With a rising influx of diverse shoppers into e-marketplaces, e-retailers often provide tailor-made information to meet the shoppers’ needs and increase their willingness to pay. We investigate the impact of shopper heterogeneity in their expertise on the profits of competing e-retailers with...

E-commerce represents an essential part of modern business, with a significant growth in recent years. Recent events, such as the COVID-19 pandemic, have led to a surge in online shopping and a rapid shift towards e-commerce, creating a new normal in the retail industry. To succeed in this...