Unique unique product detail pages provide a consistent buying experience across over offers of multiple sellers on marketplaces. Today, we review the main differences of this concept versus the auction model by taking a deeper look into the effects of those those two approaches.
Marketplaces vs. Auction sites: the key difference is unique product detail pages
Marketplaces, unlike auction sites, are presenting offers from several third party sellers organised on unique product detail pages. This is why if you’re making a search on ebay or any other auction site, for “Breitling – CB014012-G713TT”, you will find:
Where as on Amazon and the likes, things are slightly more customer friendly on unique product detail pages:
- a single search result
- a separate section displaying similar, recommended products.
How marketplaces are aggregating several offers on a unique product detail page?
Marketplaces are “recognising” similar products using a unified system: the barcode (wikipedia:barcode).
Here is a walkthrough the Amazon unique product detail pages (PDP) and its most important sections that should be your key focus as a seller.
Conclusion: Best way to display offers from various sellers on a webstore
While there is no obvious answer to that question as power users will find pros and cons in both systems, e-commerce interfaces work best when they are designed for masses and the recent move from ebay to require barcodes from their sellers seems to be inline with my conclusions:
“Starting June 29, enforcement of product identifiers will begin in select categories. Be sure to add the necessary product identifiers to your listings now and make sure you’re ready.”