There has been increasing political and regulatory interest in the role of platforms in Europe’s digital economy. In May 2015 the European Commission published its strategy to develop a Digital Single Market for Europe. As part of its strategy, the Commission has committed to analyse the role of online platforms. In this context, Google asked Oxera to consider how online platforms could be defined, and to assess how both consumers and businesses interact with, and benefit from, online platforms. This report contributes to this debate by answering two key questions: • what is the definition of an online platform? • what value do online platforms provide to European consumers and businesses?
The consumer survey results indicate that almost all consumers (97% of Internet users) believe there are benefits from different types of online platforms. The most widely cited benefits relate to improved convenience, greater choice and increased transparency.
The business case studies provide evidence that online platforms can support new and different types of businesses, reduce costs (particularly those incurred in targeting search efforts) and reduce the impacts of geographic barriers.
Contact: David Jevons