Hey - it’s Fiona

Between a fresh scoping project for a new marketplace founder and feature designs for a long-term client, I’ve been switching between big-picture UX strategy and the details that make a product feel polished. It’s the kind of variety I love.

Whenever I start a new marketplace project, there are 5 essential screens I always design first. They’re my starting point for scoping complexity, aligning with founders, and avoiding surprises later in development.

I’m sharing them with you today, along with some tips and real examples, in case you’re thinking about your own marketplace MVP.

What are the first 5 screens you design when starting a marketplace project?

When I start designing a new marketplace, I never start with ‘all the screens’. That’s a trap I see a lot of founders fall into. They assume they need to map out everything upfront: onboarding, messaging, reviews, settings, the lot. It’s overwhelming, and it usually results in design debt before you’ve even built anything.

Instead, I focus on the first 5 screens that unlock the marketplace experience. When these 5 work well together, the whole idea starts to feel real. You get the confidence to move forward, and clarity about the scope, features, and decisions ahead.

Here’s the process I follow, along with some tips, mistakes to avoid, and real examples from client work.

1. Homepage — Your Marketplace’s Front Door

You only get one chance to make a first impression. For marketplaces, that’s your homepage.

Most founders think of the homepage as a generic landing page. In reality, it’s a tool to:

• Communicate your value proposition fast (literally within 3 seconds)

• Direct users to the ‘next best step’ - usually to browse supply or sign up

• Reassure visitors they’re in the right place with social proof, brand voice, and benefits.

Before I even open Figma, I write down the answers to these 3 questions:

1. Who is the marketplace for?

2. What problem does it solve for them?

3. What action do we want the user to take first?

For example, a client building a marketplace for professional dog walkers didn’t need a flashy homepage. They needed a clear message:
“Find trusted dog walkers near you. Vetted, reviewed, ready to help.”

Once that message was clear, the rest of the homepage practically designed itself: a search bar, some category shortcuts, and trust signals like reviews and safety guarantees.

2. Search & Filters — The Engine Room

Search is the heartbeat of almost every marketplace. Whether it’s products, services, or people, your users need to find what they want, fast.

This screen is more than a search bar. It’s:

• The filtering system — by location, price, availability, category, etc.

• The layout of search results — cards, lists, maps?

• The first place you reveal your data model.

For example, in a B2B packaging marketplace I worked on, we had to introduce filters for minimum order quantity, material type, and lead time — things that would never appear on a typical e-commerce site.

If you’re designing your marketplace, think hard about what your supply side will need to communicate. That becomes the basis for your filters and search logic.

And if you’re not sure, don’t guess. Talk to potential users or supply-side providers and ask them:
“What would you need to filter by to find the right option quickly?”

3. Listing Detail Page — Where Decisions Are Made

Once a user finds something interesting, the listing detail page is where they decide whether to commit.

Most founders underestimate this page. They think “just show the details!” But the real work is in:

• Structuring the information in a way that builds trust

• Deciding which elements should be visual (images, videos) vs. text

• Including calls to action that convert

On one of my recent projects (a marketplace for personal trainers) the detail page needed to do two things:

1. Showcase the trainer’s qualifications and specialisms

2. Build a sense of personal connection (with a short intro video)

Without the video, users hesitated. With the video, bookings shot up in the test version.

My biggest tip here is to always ask yourself:
“What’s the user’s biggest hesitation here? How can we design to overcome it?”

4. User Dashboard — The ‘Control Panel’

This is one of the most overlooked areas when founders try to wireframe their marketplace. But the user dashboard is essential. It’s where users:

• Manage their presence on the platform

• Track activity (e.g., bookings, sales, messages)

• Update personal information or settings

The design here depends on whether the user is supply-side or demand-side, or sometimes both.

In a marketplace I scoped recently for tradespeople, the supplier dashboard was critical:
It had to show leads, messages, job status, and payments all in one view. A messy dashboard = frustrated suppliers = churn.

If you’re just starting out, don’t overcomplicate the dashboard. Focus on the 2-3 most important actions a user needs to take next. If they’re stuck thinking “what now?” — the design has failed.

5. Checkout / Transaction Flow — Closing the Loop

Finally, you need a smooth checkout or transaction experience.

Even if your marketplace doesn’t involve instant purchases (maybe it’s bookings or enquiries), you still need a clear, structured process for:

• Summarising the transaction

• Collecting essential information

• Explaining what happens next

In some of my Sharetribe projects, founders realise too late that the default transaction flow isn’t enough. Users get confused, or drop off because they don’t trust the process.

That’s why I design the key steps in Figma first, even if it’s just:

1. Review details

2. Add info / preferences

3. Confirm payment / send request

4. Confirmation and next steps

Always answer this question within the flow:
“What will happen after I click this button?”

If the user isn’t sure, they’ll hesitate, or worse, abandon the process.

Why These 5 Screens Matter

Once these 5 screens are mapped out, most of the core UX decisions have been made. It’s easier to scope features, clarify the data model, and estimate build costs (whether you’re going no-code, custom, or a hybrid).

If you want to explore what these 5 screens could look like for your marketplace, or need help scoping your project with Figma prototypes, hit reply and let me know. I’d be happy to help.

—> ✉️ Reply with your questions and I’ll answer them in a future issue.

I’m always saving articles, podcasts, and videos that help me think differently about marketplaces and design. Here are a couple of gems I’ve enjoyed recently.

Marketplace UI/UX Design Best Practices and Mistakes to Avoid | Aspirity

A complete guide for marketplace UI/UX design. Key features, common mistakes, best practices, and valuable insights.

aspirity.com/blog/marketplace-ux-design

Online Marketplace Design: Best Practices and Strategies

Learn how UI/UX design helps your online marketplace stand out! Our experts describe the best practices and strategies for marketplace design.

www.codica.com/blog/best-practices-for-online-marketplace-design

Fiona Burns

Find me on LinkedIn or Book a 1:1 call

If you enjoyed this newsletter, why not forward it to a friend.

Did someone forward you this email? You can subscribe to Marketplace Minute here!

Hey - it’s Fiona

Enjoying the sunny weather here and putting the finishing touches on a few design projects (always satisfying). A couple of new ones are kicking off this week and next, so I’m looking forward to getting stuck into those.

I’ve noticed more founders asking me, “Can I just use AI to design the UX?” It’s a fair question — there are a lot of tools making big promises right now. But in marketplaces especially, AI has real limitations.

That’s why for this weeks topic I’ve chosen: What AI can’t (yet) do in marketplace UX — and what that means for your product decisions.

What can’t AI (yet) do in marketplace UX?

There’s a growing temptation to outsource marketplace design to AI. Tools like Uizard, Galileo, and even ChatGPT plugins can generate UIs in seconds. So why pay for a UX designer?

As much as I embrace AI in many of my processes, it’s not quite there yet when it comes to UX design. I wholeheartedly agree that AI is getting impressively good at layout and visuals, but marketplace UX isn’t just about pretty screens. It’s about understanding messy human behaviour in a complex, multi-sided system — something AI can’t yet replicate in a meaningful way.

Here are 4 critical things AI can’t (yet) do in marketplace UX, and how you can work around those limits:

1. Prioritise features based on messy, real-world tradeoffs

AI will suggest everything (e.g. filters, reviews, ratings, dashboards) because it doesn’t understand resource constraints, technical limitations, or the emotional context of a founder bootstrapping their first version.

Instead: Start with your riskiest assumptions and design around what needs to be tested, not what looks “complete.”

2. Understand trust dynamics between buyers and sellers

Trust is the invisible currency of every marketplace. Whether it’s a cleaner entering your home or a startup booking a consultant, the UX must build confidence at every step. AI can’t detect the emotional nuance of when to show credentials, social proof, or badges.

Instead: Map out your user’s fears and design friction where it helps (e.g. ID verification), and speed where it’s safe (e.g. rebooking flow).

3. Design for supply-side complexity

Sellers, service providers, vendors all have different workflows. Some want to approve each job. Others want auto-booking. AI can create a “generic” dashboard, but it can’t assess which actions are most important to each role.

Instead: Interview or observe one seller type in your niche. Then design a seller dashboard that prioritises their key goals, not just what the template suggests.

4. Balance business model and UX trade-offs

Should buyers be able to message sellers before paying? Should you allow negotiation? These aren’t design questions — they’re strategy questions with huge UX implications. AI doesn’t understand your business model, margins, or go-to-market plan.

Instead: Align your UX choices with how you’ll make money and build trust.

Bottom line: AI can speed up wireframing and surface ideas — but the heavy lifting of designing trust, prioritisation, and value exchange still falls to you (or your UX partner 👋).

