Abstract: The new collaborative economy, followed by the development of digital platforms, have led to the emergence of new business models. The entry of new innovative competitors is welcome from the perspective of final consumers, because accessing this type of service is much easier, the prices, as a rule, are more attractive; all of which involve a set of challenges in enforcing competition policy. This study aims to analyze the main advantages and risks for the competitive and consumer environment of the collaborative economy, Uber being the most emblematic example of this phenomenon.

Keywords: sharing economy; competition; consumers; Uber; taxi services.