GAMB is a decentralized ecosystem for e-commerce ultimately governed by smart contracts. Merchant Alliance members (token holders) propose rules and regulations which upon approval can be programmed into smart contracts so they can be assured. By adopting a decentralized organized marketplace, merchants continue to be independent, enabling them to manage their online shops locally, while ensuring access to traffic and consumer demand.
GMB is an Ethereum-based token that serves as a medium of exchange on the ecosystem. It also empowers merchants to take control over their marketplace by voting on the GAMB platform improvement proposals.