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Some time ago, a new factor appeared: the emergence of a “welfare market” in Western countries. This concept refers to the systems of services or social transfers that are subject to market rules while remaining regulated by the public authorities. Until now, little thought was given to the complex architecture of those markets. This article aims to draft a table of the manifestations of those markets, through the example of home care for the elderly. For comparative purposes, it analyses specifically how they are “embedded”, i.e. through regulations aimed at linking market forces to welfare needs, the traditional preserve of families, charities and public actors. The analysis is based on a review of international literature, and on case studies conducted by the author. Its main argument is that while commoditised systems are still governed by specific regulations, they nevertheless lead to an uneven supply of services, which has an impact on the quality of care provided and the social inequality governing access to care.