Google Shopping: the arguments revisited
9 November 2016
The arguments on which the various competition cases against Google are being fought involve core features of economic interaction in multi-sided digital markets. As such, the final outcome will have a long-standing impact on platform innovation in the EU.
As platforms seek to integrate an increasing amount of services within their ecosystems, there may be a degree of consolidation within digital markets. However, competition is likely to remain fierce as platforms vie to attract users on each side of their multi-sided markets, and as incumbent players see their large market shares challenged by new entrants, whether startups or established platforms from other areas of business.