Online curation is a form of intermediation between producers and consumers supporting consumer decision making. In this article we analyse this phenomenon based on the examples of selected platforms in East and Southeast Asian markets using the service-dominant logic (SDL) theoretical framework. Based on a literature review, we conceptualise it as its own unique model of value co-creation, where value appropriation is unevenly distributed between consumers and producers. Indeed, the consumers mostly receive intangible (experiential/ hedonic) value, while the business actors appropriate the tangible (cost/sacrifice) value. Understanding the types of value that can be co-created using curatorship model, should make it easier to incorporate it into the marketing funnels of companies and integrate it with other communication and sales channels. The types of value co-created by different types actors in curatorship model could be further verified by qualitative studies of an ecosystem based around curatorship platform such as Taobao or Naver Shopping.