Review of studies on digital transaction platforms in marketing journals

Mikko Hänninen

Research output: Contribution to journalReview ArticleScientificpeer-review

Abstract

Digital transaction platforms now intermediate a large number of transactions between end-customers and independent sellers and service providers in many parts of the economy. In retail, for example, Amazon.com now intermediates transactions between end-customers and hundreds of thousands of independent sellers worldwide, while Etsy.com connects artists, crafters, and collectors with buyers of a large range of niche and rare products. The growing popularity of digital transaction platforms, therefore, has significant implications for retail, marketing and distribution scholars as the existing interaction patterns in the value-chain are increasingly replaced by new digital intermediaries. The purpose of this review is, therefore, to examine, through an extensive and rigorous review of research on digital transaction platforms in marketing journals, what we know and what opportunities lie ahead to expand the theoretical and empirical understanding of digital transaction platforms. The review shows that despite increasing multi-disciplinary and managerial interest towards digital transaction platforms and the platform economy, they remain largely unexplored in marketing journals, and the existing research and theorizing attempts remain fragmented. Therefore, there are many opportunities for marketing, retail and distribution scholars to, for example, collaborate with industry and practitioners in order to gain new perspectives and access to novel data sources, and for example, meet the emerging funding requirements of many universities and governmental funding agencies for more rigorous multi-disciplinary research on digital markets and digital business models.
Original languageEnglish
Pages (from-to)164-192
JournalINTERNATIONAL REVIEW OF RETAIL, DISTRIBUTION AND CONSUMER RESEARCH
Volume30
Issue number2
Early online date14 Aug 2019
DOIs
Publication statusPublished - May 2020
MoE publication typeA2 Review article in a scientific journal

Keywords

  • Digital transaction platforms
  • multi-sided markets
  • review
  • marketing

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