If you plan to build a service marketplace in beauty, wellness, or local services, you may ask one direct question: how to build a marketplace app like Booksy?
The Booksy model combines appointment scheduling software, service provider management, online payments, and marketplace discovery in one system. As a result, it works not only as a booking tool, but as full digital infrastructure for local businesses.
This guide explains how to build a marketplace app like Booksy from both a product and business perspective.
If you are a founder, product manager, or CTO evaluating the opportunity, this article will help you understand the market potential, technical scope, and strategic trade-offs behind launching a booking marketplace.
What is the Booksy App?
The Booksy model combines appointment scheduling software, service provider management, online payments, and marketplace discovery in one system. As a result, it works not only as a booking tool, but as full digital infrastructure for local businesses.
This guide explains how to build a marketplace app like Booksy from both a product and business perspective.
If you are a founder, product manager, or CTO evaluating the opportunity, this article will help you understand the market potential, technical scope, and strategic trade-offs behind launching a booking marketplace.
What is the Booksy App?
Booksy is a service marketplace and booking platform for beauty and wellness appointments. The app lets users find local providers, book time slots, and pay online. At the same time, the system gives service providers tools to manage daily work.
A Booksy-like platform sits at the intersection of three markets:
In practice, Booksy combines 4 products into one ecosystem.
First, the app works as a marketplace for end customers. Users can discover services, compare providers, read reviews, book visits, and complete payments in one flow.
Second, the platform acts as an operating system for service providers. Business owners manage calendars, client data, staff schedules, payments, and reports from a single dashboard.
Third, the solution includes a payment and risk layer. The system supports prepayments, cancellation fees, payouts, chargeback handling, and basic fraud checks.
Fourth, the product includes built-in growth and marketing tools. Providers can promote profiles, run loyalty programs, sell gift cards, and offer memberships or service packages.
As a result, Booksy is not only a booking app. The platform is a full digital infrastructure for local service businesses, with discovery, transactions, and business management in one integrated system.
About Booksy Company
Booksy is a Polish technology company founded in 2015. Today, the firm operates in more than 25 countries and serves millions of users worldwide.
The platform holds its strongest market position in Poland, the United States, the United Kingdom, Spain, and France. In addition, the service runs in Canada, Brazil, Ireland, South Africa, Argentina, Australia, Chile, Colombia, Portugal, and the Netherlands.
The idea behind Booksy started with a simple problem. More than ten years ago, the founder struggled to book a physiotherapy visit. Setting one appointment required many phone calls and text messages. Both sides had to agree on a time slot. The process felt slow and inefficient.
As a result, the founder asked a direct question: why not make booking as simple as ordering a taxi? That question led to the launch of Booksy.
Since then, the company has grown from a local Polish startup into a global marketplace for beauty and wellness services.
The short answer is yes, if the strategy fits your market and execution is strong. However, let's look at data first.
Market data shows steady growth across all related segments. First, the global appointment scheduling software market reached 546.1 million USD in 2025. According to Fortune Business Insights, the market may grow to 635.6 million USD in 2026.
Second, the spa and salon software segment shows similar growth. Mordor Intelligence estimates this market at 1.01 billion USD in 2025. The forecast for 2026 reaches 1.12 billion USD.
Research and Markets provides another useful benchmark. The global salon software market was valued at 516.3 million USD in 2024. The projection reaches 958.9 million USD by 2030.
However, the more important metric is not only software revenue. The key metric is Total Addressable Market for services.
The professional beauty services market reached 233.56 billion USD in 2025. The projection for 2026 equals 247.6 billion USD, according to Fortune Business Insights.
Why do these distinctions matter?
Software revenue reflects subscription and SaaS growth. Service market value reflects transaction volume, or GMV, that can flow through a marketplace engine.
Booksy operates in a competitive global market. Several platforms offer similar booking and salon management solutions.
Fresha is one of the strongest competitors. Fresha focuses on a marketplace model with no monthly subscription. Instead, the company earns from transaction fees and payment processing.
Mindbody targets larger wellness businesses and fitness studios. The platform combines scheduling, payments, and marketing tools, with strong presence in North America.
