In an e-marketplace (EM) several vendors compete with each other offering exactly the same products for possibly different prices. However, not necessarily the cheapest offer is the one that will carry out the sale. This work seeks to understand the factors controllable by sellers that influence premium pricing in emarketplaces. Based on the review of previous research, a model was elaborated that considers that premium price is influenced by the characteristics of the seller (reputation, size

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... nd location), of the advertisement (use of multimedia resources, dissemination, payment and delivery options , service and ad history) and product (condition and type). In order to validate this model, an API software was developed that, over a 56-day period, collected real sales data from the largest e-marketplace in Brazil, "Mercado Livre". These data were analyzed and used to verify nine hypotheses, which are the basis of the proposed model. Keywords e-Marketplaces, e-Commerce, modelos de negócios digitais Introdução A Internet possibilitou o surgimento das lojas virtuais e tornou mais comum a realização de negócios entre compradores e vendedores fisicamente localizados em lugares diferentes. Neste cenário, observa-se o surgimento dos e-marketplace (EM), empresas que oferecem um ponto de encontro online, onde vendedores e compradores podem interagir, negociar preços e eventualmente fechar negócios, geralmente pagando uma comissão por isso.