Online intermediaries play a crucial role and an important enabling function in Europe’s economy in both online and offline industries. As online platforms facilitate the exchange of goods and services in the online environment, a full understanding of how online platforms vary in functionality is inherent to the success of platform-business relations. Without proper understanding that each platform is fundamentally different and that data is used for many different purposes, any future EU-wide initiative runs the risk of restricting various and innovative business models in a rapidly evolving ecosystem. In this context, it is also key to strike the right balance between B2B and B2C obligations: online platforms are forced to act against sellers that carry out illegal practices in order to defend their business models and ensure a high level of consumer protection on their services. Data protection legislation must also be considered when discussing accessibility to personal data which is not possible for the online platform to provide under the current EU data protection rules.