In this article I explained in detail how the Platform business model and the relationship with Marketplacand. The idea here is to understand the monetization possibilities from a network of generation and exchange of value, be it a taxi ride or even information.
The relationship that occurs is the existence of producer / offer, consumer / demand and the platform / tools and services intermediating the exchange of value, therefore, the monetary value passes from one side to the other, remunerating, in some way, the platform without the consumer / demand be involved or informed directly.
The main ways to monetize a marketplace
There are basically 4 ways to monetize platforms: transaction, access, attention and tools, plus some possibilities of combining a hybrid model.
Let's see each one.
The Platform receives a percentage of each transaction carried out.
Examples: Uber discounts 25% from the driver for the price of the ride, while iFood takes 12% from each transaction.
The Platform receives for access to consumers in its community.
Examples: Sponsored posts on Facebook and Instagram.
The Platform receives for the possibility of having the attention of its community.
Example: Paid ad on YouTube.
The Platform offers tools that users choose to pay to access.
Example: Linkedin Premium.
The Platform monetizes in various ways, such as advertising for users, product management tools or even sponsored offers to highlight the product.
Examples: Buscapé positions itself as a media company that has ads, content and audiences, OLX as an advertising platform for companies (via Google AdSense), in addition to selling “Spotlight premium ”for sellers to promote their products.
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