Vagaro provides booking, payroll, and marketing features. The system supports both independent professionals and multi-location salons.
Square competes through its ecosystem of payments and business tools. Many salons use Square Appointments together with POS hardware.
Honaro offers a Polish-built alternative designed as a business ecosystem rather than only a booking tool. The platform supports service providers with:
Unlike pure SaaS tools, Honaro combines discovery, booking, and promotion inside one system. At the same time, the platform focuses on supporting local service businesses in building digital presence on the web, not only inside a closed app ecosystem.
If you would like to see how we designed and built the Honaro marketplace, read our detailed case study.
How Does Booksy Work?
Booksy works through three connected layers. Each layer serves a different user group. As a result, each group follows a different workflow.
The three core components are:
Together, these parts form one integrated marketplace.
Customer Journey (End User App)
The customer flow starts with search. A user opens mobile app or website. Then the user searches for a service. The search may include location, category, price range, or rating.
Next, the app shows a list of providers. Each profile displays:
The customer compares options. Then the customer selects a provider.
After that, the user chooses a service. The system shows available time slots. The user selects a date and time.
If online payments are enabled, the app asks for prepayment or card details. Some providers require full prepayment. Others apply cancellation fees.
The user confirms the booking. The system sends a confirmation message and reminder notifications. Later, the customer can:
The entire flow reduces friction. The customer does not need to call or send messages.
Service Provider Journey
The provider flow starts with profile creation. A business registers in Booksy Biz. Then the owner creates a public profile. The profile includes business description, services, prices, staff members, and photos.
Next, the provider sets booking rules:
After setup, the profile becomes visible in the marketplace. When bookings start to arrive, the provider manages them in a calendar view. The system shows daily, weekly, or monthly schedules.The provider can:
In addition, Booksy Biz supports product sales and inventory tracking. Providers can sell retail products during checkout. The system also includes reporting tools. Owners can review revenue, occupancy rate, staff performance, and repeat customer metrics.
Platform Admin and Operations
The third layer operates behind the scenes. The admin team monitors marketplace quality and compliance. This layer handles:
The system manages provider payouts. Therefore, the platform verifies identity and payment details. The platform also handles refunds and chargebacks. Payment disputes follow defined procedures.
In some regions, the platform must comply with tax reporting rules such as DAC7. So the system collects required data and prepares reporting schedules.
Key Components of the Booksy Platform
Customer Application
The customer layer focuses on discovery and booking. The web and mobile channels differ in usage context. Mobile supports “here and now” behavior. Web often supports research and comparison.
Core customer functions include:
Mobile apps support push notifications. Push drives repeat visits and reduces no-shows. In contrast, the web version often relies on email and SMS.
Payment methods also differ by channel. Mobile apps support native authentication and stored payment methods. Web payments depend on browser-based flows.
In practice, the customer layer acts as the marketplace front door.
Business Application
The business layer works as an operating system for service providers. Channel differences are more visible here. Web or tablet usually supports configuration and reporting. Mobile supports operational tasks during the day.
Core business functions include:
Web interfaces support deeper setup. Owners configure services, pricing rules, and reports there. Mobile apps support fast actions, such as checking in clients or accepting payments.
Subscription (SaaS)
The first layer is subscription revenue. Access to features depends on billing status. When a provider upgrades, new capabilities unlock. When a subscription ends, advanced tools become unavailable.
For example, Tap to Pay requires an active subscription. The billing engine controls access automatically. Therefore, pricing logic connects directly with feature management.
In many cases, the platform charges a commission from the first completed visit of a newly acquired client. Rates differ by market.
Booksy integrates external providers such as Stripe for payment infrastructure. In selected markets, the platform also supports deferred payment solutions like Klarna.
This structure turns payments into a revenue stream, not only a technical necessity.
Refund processes follow documented policies. Clear rules reduce disputes and protect both sides. In practice, this mechanism works like micro-insurance for provider time.
Gift Cards, Packages, and Memberships
Gift cards, service packages, and memberships generate revenue upfront. At the same time, these tools increase retention. Clients return to use prepaid services. Businesses improve cash flow.
