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You are here: Home / Business Intelligence & Analytics / Balancing Supply and Demand on Customer-to-Customer Platforms
Balancing-Supply-and-Demand-on-Customer-to-Customer-Platforms-eClerxDigiblack50

Balancing Supply and Demand

on Customer-to-Customer Platforms

07/18/2018

Customer-to-customer retailers like Amazon, eBay, and Etsy enable small and large businesses to sell online without incurring the infrastructure costs or having the technical skills required to develop and manage an online portal. The e-commerce retailers may never take ownership of or come into contact with the merchandise sold on their platform. Simply, they serve as an intermediary for a fee, typically calculated as a percentage of the sell price. These retailers typically gauge company performance using a metric called Gross Merchandise Value (GMV). GMV allows the marketplace owner to measure growth month-over-month and year-over-year because traditional measures of retail business success rely on inventory or cost of goods sold.

e-Commerce platform providers thrive on maximizing the presence of an engagement between high-quality sellers and potential customers. Increasing the customer base attracts more sellers and more products to the platform; on the other hand, increasing the number of sellers and diverse products attract more customers and increase their willingness to buy. For instance, when China’s e-commerce giant, Alibaba, launched in 2003, the company bought anything and everything sold in the marketplace during its first 30 days to create (pseudo) demand and attract more sellers. More sellers on the platform led to more customers; more customers led to even more sellers, and this trend continued. The rest, as they say, is history! Alibaba finished the fiscal year 2018 with a GMV of US $768 billion! SOURCE This balancing phenomenon of how one side of an e-Commerce platform contributes to the growth of the other over time and vice-versa is called Cyclical Expansion of Marketplace Economies. When an e-commerce platform is focused on growing its supply-side of the equation, it typically wants to evaluate the Seller Churn Rate. Customer Churn Rate is calculated in much the same way, but for this article, we will review eClerx Digital’s approach to managing seller churn rate and GMV.

The goal of these e-commerce platform owners is to keep GMV high and seller churn low. Additionally, predicting future GMV as well as the true potential of sellers allows e-commerce retail marketers to create strategies for hyper-targeting.

Forecasting GMV

To accurately forecast GMV, a customer-to-customer e-commerce retailer will first need to calculate its Current GMV. The Current GMV creates a benchmark and baseline against which to monitor Seller-focused strategies. Understanding the drivers of GMV such as trends, segments, pricing and competitor information, as well as their degree of influence is also important. eClerx Digital takes an exhaustive approach to drive analysis by creating a list of all possible variables. Then, we systematically exclude the less significant ones through rigorous variable selection as well as reduction processes and techniques. This list includes variables from transaction data, channel mix, category mix, customer intelligence, competitive intelligence, and promotion and campaign history among others. A machine-learning-based Attribution Analysis is then used to drive time-series forecasting to give the e-commerce retailer Seller-level GMV forecasts. The e-commerce retailer can go a step further to understand the seller-level  share of wallet value by analyzing sellers’ merchandise volumes and portfolios on competitor platforms using competitive intelligence services such as those offered by eClerx Digital.

Modeling Seller Churn Rate

As with forecasting GMV, it is first important to understand the current Seller Churn Rate. Creating risk profiles of sellers who have churned in the past is possible by discovering and feeding historical data into machine-learning-based pattern mining and look-alike models. Once sellers who have churned are identified, analysts are able to evaluate the drivers of churn through attribution and sensitivity analyses. From this point, creating propensity scores and survival models to rank sellers who are likely to churn from the platform in the future, act as an early warning system to help retailers mitigate churn with more targeted retention and engagement strategies.

Creating Strategies using the Valuable-Vulnerable Matrix for Sellers

Once present and future GMV and Churn rates are determined, sellers can be grouped into one of four categories based on their value score (GMV), risk score (likelihood of churn), and strategies to maximize those relationships can be applied. The graphic illustrates this idea.

Low GMV – High Risk Seller Quadrant

The strategy for sellers in this quadrant is to engage and shift into one of the other three quadrants. A few options to do this are: Maneuver the drivers of churn; gain GMV stability and increase activity with this seller group.

