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Why A/B Testing Fails in Two-Sided Marketplaces (and How to Fix It with Switchback Testing)
Data Science  Latest  Machine Learning

Why A/B Testing Fails in Two-Sided Marketplaces (and How to Fix It with Switchback Testing)

Swaroop
15 likes
December 4, 2025

Author(s): Swaroop Originally published on Towards AI. By Swaroop Hadke 1. Introduction: The Hidden Trap of Network Effects Standard A/B testing is dangerous in two-sided marketplaces. If you treat a ride-hailing app or a delivery network like a standard e-commerce store, you …

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