Platforms such as Amazon, Alibaba and Etsy use the market aggregation function to provide users with an online site of sellers from around the world, offering numerous and varied products. Similarly, Upwork makes the process of evaluating, comparing and hiring easier for employers by bringing a number of professionals together on one platform. Such platforms slash the costs of advertising to a fraction of traditional rates.30 E-marketing is less time-consuming and can be done instantaneously.