Low GMV – Low Risk Seller Quadrant

If managing tight budgets, this group can be placed low on the priority list. A nurture strategy is most effective in this instance. To elevate this group into a higher GMV category the e-commerce retailer can enable learning with other groups, optimize the customer targeting efforts for the seller as well as provide competitive intelligence.

High GMV – High Risk Seller Quadrant

They are valuable yet vulnerable. Therefore, this group requires significant attention so a win back strategy can be applied. Consider activities that reduce their effort to sell and improves the selling experience. Offering incentives that optimize their margins is also an effective strategy to win back sellers.

High GMV – Low Risk Seller Quadrant

Sellers in this category are the ones customer-to-customer e-commerce retailers want to maximize. One way to drive incremental loyalty is by optimizing operations to supplement insights, tools and other analytics support for value-added services to the seller.

Hypertargeting Strategies

Hyper-targeting is a proven marketing communication method for improving seller engagement. A hyper-targeting campaign considers the unique situation of the seller group and delivers a relevant message. Additionally, by analyzing the seller segments and calculating the ROI of those segments, marketing spend is optimized.  eClerx Digital recently helped an Online Travel Agency (OTA) reduce churn by 5% and increase revenue by 8%, year-on-year.

Digitization has created a new marketplace for businesses and individuals to sell their goods and services with little to no technology investment of their own. This partnership creates a unique supply and demand equation for the online platforms. A systematic approach to measurement, analysis and forecasting enables the platforms to not only understand which side of the equation deserves the most attention, but it also creates a road-map for hyper-targeting to either the sellers or customers. This thoughtful approach to business and marketing management creates a valuable experience to all platform users and leads to higher engagement and increased revenue.

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PRIVACY POLICY

eClerx means and includes eClerx Services Limited and its subsidiaries (hereinafter referred to as “we”, or “our” and used
interchangeably) having its registered office at Sonawala Building, 29 Bank Street, Fort, Mumbai 400 023 and operates eClerx.com, as well as its associated websites including but not limited to eclerxmarkets.com, eclerxdigital.com, eclerxcustomeroperations.com, careers.eclerx.com (the “Websites”). This Privacy Notice (“Notice”) sets out the way in which we process your information in accordance with the General Data Protection Regulation (GDPR). The Notice applies only to the information we collect through or in connection with any of our digital or offline channels.

eClerx is a controller of your personal data available with us. This means that we are responsible for deciding how we hold and use personal information about you. This Privacy Notice does not form any part of any contract of employment or other contract to provide services. It is important that you read this Privacy Notice, together with any other privacy notice or consent forms we may provide on specific occasions when we are collecting or processing personal information about you, so that you are aware of how and why we are using such information.

THE INFORMATION WE COLLECT

WE WILL COLLECT, STORE, AND USE THE FOLLOWING MAIN CATEGORIES OF PERSONAL INFORMATION ABOUT YOU WHEN YOU USE OUR WEBSITES (NOT AN EXHAUSTIVE LIST):

  • Information that you provide via our Websites, including information you provide when you register on our Websites e.g. name, email address, designation, company, country and telephone number.
  • Information captured indirectly from third parties about your computer and about your visits to and use of this Websites, such as your Internet Protocol (IP) address, demographics, your computers’ operating system, and browser type and information collected via cookies (Please read about our Cookie policy at eclerxdigital.com/cookies-policy).

Some of the data that eClerx stores will be hosted within our websites including but not limited to following locations: Chicago, USA; London, UK; Amsterdam, Netherlands; Milan, Italy; Singapore, Mumbai, India.

