Over the past decade, the ascendancy of the platform economy has led to a significant shift by numerous online merchants, transitioning from the conventional wholesale model to the agency model. Within the agency model, suppliers control pricing decisions, and in exchange for leveraging the online marketplace to access consumers, they apportion a segment of the revenue to the retailers. Reports indicate that third-party sellers are the primary source of Amazon's income via the agency model. This model has emerged as a prevalent distribution agreement for many physical goods within the digital marketplace. Furthermore, its influence extends to the realm of digital content distribution, as evidenced by its adoption by both Apple and Google in their respective application stores. Notwithstanding the widespread adoption of the agency model in practice, there has been a notable deficiency in the scholarly examination of contemporary advancements in this area. Consequently, this study conducts a systematic review of the agency model. Specifically, we identify and focus on three critical issues regarding the agency model in the literature: the impact of the agency model on channel distribution, how to effectively manage the operations and information management strategy when employing the agency model. Our investigation furnishes an exhaustive synopsis of the latest advances concerning the agency framework and encapsulates pertinent insights for management. We conclude this article by proposing directions for future research.

中文翻译：

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在线平台中的代理模式：近期发展回顾与未来展望

过去十年，平台经济的崛起导致众多网上商家发生重大转变，从传统的批发模式转向代理模式。在代理模式中，供应商控制定价决策，作为利用在线市场接触消费者的交换条件，他们将一部分收入分配给零售商。报告显示，第三方卖家是亚马逊代理模式收入的主要来源。这种模式已成为数字市场中许多实物商品的流行分销协议。此外，它的影响力还延伸到了数字内容分发领域，苹果和谷歌在各自的应用程序商店中采用它就证明了这一点。尽管代理模式在实践中被广泛采用，但对该领域当代进展的学术考察仍存在明显缺陷。因此，本研究对代理模式进行了系统回顾。具体来说，我们识别并关注文献中关于代理模式的三个关键问题：代理模式对渠道分销的影响、采用代理模式时如何有效管理运营和信息管理策略。我们的调查提供了有关机构框架的最新进展的详尽概要，并概括了管理层的相关见解。我们通过提出未来研究的方向来结束本文。