Online marketplace channel introduction and information transparency investment strategies in the logistics service supply chain

Abstract The introduction of online marketplace channels has emerged as a crucial strategy for enhancing logistics efficiency, with smart logistics technologies improving channel information transparency. However, limited research explores the transformation motivation of traditional logistics firms from an operational perspective. This study explores channel introduction and investment strategies within a logistics supply chain involving a logistics service integrator (LSI) and a logistics service provider (LSP). Three models are investigated: the reselling model, the online marketplace model, and the dual-channel model. The findings reveal that the online marketplace channel always benefits consumers, while LSI and LSP, scruple with the channel introduction, and win-win strategies exhibit limitations. We observe that a high commission rate and investment efficiency do not consistently favor either the LSP or the LSI. Notably, the expansion of the win-win region can be attributed to free-rider effects in investment and the implementation of the two-part tariff mechanism. Furthermore, a shared preference is disclosed between the LSI and LSP for the individual channel introduction with an equivalent investment efficiency.