Online platforms significantly impact traditional marketplaces by creating more accessible and competitive environments. They enable consumers to compare prices, products, and services easily, leading to increased transparency and better options for buyers. Moreover, these platforms can disrupt established businesses by introducing innovative subscription models and direct-to-consumer sales. As brands leverage digital tools for marketing and sales, they reach wider audiences while minimizing overhead costs. However, traditional marketplaces must adapt to these changes by embracing technology to maintain relevance and enhance customer experiences.