Ticketmaster is one of the largest ticketing companies in the world, providing ticket sales and distribution services for live entertainment events. With its online ticketing platform, Ticketmaster allows customers to purchase tickets for concerts, sports games, theater shows, and other events online. This leads many to wonder – is Ticketmaster an ecommerce platform?
What is Ticketmaster?
Ticketmaster is a ticket sales and distribution company that provides services for event organizers and venues. It offers a platform through which customers can search for, purchase, and download tickets for events. Ticketmaster has contracts with many major venues, sports leagues, theater productions, and music acts to be their exclusive or primary ticket provider.
Some key facts about Ticketmaster:
- Founded in 1976 in Phoenix, Arizona
- A subsidiary of Live Nation Entertainment, the world’s largest live entertainment company
- Provides services for over 30,000 clients globally
- Tickets sold to over 500 million customers annually
- Operates in 30 countries across North America, Europe, Asia, Australia, and New Zealand
In addition to ticket sales, Ticketmaster offers related services including:
- Digital marketing and analytics
- Fan club and VIP program management
- On-site sales technology
- Ticket resale through partner sites
Key Features of Ticketmaster’s Platform
Some of the key features and functionality of Ticketmaster’s online ticketing platform include:
- Event listings and seat maps – Customers can browse upcoming events and see interactive venue seat maps.
- Ticket purchasing – Securely purchase event tickets online by selecting seat locations.
- Digital ticketing – After purchase, customers can access mobile tickets on the app or have printable home tickets delivered.
- Resale marketplace – Customers can resell tickets they can no longer use.
- Fan-to-fan ticket transfers – Transfer purchased tickets to another fan through Ticketmaster.
How Ticketmaster Works as a Platform
Ticketmaster acts as an intermediary platform that connects event providers who have ticket inventory with customers looking to purchase tickets.
The key steps in Ticketmaster’s platform process are:
- Venues, event organizers, teams, artists etc. sign agreements with Ticketmaster to sell tickets.
- Inventory and pricing details are loaded into Ticketmaster’s system by the event provider.
- Customers visit Ticketmaster online or mobile sites/apps to search for and purchase event tickets.
- Ticketmaster facilitates the ticket purchase and delivery. Customers receive valid tickets, either digitally or physically.
- Ticketmaster collects the ticket payment from the customer and pays an agreed upon amount back to the event provider.
- If needed, customers can later resell or transfer purchased tickets through Ticketmaster’s exchange.
This platform model allows Ticketmaster to facilitate ticket sales worldwide while event providers can focus on event production and operations.
Is Ticketmaster an eCommerce Platform?
Based on its online ticketing operations and capabilities, Ticketmaster can be considered an ecommerce platform in many respects.
Some reasons why Ticketmaster functions as an ecommerce platform:
- It enables event providers to sell ticket inventory online.
- Customers can browse, select, and pay for tickets digitally.
- Transactions involve electronic payment processing.
- Tickets and receipts are delivered digitally or online.
- Data and analytics provide insights into sales and customers.
- APIs allow integration with partners and other platforms.
However, Ticketmaster differs from some ecommerce marketplaces in a few key ways:
- It acts as an intermediary rather than directly selling its own inventory.
- Tickets are for live experiences rather than physical products.
- There is tight integration of payments with delivery mechanisms.
- Inventory is finite and event-based rather than an open catalog.
Ticketmaster’s eCommerce Capabilities
Let’s take a deeper look at some of Ticketmaster’s specific ecommerce capabilities and features that enable it to function as an online transactional platform.
Online Listings and Product Pages
Like most ecommerce sites, Ticketmaster allows customers to browse and search listings of available inventory. Event and venue details are displayed similarly to product pages. Customers can view ticket options, seating charts, dates, times, locations, and other relevant event information to inform purchase decisions.
Shopping Cart and Checkout Process
Once event tickets are selected, customers go through a familiar shopping cart checkout process. Their selected tickets are added to a cart where they can manage quantity, delivery options, and proceed to a payment checkout flow. The checkout process collects customer and payment details to complete transactions.
Payment Processing
Ticketmaster securely processes electronic payments from major credit/debit cards and alternate payment methods. This electronic payment processing is a core element of ecommerce transactions. Ticketmaster also supports promo codes and gift cards for customer payment.
Order Management System
Behind the scenes, Ticketmaster has an order management system that tracks ticket inventory availability, processes orders and payments, and delivers the ticket data and assets to customers post-purchase. Order information is also relayed back to event providers.
Digital Delivery
Purchased tickets are delivered to customers digitally, either via email confirmation or directly within the Ticketmaster app. Customers can access mobile tickets on their phone or download printable tickets at home. No physical delivery is required.
Web and Mobile Apps
Ticketmaster offers ecommerce experiences across web and mobile platforms. Customers can search, purchase, access tickets and more via Ticketmaster’s website or native iOS and Android apps. Omnichannel ecommerce is key.
Secondary Marketplace
Via integrated secondary marketplace exchanges like NFL Ticket Exchange, Ticketmaster enables ticket resale and transfers between customers online. This provides an additional ecommerce layer beyond initial sales.
Data and Analytics
As an ecommerce platform, Ticketmaster collects and analyzes data on product sales, customer activity, conversions, order values, and more to improve experiences. Providing data insights to event partners also aligns with ecommerce best practices.
APIs and Integrations
Ticketmaster offers various APIs and integrations that allow its inventory and ticketing functionality to be integrated with external sites, apps and partners. The ability to plug into other systems is standard for ecommerce platforms.
Key Benefits of Ticketmaster’s Platform
By leveraging an ecommerce platform approach, Ticketmaster unlocks a variety of benefits for both event partners and customers:
- Increased reach and distribution – Events can sell tickets to a wider national and global audience online.
- Operational efficiency – Automates the ticketing process so events can focus on production.
- Cost-effective scaling – The platform model allows ticketing operations to scale cost-efficiently.
- Data insights – Event providers gain valuable sales data and analytics.
- Convenience and accessibility – Customers can easily browse and purchase tickets online 24/7.
- Consistent experience – Customers experience a familiar buying process across multiple events.
- Reliability and support – Ticketmaster provides technical infrastructure and customer service.
Conclusion
In summary, while Ticketmaster differs from a traditional ecommerce retailer, its online ticketing operations and capabilities align closely with those of a modern ecommerce platform in many respects. Key ecommerce elements like online inventory, robust checkout processes, digital distribution, and data-driven insights are central to Ticketmaster’s value proposition. The platform streamlines event ticketing while delivering convenience and reliability for customers. So while not a pureplay ecommerce retailer, Ticketmaster leverages ecommerce technology and thinking to enable events of all sizes to sell tickets online efficiently.