Master the marketplace business model

Building a marketplace means offering a service to two distinct user groups: the supply and the demand. These articles help you solve the challenges and unlock the opportunities of the marketplace business model.

Multiple yellow trophies in even rows on a turquoise background
Business Model

The best marketplaces run on commission

Sharetribe studied how the top 100 marketplaces of 2021 make money. Our findings can help entrepreneurs determine the best strategies to monetize their platform. 

by Sjoerd Handgraaf & Katri Antikainen


Making money as a marketplace entrepreneur

One of the most common reasons why startups fail is that they choose a business model that doesn’t scale. So think carefully about how you’ll monetize your marketplace. These articles help you find a revenue model and a pricing level that supports your growth and keeps users on your platform.

Marketplace Pricing - how to set the marketplace commission and transaction fee
Business Model

Marketplace pricing: How to define your ideal take rate

Find a pricing strategy that is just right for everyone: you, your providers, and their customers.

by Juho Makkonen

How to discourage people from going around your payment system
Business Model

Managing marketplace leakage – How to discourage people from going around your payment system

How to solve the most daunting challenge of the marketplace business model: platform leakage.

by Juho Makkonen

Choose the right marketplace business model
Starting a marketplace
Business Model

How to choose the right marketplace business model

Compare marketplace revenue models and find the revenue strategy that can boost your growth.

by Juho Makkonen


Build supply, generate demand, and solve the chicken-or-egg problem

Building a marketplace presents you with a chicken-or-egg problem. You need high-quality supply to drive demand. To get high-quality supply, you need demand. These articles suggest strategies to help you balance your marketplace audience and grow a loyal user base.

Start your marketplace in one city and focus on one vertical
Business Model

Focus your marketplace on one city and one vertical

Tackle the chicken-or-egg problem with an extreme focus.

by Juho Makkonen

How to launch your marketplace
Marketing & growth
Business Model

How to launch your marketplace

Strategies that bring demand to your freshly opened marketplace platform.

by Cristóbal Gracia

How to build supply for your marketplace
Business Model

How to build your marketplace supply

How to bring in the first, quality providers before your platform has any customers.

by Juho Makkonen


Build and maintain your marketplace community

The most successful marketplaces are more than businesses. They’re an active community where users can meet, interact, and transact. Investing in community-building can pay off tremendously and boost your growth and defensibility against competitors. Here’s everything you need to know about building a marketplace community.

Marketplace community-building playbook – Julia Wadehn, COO of PaulCamper
Business Model

PaulCamper’s community-building playbook for marketplaces

PaulCamper's COO Julia Wadehn shares her best marketplace community-building strategies and explains how they have helped boost PaulCamper's growth.

by Katri Antikainen

How to turn your marketplace into a community
Business Model

How to turn your marketplace into a community

Engage your best providers by turning them from users into community members.

by Cristóbal Gracia

How to build trust in your marketplace
Business Model

How to build trust in your marketplace

Tactics to increase trust between your providers and customers – and to boost transactions.

by Cristóbal Gracia


More on the marketplace model

More expert insights on the opportunities, challenges, and strategies around the marketplace model.

Multiple yellow trophies in even rows on a turquoise background
Business Model

The best marketplaces run on commission

Sharetribe studied how the top 100 marketplaces of 2021 make money. Our findings can help entrepreneurs determine the best strategies to monetize their platform. 

by Sjoerd Handgraaf & Katri Antikainen

How marketplaces can switch to remote services
Business Model

How to introduce remote services to your marketplace

Freelensia co-founder shares the practical steps the marketplace took to move from on-site interpretation to remote services.

by Peter Nguyen

The hands of the woman hold a half of a ripe avocado and an avocado pit made with paper.
Business Model

The concierge marketplace model: how to match supply & demand

Boost your growth by manually matching your marketplace supply and demand. Mike Williams discusses the benefits of the concierge marketplace model.

by Mike Williams

Ladders in a wall representing marketplace supply growth. Made with paper.
Business Model

