When and how should a retailer use third-party platform channels? The Impact of spillover effects

• The spillover effect influences the retailer's use of a third-party platform channel. • The direction of the spillover effect affects the retailer's selling format preference. • Two Pareto zones exist. With the increasing popularity of third-party platforms, some retailers have used them to sell their products in addition to their own online and offline channels, while other retailers have not. An important pair of questions thus arise: should...