Embodiments of the invention include a system for managing inventory transactions within an online marketplace including a reservation server to mediate inventory exchange from a buyer to a seller via an online network. The reservation server includes a memory and a processor coupled to the online network. The memory includes computer-executable instructions that when executed by the processor, establishes a sales channel between the seller and buyer. The sales channel includes a direct sales channel, an indirect sales channel, and resale channel. The online network includes a marketplace server including an inventory that can be reserved, sold, or resold through the sales channel mediated by the reservation server based on the reservation server receiving an inventory reservation request from the seller or buyer. Further, the inventory includes a set price, and the buyer can purchase, repurchase, reserve, option, or swap at least one inventory.