How to onboard & grow your initial marketplace supply

Mike Williams shares five tactical tips for growing and onboarding marketplace supply. All battle-tested with his global music studios marketplace Studiotime.

by Mike Williams

Marketplaces and word-of-mouth marketing
Business Model

How to leverage word-of-mouth to start and grow your marketplace business

Word-of-mouth creates lasting customer relationships. This guest article offers effective strategies to help optimize your marketplace for positive WOM.

by Pulkit Bhardwaj

Marketplace conference, chicken or egg problem
Business Model

James Currier at the Marketplace Conference: 19 tactics to solve the chicken-or-egg problem

This article discusses James Currier's 19 actionable tactics to solve the chicken-and-egg problem for marketplaces. This is the fourth article in a series covering our favorite talks from the first Marketplace Conference in San Francisco.

by Mira Muurinen

Marketplace Conference, liquidity
Business Model

Josh Breinlinger at the Marketplace Conference: How to maximize liquidity and transaction quality

A long list of actionable tips for marketplace entrepreneurs, courtesy of Josh Breinlinger, Managing Director at Jackson Square Ventures. This is the third article in a series covering our favourite talks from the first Marketplace Conference in San Francisco.

by Mira Muurinen

Marketplace Conference, trust on two-sided marketplaces
Business Model

Jessica Tiwari at the Marketplace Conference: Building trust in two-sided marketplaces

This article series brings you some marketplace wisdom and inspiration from the first Marketplace Conference in San Francisco. In this article, we discuss a talk about building trust by Upwork’s VP of Product Management, Jessica Tiwari.

by Mira Muurinen

Using content moderation as a trust facilitator
Business Model

Using content moderation as a trust facilitator

Trust is a key component of a successful marketplace. This guest post by Sigrid Zeuthen teaches you how to use content moderation to build trust in your marketplace.

by Sigrid Zeuthen

Marketplace trust is key in facilitating transactions – An interview with Vincent Rosso
Business Model

Why marketplace trust is key for BlaBlaCar – An interview with Vincent Rosso

The co-founder of Blablacar discusses what B2B marketplaces can learn from P2P marketplaces, and specifically, marketplace trust as a facilitator for transactions.

by Juho Makkonen

Productivity for marketplaces - The North Star
Business Model

Productivity – The North Star for Marketplaces

Josh Breinlinger, VC at Jackson Square Ventures, shares his advice on what marketplaces should strive for.

by Josh Breinlinger

Saturation of Nodes as a Strategy for Marketplaces
Business Model

Node saturation as a strategy for marketplaces

A guest post by José del Barrio from Samaipata Ventures on why saturating nodes is a good strategy for marketplaces.

by José del Barrio

How to design your marketplace idea
Business Model

How to design your marketplace idea

A guest post by Simone Cicero, creator of the Platform Design Toolkit, a methodology and set of practical tools that help platform businesses create value.

by Simone Cicero

Create commons – An interview with Michel Bauwens
Business Model

Create commons – An interview with Michel Bauwens

Peer-to-peer sharing platforms should give more power to their community.

by Thea Sørvig Østbye

Understand your community – An interview with Jennifer Billock
Business Model

Understand your community – An interview with Jennifer Billock

Your marketplace needs to be tended like a garden.

by Thea Sørvig Østbye

Antonin Léonard
Business Model

Evolve with the community – An interview with Antonin Léonard

A community is built through offline interaction and online experience.

by Thea Sørvig Østbye

Daan Weddepohl
Business Model

Rinse and repeat – An interview with Daan Weddepohl

Apply the lean startup methodology, iteratively creating your marketplace.

by Thea Sørvig Østbye

Arun Sundararajan interview
Business Model

Make the right trade-offs for your marketplace

It is better to grow slow in order to preserve the unique aspects of your marketplace.

by Thea Sørvig Østbye

Solve the supply – An interview with Alex Stephany
Business Model

Solve the supply – An interview with Alex Stephany

A clear and compelling value proposition is the simplest way of acquiring supply.

by Thea Sørvig Østbye

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