Motivating buyers and sellers to join an empty platform is thought to be a key challenge for firms attempting to launch digital platforms in two-sided markets. According to predictions from extant literature, ’no one joins until everyone joins’. The phenomenon is often referred to as the...

Many consumers do not carry the product that gives them higher value due to their unawareness of this choice for some product categories (e.g., mobile phone plans, credit cards and insurance). Recently, a new type of platforms has entered the market, and consumers can switch to high-value...