Disruptive marketplaces in HBR, by Clifford Maxwell and Scott Kominers

 Here's a Harvard Business Review article on markets that create new kinds of transactions.

What Makes an Online Marketplace Disruptive?  by Clifford Maxwell and Scott Duke Kominers

"Summary.   Platforms like Airbnb, eBay, and Angie’s List have changed how markets work. But while many are innovative and make life easier for consumers, which are truly disruptive? Hewing to Clay Christensen’s theory of disruption, platforms — which operate as online marketplaces — are disruptive when they create new consumers, producers, or both, functionally creating new transactions (and new kinds of transactions) that weren’t possible before. Specifically, there are four novel transaction types that can unlock disruptive potential: smaller supply units, bundles, new suppliers, and trust wrappers.

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"For a marketplace to be disruptive, it must identify either new supply, new demand, or both — targeting individuals or businesses who were unable to profitably produce or consume goods and services in incumbent channels. And the most powerful disruptive marketplaces are often those that simultaneously connect nonconsumers with nonproducers."

A link in the article points to "what venture capital firm Andreessen Horowitz identified as the top 100 marketplace startups in 2020."

That report notes that "The biggest marketplace companies are big—really big. The top 4 companies (Airbnb, Doordash, Instacart, and Postmates) account for 76 percent of the list’s total observed GMV, even though there are 96 other marketplace companies on the list. Interestingly, three of the four are ways to get food delivered to your home. Similarly, almost all the companies on the list harness technology to interact with the offline world—using mobile apps to make food, healthcare, childcare, and fitness more convenient and accessible. "