Merchants on Qoo10's platform also stand to gain from the game. Offline retailers can use MameGo!'s GPS feature to attract shoppers to visit their physical stores, thus bridging the gap between brick-and-mortar outlets and e-commerce platforms.
According to Cho, product diversification and price remain major factors in customers' purchasing decision. Qoo10 thus believes that its expansive merchants' networks -- which enable it to offer a wide range of affordable products -- gives it a "clear advantage against other e-commerce players as consumers like having the options to choose the product that best suits their preference," he said.
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