 The digital Multinational enterprises (MNEs) do not collect revenue from the user side but from the advertiser side, thanks to the sale of online advertisement.As a result, the outcomes of these intertwined and combined effects tend to lead to the formation of dominant market positions, also called digital monopoly or oligopoly In this sense, digital platforms such as the GAFA (Google, Apple, Facebook, and Amazon) can be considered as first movers -large companies that introduce a service or a product on an immature market, allowing that company to establish strong brand recognition and service loyalty.Given its expected broad impact, traditional firms are actively assessing how to respond to the changes brought about by the digital economy.