Why Do We Still Need Middlemen Online?

电商与中间商

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You order shoes directly from a factory website—but most online purchases still go through platforms like Amazon or Taobao.

你直接从工厂官网订购鞋子，但大多数网购仍需通过亚马逊或淘宝等平台。
These platforms handle payments, reviews, returns, and even customer service—tasks small sellers struggle to manage alone.

这些平台负责支付、评价、退货，甚至客服——而小型卖家往往难以独自承担这些工作。
They also help buyers compare prices, check seller ratings, and feel safer before clicking ‘buy’.

它们还帮买家比价、查看卖家评分，并在点击‘购买’前增强安全感。
Still, their fees (often 10–25%) reduce what small makers earn per sale.

然而，其佣金（通常为10%–25%）压缩了小制造商每单的实际收入。
Some brands now use social media to sell directly—but they must build trust, logistics, and support themselves.

一些品牌如今借助社交媒体直接销售，但需自行建立信任、物流与售后支持。
Middlemen haven’t disappeared; they’ve just changed shape—from local shopkeepers to digital gatekeepers.

中间商并未消失，只是改变了形态——从本地店主变为数字守门人。
What hasn’t changed is their core job: reducing uncertainty between strangers doing business.

不变的是其核心职能：降低陌生人之间交易的不确定性。
The real question isn’t ‘Are middlemen useful?’ but ‘Who controls the rules—and who benefits most?’

真正的问题不是‘中间商是否有用？’，而是‘谁掌握规则？谁获益最多？’