E-commerce re-intermediation

By Juliann Virginia NIM : 2301885163

The industry is now undergoing a reorganization as a result of the internet. Disintermediation and reintermediation are two examples of industrial transformation brought about by the internet. As the name suggests, re-intermediation refers to the act of procuring new intermediaries to serve as a bridge between companies and their consumers by way of an online storefront. As a result of new concerns connected to the disintermediation notion in e-commerce, which is mostly oriented on direct-to-consumer issues, re-intermediation arises. Many businesses believe that reintermediation is taking place as a result of the widespread usage of social media as an intermediary in viral marketing campaigns promoting a company’s website. Re-intermediation is a new intermediate pattern created by e-commerce.

It is also known as “re-intermediation” when an intermediary (whether new or previously unmediated) takes on the job of a “new middleman.” Customers still need assistance in making their product selections in this scenario, necessitating the formation of a new middleman. In business exchanges between producers and consumers, new intermediation is critical. New digital intermediaries provide new opportunities to contact new consumers, deliver value to customers, and create income for the companies they work for. Electronic trade managers must first guarantee that the firm, as a supplier to the new intermediary functioning and selected market sector, is represented in their new location and chosen market sector prior to reintermediation. After that, it’s critical to keep tabs on the pricing charged by competitors in the industry. It also gives you the freedom to act as your own go-between. Countermedicine is a word used to describe the use of such reintermediation. A mediation center is an established firm creating a new intermediate.

References :

Khin, D. M. (2018). Study the role of intermediaries in the electronic marketplace. International Journal of Advanced Research and Development, 158.

Ravi Sen, R. C. (2003). Revisit the Debate on Intermediation, Disintermediation and Reintermediation due to E-commerce. Electronic Markets, 155.