In a recent round table organized by the Santa Fe Institute, the complexity of commerce captured the attention of those interested in understanding how complex systems science can be applicable for settings where consumers and providers interact. Despite the usefulness of applied complexity for commerce-related phenomena, few works have attempted to provide insightful ideas. This mini-review aims at providing a succinct discussion of how the metrics of emergence, self-organization, and complexity might benefit the research agenda of applied complexity and commerce/consumer studies. In particular, the paper argues possible pragmatic ways to understanding the valuable information present in word-of-mouth data found on electronic commerce platforms.
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