If you’re an entrepreneur looking to start a business in 2024, an online marketplace may be the perfect choice for you. With the continued growth of the Internet and the increasing popularity of online shopping, when you create an online marketplace provides an opportunity for businesses to reach a broader audience and increase their sales revenue.

However, creating an online marketplace can be challenging, and there are many things to consider before launching your platform. 

You will need to choose a niche, select a platform, design and develop your website, establish partnerships with vendors, and implement effective marketing strategies.

In this blog, I will guide you through each step of the process, providing you with actionable advice and practical tips to help you create an online marketplace successfully. 

We will also cover the latest trends and innovations in the industry, giving you insights into what’s working and what’s not. 

So, whether you’re a seasoned entrepreneur or a first-time business owner, this blog will provide you with the knowledge and tools you need to build a thriving online marketplace in 2024.

Well! Let’s start your journey as an Online Marketplace Entrepreneur.

But before moving to create an online marketplace, first, know about the online marketplace.

What Is An Online Marketplace?

An online marketplace is a digital platform that connects buyers and vendors to facilitate the buying/selling/renting of goods or services. 

The platform serves as an intermediary between buyers and vendors, providing a centralized location where users can browse products or services, compare prices and features, and make purchases. 

Online Marketplaces can be found in various sectors, including real estate, education, transportation, and many more. 

For example, the following are the top online marketplaces,

Airbnb – A Rental Marketplace

Uber – A Transportation Marketplace

Amazon – An eCommerce Marketplace

Udemy – A eLearning Marketplace

Spotify – A Music Marketplace

Swiggy – A Food Marketplace

There are many marketplaces like these available online.

Online marketplaces can be considered virtual shopping centers where multiple vendors can list their products or services in a single place. 

Online marketplaces are used in various sectors and offer increased accessibility and convenience to buyers and vendors.

What Are The Types Of Online Marketplaces?

Based on the type of business (products/services supplied) or the business style, we may differentiate the several online marketplaces. 

Business Model-Based Categorization

B2B Marketplaces

Business-to-business (B2B) marketplaces connect businesses with other businesses. These marketplaces provide a platform for businesses to buy and sell products or services with each other. For example, B2B marketplaces include Alibaba, Thomasnet, and Global Sources. B2B marketplaces allow businesses to reach a wider audience and find new suppliers or customers.

B2C Marketplace

A B2C (Business-to-Consumer) marketplace involves businesses that sell products or services directly to individual customers. B2C marketplaces typically involve a large number of customers purchasing a wide variety of products, and businesses must ensure that their products are attractive and competitively priced to reach their target market. For example, B2C marketplaces include Amazon, Walmart, and Target.

C2C Marketplace

A C2C (Consumer-to-Consumer) marketplace involves individual customers selling products or services to other customers. C2C marketplaces typically involve a large number of individual transactions, and businesses must ensure that their platform is secure and reliable to attract buyers and sellers. For example, C2C marketplaces include eBay, Craigslist, and Facebook Marketplace.

D2C Marketplace

A D2C (Direct-to-Consumer) marketplace involves businesses selling products or services directly to individual customers without intermediaries. D2C marketplaces typically involve businesses that manufacture or source their products directly, and they must create a strong brand and customer experience to attract and retain customers. For example, D2C marketplaces include Warby Parker, Dollar Shave Club, and Casper.

Business Model-Based Categorization

Product/Service-Based Categorization

Horizontal Marketplaces

Horizontal marketplaces are the most common type of online marketplace. These marketplaces offer a wide range of products and services across various categories. For example, horizontal marketplaces include Amazon, eBay, and Walmart. Horizontal marketplaces allow for a diverse selection of products, which can attract a broad customer base.

Vertical Marketplaces

Vertical marketplaces focus on a particular niche or industry. These marketplaces cater to a specific set of products or services, such as Etsy for handmade goods, Houzz for home decor, and Airbnb for short-term rentals. Vertical marketplaces allow buyers to find unique and specialized products, while sellers can reach a targeted audience.

Hybrid Marketplaces

Hybrid marketplaces combine different types of marketplaces. These marketplaces can offer a range of products and services or provide a unique business model. Examples of hybrid marketplaces include UberEats, which offers food delivery services (service marketplace) and allows restaurants to list their menus (horizontal marketplace).

Product/Service-Based Categorization

Functionality-Based Categorization

Service Marketplaces

Service marketplaces connect buyers with service providers. These marketplaces offer services rather than physical products, such as Upwork for freelance work, TaskRabbit for local services, and Thumbtack for professional services. Service marketplaces allow buyers to find and hire professionals for a specific job or task, while service providers can reach a wider audience.

Subscription Marketplaces

Subscription marketplaces offer access to a particular set of products or services through a recurring subscription fee. For example, subscription marketplaces include Netflix, which offers a streaming service for movies and TV shows, and Dollar Shave Club, which delivers shaving products regularly.

