Top 10 marketplace metrics founders need to track to scale successfully
Understanding and tracking the right marketplace metrics is essential for founders aiming to build, scale, and sustain a successful platform. Whether you're launching a new two-sided marketplace or optimising an existing one, the metrics you monitor can define your trajectory. These indicators not only reflect platform health but also provide actionable insights to refine user acquisition, improve liquidity, and maximise revenue.
In this guide, we break down the top 10 marketplace metrics into two categories: core operational indicators and growth-focused marketing signals.
Core Marketplace Metrics (Operations & Liquidity)
1. Gross Merchandise Value (GMV)
Definition: Total transaction value processed through the marketplace over a given period. (Learn more)
Why it matters: GMV is a foundational measure of marketplace volume. It doesn't account for profitability but is a direct reflection of platform activity and traction.** GMV is a foundational measure of marketplace volume. It doesn't account for profitability but is a direct reflection of platform activity and traction.
2. Take Rate
Definition: The percentage cut the platform earns from each transaction.
Why it matters: Take rate helps determine real revenue. Striking the right balance ensures platform sustainability without deterring users.
3. Buyer-to-Seller Ratio
Definition: Number of active buyers relative to active sellers.
Why it matters: This ratio highlights supply-demand balance. A healthy ratio prevents listing saturation or buyer dissatisfaction.
4. Matching Rate / Fill Rate
Definition: The proportion of listings or buyer requests that convert to successful transactions.
Why it matters: Matching rate reflects marketplace liquidity. Low rates may signal misaligned supply-demand or UX frictions.
5. Repeat Purchase Rate
Definition: The percentage of buyers making more than one purchase.
Why it matters: A high repeat rate indicates user satisfaction and long-term retention potential.
Growth & Marketing Marketplace Metrics
6. Customer Acquisition Cost (CAC)
Definition: Average spend to acquire a new paying user.
Why it matters: Helps evaluate marketing efficiency. CAC should always be viewed in relation to customer Lifetime Value (LTV).** Helps evaluate marketing efficiency. CAC should always be viewed in relation to customer Lifetime Value (LTV).
7. Conversion Rate
Definition: The percentage of site visitors who complete a key action (e.g., sign-up, booking).
Why it matters: It reflects how well your site and funnel convert interest into action. Essential for scaling paid and organic traffic.
8. Bounce Rate & Time on Site
Definition: Bounce rate measures single-page visits; Time on site indicates how long users stay engaged.
Why it matters: High bounce and low dwell times may suggest irrelevant traffic, poor UX, or weak value propositions.
9. Traffic Sources Breakdown
Definition: The distribution of traffic across channels: organic, paid, direct, referral, etc.
Why it matters: Knowing which sources bring quality users informs smarter channel investment and attribution modeling.
10. Email Engagement Metrics
Definition: Open rate, click-through rate, and unsubscribe rate for email campaigns.
Why it matters: Email remains a key lifecycle tool. Engagement metrics indicate how well you're nurturing, reactivating, or converting leads.
Turn Metrics into Momentum with Journeyhorizon
At Journeyhorizon, we empower marketplace founders not just to track metrics, but to act on them. As your strategic growth partner, we specialize in:
- Marketplace platform development (Sharetribe, custom, Webflow)
- SEO, paid media, and referral engine design
- Funnel audits and conversion optimization
- Metrics-driven go-to-market strategies
We don’t just build platforms—we help you build traction, trust, and transaction. Journeyhorizon is the best Sharetribe marketplace development company with many proven tracks with global customers. Explore our marketplace strategy services or learn how we support Sharetribe development from build to scale.
Ready to unlock your marketplace’s full potential? Contact Journeyhorizon to get a custom growth audit today.
