The inclusive growth potential of marketplace-enabled commerce hinges on a legal and policy framework supportive of independent small business-driven, geographically inclusive, competitive, and open online commerce in Europe. Certain DSM initiatives are at direct odds with such a goal and even seem to contradict that goal. A bias towards maintaining the traditional business models will reinforce the inequalities and disparities of the traditional economy.

For example, the EU Commission’s Sector Inquiry into e-commerce failed to take measures against contractual restrictions imposed by manufacturers and suppliers that prevent small businesses from reaching customers through online marketplaces.