Brands are launching first-party storefronts to connect consumers to others
Trend - Brands across multiple industries are launching consumer-to-business-to-consumer (C2B2C) storefronts. C2B2C offers consumers discounts on products and enables consumers to sell unwanted products while the business handles transactions and verifies the quality of listed items.
Insight - When consumers no longer require products, whether it be clothing, technology, or furniture, they often turn to third-party marketplaces for all-purpose listings. However, these marketplaces pose various risks, causing some users to be wary of misleading products and scam attempts. Some consumers desire streamlined ways to liquidate older goods safely and securely, while others desire quality goods at discounted prices. Brands are responding by launching first-party C2B2C marketplaces.
Insight - When consumers no longer require products, whether it be clothing, technology, or furniture, they often turn to third-party marketplaces for all-purpose listings. However, these marketplaces pose various risks, causing some users to be wary of misleading products and scam attempts. Some consumers desire streamlined ways to liquidate older goods safely and securely, while others desire quality goods at discounted prices. Brands are responding by launching first-party C2B2C marketplaces.
Workshop Question - How might your brand benefit from connecting its consumers via an online marketplace or forum?
Trend Themes
1. First-party C2B2C Marketplaces - Brands are launching first-party C2B2C marketplaces to offer consumers a safer and more secure way to liquidate older goods and purchase quality goods at discounted prices.
2. Circular Economy Initiatives - Circular economy initiatives are becoming popular among different industries, encouraging the recycling and reselling of used products to reduce wastage and make a contribution to a more sustainable future.
3. Resale Marketplaces - Resale marketplaces, particularly in the athleisure industry, are making it easy for customers to sell their used clothing and products, while also offering a more sustainable model for the industry.
Industry Implications
1. Retail - Retail companies can benefit from launching first-party C2B2C marketplaces that offer consumers a secure and safe way to liquidate their older goods while purchasing quality products at discounted prices.
2. Furniture - Furniture businesses can benefit from circular economy initiatives, specifically offering incentives for customers to return used furniture for recycle or resale purposes.
3. Athleisure - Athletic apparel and athleisure companies can benefit from developing their own resale marketplaces, where customers can help increase product lifecycles and meet increasing sustainability demands.
