Abhiyan here (again):

Manufacturers can themselves advertise online, with pop up ads, direct marketing, etc. They can even sell their own products and complete the business transaction without having to put their products in online shops or advertising. I was wondering how does this affect the retailer online?

Since people can directly go to manufacturer’s site and complete the transaction. Advertisements would not be as effective, as people can search for products online and can fine the manufacturer’s website. Has anyone looked into this side of online commerce, business models and efficiency of search engines versus advertisements?