How merchant aggregators orchestrate a better customer experience

If you’ve ever bought an airline ticket, subscribed to a digital magazine, or booked a hair appointment online, you’ve likely used a merchant aggregating platform. These platforms are solutions that help merchants to deliver a great customer experience by offering key functionality to their end-customers and often centralizing demand from a broad array of customers.
These aggregators do this by providing their solutions to merchants who themselves then sell on to the end customers. Typically the aggregators are selling directly to the merchants, which is why they’re called aggregators in the first place.