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Karol Andruszków
Karol is a serial entrepreneur who has successfully founded 4 startup companies. With over 11 years of experience in Banking, Financial, IT and eCommerce sector, Karol has provided expert advice to more than 500 companies across 15 countries, including Poland, the USA, the UK, and Portugal.
Service Marketplace Development: Everything You Need to Know
Updated:
Mon, May 12
Czas czytania: 28 minut
If you landed here, you're probably exploring the most effective way to launch or pivot a service marketplace. Whether you're validating an idea, planning an MVP, or scaling an existing platform, this guide is for you.
We’ve been building custom service marketplaces since 2015, across various industries.
And if there’s one thing we’ve learned, it’s this - there’s no single blueprint, but there are clear patterns, hard-earned lessons, and better ways to avoid unnecessary mistakes.
This article brings them all together. You’ll find:
It’s a deep dive, but an honest one without buzzwords and fluff. This practical resource will help you build a marketplace that works, both for users and your business.
Let’s get into it.
We’ve been building custom service marketplaces since 2015, across various industries.
And if there’s one thing we’ve learned, it’s this - there’s no single blueprint, but there are clear patterns, hard-earned lessons, and better ways to avoid unnecessary mistakes.
This article brings them all together. You’ll find:
- What tech stack and architecture matter in 2025
- Core features you shouldn’t launch without (and what can wait)
- Real stats and observations from working with marketplace clients for nearly a decade
- Growth tactics, monetization models, compliance considerations, and more
It’s a deep dive, but an honest one without buzzwords and fluff. This practical resource will help you build a marketplace that works, both for users and your business.
Let’s get into it.
Key Insights from Service Marketplace Projects
Before we go further, it’s worth stepping back and sharing what we’ve seen on the ground for the last 10 years. At Ulan Software, we’ve been building marketplaces across industries like banking, gig economy, beauty, hospitality, and logistics.
These aren’t just one-off observations. They come from patterns we’ve seen repeat over time, across different business models and stages of growth.
We’re sharing them here to help you make clearer, data-informed decisions and avoid some of the common mistakes we’ve seen others make.
According to our experience at Ulan Software:
These aren’t just one-off observations. They come from patterns we’ve seen repeat over time, across different business models and stages of growth.
We’re sharing them here to help you make clearer, data-informed decisions and avoid some of the common mistakes we’ve seen others make.
According to our experience at Ulan Software:
- 90% of service marketplaces start with a custom build.
- 78% of our clients who completed a thorough scoping and validation phase avoided redevelopment and reduced overall development costs.
- Nearly 100% of fixed-price projects shift to time-and-materials, as clients naturally identify new opportunities once they see the first version come to life. We design our process to stay flexible as priorities evolve.
- 9 out of 10 clients arrive with only a rough idea of the service marketplace. Defining a clear MVP is part of the process we lead them through.
- Service Marketplaces that launch with a well-defined MVP and lean feature set go to market up to 3× faster than those that try to build everything from day one.
- 85% of early-stage marketplace founders underestimate provider-side UX, so we emphasize it early. Without that, onboarding and retention can suffer. It’s one of the first blind spots we help uncover.
- Service marketplaces with embedded reviews and trust signals on listings get up to 70% faster first transaction rates.
What are Types of Service Marketplaces?
Before building an online marketplace, you must decide what kind of marketplace you're building. This choice shapes your platform’s design, features, go-to-market strategy, and even how much trust you’ll need to create between users.
There’s no single “right” model. But understanding the main types will help you make better decisions early - ones that save you time, money, and headaches later on. Let’s walk through the key classification.
P2P platforms directly connect individuals. Users can act as both buyers and sellers. Airbnb and Uber are strong examples here. Regular people offering services like rides or lodging to others. These platforms often grow from community trust and network effects.We break down what peer-to-peer marketplaces are and how they work in this article.
Business-to-Consumer (B2C)
In a B2C model, verified businesses or professionals offer services to consumers. Think cleaning services, home repair, or tutors. This model brings more predictability and professionalism. Customers usually expect guarantees and clear standards.
Business-to-Business (B2B)
Here, the buyers and sellers are both businesses. A marketplace might connect companies with consultants, legal services, or freelancers. B2B marketplaces often deal with higher-value services, longer contracts, and more complex compliance needs.
These platforms go deep into a niche. By focusing on one industry, they can tailor the experience to fit specific user needs.
For example, Marble focuses on grocery retail procurement. StyleSeat handles beauty appointments. Specialization makes it easier to build trust and create a better product-market fit. It also makes it easier to grow fast within one segment before expanding into others.
Horizontal Marketplaces
These span across industries. Think TaskRabbit, where users can find a cleaner or a mover in the same place. These marketplaces win on variety and volume. But building them requires strong filtering, search, and categorization as users need help finding the right thing fast.
Many successful horizontal marketplaces start out vertical, validate their model, and then scale into new service categories over time.
On-demand marketplaces offer services within minutes or hours. They’re built for speed. Ride-hailing and food delivery are clear examples. These platforms rely on location tracking, instant matching, and fast payments.
Scheduled or Project-Based
Not all services are urgent. Some of them like tutoring, coaching, or home renovation, need to be booked in advance. These platforms rely on scheduling tools, calendars, and sometimes contract or quote workflows.
These platforms act more like a bulletin board. Users list, users buy, and the platform stays out of the way. Craigslist is the classic example here. It’s simple and scalable, but risky because of fraud, poor service, and lack of trust. If you go this way, you’ll likely need strong user ratings, a clear review system, and self-service support features to reduce friction.
Fully Managed Marketplaces
In this model, the platform plays a bigger role. You might vet providers, handle payments, offer guarantees, or even employ staff. Uber vets drivers. Upwork has dispute resolution and payment protection. Many marketplaces start semi-managed: doing just enough to support users while staying lean.
There’s no single “right” model. But understanding the main types will help you make better decisions early - ones that save you time, money, and headaches later on. Let’s walk through the key classification.
P2P, B2C, B2B Marketplaces
Peer-to-Peer (P2P)P2P platforms directly connect individuals. Users can act as both buyers and sellers. Airbnb and Uber are strong examples here. Regular people offering services like rides or lodging to others. These platforms often grow from community trust and network effects.We break down what peer-to-peer marketplaces are and how they work in this article.
Business-to-Consumer (B2C)
In a B2C model, verified businesses or professionals offer services to consumers. Think cleaning services, home repair, or tutors. This model brings more predictability and professionalism. Customers usually expect guarantees and clear standards.
Business-to-Business (B2B)
Here, the buyers and sellers are both businesses. A marketplace might connect companies with consultants, legal services, or freelancers. B2B marketplaces often deal with higher-value services, longer contracts, and more complex compliance needs.
Vertical vs. Horizontal Marketplaces
Vertical MarketplacesThese platforms go deep into a niche. By focusing on one industry, they can tailor the experience to fit specific user needs.
