IKEA plans to make its products accessible through other online platforms. They haven't decided yet which online sellers they will sell through or in which markets. IKEA has a strategy for becoming the world's most successful retailer. Their forward-thinking strategy made it the top furniture seller in the world. Despite IKEA's widespread popularity in homes and offices everywhere, IKEA wants to take this step to make its furniture accessible to more people.
IKEA already offers home delivery so that customers can order online and have products delivered. This makes it easier for customers to buy IKEA's products. But selling through third-party websites would expand IKEA’s distribution network beyond its own websites and 355 stores.
"News of the move came as IKEA Group, Inter IKEA’s biggest franchisee, on Tuesday reported total retail sales of €34.1 billion for the year ended Aug. 31, up 3.6% from the year earlier when adjusted for currency impacts." This expansion strategy would increase their sales even more as they compete with Amazon and other retailers.
https://www.wsj.com/articles/ikea-to-trial-selling-products-via-third-party-websites-1507638366
IKEA's strategy of selling online through a third party seams reasonable to expand its presence in more homes; but there is no way that the third party can maintain selling at a cheap price. Since the third party has to earn some profit from selling IKEA's products, the prices will have to change. Possibly, customers interested in buying online will realize the price difference and some will want to buy in store to get the better price.
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