Calculate gross merchandise value, marketplace take-rate revenue, and growth projections.
Take Rate Sensitivity
See how different take rates change your marketplace revenue at the current transaction volume.
| Take Rate | Gross GMV | Net GMV | Revenue | Rev / Transaction |
|---|---|---|---|---|
| Run the calculator first. | ||||
GMV Growth Projector
Project how your GMV and marketplace revenue compound over time.
| Year | Annual GMV | Net GMV | Revenue | Cumulative Revenue |
|---|---|---|---|---|
| Set a growth rate to project. | ||||
Input the total number of transactions processed through your marketplace in the time period you want to analyze (daily, monthly, or annually).
Enter the average dollar value of each transaction. For a marketplace with a mix of price points, use the mean order value from your analytics dashboard.
Enter your platform's take rate (commission percentage) and the average returns or cancellation rate. The calculator will apply returns to gross GMV to compute net GMV, then apply the take rate to net GMV.
Switch to the Take Rate Analysis tab to see how your revenue changes across different commission rates at the same transaction volume, and calculate the GMV needed to hit a revenue target.
Use the Growth Projector tab to see how compounding GMV growth translates into cumulative revenue over 1–10 years, with a chart and year-by-year table.
Gross GMV = Transactions × Avg Transaction Value The total dollar value of all transactions before deducting returns or applying take rate.
Net GMV = Gross GMV × (1 − Returns Rate) GMV after subtracting returned, cancelled, or disputed transactions. This is the base used to calculate revenue.
Revenue = Net GMV × Take Rate The platform's earned revenue from facilitating transactions. Also called net revenue or take.
Gig Marketplace
Alex's gig platform processes $150K GMV per month. After a 3% cancellation rate and a 20% take, the platform earns $29,100 — about 19.4% of gross GMV.
B2B Marketplace
Sam's B2B platform moves $100K in wholesale orders. Low returns (1%) and a 25% take rate produce $24,750 in revenue — a high-margin business despite lower volume.
GMV (Gross Merchandise Value) is the total dollar value of all transactions processed through a marketplace — it belongs to the sellers and service providers, not the platform. Revenue is only the fee the platform earns: GMV × take rate. A marketplace with $10M in GMV and a 15% take rate has $1.5M in revenue. Investors track both because GMV shows market scale while revenue shows monetization efficiency.
Take rates vary widely by vertical. Gig economy platforms (Uber, DoorDash, TaskRabbit) typically charge 20–30%. General e-commerce marketplaces (eBay, Etsy) charge 8–15%. B2B wholesale platforms charge 10–25%. SaaS-embedded vertical marketplaces (legal, healthcare) can reach 25–40%. A 'good' take rate is one that sellers accept without routing around you — typically validated by low churn and growing supply-side retention.
Returns reduce Net GMV. If a platform processes $1M in gross transactions and 5% are returned, Net GMV is $950,000. Most marketplaces apply take rates to Net GMV (after returns), so every return directly reduces platform revenue. High returns rates (>10%) are a signal of product-market fit or fraud issues and are worth investigating beyond just the financial impact.
If your take rate stays constant, you need to double your Net GMV to double your revenue. The Take Rate Analysis tab computes the exact GMV target given your current take rate, or shows how raising the take rate could hit a revenue target with less GMV growth. Many mature marketplaces use a combination of both: growing volume while incrementally raising take through premium features.