In some cases, companies get so involved in the transaction that buyers and sellers no longer interact with each other. Instead, the company takes on the role of the supply side itself to control the customer experience .. Network effects no longer exist. In other words, they no longer exhibit the defining feature of a marketplace .. They are better described as marketplaces in name only (MINOs)
☝️When is a Marketplace No Longer a Marketplace? The network effect between supply and demand is the defining feature of a #marketplace — sacrificing this in the pursuit of better customer #experience can create unexpected trade-offs ⛔️. Link
Interactive e-commerce is a model that humanizes the online shopping experience. It is an approach that takes the enjoyable, social, and psychological experience of shopping in the physical world, and applies it to the digital age.
Successful long-lived open systems owe their success to building decades-long micro-communities around extensions/plugins, also known as a marketplace.