One issue in my thinking is the Contract of Sale.
I am actually implementing a VRM business model now after a clear consumer interest. I have been retailing for years, and also I am from a hi-tech background. So I am seeing both sides of the arguments.
I did already try a VRM solution five years ago, and it worked great, but I had one major issue. That was sellers saw my orders as of lower value and often delayed shipping and sometimes sent faulty goods on purpose to get rid of those goods. Since the contract of sale was with me I had all the complaints and then I realized the sellers were defrauding me.
The second matter, also a problem I had, was getting payment, and how is the money handled. If the VRM agent takes the payment, then there are legal issues regarding the contract (ie the VRM is then the seller). If the seller takes the payment, then they may see it as a free lunch, as the contract of sale is still via the VRM agent.
The third issue is one of repeat business. Repeat business drives retail, and making the first sale may be possible, but then what about referrals and repeat business?
I am still interested in VRM as it beats price control (price fixing, retail price maintenance) which is very common in the UK.
I am interested in anyone's views on this matter.