The article addresses the confusion surrounding products sold on online marketplaces, where well-known business logos can create the impression that a familiar retailer is the seller. Instead, these retailers may only act as platforms that facilitate transactions between buyers and sellers, without being directly involved in the sales themselves. As more online stores transition to marketplace models, consumers are increasingly confronted with the challenge of understanding who they are actually purchasing from.

Consumer confusion around marketplace products has raised concerns at the Finnish Competition and Consumer Authority (KKV) and the Consumer Ombudsman, leading to an increase in inquiries about these transactions. Many inquiries suggest that consumers often mistakenly identify the marketplace as the seller, which leads to misunderstandings about their rights and the responsibilities of each party involved in the transaction. This lack of clarity can result in frustration for buyers who are unable to discern the exact roles of the marketplace and the actual sellers.

To mitigate these issues, the article emphasizes the need for consumers to be cautious and to verify the identities of sellers when making purchases on marketplace platforms. It advises buyers to pay particular attention to who the actual seller is, as the marketplace operator may not hold any liability for problems related to the product or service. The piece serves as a reminder for shoppers to stay vigilant in the evolving landscape of e-commerce, especially as online shopping continues to grow in popularity, and to educate themselves about the nuances of marketplace transactions.