Digital platforms are increasingly shaping the economy and society

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Digital platforms such as Amazon, Google, Meta, Uber and Airbnb are playing an increasingly important role in how markets function and how people find information, products and services online. This is the conclusion of a new review study by, among others, Shrabastee Banerjee and Hannes Datta. According to the researchers, that influence extends beyond economic growth alone and also affects pricing, privacy, competition and public interests.

The researchers describe a new phase in the development of digital platforms: Platforms 2.0. Whereas platforms initially mainly connected supply and demand, data, algorithms and personalization have now become central. As a result, platforms do not just shape ads, recommendations and rankings, but also determine which information, products and providers are visible. This can create convenience and economic value, but it also raises questions about privacy, market power, discrimination and fair competition.

A familiar example is online shopping. Anyone searching for new shoes will often see personalized ads and suggestions based on previous searches and clicks. This shows how platforms help shape users’ choices.

Profit versus user experience

According to the researchers, much of that influence lies in two choices made by platforms: how they make money and how they present information. Do they rely on subscriptions, advertising or commissions? And which products, messages or reviews are shown to users first? Such choices may seem technical, but they have direct consequences for what becomes visible, who benefits and how fair a market is. In this way, a platform can not only influence purchasing behavior, but also determine which providers grow and which ones fade from view.

Regulation with side effects

Governments are trying to curb the growing influence of platforms. Rules such as the General Data Protection Regulation and the Digital Markets Act are intended to ensure greater privacy and fairer competition. In the Netherlands, the Netherlands Authority for Consumers and Markets is also taking firmer action against misleading practices.

At the same time, regulation can also have unintended effects. Stricter privacy rules, for example, can reduce advertising revenues and disadvantage smaller companies, while large platforms are often better able to adapt. Measures designed to promote competition can, in some cases, actually strengthen the position of dominant players.

Who has access to the data?

Anyone who wants to study the influence of platforms and algorithms soon runs into a practical problem: access to data. Much of the information needed to understand how platforms work is held by the platforms themselves. Those data are often difficult for external researchers to access.

“To properly understand digital platforms, access to data is essential,” says Shrabastee Banerjee. “Without that foundation, it becomes difficult to independently determine how platforms shape choices and what the societal consequences of that are.”

This puts researchers in a difficult position. Collaboration with platforms can provide valuable and detailed insights, but it also raises questions about independence and the scope for critical research. Alternative methods, such as web scraping or research in simulated digital environments, offer more freedom, but often yield less complete or less realistic data. According to the researchers, a combination of methods is therefore needed, so that research does not depend on what platforms themselves are willing to share.

The article, “Digital Platforms 2.0: Emerging Topics, Opportunities, and Challenges,” was recently published in the International Journal of Research in Marketing.

Publication details

Shrabastee Banerjee et al, Digital platforms 2.0: Emerging topics, opportunities, and challenges, International Journal of Research in Marketing (2026). DOI: 10.1016/j.ijresmar.2026.03.003

Key concepts

AI surveillance capitalism

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Tilburg University

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