E-COMMERCE LAW AND ASYMMETRIC POWER BALANCE IN DIGITAL MARKETS
Marketplace Hegemony and the Legal Limits of Free Trade E-commerce law is an asymmetric field of power where, on one side, massive intermediary service providers (marketplaces/platforms) governing billions of dollars in transaction volume globally exist, and on the other, small and medium-sized sellers and consumers striving to survive in this ecosystem. The shift of commercial activities from physical stores to digital platforms has empowered platform owners to control sellers’ profit margins and visibility through algorithms and to monopolize channels for reaching customers. The primary mission of the law in this field is to protect free market conditions, prevent platforms from misusing this monopolistic power to commit “unfair commercial practices,” and regulate electronic commerce.