Technical Recommendations
Building a Booksy-like marketplace requires more than a booking engine. The architecture must support search, availability logic, payments, payouts, fraud control, and reporting. Therefore, technical decisions made early will shape long-term scalability.
From our experience, we recommend starting with microservices from day one.
Each domain evolves at a different speed. Each domain scales differently. A monolithic backend often becomes a bottleneck when transaction volume grows.
Microservices allow independent scaling of high-load components. For example, booking and availability services require strong consistency and performance. In contrast, content modules or marketing pages do not require the same load profile.
For a platform with global ambition, selective microservices reduce long-term replatforming risk.
This stack supports fast iteration, strong community support, and scalable API design. We described this approach in detail in our article about the best stack to build a marketplace platform.
Next.js enables strong SEO performance, which is critical for marketplace discovery. Node.js supports event-driven architecture and integrates well with modern cloud services.
However, architectural discipline must remain strict. For startups with a very limited budget and controlled market scope, this path can work. Yet for global ambition, selective microservices will likely appear over time.
-------
If the goal is to build a serious marketplace platform, not just a booking app, architecture must reflect transaction scale from the start.
The technical foundation determines whether the platform can handle thousands of bookings per day or millions per month. Therefore, architecture should be treated as a strategic decision, not only an implementation detail.
Key Takeaways
In practice, most failed marketplace projects do not collapse because of technology. They fail due to unclear monetization logic, weak operational design, or underestimating marketplace complexity. Payments, cancellations, dispute handling, payouts, compliance, and risk management must work together from day one. Otherwise, scale creates friction instead of growth.
At Ulan Software, we specialize in building complex marketplace ecosystems, not just front-end booking apps. We design platforms with integrated payment layers, provider management systems, admin operations tools, and scalable microservices architecture.
Moreover, we approach each project with a clear monetization and growth framework aligned with long-term business goals.
If you are considering launching a service marketplace in beauty, wellness, home services, healthcare, or any local vertical, we can help you validate the concept, define the MVP scope, and design a scalable architecture that supports future expansion.
If you would like to discuss your marketplace idea, we are ready to analyze your business model and outline the optimal product strategy.
A Booksy-like platform sits at the intersection of three markets:
In practice, Booksy combines 4 products into one ecosystem.
First, the app works as a marketplace for end customers. Users can discover services, compare providers, read reviews, book visits, and complete payments in one flow.
Second, the platform acts as an operating system for service providers. Business owners manage calendars, client data, staff schedules, payments, and reports from a single dashboard.
Third, the solution includes a payment and risk layer. The system supports prepayments, cancellation fees, payouts, chargeback handling, and basic fraud checks.
Fourth, the product includes built-in growth and marketing tools. Providers can promote profiles, run loyalty programs, sell gift cards, and offer memberships or service packages.
As a result, Booksy is not only a booking app. The platform is a full digital infrastructure for local service businesses, with discovery, transactions, and business management in one integrated system.
About Booksy Company
Booksy is a Polish technology company founded in 2015. Today, the firm operates in more than 25 countries and serves millions of users worldwide.The platform holds its strongest market position in Poland, the United States, the United Kingdom, Spain, and France. In addition, the service runs in Canada, Brazil, Ireland, South Africa, Argentina, Australia, Chile, Colombia, Portugal, and the Netherlands.
The idea behind Booksy started with a simple problem. More than ten years ago, the founder struggled to book a physiotherapy visit. Setting one appointment required many phone calls and text messages. Both sides had to agree on a time slot. The process felt slow and inefficient.
As a result, the founder asked a direct question: why not make booking as simple as ordering a taxi? That question led to the launch of Booksy.
Since then, the company has grown from a local Polish startup into a global marketplace for beauty and wellness services.
Is it Worth Launching a Marketplace Like Booksy?
The short answer is yes, if the strategy fits your market and execution is strong. However, let's look at data first.
Market data shows steady growth across all related segments. First, the global appointment scheduling software market reached 546.1 million USD in 2025. According to Fortune Business Insights, the market may grow to 635.6 million USD in 2026.