For example, Marble focuses on grocery retail procurement. StyleSeat handles beauty appointments. Specialization makes it easier to build trust and create a better product-market fit. It also makes it easier to grow fast within one segment before expanding into others.
Horizontal Marketplaces
These span across industries. Think TaskRabbit, where users can find a cleaner or a mover in the same place. These marketplaces win on variety and volume. But building them requires strong filtering, search, and categorization as users need help finding the right thing fast.
Many successful horizontal marketplaces start out vertical, validate their model, and then scale into new service categories over time.
On-Demand vs. Scheduled Marketplaces
On-DemandOn-demand marketplaces offer services within minutes or hours. They’re built for speed. Ride-hailing and food delivery are clear examples. These platforms rely on location tracking, instant matching, and fast payments.
Scheduled or Project-Based
Not all services are urgent. Some of them like tutoring, coaching, or home renovation, need to be booked in advance. These platforms rely on scheduling tools, calendars, and sometimes contract or quote workflows.
Managed vs. Unmanaged Platforms
Unmanaged (Open) MarketplacesThese platforms act more like a bulletin board. Users list, users buy, and the platform stays out of the way. Craigslist is the classic example here. It’s simple and scalable, but risky because of fraud, poor service, and lack of trust. If you go this way, you’ll likely need strong user ratings, a clear review system, and self-service support features to reduce friction.
Fully Managed Marketplaces
In this model, the platform plays a bigger role. You might vet providers, handle payments, offer guarantees, or even employ staff. Uber vets drivers. Upwork has dispute resolution and payment protection. Many marketplaces start semi-managed: doing just enough to support users while staying lean.
It’s worth noting that all these categories can overlap.
A service marketplace might be P2P and on-demand (Uber), or B2C and vertical (a platform for just legal services), etc.
Most successful marketplaces start focused: one user group, one category, one delivery method.
Over time, they may expand, but only after they’ve nailed the basics. Choosing the right type of marketplace early helps you avoid mismatched features, confusing UX, and wasted dev time. It also gives your team a clear strategy to build, test, and grow with purpose.
So before you write the first line of code, ask:
Who are my users? What’s the use case? And how involved should the platform be?
Your answers will shape everything that follows.
A service marketplace might be P2P and on-demand (Uber), or B2C and vertical (a platform for just legal services), etc.
Most successful marketplaces start focused: one user group, one category, one delivery method.
Over time, they may expand, but only after they’ve nailed the basics. Choosing the right type of marketplace early helps you avoid mismatched features, confusing UX, and wasted dev time. It also gives your team a clear strategy to build, test, and grow with purpose.
So before you write the first line of code, ask:
Who are my users? What’s the use case? And how involved should the platform be?
Your answers will shape everything that follows.
Service Marketplace Architecture and Tech Stack
If you’ve been reading startup forums, you’ve probably seen claims like: “You can build a marketplace in a few weeks.”
That can be true, but only if your goal is to launch something basic.
The kind of platform that’s slow to scale, hard to update, and breaks when your users grow.
Look at Amazon. It didn’t become what it is in a year. It took years of building, rebuilding, and refining the foundation behind the scenes. What made the difference? A flexible, modular architecture that could grow with the business.
Marketplaces are complex. They serve two sides, often across web and mobile, with features like payments, reviews, and messaging—all tied together. You can’t patch this together with shortcuts.
That’s why architecture matters from day one.
Building a service marketplace is like building a house. You don’t just sketch a room and start pouring concrete. First, you define the structure: how many floors, where the wiring goes, how plumbing connects, and what you might want to add later. The same thinking applies to marketplace architecture.
If your foundation is weak or inflexible, every new feature becomes a struggle. On the other hand, a solid, modular setup gives you space to grow, swap components, and adapt to what users want next.
Microservices split your platform into smaller, standalone services. Each microservice handles a specific task, like payments, user accounts, or messaging. That means teams can build, test, and deploy each part without waiting on the rest of the system.
Nowadays, you don't need to start with a microservices architecture. You don’t need microservices from day one. In this article, we share our experience and when it actually makes sense to adopt microservices.
Today, many startups build a monolithic application (a single unified codebase) first. This way, it’s simpler to get an MVP out. Over time, as the platform grows, you can break the system into microservices or separate modules for scalability.
Large marketplace companies often evolve this way, splitting functionalities (search, payments, user profile, etc.) into separate services that can be developed and deployed independently.
What works for one team might slow down another. The right stack depends on your team’s skills, the features you need, and how fast you expect to scale.
Many successful platforms started differently. Etsy launched on PHP. Uber started with a basic monolith using Node.js and Express. If you're curious what modern stacks look like now, check out our 2025 update on the best tech for building marketplaces.
What made them succeed wasn’t the tech itself; it was the ability to adapt. So instead of chasing the ideal stack, focus on what helps you move fast without locking yourself into rigid decisions.
Still, some stacks have become go-to choices for building service marketplaces in 2025. Here’s a quick overview of the most common ones:
To compare these stacks in more depth, check out our breakdown of MEAN, MERN, and Next.js + Node for marketplace development.
Composable architecture means choosing specialized tools for each piece of the app (CMS, payments, search) and connecting them. This makes it easier to swap tools later or add new ones.
Headless architecture takes this further and decouples frontend from backend. That means your backend can serve multiple frontends, web, mobile, or even smart devices, without being locked into one tech.
Both options give you flexibility. They let you swap tools when needed and evolve without tearing down your entire setup. We explore how these architectures are shaping modern architecture trends in our article.
Don’t rush the foundation. Stack and architecture decisions deserve serious thought early on.
If you’re unsure which direction fits your business, talk to someone who’s built one before. A short consultation now can save you months of rework later.
And don’t let the “build fast” hype lead you into a corner you can’t scale out of.
That can be true, but only if your goal is to launch something basic.
The kind of platform that’s slow to scale, hard to update, and breaks when your users grow.
Look at Amazon. It didn’t become what it is in a year. It took years of building, rebuilding, and refining the foundation behind the scenes. What made the difference? A flexible, modular architecture that could grow with the business.
Marketplaces are complex. They serve two sides, often across web and mobile, with features like payments, reviews, and messaging—all tied together. You can’t patch this together with shortcuts.
That’s why architecture matters from day one.
Building a service marketplace is like building a house. You don’t just sketch a room and start pouring concrete. First, you define the structure: how many floors, where the wiring goes, how plumbing connects, and what you might want to add later. The same thinking applies to marketplace architecture.
If your foundation is weak or inflexible, every new feature becomes a struggle. On the other hand, a solid, modular setup gives you space to grow, swap components, and adapt to what users want next.
Embracing Microservices Architecture
You've probably heard about microservices architecture as it has become a preferred approach for developing complex applications, including marketplaces.Microservices split your platform into smaller, standalone services. Each microservice handles a specific task, like payments, user accounts, or messaging. That means teams can build, test, and deploy each part without waiting on the rest of the system.
