||Mobile device has become a very important part of people’s everyday life. The number of people using smartphones, tablets and laptops significantly increase everyday, this means sales through internet will continue to increase. E-Marketer, a leading research firm in e-business shows a report that predicts sales of B2C through e-commerce will reach 2.3 trillion dollars in 2017. Especially in Asia-Pacific region, it is expected to contribute to more than half of overall global sales. Moreover, the report of the situation of B2C online shop in Taiwan from MIC shows that online stores will develop new retail business model instead of price competition.|
The cost of building an e-commerce platform is lower than opening a retail store makes online business a very potential market, led to competition between e-commerce platforms become more and more intense. Therefore, features that e-commerce platform can offer seems to allow big companies enjoy position on this winner-takes-all game. But recently, there are some different type of e-commerce platforms that comes up, such as Kuo Brothers which sells products in vertical e-commerce market, it’s products line range from daily necessities, food, 3C products (computers, communication, consumer electronics) etc.
This research use theory of Resource Basic View, Network theory, Value Chain and Marketing Mix to analysis three vertical e-commerce platforms namely Kuo Brothers, Pinkoi, and honestbee. These three companies all expand in different area. This research found that these company all operated without warehouse, focus on selecting products and supplier, their main target customer are mostly female, the co-founders all have relevant extensive experience in e-business and all of these companies have new varieties in terms of service different from the normal horizontal e-commerce platform.