Traditional online shopping has been a solitary activity, but technology advances are challenging this norm. Collaborative online shopping (i.e., co-shopping) stimulates more purchases than solo shopping does, and it embraces the innate human need to socialize. Thus, it represents a growing form...

With the increasing popularity of third-party platforms, some retailers have used third-party platform to sell their products in addition to their own online and offline channels, while others retailers have not. An important question thus arises: should a retailer sell through a third-party...