Nowadays, you don't need to start with a microservices architecture. You don’t need microservices from day one. In this article, we share our experience and when it actually makes sense to adopt microservices.
Today, many startups build a monolithic application (a single unified codebase) first. This way, it’s simpler to get an MVP out. Over time, as the platform grows, you can break the system into microservices or separate modules for scalability.
Large marketplace companies often evolve this way, splitting functionalities (search, payments, user profile, etc.) into separate services that can be developed and deployed independently.
Selecting the Right Tech Stack
Let’s be honest - there’s no one “best” tech stack for marketplaces.What works for one team might slow down another. The right stack depends on your team’s skills, the features you need, and how fast you expect to scale.
Many successful platforms started differently. Etsy launched on PHP. Uber started with a basic monolith using Node.js and Express. If you're curious what modern stacks look like now, check out our 2025 update on the best tech for building marketplaces.
What made them succeed wasn’t the tech itself; it was the ability to adapt. So instead of chasing the ideal stack, focus on what helps you move fast without locking yourself into rigid decisions.
Still, some stacks have become go-to choices for building service marketplaces in 2025. Here’s a quick overview of the most common ones:
- MEAN Stack (MongoDB, Express.js, Angular, Node.js). Good choice for structured development. MEAN offers a comprehensive framework suitable for large-scale applications. Angular provides a robust structure, making it easier to manage complex projects.
- MERN Stack (MongoDB, Express.js, React, Node.js). Preferred for applications requiring real-time data capabilities, such as chat applications. React's flexibility allows for the adoption of various libraries and tools, catering to dynamic user interfaces.
- Next.js with Node.js. Combining server-side rendering with React, this stack is suitable for marketplaces that prioritize SEO and fast page loads. Next.js simplifies routing and offers built-in features that enhance development efficiency.
To compare these stacks in more depth, check out our breakdown of MEAN, MERN, and Next.js + Node for marketplace development.
Composable and Headless Architectures
Modern marketplaces are increasingly adopting composable and headless architectures.Composable architecture means choosing specialized tools for each piece of the app (CMS, payments, search) and connecting them. This makes it easier to swap tools later or add new ones.
Headless architecture takes this further and decouples frontend from backend. That means your backend can serve multiple frontends, web, mobile, or even smart devices, without being locked into one tech.
Both options give you flexibility. They let you swap tools when needed and evolve without tearing down your entire setup. We explore how these architectures are shaping modern architecture trends in our article.
Don’t rush the foundation. Stack and architecture decisions deserve serious thought early on.
If you’re unsure which direction fits your business, talk to someone who’s built one before. A short consultation now can save you months of rework later.
And don’t let the “build fast” hype lead you into a corner you can’t scale out of.
Core Features and Modules for Service Marketplaces
Not all marketplaces are built the same. A service marketplace needs different core modules than a product one.In product marketplaces, you deal with inventory, shipping, and returns. In service marketplaces, you're matching availability, managing calendars, and building trust between strangers.
This is why feature planning for service marketplaces needs extra thought. You’re not just managing transactions, you’re enabling relationships. Here are the core modules every service marketplace needs to operate:
1. User Profiles & Authentication
Your users need profiles, both service providers and customers. Providers should be able to show experience, qualifications, reviews, before/after, and photos of their work. Customers need basic profiles, too, including saved preferences or locations.Offer secure sign-up (email, OAuth, 2FA) and encourage profile completion with visual indicators. In professional marketplaces, profiles are a proxy for trust. On platforms like Upwork, the profile is the resume.
Consider adding profile verification (badges, ID checks) early. It builds credibility, especially in high-trust services like healthcare or legal advice.
2. Listings (Your Service Catalog)
Service providers need a way to showcase what they offer. A strong listing module includes:
- Title, description, pricing
- Time availability (by date, hour, or recurring)
- Location (if services are in person)
- Media (photos, videos)
- Categories and tags
Let providers draft and edit listings, add tags or categories, and allow admins to approve or remove items that break the rules.
3. Search and Filters
Once you have listings, users need to find the right ones fast.Service search often includes filters beyond keywords: location, date, price, availability, and rating. Consider map-based search or location radius filters if your services are local.
Use autocomplete, category suggestions, or personalized recommendations to help users discover value (even if they don’t know exactly what they’re looking for).
4. Booking & Scheduling
This is where service marketplaces stand apart from product ones. You’re not “adding to cart”, you’re picking a time.Whether it’s a haircut, a coaching call, or a home repair, users need to see available slots and lock them in. You can offer instant booking or a request/approval flow depending on the service. In a recent project for a rental service platform, we increased booking conversions by 20% through a streamlined, UX-optimized checkout flow.
Also think beyond one-on-one. Do you need group bookings? Multi-seat scheduling? Flexible cancellation policies?
This module will become one of the most actively used parts of your platform, so make it clear, fast, and intuitive. If you're planning your platform’s booking flow, check out our deep dive into booking software architecture (it covers the key design patterns and logic behind).
5. Payment Processing
Your platform needs to handle:- Payment from the customer
- Payout to the provider
- Your commission (or fee structure)
You also need to stay compliant. Remeber about KYC, PCI DSS, AML regulations.
6. Messaging & Communication
Let users message each other before and after booking. This keeps users on-platform and reduces confusion or disputes.- In-app messaging or masked email relay
- Push/email notifications
- Optional add-ons like voice or video (especially useful in telehealth or consulting)
A clear message thread makes dispute resolution easier and prevents users from moving the transaction off-platform.
7. Reviews & Ratings
After the service, give users a chance to rate each other.Use two-way reviews to keep both sides accountable. You can delay showing the review until both parties submit to keep things honest. Gamified badges (like “Top Provider”) help surface reliable sellers.
But watch for abuse: fake reviews and collusion can hurt trust fast. Moderate new reviews or add verification mechanisms.
8. User Dashboards
Dashboards are your users’ home base.For providers, show upcoming bookings, messages, and earnings. For customers, show past and upcoming appointments, favorites, and messages. These spaces should feel organized, intuitive, and useful.
Admins also need their own view to manage listings, users, disputes, and see platform activity. Without good admin tools, even the best front-end will struggle at scale.
9. Notifications & Emails
Keep everyone in the loop.Send booking confirmations, reminders, and updates through email, in-app messages, or SMS. Make sure they’re timely, but not annoying. A missed appointment because of no reminder is still your platform’s fault in the user’s eyes.
10. Support & Dispute Resolution
Things usually go wrong. That’s why you need clear, accessible support systems.Offer in-app support tickets or chat. Create a dispute resolution flow.
Some marketplaces hold payments in escrow until both sides confirm the service was delivered. Others offer guarantees or integrate third-party insurance.
Make sure users know they won’t be left alone when things break down. That builds long-term trust.
