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In this conceptual article, we examine the process of shaping digital markets from an institutional perspective. We conceive digital markets as constructed around digital devices that offer new affordances to market players to perform new kinds of institutional work. Market digitalization is built around three main dimensions: shaping market roles, market objects and market activities.Our aim is to investigate the kinds of institutional work that pertain to each of the three dimensions of digitalization and digital market shaping. Our contribution is based on the identification of six kinds of institutional work: shifting the producer–consumer relationship, increasing consumer power, de-materializing market objects, normalizing digital platforms, creating new market activities and new modes of consumption, and personalizing customer experience.