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This case has been designed to explore strategic interactions among organizations with different business models. The case considers how a competitor successfully challenged the incumbent in a platform market defined by strong network effects and high switching costs. The case allows students to assess the advantages and disadvantages of eBay's platform business model in comparison to Amazon's retail business model; to evaluate business model performance when value loops of two industry players interact; to analyze how Amazon expanded its business model and overcame barriers to entry in a platform market that generates winner-take-all effects for first movers; discuss how eBay can respond to the new competitive dynamic, exploring both tactical and strategic interactions; and assess the strategic implications of eBay's 2011 acquisition of GSI Commerce.

A decade after BusinessWeek declared the competitive battle between eBay, Inc., and Amazon.com "a defining moment for e-commerce," Amazon established itself as the leader. eBay must decide what strategy to use in order to regain the upper hand: maintain its current platform business model or make a radical change by transforming itself into a services provider.