Second, the spa and salon software segment shows similar growth. Mordor Intelligence estimates this market at 1.01 billion USD in 2025. The forecast for 2026 reaches 1.12 billion USD.
Research and Markets provides another useful benchmark. The global salon software market was valued at 516.3 million USD in 2024. The projection reaches 958.9 million USD by 2030.
However, the more important metric is not only software revenue. The key metric is Total Addressable Market for services.
The professional beauty services market reached 233.56 billion USD in 2025. The projection for 2026 equals 247.6 billion USD, according to Fortune Business Insights.
Why do these distinctions matter?
Software revenue reflects subscription and SaaS growth. Service market value reflects transaction volume, or GMV, that can flow through a marketplace engine.
Main Booksy Competitors
Booksy operates in a competitive global market. Several platforms offer similar booking and salon management solutions.
Fresha is one of the strongest competitors. Fresha focuses on a marketplace model with no monthly subscription. Instead, the company earns from transaction fees and payment processing.
Mindbody targets larger wellness businesses and fitness studios. The platform combines scheduling, payments, and marketing tools, with strong presence in North America.
Vagaro provides booking, payroll, and marketing features. The system supports both independent professionals and multi-location salons.
Square competes through its ecosystem of payments and business tools. Many salons use Square Appointments together with POS hardware.
Honaro offers a Polish-built alternative designed as a business ecosystem rather than only a booking tool. The platform supports service providers with:
Unlike pure SaaS tools, Honaro combines discovery, booking, and promotion inside one system. At the same time, the platform focuses on supporting local service businesses in building digital presence on the web, not only inside a closed app ecosystem.
If you would like to see how we designed and built the Honaro marketplace, read our detailed case study.
How Does Booksy Work?
Booksy works through three connected layers. Each layer serves a different user group. As a result, each group follows a different workflow.The three core components are:
Together, these parts form one integrated marketplace.
Customer Journey (End User App)
The customer flow starts with search. A user opens mobile app or website. Then the user searches for a service. The search may include location, category, price range, or rating.Next, the app shows a list of providers. Each profile displays:
The customer compares options. Then the customer selects a provider.
After that, the user chooses a service. The system shows available time slots. The user selects a date and time.
If online payments are enabled, the app asks for prepayment or card details. Some providers require full prepayment. Others apply cancellation fees.
The user confirms the booking. The system sends a confirmation message and reminder notifications. Later, the customer can:
The entire flow reduces friction. The customer does not need to call or send messages.
Service Provider Journey
The provider flow starts with profile creation. A business registers in Booksy Biz. Then the owner creates a public profile. The profile includes business description, services, prices, staff members, and photos.Next, the provider sets booking rules:
After setup, the profile becomes visible in the marketplace. When bookings start to arrive, the provider manages them in a calendar view. The system shows daily, weekly, or monthly schedules.The provider can:
In addition, Booksy Biz supports product sales and inventory tracking. Providers can sell retail products during checkout. The system also includes reporting tools. Owners can review revenue, occupancy rate, staff performance, and repeat customer metrics.
Platform Admin and Operations
The third layer operates behind the scenes. The admin team monitors marketplace quality and compliance. This layer handles:
The system manages provider payouts. Therefore, the platform verifies identity and payment details. The platform also handles refunds and chargebacks. Payment disputes follow defined procedures.
In some regions, the platform must comply with tax reporting rules such as DAC7. So the system collects required data and prepares reporting schedules.
Key Components of the Booksy Platform
Booksy runs as a multi-channel system. The platform includes a web version and native apps for iOS and Android. However, the structure goes deeper than channels.
Customer Application
The customer layer focuses on discovery and booking. The web and mobile channels differ in usage context. Mobile supports “here and now” behavior. Web often supports research and comparison.Core customer functions include:
Mobile apps support push notifications. Push drives repeat visits and reduces no-shows. In contrast, the web version often relies on email and SMS.
Payment methods also differ by channel. Mobile apps support native authentication and stored payment methods. Web payments depend on browser-based flows.
In practice, the customer layer acts as the marketplace front door.
