Why do sellers flock to vertical fashion platforms? Examining sellers' perceptions of platform capabilities

Purpose Vertical e-commerce platforms generate mutual value for sellers and platforms. Grounded in the concept of seller–platform co-evolution, this study aims to explore how sellers' perceptions of general platform capability and fashion-specific leadership capability influence both parties' sustainable growth in the vertical fashion e-commerce context. Design/methodology/approach Using validated measurement scales, we collected survey data from 480 fashion brands partnered with a leading fashion e-commerce platform in South Korea. Structural analysis was conducted to examine the effects of general platform and fashion leadership capabilities on brand performance, brand assets and platform reputation. Findings Sellers' perceptions of both capabilities significantly enhance short-term brand performance, which can facilitate the development of long-term brand assets and platform reputation. Notably, fashion leadership capability directly influences platform reputation, highlighting its strategic importance. Originality/value This study advances the literature by introducing a co-evolutionary perspective on seller–platform relationships in the vertical fashion e-commerce sector. Additionally, we empirically differentiate the effects of general and domain-specific platform capabilities on outcomes for sellers and platforms.