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I discuss how these findings inform research on peer-to-peer marketplaces and the sharing economy more broadly. These findings suggest that an opposing rich-get-richer effect overrides the long tail effect in peer-to-peer marketplaces and other uncertain environments. During the observation period, twenty percent of producers generated 94% of sales. I find that a small share of producers disproportionately benefits from marketplace participation.
Testing my predictions with a self-collected dataset of 862,755 transactions on a peer-to-peer marketplace for skillsharing supports my hypotheses. I develop these arguments to predict the demand concentration in peer-to-peer marketplaces, a context in which consumers face high uncertainties about their transaction partners. Under high uncertainty, demand will be much more concentrated as consumers disproportionally choose the most reputable producers and products. In this paper, I aim to reconcile these opposing findings by proposing that consumer uncertainty represents a hidden yet important boundary condition for the long tail effect. Recent research, however, provides opposing evidence and questions the theory’s validity. Theory on the “Long tail effect” predicts that consumer demand in online markets spreads over a long tail of niche products.
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