What made these specific companies rise above their competition boils down to one thing: user experience. As Thompson wrote in July 2015:
[T]he most important factor determining success is the user experience: The best aggregators win by providing the best experience, which earns them the most consumers/users, which attracts the most suppliers, which enhances the user experience in a virtuous cycle. But what, exactly, makes for the best user experience? There’s nuance to it — the kind of nuance that can kill a company that fails to notice it. User experience is not just about having a beautiful app, or a high-functioning platform, or the biggest array of suppliers. In fact, the clash of two Indian startups — the now-multinational Zomato and a local rival — shows that the simple version of Thompson’s aggregation theory omits some very important details. The story of these two competitors isn’t just a regional tale. It speaks to any company interacting with the physical world, including startups like DoorDash or Postmates; it’s also pertinent to any of the e-commerce companies shaking up retail, like Jet.com.