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In this paper, we examine which of an agency selling or a wholesale contract offered by an e-commerce platform competing suppliers with typical dual-channel supply chains should adopt, where the products are not differentiated between a direct channel and an indirect platform channel, as in the case of digital goods. Specifically, we consider the situation in which each of two competing suppliers chooses its distribution strategy regarding whether it sells via a direct channel and/or an indirect channel via the platform. In addition, a supplier also chooses an agency selling contract or a wholesale contract if selling via the platform. Constructing and solving a game-theoretic model, we derive the primary result that, in equilibrium, one supplier sells products only via the direct channel, while the other supplier sells via both the direct channel and the platform channel through adopting a wholesale contract, even given the assumption of symmetric suppliers. This finding yields the managerial implication that a supplier selling products of the same quality between direct and platform channels in a competitive environment should not adopt agency selling but instead a regular wholesale contract when selling via a platform. Moreover, this finding reverses the conventional insight from existing models in previous studies that at least one competing supplier always adopts an agency contract when the suppliers are without their own direct sales channels.
Kenji Matsui (Tue,) studied this question.