third parties instead. Some of the world’s leading digital marketplaces, such as Amazon, do, however, offer additional shipping and inventory services. In any case, an online marketplace owner’s primary goal is to provide merchants with a touch point and a relevant audience in exchange for a fee. In other words, they serve as intermediaries between sellers and buyers. There are numerous monetization models to choose from. Digital marketplaces are a lucrative market for investors. The COVID pandemic accelerated the growth of e-commerce, particularly online marketplaces. According to the Dealroom report, their combined value globally in December 2021 was $7.2 trillion. It is a 36% increase over the December 2020 report. Both giant and unicorn platforms are experiencing dynamic growth. As more consumers shop through online marketplaces, the chances of stakeholders receiving an attractive return on their investment are increasing exponentially. The marketplace model applies to all industries. It is compatible with a wide range of e-commerce business models (B2B, B2C, C2C), as well as their combinations (B2, B2C) and monetization models. Furthermore, depending on your niche and business needs, you can choose between a vertical marketplace aimed at a single market sector (Uber, Airbnb, Upwork) and a horizontal one that offers a diverse range of products or services under one roof (Aliexpress, eBay). With such a wide range of options, you can begin with a single-niche platform and then expand to multiple product categories, or vice versa – launch a horizontal marketplace, test your ideas, and find a best-selling niche. Easy analysis Marketplace owners can use accurate metrics to track their sales. An owner, for example, can see which products and services are in high demand and which vendors are the most preferred. As a result, the owner is able to promote goods and services that are truly important to its users. A scalable business model Since investment in inventory is unnecessary, a marketplace requires less financial risk than an e-commerce store. However, such platforms are likely to grow rapidly. If traffic increases quickly, more vendors may be required to meet the demand. The only challenge