Value can stem from the product itself but also from the transaction architecture, a part of a Business Model.

The transaction architecture can create value by providing transactional:

• Efficiency - decrease the time and cost to make the decision about the purchase or to make the purchase happen
• Novelty - for example novelty in types of participants, their number, roles given, or number, depth, and quality of links among participants; content of the transaction; and novelty in how the transaction is structured
• Lock-in - increase the motivation of customer to engage in subsequent transactions and increase strategic partners willingness involvement in partnership, for example by affiliate/loyalty programs, network externalities, trust, dominant design, (deployed) customized offering
• Complementarities - including products in the transaction that increase the value of your product, for example cross-selling, online and offline combination, complementary services