Online retail business model of selected active online retailers in Multiply.com

The Internet, thru electronic commerce (E-commerce) and electronic retail (E-tail), has revolutionized the traditional retail business model of a brick-and-mortar shop. In this day and age, business-to-consumer (B2C) transactions are conducted online. And with the rise of E-commerce in the Philippines, Filipino entrepreneurs are making use of social networking sites (SNSs), particularly Multiply.com, as a platform for their start-up business. This research qualitatively explores the unique business phenomenon of active online retailers in Multiply.com in the Philippines in terms of its infrastructures including marketing, operations, distribution, and payment. Through in-depth interview, active participation in the online shopping process, and business simulation, the research also determines the applicability of the current retail business model in the Internet context to Micro SMEs and entrepreneurs as both an opportunity and innovation necessary for profitability, adaptability, sustainability and viability. The findings of the research show huge growth opportunities in the virtual retail market using the SNSs business platform due to its: minimal investment requirement, easy user interface, local and global customer reach, positive growth potential, and strong cultivation of seller-buyer relationship