—> ✉️ Reply with your questions and I’ll answer them in a future issue.

Magician‑style plugins are cool, but think strategic

Fabrice Grinda’s breakdown of “AI in Marketplaces” highlights real, founder‑level AI use cases like:

• Autocomplete & listing creation

• Smart recommendations

• Fraud detection & moderation

Tip for marketplace builders

Use AI plugins to speed up repetitive tasks (e.g. autofill listings), but reserve core flows—like negotiation, reputation, and onboarding—for strategic design that reflects your unique brand and trust model.

This week’s must‑reads for founders navigating AI in marketplaces:

8+ Founders & Leaders Share About AI

We're highlighting 8+ founders & leaders sharing how marketplaces can leverage AI.

www.everythingmarketplaces.com/post/8-founders-leaders-share-how-marketplaces-can-leverage-ai?utm_source=chatgpt.com

AI Native vs AI Enabled Marketplaces: Redefining Commerce in the Age of AI

The marketplace landscape is undergoing a profound transformation, driven by artificial intelligence capabilities that fundamentally alter…

medium.com/%40grantwsingleton/ai-native-vs-ai-enabled-marketplaces-redefining-commerce-in-the-age-of-ai-9347e84411ca

Top 5 AI Mistakes Founders Make (And How to Avoid Them)

Many founders jump into AI too fast or too late. Learn how to avoid common mistakes and adopt AI with confidence, clarity, and business impact.

www.datacose.com/blog/what-founders-get-wrong-about-ai?utm_source=chatgpt.com

Fiona Burns

Find me on LinkedIn or Book a 1:1 call

If you enjoyed this newsletter, why not forward it to a friend.

Did someone forward you this email? You can subscribe to Marketplace Minute here!

Hey - it’s Fiona

I’ve been deep in client work this week, and one thing keeps coming up again and again: marketplaces struggling to grow beyond their homepage and search bar.

The fix? Category-specific landing pages.

They might sound like a “nice to have”, but for many marketplaces, these pages are quietly doing a lot of heavy lifting – from improving SEO to building trust and boosting conversions. They’re one of the highest-leverage UX upgrades you can make, especially once your marketplace starts attracting different types of buyers.

How do you design category-specific landing pages that actually convert?

Let’s start with the basics…

What is a category-specific landing page?

A category landing page is a dedicated page focused on one type of product, service, or user intent within your marketplace. It’s not just a filtered search view, it’s a strategically designed destination for a specific group of buyers.

Think:

• “Cleaners in London”

• “Therapists specialising in anxiety”

• “Eco-friendly packaging for food brands”

• “Children’s Martial Arts Classes in Bristol”

Each of these pages targets a specific slice of your marketplace, both in terms of content and audience.

Why are they useful?

Most early-stage marketplaces rely on a homepage and a global search page. That’s fine at the beginning. But as your categories grow, so do the expectations of your users. They want to feel like they’ve arrived somewhere relevant, not just landed in a generic list.

Well-designed category pages can help you:

• Improve discoverability via SEO – especially for long-tail keywords

• Increase conversions by matching buyer intent more closely

• Reduce bounce rate by delivering a focused experience

• Establish trust by curating relevant listings and helpful content

In short: they help the right buyers find the right supply, faster.

What makes a good category landing page?

A strong page does more than just show listings. It guides, reassures, and converts. Here’s a breakdown:

1. A clear, buyer-focused headline and intro
   Skip the generic “Tutors” label. Instead, try something like:
   “Find trusted tutors for GCSE Science in your area”
   This signals relevance and builds confidence. Pair it with a short paragraph that explains what’s on offer and how the platform works.

2. Curated content, not clutter
   Feature your best listings, most responsive sellers, or most-booked services. New marketplaces can hand-pick 4–6 listings for each category manually. More established ones can automate this based on data (e.g. reviews, bookings, ratings).

3. Helpful filters or subcategories
   If your category is broad (e.g. “graphic designers”), give users ways to narrow it down by style, price, location, or niche. Just avoid going overboard – 3 to 5 filters is usually enough.

4. Supportive content
   Great category pages often include:

   • FAQs tailored to that category (e.g. “How much does tutoring cost?”)

   • Testimonials from buyers

   • Seller profiles or featured providers

   • Explanations of how it works (especially helpful in service marketplaces)

5. Visual differentiation
   Each category page should feel distinct. Use relevant photography, iconography, or colour accents to reflect the audience’s world. A parent looking for a babysitter should see images and copy that speak to their needs – not generic stock photos.

6. Strong CTAs
   Whether it’s “Browse local cleaners”, “Post a request”, or “Get matched now”, your CTA should reflect the category’s workflow and urgency. Services may need a call-to-action that invites more interaction, while product marketplaces might go straight for a listing click.

How do you structure one when you're just starting out?

If you’re building your MVP or using a platform like Sharetribe, you can start lean:

• Create static pages or use tag-based filtering

• Write custom headlines and a short intro

• Manually select listings to feature (even 3–4 is enough)

• Add a CTA that links to filtered search results or a custom flow

• Include a testimonial or helpful tip to build trust

You don’t need dynamic content, logic, or CMS integration right away. What matters is that the experience feels intentional and relevant.

In the early days, these pages don’t just improve UX – they signal to buyers that you understand their needs. And as you scale, they become powerful marketing assets that compound over time.

—> ✉️ Reply with your questions and I’ll answer them in a future issue.

Real examples of category landing pages done well:

1. Etsy – Jewellery Landing Page

Etsy’s category pages feel like a curated magazine. They combine trending items, seasonality, popular subcategories, and editorial content. It’s not just about shopping – it’s about inspiration, and it helps turn casual browsers into buyers. Bonus: the URL structure and on-page content make it incredibly SEO-friendly.

2. Vetted – AI Tool Categories

Vetted has carved out specific landing pages like “AI tools for ecommerce” or “AI for solopreneurs.” These aren’t just filters – they’re fully designed pages with unique headlines, featured tools, user stories, and tailored messaging. This kind of specificity is perfect for marketplaces that want to attract long-tail SEO traffic and serve highly targeted user groups.

3. Airbnb – Location-Specific Pages

While not category-based in the traditional sense, Airbnb's location pages serve a similar purpose. Their “Iceland” page blends listings, rich imagery, interactive maps, and editorial content into a cohesive narrative. The result? You don’t feel like you’re searching – you feel like you’re already there.

Each of these examples shows that landing pages can go far beyond a filtered search view. They’re mini-experiences – and when done right, they become powerful growth levers.

Some of my favourite content I found on the web this week.

What Is a Landing Page? Landing Pages Explained | Unbounce

Learn all landing pages and how you can use them to improve the ROI on your next marketing campaign. Get best practices, tips on lead gen, and more.

unbounce.com/landing-page-articles/what-is-a-landing-page

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Traditional and Hybrid Category Pages

Use ecommerce category pages for complex products or subcategory navigation. For other situations, consider a hybrid category page approach.

www.nngroup.com/articles/category-pages

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13 types of landing pages (and when to use them)

Learn about different types of landing pages and when to use them. Find out how they work, their benefits, and tips for picking the right one for your campaign.

unbounce.com/landing-pages/7-types-of-landing-page

Fiona Burns

Find me on LinkedIn or Book a 1:1 call

If you enjoyed this newsletter, why not forward it to a friend.

Did someone forward you this email? You can subscribe to Marketplace Minute here!

Hey - it’s Fiona

It’s been a busy one over here. I’ve been juggling several client projects (including a fun homepage redesign and a complex booking flow) while also travelling to Warsaw for a few days. I somehow managed to keep my inbox at zero for most of it, which feels like a small miracle.

Let’s get into this week’s question.

Which marketplace metrics actually matter at the start?

When you’re launching a marketplace, it’s tempting to track everything. Page views, bounce rates, Instagram followers, signups. But not all metrics are equal. In the early days, the wrong numbers can give you a false sense of progress.

So which ones should you actually care about?

Here are three I look for when helping early-stage founders validate and grow their marketplace:

At this early stage, these metrics aren’t just about performance. They’re signals that tell you whether your marketplace model is working. Are people getting value? Are they coming back? Are they telling their friends?

Vanity metrics (like pageviews or signups) might feel good, but they rarely tell you what’s actually broken — or what to fix next. Stick to the signals that tie directly to user behaviour and marketplace health. You’ll be able to make better product decisions, spot friction early, and avoid building features no one needs.

—> ✉️ Reply with your questions and I’ll answer them in a future issue.

