Platform Strategy and Ecosystem Governance in Emerging Markets

Abstract

Digital platforms are reshaping trade in emerging markets, but their rules for sellers, buyers and complementors are rarely examined. We analyse eight platforms in North Africa and South Asia, drawing on documents, interviews with 52 participants and transaction data. Platforms that set clear, stable rules for pricing, dispute handling and data access attracted more complementors and retained them longer than platforms that changed terms frequently. Local partners proved essential for payments, logistics and trust, yet were seldom given a voice in governance. We argue that ecosystem governance should be treated as a strategic choice, not an operational detail. The article proposes a framework linking rule stability, partner participation and ecosystem growth, and discusses implications for managers, regulators and entrepreneurs who build on platforms, as well as for researchers who study how digital markets mature over time.