Future business will be conducted more and more on platforms like marketplaces and the development of marketplaces can be observed along the evolution of web technologies. We’ve followed the whole evolution, starting with static websites providing information. The next evolution was to generate social context and vertical specialization. Matching transactions were then the next logical step, where entire marketplaces were created to bring supply and demand together. The on-demand experience grew with the effect of more marketplace use cases to the point of creating their own business models based on marketplace orchestration.