Business Application
The business layer works as an operating system for service providers. Channel differences are more visible here. Web or tablet usually supports configuration and reporting. Mobile supports operational tasks during the day.Core business functions include:
Web interfaces support deeper setup. Owners configure services, pricing rules, and reports there. Mobile apps support fast actions, such as checking in clients or accepting payments.
Monetization Models
In a Booksy monetization sits inside core workflows. Revenue mechanisms are embedded into daily workflows. As a result, income grows with usage, bookings, and transaction volume.Subscription (SaaS)
The first layer is subscription revenue. Access to features depends on billing status. When a provider upgrades, new capabilities unlock. When a subscription ends, advanced tools become unavailable.For example, Tap to Pay requires an active subscription. The billing engine controls access automatically. Therefore, pricing logic connects directly with feature management.
Boost / Performance Marketing
The second layer connects revenue with customer acquisition. The platform can rank provider profiles higher in search results. Increased visibility can drive new bookings.In many cases, the platform charges a commission from the first completed visit of a newly acquired client. Rates differ by market.
Payments as a Product
Payments form a separate product layer. This layer includes:Booksy integrates external providers such as Stripe for payment infrastructure. In selected markets, the platform also supports deferred payment solutions like Klarna.
This structure turns payments into a revenue stream, not only a technical necessity.
No-Show Protection
Missed appointments reduce provider income. Therefore, no-show protection becomes part of monetization logic. The system stores a card on file. The platform can preauthorize funds or charge cancellation fees based on defined rules.Refund processes follow documented policies. Clear rules reduce disputes and protect both sides. In practice, this mechanism works like micro-insurance for provider time.
Gift Cards, Packages, and Memberships
Gift cards, service packages, and memberships generate revenue upfront. At the same time, these tools increase retention. Clients return to use prepaid services. Businesses improve cash flow.Technical Recommendations
Building a Booksy-like marketplace requires more than a booking engine. The architecture must support search, availability logic, payments, payouts, fraud control, and reporting. Therefore, technical decisions made early will shape long-term scalability.From our experience, we recommend starting with microservices from day one.
Why Microservices From the Beginning?
A service marketplace contains several critical domains:Each domain evolves at a different speed. Each domain scales differently. A monolithic backend often becomes a bottleneck when transaction volume grows.
Microservices allow independent scaling of high-load components. For example, booking and availability services require strong consistency and performance. In contrast, content modules or marketing pages do not require the same load profile.
For a platform with global ambition, selective microservices reduce long-term replatforming risk.
Recommended Technology Stack
For frontend and backend foundations, we recommend Next.js and Node.This stack supports fast iteration, strong community support, and scalable API design. We described this approach in detail in our article about the best stack to build a marketplace platform.
Next.js enables strong SEO performance, which is critical for marketplace discovery. Node.js supports event-driven architecture and integrates well with modern cloud services.
Modular Monolith at Start
If speed matters more than scale at launch, a modular monolith may work. This approach lowers initial cost and complexity.However, architectural discipline must remain strict. For startups with a very limited budget and controlled market scope, this path can work. Yet for global ambition, selective microservices will likely appear over time.
-------
If the goal is to build a serious marketplace platform, not just a booking app, architecture must reflect transaction scale from the start.
The technical foundation determines whether the platform can handle thousands of bookings per day or millions per month. Therefore, architecture should be treated as a strategic decision, not only an implementation detail.
Key Takeaways
In practice, most failed marketplace projects do not collapse because of technology. They fail due to unclear monetization logic, weak operational design, or underestimating marketplace complexity. Payments, cancellations, dispute handling, payouts, compliance, and risk management must work together from day one. Otherwise, scale creates friction instead of growth.At Ulan Software, we specialize in building complex marketplace ecosystems, not just front-end booking apps. We design platforms with integrated payment layers, provider management systems, admin operations tools, and scalable microservices architecture.
Moreover, we approach each project with a clear monetization and growth framework aligned with long-term business goals.
If you are considering launching a service marketplace in beauty, wellness, home services, healthcare, or any local vertical, we can help you validate the concept, define the MVP scope, and design a scalable architecture that supports future expansion.
If you would like to discuss your marketplace idea, we are ready to analyze your business model and outline the optimal product strategy.