Start with the essentials. Don’t try to launch with everything.
Use the 80/20 rule:
focus on features that enable the core journey—search → book → pay → review.
Studies show most users only rely on a few core functions. Extra features like referral bonuses or loyalty programs can come later. First, get the basics right and test how users behave.
Then listen. Track how users behave. Where do they drop off? What do they ask for? Use data, not instinct, to guide the next round of features.
And remember - every module you build is part of the engine. Keep it lean. Keep it focused.
Always design for real users, not just technical requirements.
Use the 80/20 rule:
focus on features that enable the core journey—search → book → pay → review.
Studies show most users only rely on a few core functions. Extra features like referral bonuses or loyalty programs can come later. First, get the basics right and test how users behave.
Then listen. Track how users behave. Where do they drop off? What do they ask for? Use data, not instinct, to guide the next round of features.
And remember - every module you build is part of the engine. Keep it lean. Keep it focused.
Always design for real users, not just technical requirements.
User Roles and Workflows
If product marketplaces are about “WHAT” gets delivered, service marketplaces are about “WHO” and “HOW.” That’s the key difference.
In product platforms, the flow is mostly linear: find an item, check out, and wait for delivery.
In service marketplaces, interactions are more personal and timing-dependent. There’s negotiation, availability, messaging, trust-building, and often scheduling. Each step adds friction if not well-designed.
That’s why defining user roles and mapping clear workflows is critical. A clunky booking or confusing onboarding flow can quietly kill engagement.
The goal is to guide both buyers and providers from signup to repeat usage, without ever making them stop to ask, “What do I do next?”
Core Roles and What They Do
Most marketplace engines support three primary roles:
In peer-to-peer setups, one user might play both roles. For example, a music teacher might offer piano lessons (provider) and hire a vocal coach (customer).
Your online makretplace should handle this flexibly. Ideally with a single account and a way to switch roles without logging out.
Use clear role-based permissions in your backend from the start to avoid future conflicts or messy edge cases.
According research, structured onboarding can boost vendor retention by 40%.
This means if you guide providers step-by-step with checklists and support, they’re much more likely to stay active.
1. Signup & Verification
Make sign-up fast, but safe. Ask for email, phone, and ID verification if needed. In regulated services (e.g., legal, driving), include license or background checks. Be upfront about why it matters.
Tip 💡 : Break this into clear steps with visual progress. A [Get Started] checklist (profile → listing → payments) can improve completion rates significantly.
2. Listing Creation
Let providers create rich, accurate listings. Support drafts and previews. Offer templates or suggestions (e.g., "Say what makes your service unique" or "Add at least 3 images").
Consider a review/approval flow for quality control.
3. Payout Setup
Guide providers through linking a payout method via Stripe Connect, PayPal, or another processor. These steps involve legal data collection (e.g., tax info, bank account).
Explain the purpose in plain language to reduce drop-off.
4. Training and Guidelines
Don’t assume providers know how to use your platform or how to deliver a great experience. Give them short guides, best practices, and examples.
This reduces support tickets and helps raise service quality from day one.
Example 💡 : TaskRabbit offers onboarding webinars and a “Tasker Handbook” to help new providers understand pricing, etiquette, and client communication.
2. Acceptance. Some models let providers manually accept or reject bookings (common in appointment-based services). Others use instant booking or auto-assignment.
TaskRabbit allows customers to choose a time and then invites a provider to confirm, blending manual control with speed.
We've worked with TaskRabbit during their integration project with IKEA. Our team developed a dynamic calendar tool specifically built to handle the high volume of deliveries - here’s how we approached the technical challenges and solved them.
3. Delivery. The service is delivered in person or online. You may want to support check-in/check-out, file uploads, or time-tracking. For example, Upwork tracks time automatically for hourly work. Others use manual completion marking.
4. Review & Payment Release. Once the service is marked complete, reviews are triggered and payments are released (if using escrow). Reviews go both ways to ensure accountability.
Even a small feature like “Add to favorites” can drive retention. Users don’t want to search again if they found someone great.
Onboarding isn’t just a one-time form. It’s a relationship-building flow.
A good admin dashboard makes it easy to manage this without needing a developer.
Roles and workflows define the entire user experience. A missed notification, a slow payout setup, or a confusing booking screen reduces conversion.
Start by mapping each role’s journey: from signup to booking to return visit. Simplify every step. And always test with real users, because your best workflows are the ones that don’t make people think.
In product platforms, the flow is mostly linear: find an item, check out, and wait for delivery.
In service marketplaces, interactions are more personal and timing-dependent. There’s negotiation, availability, messaging, trust-building, and often scheduling. Each step adds friction if not well-designed.
That’s why defining user roles and mapping clear workflows is critical. A clunky booking or confusing onboarding flow can quietly kill engagement.
The goal is to guide both buyers and providers from signup to repeat usage, without ever making them stop to ask, “What do I do next?”
Core Roles and What They Do
Most marketplace engines support three primary roles:- Service Provider (Seller): Lists services, sets pricing and availability, accepts bookings, delivers the service, and gets paid. Can usually manage their listings, calendar, and profile.
- Customer (Buyer): Browses, filters, books, and pays for services. May ask questions before booking, and leaves a review after.
- Admin: Manages everything behind the scenes—users, listings, disputes, payouts, and site content.
In peer-to-peer setups, one user might play both roles. For example, a music teacher might offer piano lessons (provider) and hire a vocal coach (customer).
Your online makretplace should handle this flexibly. Ideally with a single account and a way to switch roles without logging out.
Use clear role-based permissions in your backend from the start to avoid future conflicts or messy edge cases.
Onboarding Workflow for Providers
Getting providers onto the platform is one of your biggest levers for supply-side growth. But it’s also where most marketplaces lose people.According research, structured onboarding can boost vendor retention by 40%.
This means if you guide providers step-by-step with checklists and support, they’re much more likely to stay active.
1. Signup & Verification
Make sign-up fast, but safe. Ask for email, phone, and ID verification if needed. In regulated services (e.g., legal, driving), include license or background checks. Be upfront about why it matters.
Tip 💡 : Break this into clear steps with visual progress. A [Get Started] checklist (profile → listing → payments) can improve completion rates significantly.
2. Listing Creation
Let providers create rich, accurate listings. Support drafts and previews. Offer templates or suggestions (e.g., "Say what makes your service unique" or "Add at least 3 images").
Consider a review/approval flow for quality control.
3. Payout Setup
Guide providers through linking a payout method via Stripe Connect, PayPal, or another processor. These steps involve legal data collection (e.g., tax info, bank account).
Explain the purpose in plain language to reduce drop-off.
4. Training and Guidelines
Don’t assume providers know how to use your platform or how to deliver a great experience. Give them short guides, best practices, and examples.
This reduces support tickets and helps raise service quality from day one.
Example 💡 : TaskRabbit offers onboarding webinars and a “Tasker Handbook” to help new providers understand pricing, etiquette, and client communication.