THE LEGAL BASIS FOR PROCESSING YOUR PERSONAL INFORMATION:

We will only use your personal information when the law allows us to. If the European data protection legislation applies, we will use your personal information on the basis of the following lawful grounds under GDPR:

  1. where it is necessary for a contract – in order to perform obligations which, arise under the contract we have entered into with you, such as when you use our Websites or register on our Websites for usage of its services, it will be necessary for us to process your personal data. We process your Personal Information for the performance of a contract in the following circumstances:
    • to provide better usability, troubleshooting and site maintenance; and
    • to create your user ID.
  2. where it is necessary for our legitimate interests (or those of a third party) – either we, or a third party, will need to process your personal data for the purposes of our (or a third party’s) legitimate interests, provided those interests are not overridden by your rights and freedoms, including your right to have your personal data protected. Our legitimate interests include maintaining the smooth operation of eClerx, to identify you once you register on our Websites, to contact you and respond to your questions or requests, to understand which parts of the Websites you visited and how frequently, to understand your preferences in order to provide you with desirable content, to send you communication on sales and marketing programs, and for registration and subscriptions purposes.
  3. Consent – in limited circumstances, we may ask for your consent to process your personal data in a particular way, e.g. your consent to the usage of cookies as per our cookie policy.

SITUATIONS IN WHICH WE WILL USE YOUR PERSONAL INFORMATION:

The primary situations in which we will process your personal information will be to manage the existing services provided to you, to provide new information about our products and services, to understand your usage preferences in order to provide access to desirable content, to process a job application and former employee related requests, to communicate with you in case of customer support, to process transactions, for sending newsletters, updates and promotional materials, to carry out advertising and market research based on behavioral metrics, geo-location data, demographic data and marketing preferences we capture.

IF YOU FAIL TO PROVIDE PERSONAL INFORMATION:

If you fail to provide certain information when requested, we would not be able to establish contact with you to assist with
the provision of corresponding services, or apprise you of potential and/or existing business services.

CHANGE OF PURPOSE:

We will only use your personal information for the purposes for which we collected it, unless we reasonably consider that we need to use it for another reason and that reason is compatible with the original purpose.

Please note that we may process your personal information without your knowledge, in compliance with the above rules, where this is required or permitted by law.

AUTOMATED DECISION-MAKING

You will not be subject to decisions that will have a significant impact on you based solely on automated processing, unless we have a lawful basis for doing so, we have notified you and given you a right to challenge the decision or to require that the decision be taken by a person.

HOW WE SHARE YOUR PERSONAL INFORMATION

In certain circumstances we may need to share your personal information with third parties, including third-party service providers and other entities within the eClerx group of companies.

Why we might share your personal information with third parties

We will share your personal information with third parties where required by law, where it is necessary to administer the working relationship with you or where we have another legitimate interest in doing so.

eClerx Group Companies within the EEA:

We will share your personal information with other eClerx Group Company offices in the European Economic Area (“EEA”) for any or all of the following purposes:

  • as part of our regular reporting activities on company performance;
  • in the context of a business re-organization or group restructuring exercise;
  • for system maintenance support and hosting of data;
  • for the conduct of centralized functions which support the operations of eClerx Group companies in the EEA.

eClerx Group Companies outside the EEA

We will pass your personal information to, or allow access to such information by, other eClerx Group Companies worldwide where we have lawful grounds to do so. For example, as a result of the safeguards we apply, it will be within our legitimate interests to carry out intra-group transfers of data. The purposes for which we will do so include the performance of our global IT support function and for performance of contracts with our clients.

If you would like details of the particular Group Companies which can access your personal information, please contact us using the details in the Contact section below.

Regulatory and Law Enforcement Agencies

If we receive a request from a regulatory body or law enforcement agency, and if permitted under GDPR and other laws, we may disclose certain personal information to such bodies or agencies.

New business owners:

If we or our business merges with or is acquired by another business or company, we will share your personal information with the new owners of the business or company and their advisors.

HOW LONG WE WILL HOLD YOUR INFORMATION

We will only retain your personal information for as long as necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, accounting or reporting requirement.

DATA SECURITY

We have put in place adequate safeguard measures to protect the security of your information. (Details of these measures are available upon request). Third parties will only process your personal information with our instructions and where they have agreed to treat the information confidentially and to keep it secure.

YOUR DUTY TO INFORM US OF CHANGES

It is important that the personal information we hold about you is accurate and current. Please keep us informed if your personal information changes during your working relationship with us.

YOUR RIGHTS ON INFORMATION WE HOLD ABOUT YOU

You have following rights in relation to personal information we hold about you.

