Understanding the differences between Aggregators and Platforms is essential for knowing how to compete, partner with, and regulate large companies.
It is all but impossible to beat an Aggregator head-on, as Walmart is trying to do with Amazon. The solution instead is to build a platform like Shopify.
Understanding the differences between aggregators and platforms matters for companies interacting with them and also regulators considering antitrust.
Google and Facebook represent one philosophy, and Microsoft and Apple represent another; tech needs both, but ultimately platforms are more important than aggregators.