35Appendix B
Appendix B: Marketplaces Create Wealth
The rise of the Internet has enabled digital marketplaces to generate hundreds of
billions of dollars of wealth for buyers and sellers using nine core principles to create the
ecosystem for growth and wealth creation where it would not otherwise exist.
Core Principle Analog Example Digital Example
Expanding distribution
from local and regional
markets to national and
global markets
The Silk Road connecting Far
East and Europe vs insular trade
created new markets and wealth
for many
Garage-sale and swap meet
entrepreneurs become powersellers
on Amazon; homeowner AirBnB hosts
selling to a global audience
Making money passively
with minimal effort
Income from parking lots or
Intellectual Property (IP) rights
Playing video games for a living
(eSports); using aliate marketing or
social graph to earn a living (inuencer)
Guaranteed settlement
to shift counterparty risk
when unknown parties
transact
Banks providing bank reserve
notes redeemable by anyone
(origin of currency)
Paypal or internal payment platforms to
remove payment risk
Seller or buyer reliability
Bias towards known brands and
creditless/cash purchase only
Reputation management rating
systems create identity history (Upwork,
BazaarVoice, etc.)
Cross-border
transaction settlement
Trade zones allowing for foreign
trade, foreign currency exchange
at banks
Central nance operations allow
international buyers and sellers in
e-commerce (Alibaba, eBay)
Fraud prevention
Know Your Customer (KYC) rules
at nance institutions, credit
applications
Expensive but necessary credit card /
payment fraud departments
Expanding supply;
increasing liquidity
Retailers consolidating inventory
(department stores) vs boutiques
Thousands of options in shape, size
& quality on eBay; millions of new
rideshare drivers
Speed of settlement;
price exibility to
increase demand as
needed
Shopping malls creating foot
trac, cash and carry, credit
cards, print advertising, coupons;
discount sales
Search engine optimization and other
digital with millions of buyers on Google
Play / App Store; Steam for video game
downloads; promotion codes
Algorithm-driven
platform
Guessing supply and demand,
clearance sales to move inventory,
discount stores; manual multi-
variant testing
Machine learning & a/b testing predict
supply & demand, create personalized
recommendations; arbitrage pricing