Tracking metrics on your Sharetribe marketplace

If you’re using Sharetribe, the built-in analytics are pretty limited. But here are some helpful tools to get better insights without needing a developer on hand:

Plausible
A privacy-friendly alternative to Google Analytics. Easy to set up, with clean dashboards that show the essentials: where your users are coming from, which pages they visit, and what converts.

Hotjar
Great for watching real user behaviour. Use it to spot where people are getting stuck or dropping off. The heatmaps and session recordings can reveal usability issues that numbers alone can’t.

Lemonado
Built specifically for Sharetribe marketplaces. It offers pre-made analytics dashboards tailored to things like listings, bookings, supply/demand balance and onboarding flow. You can get started quickly with their plug-and-play templates.

Mixpanel
Perfect if you're running a custom frontend on top of Sharetribe and want deeper tracking. Helps you monitor funnels, retention, and key user actions like sending messages or posting listings.

—> ✉️ Send me your favourite tools and I’ll feature them here. 

Here are a few interesting reads if you're thinking about metrics, growth or marketplace UX:

What is a good activation rate

Good and great activation rates based on the results of our benchmarking survey

www.lennysnewsletter.com/p/what-is-a-good-activation-rate

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Marketplace metrics: 26 key metrics + how to use them

Learn the key marketplace metrics, how to track them, and how to use them to make data-driven decisions for your business.

www.sharetribe.com/academy/measure-your-success-key-marketplace-metrics

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Marketplace metrics: 14 key metrics to watch | Stripe

Out of the countless marketplace metrics that you could track, here are 14 that will give you the most insight into the health of your marketplace business.

stripe.com/gb/resources/more/14-key-marketplace-metrics

Fiona Burns

Find me on LinkedIn or Book a 1:1 call

If you enjoyed this newsletter, why not forward it to a friend.

Did someone forward you this email? You can subscribe to Marketplace Minute here!

Hey - it’s Fiona

One of the most common questions I hear from marketplace founders is: how do I balance making things easy for users with making sure the right people get through?

You want smooth onboarding, seamless transactions, and fast growth. But you also want trust, quality, and users who understand the value of your platform.

This week’s issue dives into a topic that often gets overlooked in early-stage marketplaces: why, when, and how to build in friction, and how doing it intentionally can strengthen your platform, not weaken it.

Why, when, and how to build in friction

Most solo founders I work with are obsessed with removing friction. That’s fair — smoother flows, faster signups, easier transactions all feel like obvious wins, especially when you’re scrappy and trying to grow fast.

However, not all friction is bad. In fact, sometimes slowing users down or adding an extra step can increase trust, quality, and long-term retention.

Why add friction?

In a two-sided marketplace, your users don’t just need speed, they need confidence. Buyers need to trust that sellers are qualified, reliable, or safe. Sellers need to know that buyers are serious, respectful, or ready to pay.

Intentional friction can:

• Filter out low-quality users

• Reduce risky or low-value transactions

• Build trust in the platform’s brand and process

• Shape user expectations (e.g., this isn’t a casual or rushed interaction)

In other words, friction isn’t about being annoying — it’s about increasing the right kind of commitment.

When should you add friction?

Not every part of your flow needs it. Here’s where friction often adds value:

How to design good friction (without annoying people)?

The key is making sure the friction serves a clear purpose and is communicated well. Here’s how I approach it in marketplace design:

Explain the “why”
Users are happy to jump through extra hoops if they understand why. Don’t just add a form. Tell them, “We review every provider to ensure you get the best quality.” Turn friction into a value signal.

Keep it lightweight
Make every extra step as simple and streamlined as possible. If you’re collecting information, only ask for what you truly need. If you’re adding a pause, make it short.

Design feedback loops
If you reject someone (a seller who doesn’t qualify, or a buyer who’s misaligned), provide clear, kind feedback. Make sure your process improves over time, not just blocks users.

Test and adjust
Track whether added friction is helping. Are you getting better conversions downstream? Fewer bad experiences? If not, refine or remove.

—> ✉️ Reply with your questions and I’ll answer them in a future issue.

Marketplaces that use friction wisely

1. Airbnb
Hosts review booking requests before accepting. This adds friction, but it gives them a sense of control and safety. On the guest side, Airbnb requires profile verification and payment details, which builds trust across both parties.

2. Toptal
A curated freelancer marketplace, Toptal famously screens every applicant to ensure only the top 3% make it onto the platform. This high-friction supply-side process positions Toptal as premium and makes clients more willing to pay a premium price.

3. The Expert
This interior design marketplace handpicks its designers and positions itself as a luxury, high-trust service. You can’t just sign up and start listing, you have to be invited or vetted. The friction reinforces the exclusivity.

Want to explore this further?

Positive Friction: How You Can Use It to Create Better Experiences

Sometimes, a good user experience is one that includes some friction. Here, we look at the case for positive friction: purposely including obstacles in the user’s journey for the users’ benefit.

www.interaction-design.org/literature/article/positive-friction-how-you-can-use-it-to-create-better-experiences?srsltid=AfmBOoofluehBQ01PBpOCFdIALDZfgUTMYIwxPOywIlReEZntK9FAOKL

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12 Good Friction Examples That Help Increase Product Adoption

Good friction? You might be wondering if there's such a thing. We'll explore some examples of how it can increase product adoption.

userpilot.com/blog/good-friction

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Design friction: Using friction for better UX - LogRocket Blog

Here, you can explore design friction and learn how it can be used to boost user engagement and enhance the user experience.

blog.logrocket.com/ux-design/design-friction-using-friction-better-ux

Fiona Burns

Find me on LinkedIn or Book a 1:1 call

If you enjoyed this newsletter, why not forward it to a friend.

Did someone forward you this email? You can subscribe to Marketplace Minute here!

Hey - it’s Fiona

I’ve been back from Australia for two weeks now and finally feel human again after the double hit of jet lag and a lingering post-flight bug. We had a UK celebration for my husband’s 40th last weekend, which was a lovely way to ease back into real life. Now I’m back into the swing of things and deep into a few exciting client projects.

This week, I want to talk about AI. Specifically: how it’s changing the UX design process – and how you, as a marketplace founder, can use it to your advantage even if you’re not a designer.

How is AI changing the UX design process – and what does that mean for marketplace founders?

If you're a founder trying to get a marketplace off the ground, you're probably juggling marketing, product, operations, and strategy – all at once. Design and UX often fall to the bottom of the list. But good user experience is essential for marketplaces. It’s how you build trust, encourage repeat usage, and reduce friction across both sides of the market.

The good news is, AI tools can help. No, they won’t do the entire UX job for you – there’s no tool that can magically design a working, intuitive, user-centred marketplace. But what they can do is support your thinking, speed up the work, and help you get early versions of your product or pages in front of real users.

Here are some practical ways AI is changing (and supporting) UX design:

What about Sharetribe?

If you’re building your marketplace with Sharetribe, most of your core UX decisions are taken care of already – but you’ll still need to design pages like your homepage, landing pages, blog, or onboarding emails.

AI can help here by:

• Generating homepage copy and layout ideas

• Writing blog posts and SEO content

• Drafting emails to guide new users through your platform

• Helping you validate new features or flows before briefing a developer

In short: you don’t need to become a designer overnight. But using AI well can help you think like one, test faster, and avoid some costly UX mistakes early on.

—> ✉️ Reply with your questions and I’ll answer them in a future issue.

Here are a few resources if you want to dig deeper or explore some tools:

Top 10 AI Tools for UX and Product Designers in 2025

Explore some of the most popular AI tools used by UX designers and product designers in their design workflows. Tools include ChatGPT, Midjourney, Perplexity, and more.

designlab.com/blog/best-ux-ai-tools

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Top 10 AI UX Tools TO Transform Your Design [Guide]

Looking for the best AI UX tools? Our comprehensive guide analyzes the most powerful AI-powered design solutions that improve productivity and design quality. Find the perfect tools for your next project.

www.thealien.design/insights/top-ai-ux-tools-for-ux-designer

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Top 13 AI Tools For UX Research

Struggling with UX research? Explore our curated list of 13 essential AI tools. From user testing to data analysis, these tools will streamline your process.

adamfard.com/blog/ai-ux-research-tools

Fiona Burns

Find me on LinkedIn or Book a 1:1 call

If you enjoyed this newsletter, why not forward it to a friend.

Did someone forward you this email? You can subscribe to Marketplace Minute here!

Hey - it’s Fiona

I landed back in the UK yesterday and am very much in the post-trip haze: jet-lagged, surrounded by a suitcase full of laundry, and reacquainting myself with British weather (a.k.a. grey). That said, I’m also diving into a big design project this week, and part of it involves something I love: creating smart, scalable category landing pages for a marketplace.