Customer Onboarding Workflow
Onboarding for customers should be fast and friendly.- Signup: Offer social login or email sign-up. Don’t block browsing, let users explore before requiring an account.
- Trust Signals: Reassure new users. Add “100% secure payments,” “Verified providers,” or “Only pay after service is completed” badges where appropriate.
- Welcome Flow: A quick tour or “How it works” modal can go a long way, especially in niche or high-consideration marketplaces.
From Discovery to Booking
This is your conversion funnel. Here’s what it looks like on the customer side:- Discovery. Search or browse listings. Good UX means filters, location options, clear pricing, ratings, and thumbnails. Let users see key info at a glance without clicking into every listing.
- Evaluation. When a customer clicks into a listing, show them rich details: service description, provider bio, reviews, pricing, available times, and an obvious call to action like “Book Now” or “Request Quote.”
- Booking & Payment. Once the service and time are selected, collect payment details. If the user isn’t logged in, prompt sign-up here. After booking, show a confirmation screen and send notifications.
Service Execution (Provider Side)
1. Notification. When a booking is made, alert the provider immediately. Use push, email, or SMS depending on urgency.2. Acceptance. Some models let providers manually accept or reject bookings (common in appointment-based services). Others use instant booking or auto-assignment.
TaskRabbit allows customers to choose a time and then invites a provider to confirm, blending manual control with speed.
We've worked with TaskRabbit during their integration project with IKEA. Our team developed a dynamic calendar tool specifically built to handle the high volume of deliveries - here’s how we approached the technical challenges and solved them.
3. Delivery. The service is delivered in person or online. You may want to support check-in/check-out, file uploads, or time-tracking. For example, Upwork tracks time automatically for hourly work. Others use manual completion marking.
4. Review & Payment Release. Once the service is marked complete, reviews are triggered and payments are released (if using escrow). Reviews go both ways to ensure accountability.
Encouraging Repeat Usage
Make it easy for satisfied customers to rebook the same provider. Include “Hire Again” buttons or favorites lists. Some platforms even allow providers to send promo offers to past clients.Even a small feature like “Add to favorites” can drive retention. Users don’t want to search again if they found someone great.
Managing Vendor Retention
Your providers are your supply. If they’re inactive, your marketplace dries up. Data shows that if a new provider doesn’t get a booking in the first month, they often churn.- Offer support in the first 7–14 days (automated emails, personal check-ins)
- Use nudges: “Add more to your profile,” “Respond to messages faster”
- Show insights: “You appeared in 56 searches this week” to build confidence
Onboarding isn’t just a one-time form. It’s a relationship-building flow.
Admin Workflows
As the platform operator, your backend tools matter. You’ll need to:- Review or approve provider applications (if curated)
- Check bookings and cancellations
- Handle disputes (with access to chat logs and transaction data)
- Adjust filters, fees, or content
- See metrics (GMV, churn rate, booking conversion, etc.)
A good admin dashboard makes it easy to manage this without needing a developer.
Roles and workflows define the entire user experience. A missed notification, a slow payout setup, or a confusing booking screen reduces conversion.
Start by mapping each role’s journey: from signup to booking to return visit. Simplify every step. And always test with real users, because your best workflows are the ones that don’t make people think.
Common Business Logic & Monetization Models
You can build the slickest, most feature-rich service marketplace, but without a clear business model, it won’t last. Monetization shapes how your platform works, what features you focus on, and how your users behave.
Unlike product marketplaces, where monetization often centers on logistics or markups, service platforms usually monetize access, transactions, or connections between people.
Let’s look at the core models most service marketplaces use, how they work in practice, and what to keep in mind as you grow.
Some platforms take commission only from providers (like Upwork), while others split it between both sides (like Airbnb). As a rule of thumb, commissions between 10–20% are seen as acceptable. Go higher, and you risk users trying to work around the platform.
Commissions also influence your tech stack. Here you’ll need integrated payments, possibly with escrow and automated payouts.
The upside is predictable revenue and no penalty for high-volume users. But subscriptions require trust. People won’t pay upfront unless they’re confident they’ll get value in return.
It’s a gentle way to monetize without slowing down early adoption. Users who see results will naturally pay to get more exposure or tools.
This works well for high-value or offline services, like home renovation or legal advice. But it comes with a warning: lead quality matters. If providers pay for junk leads, they won’t come back. Your reputation (and retention) depends on accuracy.
Here providers pay to post a service. This is more common in marketplaces where each listing has standalone value (legal directories, real estate, or job boards).
It can bring in revenue early, but sets a barrier to entry. That’s why many platforms only introduce listing fees after building supply and demand. When used well, it filters unserious providers. But in the early stage, it might slow platform growth.
Once you have traffic, you can monetize attention. Sponsored listings, featured provider spots, or promoted search placements offer providers a way to stand out, and you a way to earn.
It’s an extension of the freemium model, and works especially well in competitive categories.
Handling payments directly opens the door to additional revenue streams. You might earn from currency conversion, hold funds in escrow, or offer add-ons like insurance, financing, or early payouts for a fee.
This model, called embedded finance, has gained traction in recent years. Platforms like Upwork and Fiverr earn from financial services on top of core features. It’s not something to build from day one, but once your platform handles volume, it becomes a meaningful layer.
If you're interested in how platforms actually use embedded finance, check out our article on the top 9 real-world examples and how they work.
Unlike product marketplaces, where monetization often centers on logistics or markups, service platforms usually monetize access, transactions, or connections between people.
Let’s look at the core models most service marketplaces use, how they work in practice, and what to keep in mind as you grow.
Commission on Transactions
This is the model most marketplaces start with, and for good reason. You take a cut each time a transaction happens on the platform. It’s simple, aligns your revenue with value delivered, and scales naturally with usage.Some platforms take commission only from providers (like Upwork), while others split it between both sides (like Airbnb). As a rule of thumb, commissions between 10–20% are seen as acceptable. Go higher, and you risk users trying to work around the platform.
Commissions also influence your tech stack. Here you’ll need integrated payments, possibly with escrow and automated payouts.
Subscriptions and Memberships
Instead of charging per transaction, you can ask users( usually providers) to pay a monthly fee to access the platform or certain features. This makes sense when your value comes from access rather than transactions, like a directory or a job-matching platform.The upside is predictable revenue and no penalty for high-volume users. But subscriptions require trust. People won’t pay upfront unless they’re confident they’ll get value in return.
Freemium and Add-On Services
This model gives everyone basic access for free, then charges for extras. Providers might pay to boost listings, access analytics, or unlock more client leads.It’s a gentle way to monetize without slowing down early adoption. Users who see results will naturally pay to get more exposure or tools.
