I. Introduction
Currently, mainstream online marketplaces like Amazon and eBay are centralized platforms governed and managed by a single entity. They pervasively support consumer-to-consumer (C2C) and business-to-consumer (B2C) sales through their website. For the Norwegian biggest online marketplace Finn.no as an example, it offers advertising options for both private and business. A private user account can post announcements for selling, giving away, or seeking to buy. Any announcement will only be published after being approved by the platform’s control, and it can be on the marketplace for 60 days for free. The seller and buyer can spontaneously negotiate methods of payments, transactions, and shipments. Finn.no offers payment and shipment options that they can use too, and the platform maintains all users’ data.