2025
How online retailers compete: duplication of purchase and natural monopoly in e-commerce
KLEPEK, MartinBasic information
Original name
How online retailers compete: duplication of purchase and natural monopoly in e-commerce
Authors
Edition
INTERNATIONAL REVIEW OF RETAIL DISTRIBUTION AND CONSUMER RESEARCH, 2025, 0959-3969
Other information
Language
English
Type of outcome
Article in a journal
Field of Study
50204 Business and management
Country of publisher
Czech Republic
Confidentiality degree
is not subject to a state or trade secret
References:
Impact factor
Impact factor: 3.000 in 2024
Organization unit
School of Business Administration in Karvina
UT WoS
001388665800001
EID Scopus
2-s2.0-85213884549
Keywords in English
Brand-switching; consumer behavior; e-commerce; empirical generalization; marketing strategy
Changed: 15/12/2025 16:10, doc. Ing. Martin Klepek, Ph.D.
Abstract
In the original language
This study explores the application of two marketing empirical generalizations in the e-commerce context: the Duplication of Purchase Law, which posits that brands share customers in proportion to market share, and the Natural Monopoly Law, suggesting that popular brands dominate light buyer choices. Using a sample of 953 consumers, the study assessed purchasing patterns in online retail. The analysis revealed that online retailer brands exhibit a pattern consistent with the Duplication of Purchase, with customer duplication level in correlation with market share. Furthermore, large online retailers of electronic goods were found to benefit from a competitive advantage under the Natural Monopoly Law, marginalizing smaller competitors by attracting light buyers. These findings offer valuable insights into the e-commerce market dynamics, with implications for marketing strategies and competitive positioning.