So this week’s newsletter is all about that.

If your platform covers multiple service types, industries, or product niches, category pages are essential. They help users find what they’re looking for faster, improve SEO, and offer space to speak directly to specific segments of your market.

Should I create separate landing pages for each category in my marketplace?

Yes — and here’s why:

Category-specific landing pages are one of the most underused growth levers in marketplace design. They combine the best of product thinking, marketing strategy, and SEO, all in a way that’s scalable and user-focused.

Whether you're connecting users with cleaners, graphic designers, or vintage camera sellers, users don’t just want “a marketplace.” They want the right thing, in the right category, with the right context.

Here’s how category landing pages help you deliver that.

1. They create focus and relevance for users

Generic homepages can only go so far. A user looking for a dog groomer in Bristol has very different needs than someone looking for an accountant in Leeds. Category landing pages let you narrow the messaging, listings, and trust signals to match that context.

That means:

• Relevant listings

• Targeted CTAs

• Tailored trust signals (e.g. “100+ vetted cleaners in London”)

• Local or niche-specific testimonials

• Category-specific FAQs

This specificity builds trust and reduces cognitive load. Users feel like they’ve landed in the right place instantly.

2. They improve SEO dramatically

Each category page gives you a chance to rank for valuable long-tail keywords:

• “Best wedding photographer in Manchester”

• “Affordable dog walkers in East London”

• “Sustainable packaging suppliers UK”

By including targeted H1s, meta descriptions, and structured content (like FAQs or feature highlights), these pages can bring in organic traffic that your homepage simply won’t catch.

Bonus tip:
Include a short block of explainer content at the top of each page (100–150 words) to add context and keyword depth, without pushing listings too far down the page.

3. They’re a perfect place to experiment with messaging

Category pages allow you to test different value propositions, visuals, and trust indicators for different audiences, without affecting your core homepage.

For example:

• On your “Pet Sitters” page, you might emphasise safety, insurance, and flexibility.

• On your “Wedding Planners” page, you could lead with portfolio visuals and planning timelines.

This lets you fine-tune conversion tactics per audience and gather insight into what resonates.

4. They support paid marketing funnels

If you’re running Google Ads, Meta ads, or any kind of targeted traffic, sending users to a generic homepage is a missed opportunity. Category landing pages allow you to align your ad copy, user intent, and landing page messaging, boosting quality scores and conversions.

How to design them well

Here’s a simple structure I often use when designing category pages for clients:

—> ✉️ Reply with your questions and I’ll answer them in a future issue.

Marketplaces with great category-specific landing pages.

Treatwell

Treatwell is a beauty and wellness marketplace that covers a wide range of services — from haircuts to massages to manicures. Instead of sending all users to a generic homepage, Treatwell creates dedicated landing pages for each category and subcategory. These pages feature targeted headlines like “Book your next haircut in London”, supported by filters specific to the service (e.g. gender, treatment type, duration).

Each page includes rich content that helps with SEO while also guiding user decision-making — such as pricing info, service overviews, and reviews from recent bookings. The result is a tailored experience that reduces friction and drives bookings faster. If you’re looking for an example of how to combine UX and SEO in a clean, consistent format, Treatwell is a solid reference.

Taskrabbit

Taskrabbit’s category pages are simple, intuitive, and designed to match the mental model of busy users. For each task type — such as furniture assembly, mounting and installation, or help moving — they offer a standalone page that includes an overview of the task, why Taskrabbit is a trusted choice, and steps for how it works.

Each page also includes callouts like “Same-day availability” and “Vetted Taskers with positive reviews”, which directly address user concerns. Listings are clearly shown with profile images, hourly rates, and badges for top-rated providers. Taskrabbit’s use of category landing pages isn’t flashy, but it’s functional and highly conversion-focused — ideal for marketplaces that rely on fast, decision-driven bookings.

HomeStars (Canada)

HomeStars connects Canadians with local home service professionals, and they’ve leaned heavily into category-based SEO. Each service category (e.g. roofing, plumbing, kitchen renovation) has a fully fleshed-out landing page, often segmented by city or region. Pages include a combination of listings, star ratings, user reviews, and detailed service descriptions — all optimised to capture location-specific search traffic.

They also include comparison charts, buyer guides, and tips within each category — which helps with both SEO and user trust. It’s a great example of a more editorial, content-rich approach that still drives users toward conversion. If you’re targeting homeowners or working in a high-trust industry, there’s a lot to borrow from HomeStars’ structure.

Fiona Burns

Find me on LinkedIn or Book a 1:1 call

If you enjoyed this newsletter, why not forward it to a friend.

Did someone forward you this email? You can subscribe to Marketplace Minute here!

Hey - it’s Fiona

We’ve just wrapped up a double celebration – Easter (too much chocolate, no regrets) and my husband’s 40th birthday, which involved good food, great company, and a slightly-too-competitive game of Azul. Now that the sugar crash has passed, I’m back to work and thinking a lot about product roadmaps.

This week’s question is one I hear all the time: How do I decide what features to build first?

If you’ve ever found yourself staring at a long list of ideas, wondering what to prioritise, this one’s for you. We'll talk about how to filter feature requests, avoid the build trap, and stay laser-focused on what actually moves the needle.

How should I prioritise features for my marketplace MVP?

There’s a trap many marketplace founders fall into — the belief that your platform has to do everything from day one. Booking engine? Of course. Messaging system? Absolutely. Ratings, reviews, ID checks, wishlists, calendar sync, dashboards? Naturally.

But more features don’t equal more value. In fact, they often slow you down, confuse your users, and make it harder to test what’s really working.

The goal of your MVP isn’t to impress — it’s to learn.

Start with your riskiest assumptions

Feature prioritisation should be driven by learning, not just utility. The question to ask is:

For marketplaces, some of the most common early assumptions are:

• People want to transact this way

• Supply will sign up and list

• Users trust the platform enough to pay

• There's a real pain point worth solving

You don’t need a perfect product to test these. You need just enough functionality to simulate the experience and observe real behaviour.

Use the RICE or MoSCoW method if you need a framework

If you’re feeling overwhelmed, prioritisation frameworks like RICE (Reach, Impact, Confidence, Effort) or MoSCoW (Must have, Should have, Could have, Won’t have) can help.

But don’t just score features blindly. Tie them back to:

• Your core value proposition

• The specific behaviour you’re trying to validate

• The one thing your user absolutely needs to experience

For example: If you’re launching a babysitter marketplace, a complex rating system might seem important. But early on, it’s more valuable to know whether parents are willing to book a sitter at all. That could be tested with a profile page and a call-to-action that links to a WhatsApp message — no fancy tech required.

Avoid building “comfort features”

Comfort features are the ones that feel safe. They’re familiar. Easy to explain. They make your marketplace look more like Airbnb or Etsy.

But unless they solve a key pain point or help you validate a risky assumption, they’re just distractions. These often include:

• Admin dashboards

• Advanced search filters

• Wishlist or save buttons

• Full-blown messaging systems

You can always add these later — once you’ve proven demand.

Focus on jobs to be done

Ask yourself: What job is each user coming to the platform to get done?

Your MVP should focus on delivering that job with as little friction as possible. Everything else is secondary.

For example:

• Buyers want to find, evaluate, and book or buy.

• Sellers want to list, get discovered, and get paid.

Any feature that supports those core jobs should be considered. Anything that doesn’t? Add it to the backlog for later.

Validate with real users before you build

You don’t have to guess. If you’re unsure whether a feature matters, talk to your users. Better yet, mock it up and test it:

• Show a Figma prototype during interviews

• Create a fake feature with a “coming soon” button and track clicks

• Run a short survey with screenshots and ask: “Would this help you?”

You’ll often discover that features you thought were essential are actually low priority — or that there’s a simpler workaround.

—> ✉️ Reply with your questions and I’ll answer them in a future issue.

Marketplaces that started lean and learned fast.

Airbnb (again, because it’s iconic)

Their earliest version didn’t have reviews, payments, or messaging. Guests paid in cash, and hosts were manually onboarded. The first goal? Prove that people would sleep in a stranger’s home. Everything else came later.

Bellhop

Bellhop is a marketplace for movers. Their original MVP was just a Typeform where users submitted moving requests, which the founders fulfilled manually via text messages. No algorithm, no backend — just learning what users needed most.

Stitch Fix

While not a classic marketplace, their early days involved spreadsheets, email, and human curation. Stitch Fix focused on delivering value, not building tech. Their sophisticated recommendation engine came years later.

