Optimal Discoverability on Platforms

• 成果类型: Article
• 署名作者: Hagiu, Andrei; Wright, Julian
• 署名单位: Boston University; National University of Singapore
• 刊物名称: MANAGEMENT SCIENCE
• ISSN/ISSBN: 0025-1909
• DOI: 10.1287/mnsc.2023.02362
• 发表日期: 2024
• 关键词: platforms; DISCOVERY; Two-sided markets

摘要

Choosing how easy to make it for buyers to discover new sellers is a key design decision for platforms. On one hand, enabling more discoverability generates more transactions and can be more attractive for sellers because they anticipate being discovered by new buyers. On the other hand, discoverability can make sellers more reluctant to participate because they anticipate their existing buyers will discover and purchase from other sellers. We model this fundamental trade-off and study how a platform's optimal level of discoverability depends on various factors: the degree of substitutability between the sellers' products; the standalone value of the platform's tools; the size of the platform's installed base of buyers; the nature of the platform's fees, including its ability to charge differential fees depending on whether a transaction is with a seller's existing buyers or not; the number of sellers; and asymmetries between sellers' sizes.