What is Cybermediation

Disintermediation, reintermediation, and cybermediation strategies are some of the most widely known strategies in e-commerce. Main benefits of perusing such strategies include reduction of costs and creation of values between buyers and sellers. However, these strategies may not be applicable for every scenario in the book, especially in the context of the growth of micro, small, and medium enterprises (MSMEs). In order for intermediation strategies to be beneficial, organisations have to ensure that internal and external critical success factors are achieved. Hence, the purpose of this chapter is to analyse the role and relevance of disintermediation, reintermediation, and cybermediation in the context of MSME growth. This chapter will fill the gap in literature by explaining the possible connection between MSME growth and the three e-commerce strategies, whereby MSMEs can observe which strategies are vital for their growth via critical success factors.