Some of my favourite content I found on the web this week.

RICE: Simple prioritization for product managers

Prioritization is a challenge for any product manager. How do you decide what to work on first? Here is a simple scoring system to help prioritize well.

www.intercom.com/blog/rice-simple-prioritization-for-product-managers

Feature Audit

A feature audit is an exercise to give a product team a visual snapshot of how many customers use each feature in the product, and how often.

www.productplan.com/glossary/feature-audit

6 Product Prioritization Frameworks [+How to Pick] | Atlassian

Discover the different product prioritization frameworks and how to choose the right one to improve your product development process.

www.atlassian.com/agile/product-management/prioritization-framework

Fiona Burns

Find me on LinkedIn or Book a 1:1 call

If you enjoyed this newsletter, why not forward it to a friend.

Did someone forward you this email? You can subscribe to Marketplace Minute here!

Hey - it’s Fiona

I’m writing this from sunny Brisbane, freshly back from a long weekend in Melbourne where we packed in a little bit of everything – the Comedy Festival, some top-tier Greek food, and a brilliant cycling tour through the city’s hidden corners. Now it’s back to family time, and I’m gearing up for Easter egg hunts with the nephews (and probably sneaking a few chocolates myself).

This week’s issue is all about blogs – specifically, why marketplaces should have one, how to get started, and what separates a generic content dump from a strategic growth tool. Whether you're pre-launch or scaling up, a well-crafted blog can give your marketplace visibility, credibility, and conversion, all while serving your community.

Should my marketplace have a blog?

Short answer: yes.
Long answer: yes, but only if you do it properly.

Too often, I see marketplace blogs treated like an afterthought – a lonely corner of the site filled with generic posts like “10 tips for busy parents” or “Why sustainability matters.” Well-meaning, but disconnected from the actual marketplace experience.

A strategic blog is different. It’s a growth tool. It can help with SEO, support onboarding, build trust with buyers and sellers, and establish your brand as a credible voice in the space. It’s content in service of your users, not just content for content’s sake.

Why blogs matter for marketplaces

How to get started (without getting overwhelmed)

A blog doesn’t need to be a massive commitment. In fact, one well-written post per month can still move the needle.

Here’s how I recommend approaching it:

1/ Choose a platform that plays nice with your stack

• Webflow is a great choice for visually polished blogs with full CMS control.

• Beehiiv is excellent if you're already sending newsletters and want to repurpose content.

• Substack can also work for MVP-stage platforms needing low overhead.

Bonus: All of the above make it easy to publish without needing dev time.

2/ Pick 3–5 content themes
This helps you stay focused and makes sure the blog actually supports your business goals. For example:

• User success stories

• Industry insights

• Product updates

• Buyer or seller guides

• SEO content around common questions

3/ Make it skimmable
Use short paragraphs, headers, bullets, and clear CTAs. People scan online – so respect their time and attention.

4/ Include real examples
Bring your marketplace to life. Feature real users, listings, or transactions. Let people see themselves in the content.

5/ Track what works
Set up basic analytics to see what’s getting clicks, shares, or conversions. Use that data to refine your approach. You’re not just writing for the sake of it – this is content with ROI.

—> ✉️ Reply with your questions and I’ll answer them in a future issue.

Marketplaces with great blogs (and why they work)

Fresha

Freaha, a beauty and wellness services platform with a blog that’s genuinely helpful for salon owners – from tips on retaining clients to optimising appointment schedules. The posts are practical, well-designed, and clearly tied to their users' real-world needs.

Turo

Turo’s blog cleverly balances lifestyle content with trust-building. You’ll find user stories, destination guides, and safety features explained in plain language. It strengthens the brand while addressing buyer hesitation.

Sharetribe

As a marketplace tool provider, Sharetribe’s blog is a masterclass in founder education. From SEO to liquidity to platform design, their articles build authority and attract exactly the kind of audience they want to serve. Their tone is helpful and credible, never salesy.

Tools, templates, and resources to help you get your blog off the ground.

How to start a blog in 2024: The beginner’s guide | Webflow Blog

Establish an online presence for your personal brand and present yourself as an authority. Here’s our in-depth guide for beginners on starting a blog.

webflow.com/blog/starting-a-blog

Content Is King: Content Marketing For Marketplaces | TwentyThree

Discover how to leverage a content marketing strategy to boost your marketplace platform's growth and engagement.

twentythree.agency/mastering-content-marketing-for-marketplaces

SEO Content: The Beginner's Guide

Create content that ranks

ahrefs.com/blog/seo-content

Fiona Burns

Find me on LinkedIn or Book a 1:1 call

If you enjoyed this newsletter, why not forward it to a friend.

Did someone forward you this email? You can subscribe to Marketplace Minute here!

Hey - it’s Fiona

I’ve just landed in Australia and am officially on holiday mode. We’re here visiting my husband’s family, soaking up the sunshine, and enjoying that glorious jet lag that has me wide awake at 4am and ready for a second breakfast by 9.

Before I left, I had a really interesting sales call with a founder based in Texas. They asked:

Should our marketplace be open or closed?

It’s a deceptively simple question, but the implications are huge. It affects trust, liquidity, onboarding, user experience, and ultimately, growth. So that’s what we’re diving into this week.

Should I build a closed marketplace or an open one?

This is one of the earliest decisions you'll need to make as a marketplace founder, and one of the most strategic. Yet it’s rarely talked about with the weight it deserves.

At a basic level:

• Open marketplaces allow anyone to join and participate. Think eBay, Etsy, or Gumtree.

• Closed marketplaces restrict access. You might need approval to join, pass a vetting process, or be invited by an existing user. Think The Expert, The Marque, or TopTal.

But this binary framing is too simplistic. Most marketplaces fall somewhere on a spectrum, and the decision you make here should be driven by one thing: what kind of trust your users need in order to transact.

When open works well

Open marketplaces thrive on volume and liquidity. They work best when:

• Supply is high and relatively interchangeable (e.g. second-hand books, vintage furniture, dog walkers).

• Price sensitivity is more important than trust.

• Users want to browse a wide variety of options.

If you're building something where more choice = better experience, open can help you scale faster. Onboarding is easier. Growth is often organic, as users invite others or share listings.

But there's a cost: quality control. In an open marketplace, anyone can list. That can mean duplicate listings, poor service, or spammy content. You’ll need strong moderation tools, search filters, reviews, and a robust reporting system.

When closed makes more sense

Closed marketplaces create curation, exclusivity, and trust. They work best when:

• Supply quality varies widely and the stakes are high (e.g. babysitters, legal professionals, luxury services).

• Trust is critical to conversion.

• Users are time-poor and value a vetted experience.

This is common in high-value, low-frequency marketplaces – where a single bad experience can destroy user trust. In these cases, being closed can actually accelerate growth, because users feel safer.

But the trade-offs are real:

• Onboarding suppliers takes longer.

• You’ll need to set and enforce standards.

• Liquidity is harder to build quickly.

There’s a spectrum – and you can move along it

It’s rarely all-or-nothing. Many marketplaces start closed to ensure quality, then open up gradually as they scale.

Examples:

• Airbnb originally hand-approved every host.

• The Expert vets every interior designer before they’re listed.

• TaskRabbit tightened its onboarding significantly after early trust issues.

You can also build hybrid models:

• A closed supply side (vetted service providers), with an open demand side (anyone can book).

• Tiered access, where premium users see more trusted listings or receive concierge support.

• Invite-only models that slowly open as reputation systems kick in.

What should drive your decision?

Instead of asking “What’s easier to build?”, ask:

1. What does trust look like in this market? Is it built through user reviews, or does it need to be embedded from the start?

2. What’s at stake in a poor-quality match? Will it damage the brand, or just frustrate a user?

3. How much variability is there in supply? Can anyone do the job, or are there real skill, quality, or safety concerns?

4. What does early traction look like? Do you need to impress your first 100 users with quality, or flood them with options?

Design implications

This choice affects everything from UX to onboarding flows:

Open:

• Quick sign-ups

• Easy listing creation

• Filtering and sorting are essential

• Reviews and badges become trust proxies

Closed:

• More friction upfront (forms, verification)

• More polished, trustworthy first impression

• Content may be editorially curated

• Trust is embedded in the design – through exclusivity, storytelling, and layout

Choosing between open and closed isn’t just a product decision, it’s a positioning decision. It shapes how users perceive your brand, how you grow supply and demand, and how trust is established from day one. There’s no one-size-fits-all answer, but being intentional about this choice early on will save you time, energy, and awkward product pivots later. Think about the user experience you want to create, and work backwards from trust.

