Franchises typically approach e-commerce operations in one of four ways:
The “pure-play franchisor” model: the franchisor transacts all e-commerce on a global online platform run by headquarters.
The “pure-play franchisee” model: franchisees handle their own online business at the local level.
The “shared e-commerce” model: franchisors retain control of the e-commerce channel but let franchisees be part of the overall online selling strategy.
The “distributed e-commerce” model: franchisors provide standalone, branded websites that are marketed and operated locally by franchisees.