Product variety, across‐market demand heterogeneity, and the value of online retail
利用在线零售商数据，量化产品种类带来的额外价值，发现由于各地需求差异，在线品种的收益比以往研究低45%。
Abstract Online retail gives consumers access to an astonishing variety of products. However, the additional value created by this variety depends on the extent to which local retailers already satisfy local demand. To quantify the gains and account for local demand, we use detailed data from an online retailer and propose methodology to address a common issue in such data—sparsity of local sales due to sampling and a significant number of local zeros. Our estimates indicate products face substantial demand heterogeneity across markets; as a result, we find gains from online variety that are 45% lower than previous studies.