The user has sometimes been known as a "consumactor" and, as a producer of usages, he has always summoned appropriation within a social dimension. Such a social realm is fundamental, since usage is created and generated through the process of personalizing and integrating it to the practices and constraints of daily life. But the centralization and the all-inclusive offer from the Internet Giant change everything because the user assumes all the roles as digital worker through his digital labor. This is the double question which we will be discussing here: 1/ which place and role do users and their usages have amid digital platforms? 2/ are the notions of usage and user pertinent to study once places and roles have been established? We will attempt to answer these questions using the Alibaba Group platform as a relevant example.