Sample marketplace unit economics model
How an illustrative two-sided model combines GMV, take rate, liquidity and acquisition cost on each side into net revenue and contribution.
This example is for marketplace and platform founders modelling both sides of the network.
For illustration only: any business or figures shown here are made up, and your own results will differ.
Two-sided build
- Buyer and seller acquisition and retention
- GMV from orders and basket size (e.g. 2,000 orders × $50 = $100k)
- Take rate to net revenue (e.g. 12% of $100k GMV = $12k)
- Match rate: the share of listings that find a buyer (e.g. 40%)
Economics
- Contribution per side after CAC
- Supply subsidy and incentive trade-offs
- Repeat usage and cohort behaviour
- Net revenue if you raise the take rate or subsidise supply
Outputs
- GMV and take rate model
- Liquidity and contribution model
- Scenario comparison: base case, a higher take rate and slower demand growth
Questions founders ask
What is a marketplace financial model?
A projection that builds GMV from both sides of the network, applies take rate to get net revenue, and models liquidity and contribution per side.
Does it model liquidity?
Yes. Match rate and contribution per side are modelled, so you can see when liquidity stalls.
What output does it produce?
A GMV and take rate model and a liquidity and contribution model, with the base case compared against a higher take rate and slower demand growth.
Build this on your own numbers
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