Exclusive dealings of Internet platforms have aroused increasingly attention of anti?monopoly department, the economic effects of which are complex and still controversial in the industry, especially in academia. First, based on the Hotelling model, it analyzed the attribution changes of users before and after exclusive transactions. With the consideration of the impact of platform empowerment and brand heterogeneity on the sales of merchants after exclusive dealings, its mechanisms were decomposed.Then based on the data of Internet catering takeaway platforms in an important city in the west in 2019, empirical test and analysis were carried out. It used the propensity score matching ? difference in difference approach to evaluate the net effect of exclusive dealings of catering takeaway platform G on operators’ sales. The results showed that exclusive dealings reduced the total sales of merchants through channel effect, and there was no significant consumer transfer effect which could increase sales of merchants. Therefore, the platform didn’t effectively empowered merchants in sales growth after exclusive dealings. Through further analysis of the heterogeneity, it found that the negative impact on sales of brands after exclusive dealing was higher than that of non?brands. It can provide reference and support for the related anti?monopoly execution.