Does Occupational Licensing Reduce the Effectiveness of Customer Search on Digital Platforms?
Abstract
We study whether occupational licensing requirements reduce the likelihood thatcustomers engaged in search on digital platforms can find service providers. Our
setting is a large online marketplace in the $500B home services industry where we
observe task-level variation in occupational licensing for 21 million transactions. Exploiting two natural experiments — variation in licensing laws within local labor markets that straddle state borders and a change in a state licensing law — we find that
licensing reduces the success rate of customer search by 25 percent. The reduction in
the success rate of customer search in the presence of licensing is fully explained by a
reduction in the labor supply of workers on the platform and not by an increase in customer search. Moreover, licensing reduces the effectiveness of customer search most
severely in sparsely populated areas. Our findings demonstrate that occupational licensing undercuts some of the efficiency gains of moving labor to digital platforms.