Lead Generation Fees
If your platform connects users but doesn’t handle transactions, selling leads is a viable model. You charge providers each time a qualified lead is delivered, whether or not the job closes.This works well for high-value or offline services, like home renovation or legal advice. But it comes with a warning: lead quality matters. If providers pay for junk leads, they won’t come back. Your reputation (and retention) depends on accuracy.
Listing Fees
Here providers pay to post a service. This is more common in marketplaces where each listing has standalone value (legal directories, real estate, or job boards).It can bring in revenue early, but sets a barrier to entry. That’s why many platforms only introduce listing fees after building supply and demand. When used well, it filters unserious providers. But in the early stage, it might slow platform growth.
Sponsored Placement and Advertising
Once you have traffic, you can monetize attention. Sponsored listings, featured provider spots, or promoted search placements offer providers a way to stand out, and you a way to earn.It’s an extension of the freemium model, and works especially well in competitive categories.
Embedded Finance and Payments
Handling payments directly opens the door to additional revenue streams. You might earn from currency conversion, hold funds in escrow, or offer add-ons like insurance, financing, or early payouts for a fee.This model, called embedded finance, has gained traction in recent years. Platforms like Upwork and Fiverr earn from financial services on top of core features. It’s not something to build from day one, but once your platform handles volume, it becomes a meaningful layer.
If you're interested in how platforms actually use embedded finance, check out our article on the top 9 real-world examples and how they work.
Let's also take a look at what well-known marketplaces do:
See how 14 more world-known marketplaces design their revenue models in our full breakdown.
In early-stage online marketplace development, one monetization model is often enough. But as the platform grows, you can add more layers.
A 2024 industry book on marketplace monetization identifies commissions and subscriptions as the biggest profit drivers, followed by financial services and advertising.
In what the authors call “Marketplace 2.0”:
- Airbnb - on both sides (approximately 3% from hosts, ~14% from guests nowadays).
- Upwork - commission from freelancers on a sliding scale (e.g., 20% on first $500, then 10%, then 5% for high volume), plus connects (credits) that freelancers buy to bid on jobs (a form of lead fee/freemium combo).
- Fiverr - ~20% from sellers, plus they charge buyers a service fee on checkout.
- Thumbtack (as of a couple years ago) - moved to a model where professionals pay for leads (if a customer contacts them, they pay a fee).
- TaskRabbit - used to charge per task percentage; now often charges a flat 15% service fee to clients on top of task cost, and a trust & support fee.
See how 14 more world-known marketplaces design their revenue models in our full breakdown.
In early-stage online marketplace development, one monetization model is often enough. But as the platform grows, you can add more layers.
A 2024 industry book on marketplace monetization identifies commissions and subscriptions as the biggest profit drivers, followed by financial services and advertising.
In what the authors call “Marketplace 2.0”:
"The goal is to monetize every channel possible while adding value. It’s like how a shopping mall earns from rent, parking, ads, and kiosk leases, not just store sales."
How to Choose the Right Model for Service Makretplace?
Early-stage marketplaces often start with a single, simple model (commissions or lead fees) then expand as usage grows. The best choice depends on what kind of service you're facilitating, how transactions happen, and what your users are used to.Some questions for you to answer:
- Do users complete transactions on or off the platform?
- Does the provider benefit more from one big job or many small ones?
- Are users price-sensitive or value-sensitive?
Your monetization model will also affect pricing behavior. For example, if providers pay a 20% commission, they may inflate their base prices. That affects competitiveness and customer retention. Clear rules and transparent value help prevent churn.
Also consider what features your model demands. A commission model requires payment processing and potentially dispute resolution. A subscription model might need tiered access control or analytics.
Security and Compliance Best Practices
Trust is everything in a service marketplace. You're handling personal data, payments, and sometimes sensitive services. One breach, one misuse, and the damage can be lasting.
That’s why security and compliance aren’t optional.
Start with the basics. All data should be encrypted in transit (SSL/TLS) and sensitive information, like passwords and payment tokens, encrypted at rest.
Accounts should be protected with secure password storage and two-factor authentication (2FA).
Role-based access controls are another must. A regular user should never access admin pages or private messages that aren't theirs.
Beyond tech, you also need user safety features. That includes identity checks, fraud monitoring, dispute workflows, and moderation tools. If your platform allows messaging, use filters to prevent scams and encourage respectful communication.
Compliance doesn’t stop with data. Accessibility now plays a major role in legal risk. In the U.S., the ADA requires digital services to be usable by people with disabilities.
In the EU, the European Accessibility Act (EAA) will make this mandatory from June 2025. Learn how to prepare your marketplace for EAA compliance →
Privacy laws like GDPR and CCPA mean users must be able to access, export, and delete their data. Cookie consent and clear privacy policies aren’t optional anymore.
This is just a snapshot. If you’re building a platform that handles sensitive data or operates at scale, read our full guide: Key Security Features You Must Include in Your Marketplace Platform.
That’s why security and compliance aren’t optional.
Start with the basics. All data should be encrypted in transit (SSL/TLS) and sensitive information, like passwords and payment tokens, encrypted at rest.
Accounts should be protected with secure password storage and two-factor authentication (2FA).
Role-based access controls are another must. A regular user should never access admin pages or private messages that aren't theirs.
Beyond tech, you also need user safety features. That includes identity checks, fraud monitoring, dispute workflows, and moderation tools. If your platform allows messaging, use filters to prevent scams and encourage respectful communication.
Compliance doesn’t stop with data. Accessibility now plays a major role in legal risk. In the U.S., the ADA requires digital services to be usable by people with disabilities.
In the EU, the European Accessibility Act (EAA) will make this mandatory from June 2025. Learn how to prepare your marketplace for EAA compliance →
Privacy laws like GDPR and CCPA mean users must be able to access, export, and delete their data. Cookie consent and clear privacy policies aren’t optional anymore.
This is just a snapshot. If you’re building a platform that handles sensitive data or operates at scale, read our full guide: Key Security Features You Must Include in Your Marketplace Platform.
Marketing Tools in Service Marketplaces
Launching a service marketplace is just the start. Platform growth depends on two things: bringing in the right users, and keeping them active.
That’s why modern marketplaces often go beyond traditional marketing. They embed growth tools directly into the platform. This includes referrals, loyalty rewards, and affiliate systems.
Loyalty programs are especially effective in service-based models, where repeat usage drives long-term value. A points or credit system encourages return bookings (“Book five sessions, get the sixth free”). Tiered memberships and cashback offers also work well, especially when they’re visible in the user dashboard and reinforced through timely notifications.
Loyalty isn’t only for buyers. You can also engage your Providers. Offer lower commissions for top performers, badges that boost visibility, or bonus payouts for consistent service. When you design incentives well, they help retain both sides of the marketplace. For a deeper dive into how loyalty programs drive repeat usage, check out our 2025 guide to loyalty app development.
Referral programs are another proven lever. They let your current users bring new users, often through simple “give $10, get $10” models. There is one great opinion on it:
That’s why modern marketplaces often go beyond traditional marketing. They embed growth tools directly into the platform. This includes referrals, loyalty rewards, and affiliate systems.
