Analysis of E-Commerce Platform Sales Models from a Traffic Competition Perspective

In an increasingly competitive e-commerce landscape, traffic has become a crucial factor influencing sales models. This paper examines various e-commerce sales models through the lens of traffic dynamics. By developing two traffic game models—one under the resale model and the other under the agency model—we analyze the optimal decisions of e-commerce platforms and merchants. Additionally, we explore how different parameters impact equilibrium decisions. Our analysis of equilibrium profits under both sales models reveals that e-commerce platforms achieve higher profits under the agency model. Finally, we validate our findings through numerical examples. The insights gained from this study aim to serve as a reference for e-commerce platforms and merchants seeking to optimize their sales strategies.