Peer-To-Peer Marketplaces

Peer-to-peer (P2P) marketplaces connect individuals who want to buy or sell goods or services directly. These marketplaces eliminate the need for intermediaries and allow buyers and sellers to negotiate prices and terms directly. For example, P2P marketplaces include eBay, Poshmark, and Craigslist.

Functionality-Based Categorization

Scope Of The Online Marketplace In Upcoming Years With The Statistical Report

The online marketplace has been growing rapidly over the past few years and is expected to continue its growth in the upcoming years as well. 

The online marketplace industry is expected to witness significant growth in the upcoming years, providing ample opportunities for businesses to expand their reach and increase their revenue.

  1. Global e-commerce sales are projected to reach $6.54 trillion by 2022, up from $3.53 trillion in 2019. (Statista)
  2. The global online marketplace platform market size is expected to grow from $3.3 billion in 2020 to $7.5 billion by 2025, at a Compound Annual Growth Rate (CAGR) of 17.9% during the forecast period. (MarketsandMarkets)
  3. The number of digital buyers worldwide is 2.14 billion in 2021. (Statista)
  4. In the US, the online marketplace industry is expected to grow at a CAGR of 9.3% from 2020 to 2027, with revenue projected to reach $1,162.3 billion by 2027. (Grand View Research)
  5. The Asia-Pacific region is expected to dominate the online marketplace platform market due to the increasing number of internet users and the rising adoption of smartphones. (MarketsandMarkets)
Scope Of The Online Marketplace In Upcoming Years With The Statistical Report

In terms of profit, the online marketplace industry provides an opportunity for businesses to generate significant revenue, but profitability depends on several factors such as the business model, the level of competition, and the marketing strategy adopted by the business.

These statistics indicate that the online marketplace is poised for significant growth in the upcoming years, with a huge potential for businesses to expand their reach and increase their revenue. Thus, you can create an online marketplace

How To Create An Online Marketplace

So to create an online marketplace you have to follow seven steps. By following these steps, you can build a marketplace website successfully. The steps are as follows,

How To Create An Online Marketplace

Identifying Business Niche

The first thing you should focus on in identifying a business niche is finding the business’s pain points. 

Also, it is an important step towards creating an online marketplace successfully. Identifying a business niche for an online marketplace involves researching and evaluating different product or service categories to determine which one has the potential to generate demand and also attract buyers. 

Follow these 5 steps,

Identify Your Interests And Passions

Start by making a list of your hobbies, interests, and passions. This will help you identify a niche that you are passionate about and knowledgeable about. When you choose a niche that you are passionate about, it will be easier to stay motivated and committed to your business.

“One of the huge mistakes people make is that they try to force an interest in themselves. You don’t choose your passions; your passions choose you.”

~ Jeff Bezos, CEO of Amazon.

Research The Market

Research the demand for different products or services, as well as the competition in the market. You can use tools like Google Trends, Amazon Best Sellers, or Etsy’s trending items to get a sense of what products are currently popular. 

You can also use keyword research tools to see what people are searching for on Google. Look for gaps or opportunities in the market where there is a need for a specific product or service.

Analyze Your Competition

Research your competitors to see what products or services they are offering, how they are marketing their offerings, and how successful they are. This will give you an idea of what is already available in the market and what you can do differently to stand out. So look for gaps in the market that your competitors are not addressing.

Evaluate Your Target Audience

Determine the characteristics of your ideal customer, such as their age, gender, income, and interests. This will help you tailor your offerings to their needs and preferences. You can create buyer personas to represent your ideal customer and use them to guide your product development and marketing strategies.

Consider Scalability

Consider the potential for growth and scalability of your chosen niche. Will it be possible to expand your offerings or market to new customer segments in the future? Look for niches that have room for growth and where you can add more products or services over time.

By following these steps, you can identify a business niche that has the potential to be profitable and sustainable in the long run. Also, remember to keep an open mind and be willing to pivot if you find that your chosen niche is not working out as planned.

How To Get The Best Ideas For An Online B2B Marketplace?” – Read More

Identify Customer Needs

Once you identify the niche, you need to identify the customer needs in that niche. 

Identifying customer needs is crucial to the success of any business, especially for an online marketplace. 

You need to know what your customers are looking for and what problems they are trying to solve to design a platform that meets their needs. 

By taking the time to understand your target audience and their pain points, you can create a user experience that is tailored to their needs and preferences, and that sets your marketplace apart from others in the market. 

Remember, your customers are the lifeblood of your business, so it’s essential to put their needs at the center of everything you do.

Analyze Customer Data

If you have an existing online marketplace, analyzing customer data can help you identify common pain points or areas where users are having difficulty. This can include analyzing customer reviews, customer service inquiries, and website analytics to see where users are spending the most time on your platform.

