What follows here are some of the insights we’ve learned while observing, funding, and building marketplaces for more than two decades. There’s no single way to build and scale a marketplace, but we hope this handbook provides some insight to help you in your journey. Now let’s get to work. — Boris and Angela
What sets a marketplace apart from a standard e-commerce site is that the goods and services are supplied by a third party. In most cases, the marketplace platform acts as a type of digital middleman
Bill Gurley of Benchmark Capital wrote the definitive post on which markets are the best fit for marketplaces: “All Markets Are Not Created Equal: 10 Factors To Consider When Evaluating Digital Marketplaces.” While Bill laid out ten factors, we believe five to be the most essential:
It’s much easier to start a marketplace when there are a lot of suppliers and buyers. When there are just a few suppliers, they’ll likely fight the arrival of a new intermediary in their market and won’t want to share in the economics.
In those markets where buyers are fiercely loyal and use the same supplier every time, the value of a marketplace is reduced.
When evaluating frequency, it’s important to differentiate between how often a buyer users a service and how often they use the marketplace. For example, you might need a babysitter every day, but you only look for a new babysitter every two years.
Keep in mind that the best online marketplaces create new value; therefore, the current market size does not necessarily paint an accurate picture of the opportunity.
For sellers, it’s much easier to tolerate fees when they never saw that money in the first place.
Good marketplaces connect supply and demand in a more efficient manner, but great marketplaces create new transactions, and add new value to the entire market.
A startup can unbundle a generalized marketplace and focus on creating the best product for a specific vertical. Many marketplaces have struck gold by picking one thing and doing it extremely well.
Keep in mind that category expansion doesn’t always work as planned. When Boris was COO at AbeBooks, he thought they could expand the site into new books. Despite a strong selection at competitive prices, the new books category never lived up to expectations and most of the buyers stayed with their existing retailers (mainly Amazon) 成長期にはHot Spotに倍賭け
One of the most important things you can do is identify and double down on the things that work in your marketplace.
Your job as a marketplace is to fight the bad actors proactively, so both buyers and sellers have confidence in the platform. Transparency is one of the most effective ways to establish trust and credibility
Uber filters these drivers out, so customers don’t have to sift through driver reviews before getting a ride.
In response to some specific incidents in 2011 (when host homes were ransacked and robbed), Airbnb created a dedicated Trust and Safety team that’s on call 24 hours a day, as well as a neighborhood hotline where neighbors can report any questions or concerns.
“But for buyers, very little is actually out of the ordinary. Most people are used to buying or even ordering services online, either from Amazon or eBay. On the flipside, fewer people are used to shipping products, providing taxi service, or turning their home over to other occupants. For all these reasons, it’s crucial that marketplaces focus first on devising an elegant, instructive and — above all, easy — experience for suppliers.”
結論から言うと「女の子が着なくなった洋服を簡単に売買できるフリマサービス」としてpivotしました。 このプランにpivotしたのはガラケーのブログで、女の子達が自撮りしたコーデなどを売ったり、mixiやtwitterを駆使して服を売っているのに気付いたからです。 この時は本当にガラケー時代の何気ない視点に立ち戻れたのが大きかった。 ―僕がフリマアプリを創った理由
メルカリも決済はやる気なんだろうな。CtoCやるなら当然っちゃ当然だけど。 pic.twitter.com/uYQajDXY0Z — Shota Horii (@shota) 2017年2月13日