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Product Variety, Across-Market Demand Heterogeneity, and the Value of Online Retail

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Abstract

Online retail gives consumers access to an astonishing variety of products. However, the additional value created by this variety depends on the extent to which local retailers already satisfy local demand. To quantify the gains and account for local demand, we use detailed data from an online retailer and propose methodology to address a common issue in such data-sparsity of local sales due to sampling and a significant number of local zeros. Our estimates indicate products face substantial demand heterogeneity across markets; as a result, we find gains from online variety that are 45% lower than previous studies.

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  • Thomas W. Quan & Kevin R. Williams, 2017. "Product Variety, Across-Market Demand Heterogeneity, and the Value of Online Retail," Cowles Foundation Discussion Papers 2054R2, Cowles Foundation for Research in Economics, Yale University, revised Oct 2017.
    • Handle: RePEc:cwl:cwldpp:2054r2
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    Cited by:

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    3. Liran Einav & Chiara Farronato & Jonathan Levin, 2016. "Peer-to-Peer Markets," Annual Review of Economics, Annual Reviews, vol. 8(1), pages 615-635, October.
    4. Olivier De Groote & Frank Verboven, 2019. "Subsidies and Time Discounting in New Technology Adoption: Evidence from Solar Photovoltaic Systems," American Economic Review, American Economic Association, vol. 109(6), pages 2137-2172, June.
    5. Luis Aguiar & Joel Waldfogel, 2018. "Quality Predictability and the Welfare Benefits from New Products: Evidence from the Digitization of Recorded Music," Journal of Political Economy, University of Chicago Press, vol. 126(2), pages 492-524.
    6. Matthew Grennan & Robert J. Town, 2020. "Regulating Innovation with Uncertain Quality: Information, Risk, and Access in Medical Devices," American Economic Review, American Economic Association, vol. 110(1), pages 120-161, January.
    7. Argentesi, Elena & Buccirossi, Paolo & Cervone, Roberto & Duso, Tomaso & Marrazzo, Alessia, 2021. "The effect of mergers on variety in grocery retailing," International Journal of Industrial Organization, Elsevier, vol. 79(C).
    8. Donna, Javier D. & Pereira, Pedro & Pires, Tiago & Trindade, Andre, 2018. "Measuring the Welfare of Intermediaries in Vertical Markets," MPRA Paper 90465, University Library of Munich, Germany.
    9. Peter Cohen & Robert Hahn & Jonathan Hall & Steven Levitt & Robert Metcalfe, 2016. "Using Big Data to Estimate Consumer Surplus: The Case of Uber," NBER Working Papers 22627, National Bureau of Economic Research, Inc.
    10. Bonnet, Céline & Etcheverry, Clara, 2021. "The Impact of Online Grocery Shopping on Retail Competition and Profit Sharing: an Empirical Evidence of the French Soft Drink Market," TSE Working Papers 21-1225, Toulouse School of Economics (TSE), revised Jan 2022.
    11. Jean-François Houde & Peter Newberry & Katja Seim, 2017. "Nexus Tax Laws and Economies of Density in E-Commerce: A Study of Amazon’s Fulfillment Center Network," NBER Working Papers 23361, National Bureau of Economic Research, Inc.
    12. Dingel, Jonathan & Tintelnot, Felix, 2020. "Spatial Economics for Granular Settings," CEPR Discussion Papers 14819, C.E.P.R. Discussion Papers.
    13. Alexander Tarasov & Robertas Zubrickas, 2021. "Optimal Income Taxation under Monopolistic Competition," CESifo Working Paper Series 9309, CESifo.
    14. Javier D. Donna & Pedro Pereira & Tiago Pires & André Trindade, 2022. "Measuring the Welfare of Intermediaries," Management Science, INFORMS, vol. 68(11), pages 8083-8115, November.
    15. Dronyk-Trosper Trey & Stitzel Brandli, 2020. "Analyzing the Effect of Mandatory Water Restrictions on Water Usage," The B.E. Journal of Economic Analysis & Policy, De Gruyter, vol. 20(2), pages 1-13, April.
    16. Sharif Moghaddasi , Alireza & Mousavi Jahromi , Yeganeh, 2017. "Short-run and Long-run Effects of Financial Intermediation on Economic Growth," Journal of Money and Economy, Monetary and Banking Research Institute, Central Bank of the Islamic Republic of Iran, vol. 12(1), pages 89-105, January.

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    More about this item

    Keywords

    Product Variety; Demand Estimation; Long Tail; Online Retail;
    All these keywords.

    JEL classification:

    • C13 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Estimation: General
    • L67 - Industrial Organization - - Industry Studies: Manufacturing - - - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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