Top Marketplace KPIs You Should Track in 2025
In 2025, B2B marketplaces and two sided marketplace platforms are transforming how businesses connect, transact, and scale. To remain competitive and fuel sustainable growth, tracking the right marketplace KPIs is essential. Here’s an expert guide to the most critical marketplace KPIs for 2025, why they matter, and how to leverage them for maximum impact.
1. Gross Merchandise Value (GMV)
Definition: The total value of all transactions facilitated by your marketplace within a set period.
Why it matters: GMV is a core indicator of transaction volume and marketplace activity. It helps you gauge overall growth and segment performance by product, seller type, or geography.
Pro tip: Segment GMV to spot trends and tailor strategies for each market or category
2. Take Rate (Commission Rate)
Definition: The percentage of each transaction your marketplace retains as revenue.
Why it matters: The take rate is crucial for profitability. B2B marketplaces typically have lower take rates than B2C, so focus on transaction volume and value-added services to boost margins.
Strategy: Balance take rate to stay attractive to sellers while ensuring healthy revenue.
3. Customer Acquisition Cost (CAC)
Definition: The average cost to acquire a new buyer or seller.
Why it matters: CAC measures marketing efficiency and, when compared to Customer Lifetime Value (CLV), reveals true ROI. B2B marketplaces often see higher CAC due to longer sales cycles, so optimize onboarding and retention.
4. Customer Lifetime Value (CLV)
Definition: The predicted revenue a user (buyer or seller) generates throughout their relationship with your marketplace.
Why it matters: High CLV allows for greater investment in acquisition and support, signaling strong product-market fit and long-term relationships — especially vital in B2B marketplaces.
5. Activation Rate
Definition: The percentage of users who complete a key action (e.g., first purchase, listing an item) within a specific timeframe.
Why it matters: This KPI reveals how effectively your onboarding and platform experience drive meaningful engagement. High activation rates indicate a healthy, growing user base.
6. Retention Rate / Churn Rate
Definition: Retention measures how many users return; churn is the percentage who leave.
Why it matters: High retention is a sign of product stickiness and user satisfaction. Use cohort analysis to uncover trends and optimize user journeys for both buyers and sellers.
7. Liquidity
Definition: The ease with which transactions occur on your marketplace. For buyers, it’s product availability; for sellers, it’s how quickly they make sales.
Why it matters: Liquidity is foundational for two-sided marketplaces — without it, growth stalls.
Metrics to track:
- Search-to-conversion rate
- Time to first transaction
- Sell-through rate
8. Net Promoter Score (NPS)
Definition: Measures user satisfaction and loyalty based on their likelihood to recommend your marketplace.
Why it matters: A high NPS signals happy users and predicts organic growth through referrals. Collect NPS from both buyers and sellers to guide improvements.
9. Conversion Rate
Definition: The percentage of visitors who complete a desired action, such as making a purchase or signing up.
Why it matters: Conversion rate is essential for understanding the effectiveness of your website and marketing strategies.
10. Average Order Value (AOV)
Definition: The average value of each order placed on your marketplace.
Why it matters: AOV helps optimize pricing, promotions, and cross-selling strategies for higher revenue per transaction.
Additional Trending KPIs for B2B Marketplaces in 2025
- Sales Cycle Length: Shorter cycles mean faster revenue and improved cash flow in B2B sales.
- Win Rate: The percentage of closed deals versus total opportunities — a direct measure of sales effectiveness.
- Pipeline Coverage: Ensures you have enough opportunities to meet revenue targets, crucial for B2B sales teams.
- Customer Satisfaction Score (CSAT): Direct feedback on user experience, often gathered via post-purchase surveys.
- Return Rate: Tracks the percentage of returned items, helping identify product or description issues.
- Site Traffic & SEO KPIs: Organic traffic, keyword rankings, and backlinks are vital for driving new leads and visibility.
Why These KPIs Matter for B2B Marketplaces
- Data-driven growth: Tracking these KPIs enables you to make informed decisions and optimize every aspect of your marketplace for growth and profitability.
- Investor attraction: Strong, transparent KPIs signal a healthy, scalable business to potential investors.
- User experience: By focusing on activation, retention, and satisfaction, you ensure both sides of your two-sided marketplace thrive.
Useful Resources & Further Learning
- What is an Online Marketplace?
- What is a Two Sided Marketplace?
- How to Build a Two Sided Marketplace
- KPI to Track for B2B Online Marketplaces Growth
- QoreUps Marketplace Platform
- QMarket — B2B Marketplace Solution
FAQs
1. What are the most important KPIs for B2B marketplaces in 2025?
The most important KPIs include GMV, take rate, CAC, CLV, activation rate, retention rate, liquidity, NPS, conversion rate, and average order value.
2. How does liquidity impact a two-sided marketplace?
Liquidity ensures buyers find what they need and sellers make sales quickly, driving engagement and growth on both sides.
3. Why is Customer Lifetime Value (CLV) crucial for B2B marketplaces?
CLV helps determine how much you can invest in acquiring and supporting users, and signals the long-term health of your marketplace.
4. What is a healthy take rate for a B2B marketplace?
Take rates vary, but B2B marketplaces often operate with lower take rates than B2C, focusing on high transaction volumes and value-added services.
5. How can I improve my marketplace’s activation and retention rates?
Optimize onboarding, provide clear value early, personalize user experiences, and use cohort analysis to identify and address drop-off points.
For a deeper dive into building and scaling your best B2B marketplace or two-sided market place, explore QoreUps Academy.
