Marketplaces absolutely dominate e-commerce nowadays. Amazon’s market power creates and destroys entire industries. The major marketplaces have by now implemented most of the pamphlet horrors of monopolistic ultra-capitalism so popularized by nineteenth-century Marxist discourse. Had Karl Marx lived today, he would have turned his journalistic spear toward Jeff Bezos. But this cannot last forever. What e-commerce formats are to come to replace marketplaces? The answer is the ones that unlock the potential of social commerce. Basing on the theoretical model properties, the authors predict global trends of the 2030s: word-of-mouth economics, where there is no place for either Amazon or Google.
Part of the book: Advances in Digital Transformation [Working title]