The impact of e-commerce and the effect of the marketplaces: future trends in the toy sector

E-commerce has experienced a remarkable turnaround over the last few years, so what was a business alternative and a support for many business models that integrated this digital media to its distribution channel, today is a changing system that must be coupled with the trends that the marketplaces and multinationals in general are implementing. The purpose of this research project is to carry out a thorough analysis of the B2C online market linked to the toy sector. A specific analysis of this new social reality will make possible to know the hypothetical future of a sector, which evolves every day. An oligopolistic system that affects to manufacturers, retailers, and, consequently, to the final consumer.