---
title: Marketplace Fundamentals — RGM Training
url: https://realgrowthmatters.com/training/marketplace-growth/marketplace-fundamentals/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/training/marketplace-growth/marketplace-fundamentals/
---

[Home](../../../index.html) › [Training](../../index.html) › [Marketplace Growth](../index.html) › Marketplace Fundamentals

RGM° · Training

# Marketplace Fundamentals

Two-sided dynamics differ fundamentally. Types, economics, strategy.

### What you will learn

1. [Why marketplaces are unique](#why)
2. [Marketplace types](#types)
3. [Economics](#economics)
4. [Strategy](#strategy)
5. [Advanced playbook](#advanced)
6. [Mistakes](#mistakes)
7. [Checklist](#checklist)

## Why marketplaces are unique

Marketplaces match supply and demand. Two-sided dynamics, network effects, and liquidity all distinguish from traditional businesses. Growth strategies differ fundamentally.

## Marketplace types

- Peer-to-peer (Airbnb, eBay, Etsy).
- B2C aggregator (Amazon, DoorDash, Instacart).
- B2B (Faire, Alibaba).
- Service marketplaces (Upwork, TaskRabbit).
- Vertical-specific (Carvana, OpenTable).
- Two-sided ad networks (Meta, Google).

## Economics

- Take rate (% of transaction).
- GMV (gross merchandise value).
- Liquidity metrics.
- Network effects.
- Switching costs.
- Disintermediation risk.

## Strategy

- Cold start problem.
- Side prioritization (supply vs demand).
- Geographic concentration.
- Vertical depth.
- Multi-sided value creation.
- Defensibility (network effects).

## Advanced playbook

- Documented marketplace strategy.
- Cold start problem solved.
- Side prioritization explicit.
- Geographic concentration disciplined.
- Liquidity metrics dashboard.
- Network effects measurement.
- Disintermediation prevention.
- Annual strategy review.
- Industry monitoring.
- Cross-functional ownership.

## Mistakes

- Cold start not solved before scale.
- Side prioritization unclear.
- Geographic dilution.
- Liquidity metrics absent.
- Network effects unmeasured.
- Disintermediation risk ignored.
- Take rate set blindly.
- Annual review skipped.
- Industry monitoring absent.
- Cross-functional ownership unclear.

## Checklist

- Documented marketplace strategy
- Cold start problem solved
- Side prioritization explicit
- Geographic concentration disciplined
- Liquidity metrics dashboard
- Network effects measurement
- Disintermediation prevention
- Annual strategy review
- Industry monitoring
- Cross-functional ownership

## Sources and further reading

- Andrew Chen, "The Cold Start Problem"
- Sangeet Paul Choudary, "Platform Scale"
- Bill Gurley marketplace research
- NfX marketplace research
- Reforge marketplaces curriculum
- Lenny Rachitsky marketplace cases
- HBR marketplace research
- Bain marketplace research
- Sequoia marketplace research
- First Round Review marketplace
- Marketing Brew marketplace coverage
- Andrew Chen blog

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Part of the [Marketplace Growth](../index.html) series.