Both the importance of online sales and their scrutiny by antitrust regulators in the EU show no signs of abating. The European Commission’s (EC) E-commerce report, published in May 2017, highlighted the shift in the online commerce market, specifically noting an increase in the use of selective distribution models (where brand owners require their products to be resold in a particular way and potentially not resold on certain sites, such as online marketplaces). Whilst…