—> ✉️ Reply with your questions and I’ll answer them in a future issue.

Here’s some examples of marketplaces across the open–closed spectrum

The Expert

The Expert is a beautifully executed closed marketplace connecting users with top-tier interior designers. You can’t just sign up as a designer – you’re handpicked. The result is a luxury feel and a strong sense of trust. Pricing is transparent, bookings are seamless, and the curation makes it feel high-end from the first click.

Treatwell

Treatwell is an on open marketplace for salons and beauty treatments. Anyone can list, and users choose based on availability, price, and reviews. The interface leans heavily on filters and user-generated trust signals to help people navigate choice.

Toptal

l

Toptal is a classic closed model: only the top 3% of freelance talent make it in. The pitch is all about trust and curation. They invest heavily in vetting – but it’s rewarded with a premium positioning and high-value clients.

Fiona Burns

Find me on LinkedIn or Book a 1:1 call

If you enjoyed this newsletter, why not forward it to a friend.

Did someone forward you this email? You can subscribe to Marketplace Minute here!

Hey - it’s Fiona

My parents came to visit this weekend, which was a lovely change of pace from the usual workweek. We had a delicious lunch at Jeremy Clarkson’s pub, The Farmer’s Dog (I highly recommend the steak pie), enjoyed a gin distillery tour (and tasting, of course), and made the most of the unseasonably good weather. Now I’m back at my desk, busily finishing some big design tasks before I head off on holiday next week.

This week’s newsletter is all about falling in love with the problem, not your solution. Founders often come to me with a marketplace idea already fully formed – features mapped out, a lofty vision of where they want to go, even names and taglines decided. But most of the time, the initial idea won’t work the way they hope. And that’s okay. Your job isn't to be right – it's to be successful.

How do I know if I’ve got the right marketplace idea?

I hear this question a lot, from early-stage founders still in their 9 to 5, to those preparing to launch their MVP. My answer is always the same: you don’t know. And you don’t need to.

Your marketplace idea is a hypothesis. Your assumptions about the market, your users, their problems, and how you solve them – all of these need to be tested.

The key is not to seek validation of your idea, but to seek truth about the problem. This mindset shift changes everything.

Be married to the problem, not the solution

When you're building a marketplace, your focus should be on deeply understanding the pain points of your users on both sides of the marketplace.

• What are they currently doing to solve the problem?

• How painful is it?

• Are they actively looking for a better way?

• What would “delight” look like for them?

If you skip these questions and go straight to building, you risk wasting months on something nobody wants. And even if you launch it, you’ll be forced to backtrack later.

It’s normal to be wrong in the beginning. In fact, it's expected. The difference between successful founders and everyone else is that they treat their ideas as experiments, not statements of fact.

You are not the visionary oracle of your marketplace. You're the chief investigator.

Prototype, test, and listen carefully

One of the best ways to test your assumptions is with prototypes. And I don’t just mean polished Figma designs. Prototypes can be ugly. Scrappy. Even paper sketches.

The goal is not to impress. It’s to get feedback – ideally from the kinds of users you want to serve.

Here’s a simple process I use with clients:

1. Map your assumptions.
   Write down everything you're assuming about your users, their problems, their workflows, what they value, and how they might interact with your marketplace. Be honest.

2. Build a simple prototype.
   This could be a lo-fi clickable mockup, a Typeform pretending to be a product, or a concierge-style service you run manually. Choose the method that helps you test your riskiest assumption.

3. Talk to users.
   Not your friends. Not your colleagues. Real people who experience the problem you’re trying to solve. Observe their reactions. Ask open-ended questions. Watch where they get confused or lose interest.

4. Refine or pivot.
   Based on what you learn, you’ll need to make changes. Most early prototypes don’t pass the test. That’s not failure. That’s progress.

Good design follows good discovery

As a designer, I always advocate for thoughtful UX. But design in a vacuum doesn’t work. The most beautiful interface won’t matter if it’s solving the wrong problem, or solving the right problem in the wrong way.

That’s why discovery work (i.e. problem interviews, user research, feedback loops) should be the foundation of your marketplace design. Your prototype is not a final product. It's a question in visual form.

Remember: you are not building the solution. You are building towards a solution.

Avoid falling in love with features

This is a trap I see often. Founders get fixated on specific features:

• “It needs a matching algorithm.”

• “I want to build a points-based reputation system.”

• “We need three user types and a dashboard for each.”

It’s natural to imagine what your product could become. But early on, these ideas are likely premature. If you find yourself justifying a feature before confirming the problem, pause.

Ask yourself: What’s the smallest thing we can build to learn the most?

That’s the spirit of prototyping. Not launching something perfect – but learning something valuable.

—> ✉️ Reply with your questions and I’ll answer them in a future issue.

Great marketplaces that stayed focused on the problem.

Airbnb (early days)

Before they became a global platform, the founders of Airbnb tested their idea by renting out air mattresses in their own flat during a conference. The problem? Hotels were sold out. Their “Air Bed & Breakfast” idea was a direct response to this need. No complex product, no scale – just testing the demand.

Turo (originally RelayRides)

Turo began with a simple idea: let people rent out their personal cars when they weren’t using them. But before building anything at scale, the founders validated the concept manually. They spoke with car owners in urban areas who rarely drove during the week, and with travellers frustrated by expensive, inflexible car rental companies. Early prototypes involved spreadsheets, phone calls, and in-person key handovers. Trust and insurance were the core problems — not flashy features. Instead of building a sophisticated booking engine right away, they focused on solving those foundational issues. The platform grew by staying relentlessly focused on real user pain and validating demand city by city.

BlaBlaCar

BlaBlaCar, the long-distance ride-sharing marketplace, didn’t start with complex tech. Initially, it was just a simple website where drivers could post trips and passengers could reach out manually. The core insight came from understanding that people were already informally sharing rides to save money, especially in countries with expensive train travel. Instead of assuming they needed to build a full Uber-style experience, BlaBlaCar focused on trust-building features like user profiles, ratings, and the quirky “Bla”–“BlaBla”–“BlaBlaBla” talkativeness scale. All of it came from listening to their early community and doubling down on solving what really mattered: making strangers feel comfortable sharing a car.

Further reading and resources on prototyping, problem discovery, and early-stage testing.

If this issue gave you food for thought, I’d love it if you forwarded it to a founder friend. And if you’re ready to validate your idea before you build, take a look at my marketplace validation report.

Fiona Burns

Find me on LinkedIn or Book a 1:1 call

If you enjoyed this newsletter, why not forward it to a friend.

Did someone forward you this email? You can subscribe to Marketplace Minute here!

Hey - it’s Fiona

This past week, I've been working with a client who is grappling with an interesting marketplace design decision: whether to go with a traditional marketplace model or flip it around to a reverse marketplace approach.

We’ve had some really interesting discussions on this topic, but the key questions they wanted answers to were: "How do we know which model is right for our users?" and "What UX considerations change when we switch to a reverse model?" These conversations inspired me to write this week's deep dive, and I'm excited to share some insights that might help you with similar decisions.

How to design a reverse marketplace with great UX

First off, let's clarify what we mean by a reverse marketplace:

• Traditional marketplace: Sellers list their products/services, and buyers browse and select what they want (think Amazon, Etsy)

• Reverse marketplace: Buyers post what they need, and sellers bid or apply to fulfil those needs (think Upwork, TaskRabbit)

The fundamental shift is in who initiates the transaction process. In reverse marketplaces buyers articulate their specific needs, and sellers compete to meet them.

Should you choose a reverse marketplace model?

The answer should be driven by your users' needs and the nature of your industry. Consider a reverse marketplace when buyers have highly specific or custom requirements that aren't easily cataloged in advance. This works particularly well for services where complexity requires detailed specifications before accurate pricing can be provided.

Reverse marketplaces make sense when buyers value multiple options and competitive bidding, and when your supply side has the capacity to actively hunt for opportunities rather than passively wait for orders.

However, you should stick with a traditional model when products or services are standardised and easily listed. If immediacy matters more than customisation, or if buyers prefer browsing available options rather than describing what they want, a traditional marketplace likely serves them better. Similarly, if your supply side prefers passive selling, the traditional model aligns better with their workflow.

UX best practices for reverse marketplaces

Once you’ve chosen a reverse marketplace model, these UX principles will help you create a seamless and intuitive experience:

By focusing on clarity, trust, and usability, you can create a reverse marketplace that offers a smooth and reliable experience for both buyers and sellers.

—> ✉️ Reply with your questions and I’ll answer them in a future issue.

Reverse marketplaces done right

Showcasing inspiring designs and standout features from leading platforms.

