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  Online  marketplace 

  Exchanges  of  information 

and commercial 

transactions between 

consumers, businesses 

and governments 

completed through 

different forms of online 

presence such as search 

engines, social networks, 

comparison sites and 

destination  sites.   

  Path  to  purchase 

  The  different  sites, 

channels, devices and 

information sources that 

consumers use to inform 

their purchase decision 

for a product or service. 

Also known as conversion 

pathways on a site.   

  Multiscreening 

  A term used to describe 

simultaneous use of 

devices such as digital TV 

and  tablets.   

  Destination  site 

  Typically  a  retailer 

or manufacturer 

site with sales and 

service information. 

Intermediaries such 

as media sites may be 

destination sites for some.   

  Online 

intermediaries 

  Websites  which  help 

connect web users with 

content they are seeking 

on destination sites. 

Includes new online 

intermediaries such as 

search engines and 

shopping comparison 

sites and traditional 

brokers, directories and 

newspaper and magazine 

publishers that now have 

an online presence.   

  Online  marketplace  analysis