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The digital marketing glossary > G > What is Group buying definition?

What is Group buying definition ?

Launched in the late 90’s, the group buying model had an ambition to make the most of the Internet specificities (e-mail, community dimension, absence of geographic borders…) to group buying offers together in order to knock down prices on different services and household goods.

The model had to be temporarily given up when everybody realized it was very difficult to fight with the power of central purchasing organizations of big retail chains.

More recently, the group buying principle has been partially relaunched by Groupon and other players.

 
Published on Sunday 7 October 2012, mis a jour le Friday 2 November 2012 (Authors)