online retailers it is even more than a quarter.

Around 22 percent of retailers organize joint employee training courses, and the multichannel retailers are even 10 percent more. Another 17 percent want to establish this in the future. If you consider the dealers with a turnover of 100,000 euros to 1 million euros, more than a quarter of the dealers would like to offer joint training courses in the future.

According to the survey, every fifth retailer uses shared resources with other retailers in the areas of IT and infrastructure as well as bureaucracy and administration. Almost the same proportion are planning a future cooperation in the IT and infrastructure sector, and 14 percent of those surveyed for bureaucracy and administration.

To the study

The representative online survey was carried out among 301 online shop operators in Germany by the market research institute Innofact AG from March 5 to 10, 2015. 60 percent of those surveyed are multichannel providers.


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