Loyalty programs are especially effective in service-based models, where repeat usage drives long-term value. A points or credit system encourages return bookings (“Book five sessions, get the sixth free”). Tiered memberships and cashback offers also work well, especially when they’re visible in the user dashboard and reinforced through timely notifications.
Loyalty isn’t only for buyers. You can also engage your Providers. Offer lower commissions for top performers, badges that boost visibility, or bonus payouts for consistent service. When you design incentives well, they help retain both sides of the marketplace. For a deeper dive into how loyalty programs drive repeat usage, check out our 2025 guide to loyalty app development.
Referral programs are another proven lever. They let your current users bring new users, often through simple “give $10, get $10” models. There is one great opinion on it:
"Referrals are the best awareness builder you can have. And. It doesn’t just happen over night, or in every market, or without a lot of time spent relationship building and fostering a very strong network"
says a contributor on Reddit
Referral systems can also work on the provider side. Offer bonuses when a freelancer invites another, or when a service provider refers a client who books. When done right, referrals can account for 25–50% of user acquisition. Explore how top marketplaces build effective referral and affiliate systems — from provider-side bonuses to user-driven growth loops.
Affiliate programs extend referrals to content creators, blogs, or partner websites. These channels scale outreach without scaling your team. Think of it as adding a marketing force that’s paid only when they deliver real results.
With the right growth features in place, your marketplace can achieve the network effects needed to dominate its niche. Keep experimenting, listening to user feedback, and iterating on these programs. Remember that growth hacking is an ongoing process.
Affiliate programs extend referrals to content creators, blogs, or partner websites. These channels scale outreach without scaling your team. Think of it as adding a marketing force that’s paid only when they deliver real results.
With the right growth features in place, your marketplace can achieve the network effects needed to dominate its niche. Keep experimenting, listening to user feedback, and iterating on these programs. Remember that growth hacking is an ongoing process.
Building an MVP and UX for Service Marketplaces
Building a marketplace starts long before the first line of code. It begins with an idea, and then proving that idea actually solves a real problem.
Here’s a fact worth pausing on: the #1 mistake in marketplace development is building the product before validating the business need. Don’t believe it? Read the personal story of Jungyu, a solo SaaS founder who learned that the hard way.
Start with validation. Before committing to development, test your assumptions. That might mean talking to users, running surveys, or even manually matching buyers and providers to simulate the experience. Here’s how to validate your marketplace idea before you build.
This is often called a “concierge MVP.” Airbnb famously began this way, proving demand before building software. For more real-world tactics, check how to test your product market fit - look especially at idea #3, which most founders overlook.
Once the idea is sound, the next step is creating a Minimum Viable Product, the simplest version of your platform that allows real transactions. Don’t overbuild. Most marketplaces start with accounts, listings, search, booking, and payments.
Fancy filters or AI recommendations can wait. If needed, use manual processes behind the scenes (e.g., sending booking confirmations by email) to simulate automation. We’ve broken this down in detail in our guide to building a marketplace MVP.
A common decision is whether to build custom or use a ready-made solution like Sharetribe. Tools like Sharetribe can launch you faster, but with tradeoffs in customization and flexibility. If your concept is unique or needs specific features, a custom build may be better long-term. If you’re not sure which route to take, this comparison between Sharetribe and custom builds can help clarify what fits your stage and goals.
Your UX/UI will directly influence trust, conversions, and repeat use. Prioritize clarity, consistency, and simplicity. Users should immediately understand how to search, post, or book. Trust signals (like reviews, verification badges, and secure payment icons) should be visible at every step. Explore these actionable UX and UI best practices for service marketplaces.
Finally, be cautious with third-party integrations. Payments, messaging, analytics, and email can often be plugged in early, but too many dependencies can become costly or fragile at scale. Lear what common pitfalls to avoide while integrating payment gateways into your marketplace.
Whether you’re testing an MVP or refining your UI, keep the product lean, focused, and grounded in real user needs. That’s how you build something that grows.
Here’s a fact worth pausing on: the #1 mistake in marketplace development is building the product before validating the business need. Don’t believe it? Read the personal story of Jungyu, a solo SaaS founder who learned that the hard way.
Start with validation. Before committing to development, test your assumptions. That might mean talking to users, running surveys, or even manually matching buyers and providers to simulate the experience. Here’s how to validate your marketplace idea before you build.
This is often called a “concierge MVP.” Airbnb famously began this way, proving demand before building software. For more real-world tactics, check how to test your product market fit - look especially at idea #3, which most founders overlook.
Once the idea is sound, the next step is creating a Minimum Viable Product, the simplest version of your platform that allows real transactions. Don’t overbuild. Most marketplaces start with accounts, listings, search, booking, and payments.
Fancy filters or AI recommendations can wait. If needed, use manual processes behind the scenes (e.g., sending booking confirmations by email) to simulate automation. We’ve broken this down in detail in our guide to building a marketplace MVP.
A common decision is whether to build custom or use a ready-made solution like Sharetribe. Tools like Sharetribe can launch you faster, but with tradeoffs in customization and flexibility. If your concept is unique or needs specific features, a custom build may be better long-term. If you’re not sure which route to take, this comparison between Sharetribe and custom builds can help clarify what fits your stage and goals.
Your UX/UI will directly influence trust, conversions, and repeat use. Prioritize clarity, consistency, and simplicity. Users should immediately understand how to search, post, or book. Trust signals (like reviews, verification badges, and secure payment icons) should be visible at every step. Explore these actionable UX and UI best practices for service marketplaces.
Finally, be cautious with third-party integrations. Payments, messaging, analytics, and email can often be plugged in early, but too many dependencies can become costly or fragile at scale. Lear what common pitfalls to avoide while integrating payment gateways into your marketplace.
Whether you’re testing an MVP or refining your UI, keep the product lean, focused, and grounded in real user needs. That’s how you build something that grows.
Industry Use Cases of Service Marketplaces
While the marketplace model follows a similar structure across industries, each vertical comes with its own rules, workflows, and user expectations. Tailoring your product to those specifics is often what separates a generic platform from one that actually gets used.
Home Services Marketplaces focus on trust and local availability. Users are letting someone into their home, so background checks, verified badges, and reviews are essential. Features like job quoting, real-time scheduling, and city-specific SEO pages are common.
Many platforms evolve from lead fees to booking-based commission models to better align incentives. Explore the key features and growth strategies in our Home Repair Marketplace Guide
Beauty & Wellness Marketplaces focus on visual appeal, scheduling, and repeat use. Apps like Booksy or StyleSeat that combine easy booking process with business tools for small salons or independent professionals. These platforms often grow by giving free software to providers, then aggregating them for discovery. Rebooking, loyalty programs, and Instagram integrations drive user retention. Read how top platforms are built for beauty and wellness pros.
