Netmarkaður

Netmarkaður is the term used in Icelandic to describe the online marketplace, the digital environment where buyers and sellers meet to exchange goods and services over the internet. In practice, netmarkaður refers to platforms that host a marketplace where third-party sellers can list products and customers can compare, select, and purchase items through an integrated checkout. Online marketplaces can operate as B2C, C2C, or B2B models and may be run by standalone marketplaces, retailers, or hybrid platforms.

Key features of a netmarkaður include product catalogs, search and filtering, seller profiles, ratings and reviews, payment processing, order management, and logistics integration. They rely on trust mechanisms such as buyer protection, dispute resolution, and secure payment methods to facilitate transactions between parties who may not have a prior relationship.

Types and examples vary from global platforms like those that host millions of sellers and products to regional and category-specific marketplaces. Some platforms function as pure marketplaces, while others combine direct retail with third-party seller arrangements. Consumers benefit from greater choice and price transparency, while merchants gain access to larger audiences and scalable distribution channels. Revenue typically comes from commissions, listing or subscription fees, advertising, and value-added services such as logistics or marketing tools.

Regulation and policy considerations include consumer protection, data privacy, and payment security. In Iceland and other EEA countries, GDPR, tax compliance, and local consumer laws influence how netmarkaður operates, particularly for cross-border sales. See also e-commerce and platform economy.