Take rate
Core monetization lever; over-raking invites disintermediation.
- Formula
- Net marketplace revenue / GMV (or TPV)
- Unit
- %
- Models
- Marketplace, Fintech
| Marketplace | 5%–15% | Mostly Metrics; Sharetribe; a16z |
| Marketplace | Etsy: ~6.5% · eBay: ~10% | Mostly Metrics; Sharetribe; a16z |
| Marketplace | 20%–30% | Mostly Metrics; Sharetribe; a16z |
| Marketplace | 15% | Mostly Metrics; Sharetribe; a16z |
| Fintech | sub-1% to low-single-% | Mostly Metrics; Sharetribe; a16z |
What it is
Take rate is the percentage of gross merchandise value (GMV) or total payment volume (TPV) that the platform retains as net revenue. The formula is net marketplace revenue divided by GMV (or TPV).
How to calculate it
Divide the net revenue the platform keeps after paying out sellers or service providers by the total transaction value flowing through the platform, then multiply by 100.
Why it matters
Take rate is the primary lever connecting GMV growth to revenue growth. It reflects competitive dynamics (a high take rate invites disintermediation), the value-add of the platform (curation, trust, payments, logistics), and the mix of product versus service categories transacted.
Benchmarks & pitfalls
Benchmarks vary sharply by vertical, per Mostly Metrics, Sharetribe, and a16z: product marketplaces run 5–15% (Etsy ~6.5%, eBay ~10%); services and ride-sharing platforms run 20–30%; Airbnb sits at ~15%; and payments networks operate at sub-1% to low-single-digit percentages. These are published comp estimates. A key pitfall is gross versus net take rate — platforms that bundle payment processing or seller services may report gross figures that overstate true monetization. Always confirm whether the denominator is gross GMV or net GMV after seller refunds.