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Sellers 3.5 times more influential than buyers in driving e-commerce platform growth
The traditional belief has been that it is more important to focus on buyers, who create demand, than on sellers. A forthcoming study in the INFORMS journal Marketing Science, sheds new light on this dilemma with the discovery that sellers are in fact 3.5 times more impactful than buyers in driving growth of e-commerce platforms. The authors use data on the number of buyers and sellers from Taobao.com's inception in 2003 to the end of 2012.

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