Meanwhile, Moët Hennessy Louis Vuitton created a platform with Microsoft and blockchain startup ConsenSys to authenticate luxury items through blockchain. AURA, the platform, lets customers trace their products from design to distribution. For the model, AURA provides additional safety from counterfeit items and fraud. Similarly, Germany-based e-commerce software developer Gambio launched GAMB — a decentralized marketplace designed to empower retailers by giving them complete control over their retail house. Any merchant that holds GMB tokens is prepared to take part within the alliance, in that those tokens grant retailers the flexibility to vote on market points.