Types of digital marketplaces
Marketplaces controlled by sellers are set up by a single vendor seeking many buyers
Goal: create or retain value and market power in any transaction
Buyer-controlled marketplaces are set up by or for one or more buyers to shift power and value to the buyer
Many involve intermediaries who act as aggregators
Some strong buyers set up marketplaces for themselves
Neutral marketplaces are set up by third-party intermediaries to match many buyers to many sellers
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