Regional online marketplaces bring together regional offers from retailers and other actors with consumers on a digital platform. Municipalities are increasingly being asked whether they can act as operators themselves.
In this study, WIK-Consult, on behalf of the Hessian State Chancellery - Minister for Digital Strategy and Development and Hessen Trade & Invest, examines the various forms of regional online marketplaces in Hessen. The study identifies regional online marketplaces that are rated as best practices for certain aspects and describes their implementation using case studies. The main challenges for the success of regional online marketplaces are the lack of digitisation of the local retail trade and the partly low willingness to use online sales channels. In addition, the product-oriented search behaviour of online customers conflicts the retailer-oriented conception of most regional online marketplaces. In addition, the customer perspective is often not sufficiently taken into account in the implementation. Nevertheless, regional online marketplaces can be used sensibly to promote trade if the challenges are addressed and clear objectives are set.
The full study is now available, along with a guide for local authorities wishing to set up a regional online marketplace.
Retail 4.0 / Regional online marketplaces
The expectations on regional online marketplaces are high. They are supposed to advance the digitalisation of trade, support stationary retail, promote the local economy and make communities more sustainable. The study examines whether regional online marketplaces can achieve the goals they pursue and at the same time be operated profitably.
