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Critical Success Factors for Dutch SMEs on Third-Party Marketplaces: A Long-Term Perspective
Zandbelt, A.B.J. (2025) Critical Success Factors for Dutch SMEs on Third-Party Marketplaces: A Long-Term Perspective.
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| Abstract: | The rapid rise of third-party marketplaces such as Amazon and Bol.com offers Dutch SME sellers unprecedented growth opportunities (Sun et al., 2024). In contrast, limited resources and expertise make it extra difficult for SMEs to compete in the dynamic and price-sensitive environment of 3P-marketplaces (Sikdar et al., 2019). This makes it challenging for SMEs to achieve long-term success in 3P-marketplaces. This research focuses on the question: “What are the key success factors that Dutch SMEs experience when selling on third-party marketplaces, and how do they relate these factors to their long-term competitive positioning?” Based on the interviews with ten experts, this study shows that Dutch SMEs on third-party marketplaces attribute their success not to one tactic or success factor, but to a coherent set of eight success factors. The identified success factors include reputation, branding, price, content, operational processes, advertising, integrators, and data. Linking the eight success layers to the two overarching themes, dependency and visibility, creates an integrated approach that transforms dependency into a framework for optimal visibility and competitiveness.This research shows that it can be used as a tool to define your strategy and increase your visibility. In doing so, the research shows that SMEs, despite limited resources, can build a sustainable, competitive and profitable position in hybrid marketplaces. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/106438 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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