Transaction Intermediary Strategy

Transaction Intermediary Strategy is the strategy of using the internet for the purchasing process. This strategy includes the end-to-end of the search, comparison, and selection of online games. eBay and Microsoft Expedia is a company that uses this strategy. eBay is an auction on the internet before, but now a variety of products sold. Even some added facilities, such as PayPal, which allows individuals or companies to pay online. Facility that enables Skype voice and video communication for free between the users who use Skype software. Shopping.com as a facility that lets users compare prices in the shop. Rent.com is a facility that serves an apartment rental in the United States and crossed into another country. Online Clasified designed for people who meet each other, exchange ideas, do business with each other at the local level. To execute this strategy eBay using the ten steps include (1) know the important thing is critical, (2) establish strategic objectives, (3) understand the life cycle of products on the internet, (4) understand the behavior of the velocity curve of the price of the product, (5) using scarcity perception strategies, (6) applying a second chance strategy, (7) to optimize search results, (8) establish a brand, (9) to explore the channels and (10) using a dashboard. The first step, knowing the critical importance include the gross merchandise sales (GMS), Average sales price (ASP), Conversion rate (CR) and Margin. Gross merchandise sales GMS is the number of sales in a specific time period or commonly known as the gross sales or revenues or income. eBay uses GMS to report to Wall Street and most sellers on eBay have adopted the same way consistently. If a seller sells 1000 items with an average price of $ 50 per month, then the seller GMS is 1000 x $ 50 = $ 50,000 per month. Some sellers adjust GMS to include a bidder does not pay or non-paying bidders (NPBs) when winning the auction, known as the items are not paid or unpaid items (UPI). eBay unpaid item produces winning bidder if the auction does not pay the transaction and the seller does not earn income. Average sales price (ASP) is the average sales price of which is measured from the average sales price of the product at a specific time period. Average sales price (ASP) is calculated by dividing the GMS at any given time. If the seller GMS was $ 50,000 in a month and 100 items were sold, the amount of $ 50,000 ASP: 100 = $ 500. Conversion rate (CR) is a list of items for a period of time (1,5,7 or 10 days). At the end of the period, a percentage of this list will generate a list of buyers and not producing anything. The results of the percentage of buyers is called Conversion rate (CR). Margin or profit or gain is the amount of cash generated at a specific time period to have the costs. By measuring and monitoring the trends in four important thing is, we will be able to feel the business traveler and the business impact of strategic decisions, whether to produce a positive or negative impact.  

(Source: M. Suyanto)