Monitor Industry Trends

Keeping up to date with industry trends and innovations can help you identify emerging customer needs that you may not have thought of before. This can include changes in technology, shifts in consumer behavior, or changes in the competitive landscape.

Engage With Customers

Engaging with customers directly can provide valuable insights into their needs and preferences. This can include responding to customer inquiries or complaints, soliciting feedback through surveys or social media, or participating in online forums where your target audience is active.

Identify Gaps In The Market

Identifying gaps in the market can help you identify customer needs that are not being met by existing online marketplaces. Also, this can include focusing on niche markets or addressing specific pain points that other marketplaces have not yet addressed.

By identifying customer needs, you can create an online marketplace that meets the needs of your target audience, provides a great user experience, and differentiates your platform from competitors in the market.

Define Your Value Proposition

Next to identifying your customer needs, you need to find out what you are going to give your audience which is your value proposition.

A value proposition is a unique benefit that an online marketplace provides to its users, setting it apart from competitors. It’s the reason why users should choose your marketplace over others in the market. 

Also, a strong value proposition communicates what your marketplace does, for whom, and how it solves a particular problem or meets a specific need. Your online marketplace’s value proposition should

Solve A Specific Problem

Your value proposition should address a specific problem or need that your target market has. 

For example, if you create an online marketplace for organic produce, your value proposition might be that you’re solving the problem of people not having easy access to fresh, healthy food. By addressing this problem, you’re providing a unique benefit to your users.

Focus On User Benefits

Your value proposition should focus on the benefits that your marketplace provides to users, rather than just the features. 

For example, if you’re offering a wide range of products, don’t just say “We have a large selection.” Instead, emphasize how this benefits users, such as “you’ll find everything you need in one convenient place.”

Stand Out From Competitors

Your value proposition should differentiate your marketplace from competitors in the market. Also, this could be through offering unique features, providing a more personalized experience, or simply providing better customer service. 

By highlighting what sets your marketplace apart, you’ll make it more appealing to users who are considering other options.

Communicate Clearly

Your value proposition should be communicated clearly and concisely, using simple language that is easy for users to understand. 

Avoid using technical jargon or industry buzzwords that might confuse users. Keep your message simple and to the point.

Evolve Over Time

Your value proposition should be flexible and adaptable, as your marketplace grows and evolves. 

As you gather feedback from users and make changes to your platform, your value proposition may need to change as well. 

Be open to making adjustments to your messaging as you learn more about your users and what they need from your marketplace.

A strong value proposition is essential for any online marketplace that wants to attract and retain users. By clearly communicating the unique benefits of your platform, you’ll create a compelling reason for users to choose your marketplace over others in the market.

Their first 3 steps are the root of designing a marketplace business model

Choosing The Revenue Model For Your Online Marketplace

Choosing the right revenue model for an online marketplace is important for the success of your business.

The revenue model you choose for your online marketplace will depend on the type of products or services you offer, your target audience, and your competition. 

Also, you need to consider the type of transaction on your platform and explore different models considering the respective pros and cons.

You need to define your value proposition, determine your pricing strategy, analyze your costs, and consider scalability, to ensure long-term success.

When selecting  the revenue model for your online marketplace business, remember the following

Define Your Value Proposition & Determine Your Pricing Strategy

  1. Know your value proposition. Your value proposition is what sets your marketplace unique from the competition.  It is a way to monetize your marketplace business. Also, you should ask yourself the following when determining the value proposition
    1. Does my idea satisfy the customer’s needs?
    2. What makes my marketplace business stand out from competitors?
  2. Design your online marketplace pricing strategy. Your pricing strategy will depend on your value proposition and the product or service you offer. There are several pricing strategies to consider, including
    1. Fixed Pricing – The price of a product or service is set at a predetermined rate that does not change.
    2. Dynamic Pricing – The price of a product or service is adjusted in real-time based on market demand, supply, and other variables.
    3. Variable Pricing – The price of a product or service varies based on the features or options selected by the customer.
    4. Pay-as-you-go Pricing – Pay for the products or services they use, rather than paying a fixed price upfront.

Analyze Your Costs, And Consider Scalability

  1. Analyze the Cost to build your marketplace. To ensure that your marketplace revenue model is profitable, you need to understand the associated with running your marketplace. It includes the cost of development, marketing, infrastructure, and other overhead costs. When you have a clear understanding of your cost, you can determine the minimum revenue you need to generate to break even and make a profit.
  2. Scalability of your marketplace. As your marketplace grows, you need to add a new product or service, accommodate increased demand, and adapt to changes in the market. Also, ensure that your revenue model can accommodate these changes without sacrificing profitability. 

Select The Right Online Marketplace Website Builder

You can build a marketplace commonly in 2 ways, Either with a coded marketplace or a no-code marketplace.

