The emergence of digital tools and the development of the participatory web have led the marketing of services to renew themselves by offering collaborative mechanisms for co-creation of value to customers, who then become their contribution to innovation, both consumers and producers. In parallel with this phenomenon, a new horizon for consumption is emerging with the emergence of a collaborative economy based on pooling tools and organising networked consumers. These new alternative modes of exchange, intermediated by collaborative platforms, are also based on co-creation practices that create new social relationships between consumers.