Channels and tools
A marketplace is a platform that hosts the offer of many sellers and runs search, payment and often delivery on their behalf, in exchange for a commission and for the relationship with the customer.
In the articles it is the benchmark for every own shop: its strength is logistical efficiency, and a badly served customer moves there accepting even a non-original product, as long as the purchase runs smoothly. The power of the largest platforms is now regulated in Europe: the Digital Markets Act imposes obligations on the platforms that control access to the market, the so-called gatekeepers, to keep those markets fair and contestable.
An example
A parts dealer sends a customer the wrong code and the customer says nothing. Next time round they search a marketplace, where delivery is certain, and buy a non-original part. The company loses the customer without receiving a complaint, so without learning why.
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