Ways To Build An Online Marketplace

You can build your marketplace from either of them, but you need to consider things like flexibility, customization, scalability, 3rd party integration, security, maintenance, and cost before selecting them. 

Difference Between No-Code Marketplaces And Coded Marketplaces

No-code marketplaces and coded marketplaces are two different types of online marketplaces. However, the main differences between the two are in the way they are built, the level of technical expertise required to create and manage them, and their features and functionality.

Key ElementsNo-Code MarketplaceCoded Marketplace
Building ProcessDrag-And-Drop Interfaces And Pre-Built TemplatesProgramming Languages Like Python, Ruby, Or Javascript.
Technical ExpertiseDo Not Require Any Coding Or Programming Require A Higher Level Of Technical Expertise
Time And ResourcesEasier And Quicker To Set Up And LaunchTakes More Than A Month To Set Up And Launch
CustomizationLimited In Terms Of Customization OptionsUnlimited Customization Options
ScalabilityCan Handle Larger Volumes Of Traffic And TransactionsCan Handle Larger Volumes Of Traffic And Transactions
FlexibilityMore Flexible In Terms Of Switching To Other NichesMore Flexible
SEO And Marketing CapabilitiesEasy Integration Of Seo And Marketing ToolsComplex In Integration Of Seo And Marketing Tools
UpdatesEasier To Make Changes And Updates To The MarketplaceRequire More Technical Expertise To Make Updates, And Changes Can Take Longer To Implement
ManagementEasily ManageableRequires A Development Team To Manage
Legacy Maintenance Less Legacy MaintenanceMore Legacy Maintenance As The Codebase Is More Complex
InvestmentMinimal InvestmentRequire A Larger Investment 
Cost To Create A MarketplaceStarts From $50 To $239~ $97,000–$155,000

Create An Online Marketplace MVP

Before building an online marketplace MVP, there are several things you should consider to ensure that your platform is successful. To make your marketplace MVP more successful consider the following 

  1. Prioritize the features that are most important for your MVP. Start with the essential features that provide the most value to your users.
  2. Test your MVP with real users and gather feedback. Use this feedback to iterate and improve your platform.
  3. Choose a technology stack that is scalable, secure, and easy to maintain. Consider using a cloud-based platform to make scaling easier.
  4. Build a community around your platform by engaging with your users and offering them incentives for participating.
  5. Make sure that your platform complies with all relevant laws and regulations, such as data privacy laws and payment processing regulations.
  6. Plan for scalability from the beginning. Use a modular architecture that allows you to add new features and scale your platform as your user base grows.
  7. Provide excellent customer support to your users. This will help you build a loyal user base and drive word-of-mouth marketing.
Building An Online Marketpalce MVP

Launching & Promoting The Marketplace

To launch and promote your online marketplace, you should have a plan in place that includes activities to generate excitement and attract your target audience. 

You can build buzz by creating a pre-launch landing page, social media campaigns, and email marketing campaigns. 

You can also leverage influencers, optimize for search engines, use paid advertising, offer promotions and discounts, and monitor key metrics to measure success.

Remember, launching and promoting your marketplace is an ongoing process. Continuously seek feedback from users, iterate and improve your platform, and adjust your marketplace marketing strategy based on what works best for your audience.

Finally, you have learned about how to create an online marketplace platform. 


“If you launch no one notices, launch again. We launched 3 times.”

~ Brian Chesky, CEO of Airbnb.

As Brian said, launch your marketplace, and get feedback from the audience. Implement the audience’s feedback and other improvements in the 2nd launch. Keep repeating it until you get a perfect marketplace platform.

In conclusion, starting an online marketplace can be challenging, and entrepreneurs need to be aware of the potential mistakes they can make. 

To create an online marketplace in 2024 requires careful planning and consideration of various factors. By avoiding the mistakes mentioned in this chapter and focusing on the following entrepreneurs can increase their chances of success.

  1. Creating A Unique Value Proposition
  2. Providing An Excellent User Experience
  3. Building Trust
  4. Complying With Legal And Regulatory Requirements
  5. Accurately Estimating Costs
  6. Having A Clear Revenue Model
  7. Investing In Marketing And Customer Acquisition.

It may require much time if you opt to build from scratch. If you want a quick marketplace launch consider using a SaaS marketplace builder that offers the features, scalability, security, and support that your business requires. 

When building a custom platform, work with an experienced development team and prioritize features such as user experience, mobile responsiveness, and integration with third-party services.

Once your platform is up and running, focus on building a community of buyers and sellers, implementing effective marketing strategies, and continuously improving your platform based on user feedback. 

With the right approach, creating an online marketplace can be a lucrative and rewarding business opportunity in 2024 and beyond. 

Good Wishes On Your Journey As An Online Marketplace Entrepreneur!