Due to extensive sources of similar products/ services both available online and offline, consumer now can easily leverage on all options made available, to decide on the cost paid for a similar product. In any case, consumers have tremendous bargaining power, usually at the expense of seller.

In the world of e-commerce, consumers are constantly attracted to low price and convenience usage of online e-commerce platform. This will critically escalate the level of rivalry among the sellers that eventually leads to aggressive competition on price war. Owing to the intensive price war, numerous sellers have since substituted the products by offering alternatives in order to maintain their market share. This will continue to uphold the aggressiveness of product price and also …

Furthermore, as there no cost implication for buyers to switch different e-commerce platform or physical stock off the shelves for comparable products, buyers are constantly switching to different e-commerce platform for the best deal. …..