First Research US Industry Profile

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Internet Auctions
SIC Codes: 5961
NAICS Codes: 454110
Last Quarterly Update: 5/13/2019
Companies in this industry operate auction websites for consumer-to-consumer or business-to-consumer trade of new and used goods. Major US companies include eBay, which dominates the industry; major companies based outside the US include China's Taobao (owned by Alibaba Group) and Argentina's MercadoLibre.
eBay is the world's leading internet auctions site; business outside the US accounted for 57% of the company's net revenue in 2017. International expansion is key to the company's growth strategy. In particular, Germany, the UK, Australia, and South Korea are critical to eBay's revenues and profits. Top growth regions for the industry overall include Latin America, led by MercadoLibre, and Asia/Pacific, where Taobao has the largest share of the market. In South Africa, BidorBuy Group runs Africa's largest auction site.
The US internet auction industry includes about 450 establishments (single-location companies and units of multi-location companies) with combined annual revenue of about $6 billion. Business-to-business (B2B) auction websites are generally not included in this industry. Internet retailers are covered in a separate profile.
Competitive Landscape
Demand is driven by consumers' personal income. Profitability of individual companies depends on effective marketing to build a base of buyers and sellers. Larger firms enjoy economies of scale in technology purchasing, customer service, and telecommunications. Smaller firms compete on outstanding customer service and providing niche products.
Companies in the internet auction industry compete against online retailers, especially discount retailers and inventory liquidation sites, as well as physical retail establishments and auctioneers. Online classified listings and social media sites that can facilitate interactions between potential buyers and sellers may also pose a competitive threat.
Products, Operations & Technology
Internet auction companies operate websites that allow sellers to list their merchandise and buyers to bid on the items. The sophisticated auction software ... plus:
Sales & Marketing
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Finance & Regulation
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Regional & International Issues
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Human Resources
Also includes the following chapters:
Quarterly Industry Update
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Industry Indicators
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Business Challenges
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Trends and Opportunities
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Call Preparation Questions
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Financial Information
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Industry Forecast
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Industry Websites
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Glossary of Acronyms
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