Untangling the Performance Impact of E-marketplace Sellers’ Deployment of Platform-Based Functions: A Configurational Perspective

Platform-based functions (PBFs) serve as indispensable tools for enhancing sellers’ performance within the e-marketplace. However, the complexity of their interaction and the determination of optimal configurations pose ongoing challenges. Employing fuzzy-set qualitative comparative analysis on a robust data set comprising 3,300 apparel sellers, our study delves into the intricate interplay of PBFs, revealing the nuanced combinations that exert significant influence on sales outcomes. In our investigation, we underscore the pivotal role of two key elements: the meticulous assessment of seller reputation and the strategic alignment of product positioning. These factors emerge as crucial determinants in shaping effective PBF configurations. Surprisingly, our research uncovers unforeseen drawbacks associated with pricing and marketing functions, particularly for reputable sellers offering high-priced products. Beyond theoretical elucidation, our findings offer pragmatic, actionable insights. We provide concrete strategies for sellers and platform operators to optimize their approaches, fostering a more vibrant and competitive e-marketplace ecosystem.