While research on the business models of dominant digital marketplaces such as Amazon,
TaskRabbit, and Uber has progressed in recent years, little is known about the business models of
niche marketplaces despite their economic and social importance. Taking an institutional logic
perspective, we examine how multiple logics shape the business models of digital niche marketplaces. Based on the comparative study of ten European digital niche marketplaces, we
identify two business model archetypes that vary concerning problem complexity and the influence of institutional logics. The “concierge business model” is designed to efficiently solve simple
location-bound problems through local networks. This model is dominantly shaped by the market
logic and complemented by the corporate logic. By contrast, the “wizard business model” seeks
innovative solutions to more complex problems by utilizing global networks.
