Us Capturing supply and demand Markets are more than just places where buyers and sellers meet.
Markets are places where perceptions of value are matched to create trade.
It is crucial to recognise that a market operates as an information system, evolving and innovating to meet user preferences about value. Competition between vendors and changing preferences of buyers make trading patterns change through time. Seen in this light, electronic markets built on information technology offer huge advantages. They are intrinsically flexible information systems built for changes in patterns of perceived value. Configured correctly, they allow vendors to adjust their offers, and buyers to express their preferences.