Upwork

In my opinion, Upwork nails the reverse marketplace user experience. Their job posting form guides clients through specifying their requirements in detail, without making the process feel like a chore. By using a multi-step, conversational-style flow, they reduce overwhelm and boost completion rates.

Freelancers can submit tailored proposals that directly address specific points in the job description, making responses more relevant and actionable. The interview stage allows both sides to clarify expectations before committing, reducing the risk of misunderstandings later on.

Upwork’s milestone-based payment system creates clear checkpoints, aligning payments with project progress. This gives both parties confidence in the process.

Why it works:

• Conversational multi-step forms prevent user fatigue.

• Targeted proposals ensure higher-quality responses.

• Milestone payments reduce risk and increase trust.

• Contextual messaging centralises collaboration.

TopTal

Toptal combines reverse marketplace principles with a curated, high-quality talent network. Their platform flips the typical reverse marketplace model by having Toptal experts gather client requirements and pre-vet freelancers before making introductions. This concierge-style approach reduces the legwork for buyers and ensures high compatibility between both parties.

Toptal’s streamlined request form captures detailed project information upfront, allowing their team to make precise matches. Instead of a large pool of applicants, buyers are presented with a small, carefully selected group of freelancers, saving time and increasing confidence in the selection process.

Their collaborative workspace includes milestone tracking, messaging, and integrated time-tracking tools to keep projects on schedule.

Why it works:

• Concierge-style curation reduces buyer effort.

• Pre-vetted talent ensures high-quality matches.

• Milestone tracking maintains project momentum.

• Integrated time tracking boosts transparency.

Thumbtack

Thumbtack shines in the local service space with a reverse marketplace flow tailored to physical, non-digital services. Their adaptive request form changes based on the service category, asking only relevant questions. This dynamic approach ensures buyers provide the right level of detail, helping pros deliver accurate quotes.

Their pro comparison tools highlight key differentiators such as years of experience, response time, and specialisations. Location-based matching prioritises nearby providers with relevant skills, which is crucial for local services.

Thumbtack’s communication tools make clarifying details easy, with pre-filled templates and suggested questions. Their standardised quote system simplifies price comparisons, while still allowing service providers to highlight their unique value.

Why it works:

• Adaptive request forms capture relevant details by service type.

• Location-based matching prioritises proximity and availability.

• Standardised quotes make comparison easy.

• Templates and prompts streamline communication.

These platforms simplify complex processes, making communication effortless, and building trust through transparency. Whether through intuitive form design, smart matching, or clear payment structures, they demonstrate how to create a frictionless reverse marketplace experience.

Want to dive deeper into reverse marketplace UX? Check out these resources:

Fiona Burns

Find me on LinkedIn or Book a 1:1 call

If you enjoyed this newsletter, why not forward it to a friend.

Did someone forward you this email? You can subscribe to Marketplace Minute here!

Hey - it’s Fiona

This week, I've been helping a founder validate their marketplace concept. While guiding them through the early stages of their journey, I was reminded that validation isn't just a box to tick - it's the foundation upon which successful marketplaces are built.

The validation process can feel painfully slow when you're eager to bring your vision to life. Maybe that's why so many first-time marketplace founders rush into development, skipping the essential steps that determine whether their concept actually solves a meaningful problem for both sides of their marketplace. They build solutions before fully understanding the problems they're addressing.

Today, we're diving deep into marketplace validation best practices. It might not only save you months of misdirected work and thousands in unnecessary development costs, it can also dramatically increases your chances of creating something people genuinely want. After all, the most comprehensive code and delightful design can't save a marketplace that doesn't serve a real need.

How can I validate my marketplace idea?

Validation is fundamentally about reducing risk and uncertainty. For marketplace businesses, which face the unique challenge of building for two distinct user groups (buyers and sellers), validation is particularly critical.

—> ✉️ Reply with your questions and I’ll answer them in a future issue.

Airbnb: Photography First

When Brian Chesky and Joe Gebbia started Airbnb, they struggled to get traction. Through user research, they discovered a critical insight: listings with professional photos performed significantly better. Instead of building complex technology, they validated this hypothesis by personally visiting properties in New York with cameras, taking professional photos themselves.

This "concierge MVP" approach led to a 2-3x increase in bookings for those listings, validating their assumption before they invested in scaling the solution through professional photographers.

The lesson: sometimes the most valuable validation comes from non-scalable, hands-on effort.

Etsy: Pivoting to Find Product-Market Fit

Etsy didn't start as a handmade marketplace. The founders initially built a website for a crafting community. Through user interviews and observation, they noticed community members were struggling to sell their handmade items on existing platforms like eBay.

This insight led them to pivot towards becoming a marketplace specifically for handmade goods. Their validation process included extensive interviews with craft sellers about their needs and frustrations, followed by a basic platform that addressed those specific pain points. This pivot, based on thorough validation, led to Etsy becoming a billion-dollar company.

Thumbtack: Paper Prototypes to Platform

Thumbtack, a marketplace connecting customers with local service professionals, began validation with simple paper prototypes showing how users might request services. They conducted in-person user testing with these prototypes before writing a line of code.

After refining their concept, they created a basic landing page test for different service categories, measuring which generated the most interest. Only then did they build their MVP, focusing exclusively on the categories that showed strongest demand. This stepwise validation approach helped them avoid building features that users didn't actually need.

Here are some excellent resources I often refer to when helping my clients validate their marketplace ideas.

Fiona Burns

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Hey - it’s Fiona

This week, my husband and I were searching for a hotel or apartment for a weekend getaway with our family. We used a few different platforms and couldn't help but notice how different each search experience felt on each. Some were intuitive and delightful, guiding us to exactly what we wanted. Others left us frustrated, having to click back and forth between listings and search results, and constantly refining my filters.

It really highlighted to me how important the search results page is as the central navigation hub of your marketplace. It's where your users will spend a significant amount of time deciding what to explore further.

If you get it right, and you'll see higher conversion rates and happier users. Get it wrong, and you risk losing potential customers before they even engage with your sellers' offerings.

So this week, I thought I’d discuss my thoughts on designing an effective search results page that helps users find what they're looking for quickly and confidently.

How should I design my search results page to maximise conversion?

What is a search results page and why is it so important?

The search results page is essentially the shopping aisle of your digital marketplace. It's where users browse available options after entering search criteria or selecting a category. While it may seem like a simple list of items, it's actually one of the most complex and crucial interfaces in your marketplace.

Think of it this way: your search results page serves as both a filtering mechanism and a showcase. It must efficiently narrow down options while simultaneously highlighting the most relevant offerings. It's where users make initial comparative decisions about products or services, often deciding within seconds whether to engage further or leave your platform.

For marketplace owners, the search results page is where you can dramatically influence user behaviour. A well-designed results page can increase time on site, boost engagement with listings, and ultimately lead to more transactions.

Core Elements of an Effective Search Results Page

Here are the essential components and considerations for designing a search results page that converts:

Contextual Considerations

Different types of marketplaces require different approaches:

Location-based marketplaces: For platforms like Airbnb or Hipcamp, integrating a map view is essential. Consider these best practices:

• Allow users to toggle between map and list views

• Synchronise map markers with visible listings

• Update results in real-time as users move the map

• Show key information in map marker tooltips

• Highlight selected listings on the map

Service marketplaces: For platforms like Upwork or TaskRabbit, emphasise:

• Provider ratings and reviews

• Availability (date/time)

• Experience level indicators

• Response time metrics

• Pricing structure (hourly vs. project-based)

Product marketplaces: For platforms like Etsy or eBay, prioritise:

• Multiple product images

• Stock availability

• Shipping information

• Return policy indicators

• Seller ratings

Mobile Considerations

With more than half of marketplace traffic coming from mobile devices, consider these mobile-specific best practices:

• Use a full-width search bar at the top

• Implement easy-to-tap filter buttons

• Create a collapsible filter panel that slides up from the bottom

• Use a single-column layout for results

• Ensure all interactive elements are large enough for comfortable tapping

• Implement a "sticky" filter/sort bar that remains accessible while scrolling

—> ✉️ Reply with your questions and I’ll answer them in a future issue.

Marketplaces that get it right

Here are some examples of marketplaces, I feel have perfected their Search Results page.

Hipcamp

Hipcamp's search results page exemplifies excellence in location-based marketplace design:

What they do well:

• Seamless integration of map and list views

• Clear property type indicators with custom icons

• Prominent display of key differentiators (pet-friendly, swimming access, etc.)

