A digital marketplace is an online platform that act as an intermediary between a buyer and a seller. A good example is the Amazon.
In Kenya, an effective legal and institutional framework for consumer protection rights has not been established. Such regime should afford consumers transparency, through information disclosure and verification, data privacy and protection and conformity of goods to the required standards. Under the current framework there is potential for abuse because there are no direct interactions between the consumers and the vendors. However, digital market has created some benefits to the consumers such as:
i) Greater product and seller choice where the consumer can choose from a range of sellers.
ii) Increased convenience by allowing the consumers to quickly and easy find and purchase the products they need.
iii) Reduced transaction cost