New opportunties and challenges for consumers in digital markets

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Markets have changed substantially throughout the last decade. We now buy more online than ever before and firms have embraced the new digital reality through innovation and new digital tools that change how markets fundamentally operate. This article outlines central insights from a new analysis titled “Consumer behavior in digital markets”, where the Danish Competition and Consumer Authority explores how the digital transformation of markets affects consumer behavior. The analysis points to five key transformations that set digital markets apart from traditional brick-and-mortar markets, namely that they are frictionless, far-reaching, social, data-driven and experimental.