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In recent years, many new and interesting models of successful onlinebusiness have been developed, including competitive models such as auctions,where the product price tends to rise, and group-buying, where users cooperateobtaining a dynamic price that tends to go down. We propose the e-fair as abusiness model for social commerce, where both sellers and buyers are groupedto maximize benefits. e-Fairs extend the group-buying model aggregating demandand supply for price optimization as well as consolidating shipments andoptimize withdrawals for guaranteeing additional savings. e-Fairs work uponmultiple dimensions: time to aggregate buyers, their geographical distribution,price/quantity curves provided by sellers, and location of withdrawal points.We provide an analytical model for time and spatial optimization and simulaterealistic scenarios using both real purchase data from an Italian marketplaceand simulated ones. Experimental results demonstrate the potentials offered bye-fairs and show benefits for all the involved actors.

e-Fair: Aggregation in e-Commerce for Exploiting Economies of Scale