Updated: Apr 17, 2019
Since the invention of the internet, it has become possible for businesses to provide more products and services to massive numbers of customers without nearly as much of the previously required capital expenditure. The aggregator and marketplace business models are some of the more recent iterations of this basic principle.
An aggregator model is a version of eCommerce whereby a website or application organizes a highly cluttered market, and in many cases simplifies processes. Examples of these types of businesses are now household names like Uber, Airbnb and Taxify.
This differs from the marketplace business model in which a website organizes products of other businesses and sells them. In this case the online marketplace is simply the facilitator of the transactions and does not own the products that it sells. Amazon.com, Takealot.com, eBay.com etc are all online marketplace businesses.
In the aggregator's case, the brand is the aggregator whereas in a marketplace model, other brands are sold under the umbrella of the marketplace brand. In both cases, first mover advantages and a unique value proposition are hugely helpful in ensuring widespread customer use and engagement.
(Image Source: Pdfiller.com)