Right of Access:

You have the right at any time to ask us for a copy of the personal information that we hold about you and to check that we are
lawfully processing it. Where we have good reason, and if the GDPR permits, we can refuse your request for a copy of your personal information, or certain elements of the request.

Right of Correction or Completion:

If personal information we hold about you is not accurate or is out of date and requires amendment or correction you have a right to have the data rectified or completed.

Right of Erasure:

In certain circumstances, you have the right to request that the personal information we hold about you is erased e.g. if the information is no longer necessary for the purposes for which it was collected or processed or our processing of the information is based on your consent and there are no other legal grounds on which we may process the information.

Right to object to or restrict processing:

In certain circumstances, you have the right to object to our processing of your personal information. You may also have the right to restrict our use of your personal information, such as in circumstances where you have challenged the accuracy of the information and during the period where we are verifying its accuracy.

Right of Data Portability:

In certain instances, you have a right to receive any personal information that we hold about you in a structured, commonly used and machine-readable format. In such circumstances, you can ask us to transmit that information to you or directly to a third party organization. The above right exists only in respect of personal information that:

  • you have provided to us previously
  • is processed on the basis of certain lawful grounds; and
  • is processed by us using automated means.

While processing such requests, we are not able to guarantee technical compatibility with a third party organization’s systems. We are also unable to comply with requests that relate to personal information of others without their consent.

Exercise of your rights:

You can request the exercise of any of the above rights by contacting us. Most of the above rights are subject to limitations and exceptions. We will provide reasons if we are unable to comply with any such request for the exercise of your rights. However, we may charge a reasonable fee if your request is clearly unfounded or excessive. We may need to request specific information from you to help us confirm your identity and ensure your right to access the information (or to exercise any of your other rights). This is a security measure to ensure that personal information is not disclosed to any person who has no right to receive it.

RIGHT TO WITHDRAW CONSENT

In the limited circumstances where you may have provided your consent to the collection, processing and transfer of your personal information for a specific purpose, you have the right to withdraw your consent for that specific processing at any time. Once we have received notification that you have withdrawn your consent, we will no longer process your information for the purpose or purposes you originally agreed to, unless we have another legitimate basis for legally doing so.

COMPLAINTS

If you are unhappy about our use of your personal information, you can contact us using the details in the Contact section below. You are also entitled to lodge a complaint with the applicable EU data protection agency.

CHANGES TO OUR PRIVACY NOTICE

We reserve the right to change or update this Privacy Notice at any time. Such updated Notice will be available at https://www.eclerxdigital.com/privacy-policy/ and we will advise you of material changes to our Privacy Notice by appropriate means. We may also notify you in other ways from time to time about the processing of your personal information.

CONTACT

If you have any enquires or if you would like to contact us about this Privacy Notice or our processing of your personal information, including to request the exercise of your rights as outlined above, please contact us at DPO@eclerx.com.

PRIVACY POLICY

eClerx means and includes eClerx Services Limited and its subsidiaries (hereinafter referred to as “we”, or “our” and used
interchangeably) having its registered office at Sonawala Building, 29 Bank Street, Fort, Mumbai 400 023 and operates eClerx.com, as well as its associated websites including but not limited to eclerxmarkets.com, eclerxdigital.com, eclerxcustomeroperations.com, careers.eclerx.com (the “Websites”). This Privacy Notice (“Notice”) sets out the way in which we process your information in accordance with the General Data Protection Regulation (GDPR). The Notice applies only to the information we collect through or in connection with any of our digital or offline channels.

eClerx is a controller of your personal data available with us. This means that we are responsible for deciding how we hold and use personal information about you. This Privacy Notice does not form any part of any contract of employment or other contract to provide services. It is important that you read this Privacy Notice, together with any other privacy notice or consent forms we may provide on specific occasions when we are collecting or processing personal information about you, so that you are aware of how and why we are using such information.