Legal Marketplaces need strong compliance and professional verification. Lawyers often can’t share fees with non-lawyers, so marketplaces must adapt their monetization models. Legal tech is growing, with the legal services market moving online. UpCounsel’s CEO noted the legal tech market will exceed $25 billion by 2025. See how legal platforms navigate compliance, pricing, and user trust.
ESG and Niche Marketplaces are gaining momentum. These platforms serve social or environmental missions—carbon credits, circular economy services, impact investing, or pro bono legal aid. They require strong transparency, often verified metrics (e.g., CO₂ saved), and clear UX that supports education and trust. Banks and institutions are starting to take interest. Learn why ESG-focused marketplaces are on the rise.
Vertical marketplaces win by solving real, industry-specific pain points. Starting narrow allows you to build depth and expand from there.
Industry-specific marketplaces go deeper than generalist platforms. They speak the language of their users, build features that match real workflows, and solve niche pain points that broad platforms often miss.
We’re seeing more verticals emerge every year. These platforms don’t replace horizontal players. They complement them by going further where it counts.
Home Services Marketplaces focus on trust and local availability. Users are letting someone into their home, so background checks, verified badges, and reviews are essential. Features like job quoting, real-time scheduling, and city-specific SEO pages are common.
Many platforms evolve from lead fees to booking-based commission models to better align incentives. Explore the key features and growth strategies in our Home Repair Marketplace Guide
Beauty & Wellness Marketplaces focus on visual appeal, scheduling, and repeat use. Apps like Booksy or StyleSeat that combine easy booking process with business tools for small salons or independent professionals. These platforms often grow by giving free software to providers, then aggregating them for discovery. Rebooking, loyalty programs, and Instagram integrations drive user retention. Read how top platforms are built for beauty and wellness pros.
Legal Marketplaces need strong compliance and professional verification. Lawyers often can’t share fees with non-lawyers, so marketplaces must adapt their monetization models. Legal tech is growing, with the legal services market moving online. UpCounsel’s CEO noted the legal tech market will exceed $25 billion by 2025. See how legal platforms navigate compliance, pricing, and user trust.
ESG and Niche Marketplaces are gaining momentum. These platforms serve social or environmental missions—carbon credits, circular economy services, impact investing, or pro bono legal aid. They require strong transparency, often verified metrics (e.g., CO₂ saved), and clear UX that supports education and trust. Banks and institutions are starting to take interest. Learn why ESG-focused marketplaces are on the rise.
Vertical marketplaces win by solving real, industry-specific pain points. Starting narrow allows you to build depth and expand from there.
Industry-specific marketplaces go deeper than generalist platforms. They speak the language of their users, build features that match real workflows, and solve niche pain points that broad platforms often miss.
We’re seeing more verticals emerge every year. These platforms don’t replace horizontal players. They complement them by going further where it counts.
2025 Trends in Service Marketplaces
The service marketplace model keeps evolving. In 2024–2025, a few key trends are changing the ways platforms are built, scaled, and monetized. Let’s highlight some of the most significant trends.
This lets marketplaces actually reach users where they already are. The API economy is key here: exposing your marketplace’s core as a service others can integrate with, whether that’s bookings, payments, or messaging.
Actually, this idea was successfully implemented by PKO bank.
Ulan Software took part in that project. There, we delivered a proof of concept for a banking marketplace focused on value-added services.
This trend reflects a broader industry ambition -> to build multifunctional digital environments that keep users engaged.
AI-driven Features Adoption
AI is being woven into marketplace platforms, improving everything from user experience to operations. Smart matching, predictive search, and personalized listings help users find the right provider faster. For sellers, AI now assist with writing service descriptions or optimizing pricing. Platforms are also adding chatbots for support and fraud detection tools that catch bad listings or fake reviews before users even see them.Superapp Logic and Embedded Marketplaces
Inspired by platforms like Grab and WeChat, marketplaces are starting to layer new services into existing platforms. Even if they don’t become full superapps, they’re integrating more deeply with ecosystems. For example, booking through Instagram, social commerce solutions, plugging into banking apps, or embedding services into third-party software via APIs.This lets marketplaces actually reach users where they already are. The API economy is key here: exposing your marketplace’s core as a service others can integrate with, whether that’s bookings, payments, or messaging.
Actually, this idea was successfully implemented by PKO bank.
Ulan Software took part in that project. There, we delivered a proof of concept for a banking marketplace focused on value-added services.
This trend reflects a broader industry ambition -> to build multifunctional digital environments that keep users engaged.
Super Apps redefine digital interactions by consolidating multiple functionalities within a single, seamless platform, creating an interconnected digital ecosystem that enhances engagement and drives monetization.
Chetan Anand, Director of Dubai Office at Roland Berger
Rise of Vertical, Niche, Specialized Marketplaces
While some platforms aim for breadth, many new entrants go deep. They focus on a single industry or use case - like marketplaces just for wellness professionals, or carbon credit exchanges for ESG-driven businesses. These vertical plays succeed by solving specific problems that broad platforms ignore.Local and Community Marketplaces
Finally, successful marketplaces are finding ways to grow globally without losing local nuance. Some expand city by city, adjusting their model to match local payment methods, regulations, or user habits. Others use franchise-like models, where local operators run the platform with support from the core team.Ready to Build Your Marketplace the Right Way?
If you're serious about launching or scaling a service marketplace, every decision, from tech stack to user flow, can either set you up for growth or slow you down.
At Ulan Software, we’ve helped platforms across industries build with confidence by focusing on what truly matters: flexibility, trust, and user experience.
Still wondering if reaching out to Ulan Software is worth it?
Fair question.
But here’s what you actually get when you do:
We've been building custom service marketplaces since 2015, and we don’t just deliver code, but help avoid costly mistakes.
If you're ready to build with clarity, speed, and the right priorities - let’s talk!
At Ulan Software, we’ve helped platforms across industries build with confidence by focusing on what truly matters: flexibility, trust, and user experience.
Still wondering if reaching out to Ulan Software is worth it?
Fair question.
But here’s what you actually get when you do:
- At least 30 hours saved on research, comparisons, and second-guessing your stack or architecture.
- Insights from real-world projects. Stuff you won’t find in generic templates, google answers, AI summaries, or blog posts.
- Honest feedback on your idea, roadmap, or build approach (whether you're starting from scratch or stuck mid-launch).
- A team that’s seen it all - from MVP pivots to scaling platforms.
We've been building custom service marketplaces since 2015, and we don’t just deliver code, but help avoid costly mistakes.
If you're ready to build with clarity, speed, and the right priorities - let’s talk!
Karol Andruszków
Karol is a serial entrepreneur who has successfully founded 4 startup companies. With over 11 years of experience in Banking, Financial, IT and eCommerce sector, Karol has provided expert advice to more than 500 companies across 15 countries, including Poland, the USA, the UK, and Portugal.
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