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The internet revolution profoundly altered economic relations, with the developing of new technologies and commercial practices. This article scrutinizes how markets involved in this reality can facilitate anti-competitive behavior. It posits that the structure of these markets can enable new manifestations of anti-competitive practices, challenging traditional premises of competition law. The methodology, regarding the procedure, consists of the literature review of competition and the Google Shopping case study, decided by the Brazilian Economic Defense Council (CADE), in 2019. While technically approaching the characteristics of these markets - such as zero price, multiple sides and attention -, one can visualize the way in which the abuse of a dominant position can be revealed in digital markets, through the handling of big data and the consequent consolidation of economic power. When exploring the different views of the case study, even with divergent views of the decision makers, it is pointed out the need to rethink concepts in the analysis of anti-competitive behavior in digital markets. [ABSTRACT FROM AUTHOR]