THE INFORMATION WE COLLECT

WE WILL COLLECT, STORE, AND USE THE FOLLOWING MAIN CATEGORIES OF PERSONAL INFORMATION ABOUT YOU WHEN YOU USE OUR WEBSITES (NOT AN EXHAUSTIVE LIST):

  • Information that you provide via our Websites, including information you provide when you register on our Websites e.g. name, email address, designation, company, country and telephone number.
  • Information captured indirectly from third parties about your computer and about your visits to and use of this Websites, such as your Internet Protocol (IP) address, demographics, your computers’ operating system, and browser type and information collected via cookies (Please read about our Cookie policy at eclerxdigital.com/cookies-policy).

Some of the data that eClerx stores will be hosted within our websites including but not limited to following locations: Chicago, USA; London, UK; Amsterdam, Netherlands; Milan, Italy; Singapore, Mumbai, India.

THE LEGAL BASIS FOR PROCESSING YOUR PERSONAL INFORMATION:

We will only use your personal information when the law allows us to. If the European data protection legislation applies, we will use your personal information on the basis of the following lawful grounds under GDPR:

  1. where it is necessary for a contract – in order to perform obligations which, arise under the contract we have entered into with you, such as when you use our Websites or register on our Websites for usage of its services, it will be necessary for us to process your personal data. We process your Personal Information for the performance of a contract in the following circumstances:
    • to provide better usability, troubleshooting and site maintenance; and
    • to create your user ID.
  2. where it is necessary for our legitimate interests (or those of a third party) – either we, or a third party, will need to process your personal data for the purposes of our (or a third party’s) legitimate interests, provided those interests are not overridden by your rights and freedoms, including your right to have your personal data protected. Our legitimate interests include maintaining the smooth operation of eClerx, to identify you once you register on our Websites, to contact you and respond to your questions or requests, to understand which parts of the Websites you visited and how frequently, to understand your preferences in order to provide you with desirable content, to send you communication on sales and marketing programs, and for registration and subscriptions purposes.
  3. Consent – in limited circumstances, we may ask for your consent to process your personal data in a particular way, e.g. your consent to the usage of cookies as per our cookie policy.

SITUATIONS IN WHICH WE WILL USE YOUR PERSONAL INFORMATION:

The primary situations in which we will process your personal information will be to manage the existing services provided to you, to provide new information about our products and services, to understand your usage preferences in order to provide access to desirable content, to process a job application and former employee related requests, to communicate with you in case of customer support, to process transactions, for sending newsletters, updates and promotional materials, to carry out advertising and market research based on behavioral metrics, geo-location data, demographic data and marketing preferences we capture.

IF YOU FAIL TO PROVIDE PERSONAL INFORMATION:

If you fail to provide certain information when requested, we would not be able to establish contact with you to assist with
the provision of corresponding services, or apprise you of potential and/or existing business services.

CHANGE OF PURPOSE:

We will only use your personal information for the purposes for which we collected it, unless we reasonably consider that we need to use it for another reason and that reason is compatible with the original purpose.

Please note that we may process your personal information without your knowledge, in compliance with the above rules, where this is required or permitted by law.

AUTOMATED DECISION-MAKING

You will not be subject to decisions that will have a significant impact on you based solely on automated processing, unless we have a lawful basis for doing so, we have notified you and given you a right to challenge the decision or to require that the decision be taken by a person.

HOW WE SHARE YOUR PERSONAL INFORMATION

In certain circumstances we may need to share your personal information with third parties, including third-party service providers and other entities within the eClerx group of companies.

Why we might share your personal information with third parties

We will share your personal information with third parties where required by law, where it is necessary to administer the working relationship with you or where we have another legitimate interest in doing so.

eClerx Group Companies within the EEA:

We will share your personal information with other eClerx Group Company offices in the European Economic Area (“EEA”) for any or all of the following purposes:

  • as part of our regular reporting activities on company performance;
  • in the context of a business re-organization or group restructuring exercise;
  • for system maintenance support and hosting of data;
  • for the conduct of centralized functions which support the operations of eClerx Group companies in the EEA.

eClerx Group Companies outside the EEA

We will pass your personal information to, or allow access to such information by, other eClerx Group Companies worldwide where we have lawful grounds to do so. For example, as a result of the safeguards we apply, it will be within our legitimate interests to carry out intra-group transfers of data. The purposes for which we will do so include the performance of our global IT support function and for performance of contracts with our clients.

