This study explores the market dynamics of reselling platforms within the broader context of online retailing, focusing on how buyers and sellers interact in a two-sided market environment. The goal is to examine how buyers and sellers perceive and engage with reselling platforms differently, focusing on their distinct behavioural patterns and satisfaction drivers within a two-sided market context.
Structural equation modelling was used to analyse survey data from 682 active users who have experience with reselling platforms. This approach enabled a detailed examination of the factors influencing user perceptions, trust and satisfaction in the digital retail environment.
The results reveal meaningful differences between buyers and sellers in terms of trust, perceived value and platform engagement, underscoring the need for differentiated strategies that accommodate both sides of the market. Buyer–seller interactions showed distinct patterns, underscoring the need for differentiated platform strategies in the retail sector. The findings highlight how platform-specific retail features shape user experience and engagement in resale commerce.
This study contributes to the retailing literature by extending two-sided market theory to the under-researched domain of reselling platforms. It offers both theoretical and practical insights into consumer behaviour in the resale market and provides strategic guidance for retail platform managers seeking to enhance competitiveness and user engagement.
