Abstract: In the e-commerce platform mode, the supplier determines the product price, sells the product directly to consumers and shares the revenue with the platform. Usually, there exists information asymmetry in product (matching) attributes between consumers and product suppliers/platforms. In reality, a consumer is not certain about whether his private taste matches a product unless firms provide some information, and he will make an expectation about his matchness for that product if no information is provided. To resolve consumers’ fit uncertainty, a seller faces two complicated issues: how to offer product information for consumers and how much?What makes this issue more complicated is that even platforms can directly disclose product information.

Key words: e-commerce platform; information disclosure; attribute (matching) information; competition