If you would like details of the particular Group Companies which can access your personal information, please contact us using the details in the Contact section below.

Regulatory and Law Enforcement Agencies

If we receive a request from a regulatory body or law enforcement agency, and if permitted under GDPR and other laws, we may disclose certain personal information to such bodies or agencies.

New business owners:

If we or our business merges with or is acquired by another business or company, we will share your personal information with the new owners of the business or company and their advisors.

HOW LONG WE WILL HOLD YOUR INFORMATION

We will only retain your personal information for as long as necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, accounting or reporting requirement.

DATA SECURITY

We have put in place adequate safeguard measures to protect the security of your information. (Details of these measures are available upon request). Third parties will only process your personal information with our instructions and where they have agreed to treat the information confidentially and to keep it secure.

YOUR DUTY TO INFORM US OF CHANGES

It is important that the personal information we hold about you is accurate and current. Please keep us informed if your personal information changes during your working relationship with us.

YOUR RIGHTS ON INFORMATION WE HOLD ABOUT YOU

You have following rights in relation to personal information we hold about you.

Right of Access:

You have the right at any time to ask us for a copy of the personal information that we hold about you and to check that we are
lawfully processing it. Where we have good reason, and if the GDPR permits, we can refuse your request for a copy of your personal information, or certain elements of the request.

Right of Correction or Completion:

If personal information we hold about you is not accurate or is out of date and requires amendment or correction you have a right to have the data rectified or completed.

Right of Erasure:

In certain circumstances, you have the right to request that the personal information we hold about you is erased e.g. if the information is no longer necessary for the purposes for which it was collected or processed or our processing of the information is based on your consent and there are no other legal grounds on which we may process the information.

Right to object to or restrict processing:

In certain circumstances, you have the right to object to our processing of your personal information. You may also have the right to restrict our use of your personal information, such as in circumstances where you have challenged the accuracy of the information and during the period where we are verifying its accuracy.

Right of Data Portability:

In certain instances, you have a right to receive any personal information that we hold about you in a structured, commonly used and machine-readable format. In such circumstances, you can ask us to transmit that information to you or directly to a third party organization. The above right exists only in respect of personal information that:

  • you have provided to us previously
  • is processed on the basis of certain lawful grounds; and
  • is processed by us using automated means.

While processing such requests, we are not able to guarantee technical compatibility with a third party organization’s systems. We are also unable to comply with requests that relate to personal information of others without their consent.

Exercise of your rights:

You can request the exercise of any of the above rights by contacting us. Most of the above rights are subject to limitations and exceptions. We will provide reasons if we are unable to comply with any such request for the exercise of your rights. However, we may charge a reasonable fee if your request is clearly unfounded or excessive. We may need to request specific information from you to help us confirm your identity and ensure your right to access the information (or to exercise any of your other rights). This is a security measure to ensure that personal information is not disclosed to any person who has no right to receive it.

RIGHT TO WITHDRAW CONSENT

In the limited circumstances where you may have provided your consent to the collection, processing and transfer of your personal information for a specific purpose, you have the right to withdraw your consent for that specific processing at any time. Once we have received notification that you have withdrawn your consent, we will no longer process your information for the purpose or purposes you originally agreed to, unless we have another legitimate basis for legally doing so.

COMPLAINTS

If you are unhappy about our use of your personal information, you can contact us using the details in the Contact section below. You are also entitled to lodge a complaint with the applicable EU data protection agency.

CHANGES TO OUR PRIVACY NOTICE

We reserve the right to change or update this Privacy Notice at any time. Such updated Notice will be available at https://www.eclerxdigital.com/privacy-policy/ and we will advise you of material changes to our Privacy Notice by appropriate means. We may also notify you in other ways from time to time about the processing of your personal information.

CONTACT

If you have any enquires or if you would like to contact us about this Privacy Notice or our processing of your personal information, including to request the exercise of your rights as outlined above, please contact us at DPO@eclerx.com.

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