Challenge GameStop was selling large volumes of previously traded-in mobile phones via negotiated prices to a small group of buyers. As its mobile trade-in business grew, it became clear a more scalable solution was needed. In 2012, GameStop partnered with B-Stock in order to accomplish four main objectives: • Achieve the best secondary market pricing by introducing competition and a steady stream of new buyers • Reduce dependency on a small group of buyers • Create a scalable and low cost operational structure that could accommodate an unlimited number of buyers and unlimited volume of inventory • Control the velocity and volume of sales Solution To achieve these goals, B-Stock built GameStop a branded B2B online auction marketplace where the retailer could sell its trade-in mobil

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