Legacy Brands has been following the traditional supply chain for decades, with manufacturers producing goods which are sold through a long network of distributors, dealers, and retailers. With the transformations of commerce on a technological level; the consumer behaviour is also changing every day. Nowadays consumer wants every product on their doorstep and that too without a delay.

Modern marketplaces allow many manufacturers to reach their customer base locally, but this can dilute the brand existence on a threatening scale. Marketplaces provides a large platform to many manufacturers and once a product is in high demand, there is a chance that the private brands came just in parallel with the legacy brands. As the product is now available from many manufacturers, the consumer will only focus on the product and not on the brand, resulting in brand dilution. The consumer base of the legacy brands will begin to dissipate ultimately causing sale loss in the business.