eBay lets you put items items you own up for auction to the highest bidder, which will attract many shoppers who are looking for used, unique, or hard-to-find items. However, the marketplace is also great for offering items at fixed prices. In fact, contrary to what you might think, 86% of eBay's Gross Merchandise Volume is from items sold at a fixed price and 80% of the items sold on the platform are new, not used.
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We present these figures with the caution that no research firm truly knows how much clothing and footwear is sold on Amazon. We also note that some research firms have enjoyed substantial media coverage on the back of estimates that have placed Amazon as one of the very largest retailers of apparel in the US. We further note the risk of a herding effect, whereby some research firms may be reluctant to estimate figures that vary susbtantially from those published by other firms and that are already in the public domain.
So read this book with the understanding that Underhill is a pretty good anthropologically-trained note taker,whose observations have turned up several things of interest to the retailer, at the same time that he is a pathetically bad business consultant and would-be futurist, with a pathological need to self-promote and a very annoying prose style.
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