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online market ecosystem

 which connects websites through data exchange, 

giving opportunities to enhance the customer experience and extend their reach and influ‑

ence. For example, Facebook has developed the Facebook platform API to enable exchange 

of data between websites and applications, including mobile apps. This enables other site 

owners to incorporate information about consumer Facebook interactions into their own 

websites and apps and share social objects across the Facebook ecosystem to extend their 

reach. Google has developed its own ecosystem related to search marketing and mobile – the 

Android ecosystem. As part of marketplace analysis, companies have to evaluate the relative 

importance of these ecosystems and the resources they need to put into integrating their 

online services with them, to create a plan.

Analysing the impact of different ecosystems on online consumer behaviour or customer 

journeys is, today, as important as observing their physical behaviour in the real world.

Click ecosystem

Describes the customer 

behaviour or flow of 

online visitors between 

search engines, media 

sites, other intermediaries 

to an organisation and its 

competitors.