Digital markets are transforming the global economy, reshaping how businesses compete and how consumers engage with services. The Digital Lab examines the economic, regulatory, and strategic dynamics of digital platforms—focusing on pricing, market power, acquisitions, competition policy, and regulations. Our work informs competition authorities, industry leaders, and policymakers navigating this rapidly evolving landscape.
Digital Lab has partnered with Amazon to investigate competition issues in the technology industry.
The project explores how merger policies influence the innovation strategies pursued by major tech firms and startups.
Using game theory methodologies, the project analyses how different policy regimes shape market outcomes and innovation directions.
The findings are expected to support policymakers in designing merger controls that foster innovation, while addressing market power concerns.
Australia’s digital economy is valued at $167 billion, and has expanded by 80 per cent in the past five years (AU Digital Technology Report, 2023). Digital platforms – from multi-seller marketplaces like Amazon and eBay to business-to-consumer (B2C) sites like Kathmandu and Woolworths – are facing rising competition, driven by AI adoption and evolving customer formats.
Australian digital policymakers must also address challenges around competition, market power, data protection and privacy, and misinformation.
Starting in June 2025, Digital Lab initiated a long-term collaboration with New Aim, Australia’s largest private e-commerce technology company, to examine these issues through research, policy, and education.
Co-founded by Monash alumnus Fung Lam, New Aim’s proprietary platform technology optimises across the supply funnel, including procurement, supply chain management, multichannel integration, and pricing decisions.
New Aim operates multiple platform formats in the Australian digital ecosystem. Its business-to-many (B2M) model is unique in the Australian market, connecting Australia’s leading household brands with established online marketplaces such as Amazon, Myer and MyDeal.
Dropshipzone, New Aim’s in-house built B2B marketplace, enables small-scale retailers to connect with a wide range of suppliers and helps them to set up their digital brand identity.
AirOxy, their AI-powered analytics platform, helps businesses enhance retail operations across different functions like market analysis and dynamic pricing.
The research team from Digital Lab will collaborate with New Aim in a multi-faceted investigation of digital platforms. The research will encompass, but not be limited to, the following components:
1. A comparative study of the development of B2B/B2C/B2M digital platforms in Australia and globally
This study undertakes a comparative analysis of major B2B, B2C, and B2M digital platforms in Australia and internationally, focusing on the following key aspects:
Through this analysis, the Monash team will outline strategic options for New Aim to adapt to changes in Australia’s evolving retail landscape.
2. A survey study that examines B2B/B2M platforms’ role in the digital ecosystem
We propose gathering insights through a targeted survey that evaluates New Aim’s services in comparison to key competitors in the Australian market. This survey would explore key themes from the comparative study, with specific focus on customer sentiments and expectations across platform formats, data privacy and personalisation issues. The survey will incorporate insights from the previous comparative study, and assesses how customers value different digital platform formats. The findings from this study will provide valuable insights to strengthen New Aim’s position in the Australian market.
3. An academic research article on B2B/B2M digital platforms in the era of artificial intelligence
The Monash research team will synthesise the insights from the above studies and contribute an academic research article to investigate specific research questions related to the role of AI in the digital platform ecosystem. The primary goal of this study is to provide actionable insights to enhance New Aim’s business operations. Moreover, the study aims for academic recognition through publication in prestigious journals.
This project is supported by funding from New Aim, awarded to Digital Lab, Impact Labs, Monash Business School.