• High-quality, consistently sized feature images

• Smart use of whitespace to prevent visual overload

• Clear pricing display with per-night breakdown

• Availability calendar preview on hover

The brilliance of Hipcamp's design lies in how it balances visual appeal with functional efficiency. Their search results page provides just enough information to help users make initial decisions without overwhelming them with details better left for the listing page.

Landtrust

Landtrust takes a different approach, focusing on the unique aspects of land rental.

What they do well:

• Prominent acreage information (a key decision factor for their market)

• Activity tags (hunting, fishing, etc.) that help users quickly identify suitable properties

• Location information that includes both exact location and proximity to nearby landmarks

• Seasonal availability indicators

• Owner response time metrics

• Land type classification (woodland, farmland, etc.)

Landtrust understands that their users have specific requirements based on their intended activities. Their search results page is designed to surface this information immediately, allowing users to quickly filter out properties that don't meet their needs.

Thumbtack

For service marketplaces, Thumbtack offers an excellent example:

What they do well:

• Provider cards that emphasise reviews and ratings

• Service area information displayed prominently

• Quick-view pricing estimates

• Highlighted specialties and expertise areas

• "Responds in X hours" indicators that set expectations

• Background check verification badges that build trust

Thumbtack recognises that trust is paramount in service marketplaces. Their search results page focuses on the information that helps users evaluate provider credibility and suitability at a glance.

For those looking to dive deeper into search results page design, here are some excellent resources:

—> ✉️ Have you implemented any innovative features on your search results page? I'd love to hear about them! Reply to this email with your insights.

Fiona Burns

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Hey - it’s Fiona

This week I’ve been working with a well-established marketplace in Europe who are moving over to Sharetribe, and it got me thinking about marketplace scalability.

When I meet with founders who are considering what tech to use to build their marketplace, a lot of them ask me whether Sharetribe can scale sufficiently. So I thought it would be a great topic to discuss in this issue.

In today’s issue I cover:

• How you can scale a marketplace a marketplace using Sharetribe

• Examples of Sharetribe marketplaces who have successfully scaled their businesses

• Some additional resources to help you scale your marketplace

Can you scale a marketplace using Sharetribe?

The short answer is Yes!

Many early-stage marketplace founders a drawn to Sharetribe because of its awesome no-code capabilities. However, the most ambitious founder often worry about what happens when they gain traction.

The reality? Sharetribe can take you much further than you might think.

Scaling your marketplace doesn’t have to be overwhelming. Sharetribe provides the flexibility to start quickly, validate demand, and scale strategically. Whether you're keeping it no-code or extending with custom features, Sharetribe has the infrastructure to support your growth.

—> ✉️ Reply with your questions and I’ll answer them in a future issue.

Examples of Sharetribe marketplaces that have successfully scaled their businesses.

Here are three successful marketplaces that have scaled their businesses using Sharetribe:

1. Landtrust

Landtrust is a marketplace that connects landowners with people looking for private land for recreation, such as camping, hunting, and fishing.

As Landtrust have gained traction, they’ve used Sharetribe customise their user experience to better fit their niche, as well as integrating advanced search filters and a streamlined booking process.

They’ve also leveraged Sharetribe’s transaction infrastructure to handle high volumes of payments securely.

By focusing on trust and reputation mechanisms (e.g. verified reviews and host guarantees), Landtrust has successfully scaled while maintaining a strong user experience.

2. Drive lah

Drive lah is a car-sharing marketplace that enables people to rent cars from private owners, like an Airbnb for vehicles.

Operating primarily in Singapore, the platform has expanded rapidly thanks to Sharetribe’s robust transaction handling and API integrations.

By integrating third-party insurance services and optimising trust mechanisms, Drive lah has built a strong, scalable marketplace that allows users to confidently rent and share vehicles.

Nomady

Nomady caters to adventure seekers looking for off-the-beaten-path camping experiences.

I love their visually distinctive branding. They’ve also done a fantastic job of creating a enhancing the user experience, and ensuring smooth bookings, secure payments, and easy communication between hosts and guests.

Sharetribe’s ability to handle high demand and its user-friendly design have certainly contributed to Drive lah’s success.

Here are some great resources to help you learn more about scaling a marketplace:

Fiona Burns

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Hey - it’s Fiona

Welcome to Marketplace Minute. It’s great to have you here!

This week’s hot topic is trust.

Trust is the foundation of every successful marketplace. Without it, customers won’t buy, and providers won’t list their services. But building trust doesn’t happen overnight. It requires thoughtful design, clear communication, and consistent actions.

So in today’s issue, I’ll cover:

• Why trust matters and how to earn it

• Real-world examples of marketplaces that excel at building trust

• Practical tips and resources to help you get started

How do I build trust in my marketplace?

This is such an important question, and it’s one that every marketplace founder should be asking.

Trust is what turns first-time users into loyal advocates. Here’s how to build it:

By focusing on transparency, social proof, design, communication, and security, you can create a marketplace where trust thrives, and where users feel safe, valued, and confident.

—> ✉️ Reply with your questions and I’ll answer them in a future issue.

Marketplaces that build trust

Let’s take a look at two marketplaces that absolutely nail trust-building:

1. Vinted (Second-hand fashion marketplace)

One of my personal favourite marketplaces is Vinted, a peer-to-peer marketplace for buying and selling second-hand clothing. They’ve built trust by creating a transparent and user-friendly experience.

For buyers, they offer a secure payment system and a buyer protection program that guarantees refunds if items don’t arrive or aren’t as described. They also have optional item verification that assures customers the item they’re buying is genuine.

For sellers, they provide clear guidelines on how to list items, set prices, and ship products.

What makes Vinted stand out is its focus on community. They encourage users to leave reviews and ratings after each transaction, which helps build credibility for both buyers and sellers. They also have a robust support system, including a help center and responsive customer service, to address any issues quickly. By prioritising transparency, security, and community, Vinted has created a marketplace where users feel confident and supported.

2. Turo (Peer-to-peer car rental)

Turo, often called the “Airbnb for cars,” allows people to rent vehicles directly from car owners. Trust is critical in this marketplace, as users are essentially handing over their cars to strangers or renting from individuals. Turo builds trust through a combination of verification, insurance, and clear communication.

For renters, Turo verifies user identities and offers a range of insurance options to protect both parties. They also provide detailed car listings with photos, descriptions, and reviews from previous renters.

For car owners, Turo offers a host protection plan and 24/7 customer support to address any concerns.

What sets Turo apart is its emphasis on transparency and accountability. They make it easy for users to communicate, set expectations, and resolve issues, which fosters trust on both sides of the transaction.

Why these marketplaces work

Both Vinted and Turo demonstrate how trust can be built through thoughtful design, clear policies, and a focus on user safety. By prioritising transparency, security, and community, they’ve created platforms where users feel confident and supported. These are key ingredients for any successful marketplace.

If you’d like to learn more, here are some great articles to help you build trust in your marketplace:

Fiona Burns

Find me on LinkedIn or Book a 1:1 call

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Hey - it’s Fiona

This week, I’m diving into a topic that can make or break your marketplace: user onboarding. Whether you’re welcoming customers, providers, or both, a seamless onboarding experience is key to keeping users engaged and coming back for more.

In this issue, I’ll cover:

• How to structure your onboarding flow for maximum impact

• Examples of marketplaces that absolutely nail onboarding

• Tips and resources to help you get started

How do I design an onboarding flow that works for both customers and providers?

Designing an onboarding flow that works for both customers and providers can feel tricky. Both groups have very different needs and goals. But with the right approach, you can create an experience that feels personalised and intuitive.

This is how I approach user onboarding when working with my clients:

By following these steps, you can create an onboarding flow that not only works for both customers and providers but also sets your marketplace up for long-term success.

—> ✉️ Reply with your questions and I’ll answer them in a future issue.

Marketplaces with exceptional onboarding

Let’s take a look at two marketplaces that absolutely crush onboarding:

Airbnb

Airbnb’s Onboarding Airbnb is a great example of a marketplace that nails onboarding for both customers and providers.

For Guests (Customers): The onboarding flow focuses on helping them discover listings. They use a simple search bar, personalised recommendations, and a progress bar to guide users through booking their first stay.

For Hosts (Providers): Airbnb’s host onboarding is a step-by-step process with clear instructions, visuals, and even a progress tracker. They also provide tips and examples to help new hosts create attractive listings.

Why It Works: Airbnb’s onboarding is tailored to each user type, simple to follow, and visually engaging.

Etsy

Etsy is another marketplace that excels at onboarding both customers and providers, creating a seamless and supportive experience for all users.

For Buyers (Customers): Etsy’s buyer onboarding focuses on discovery and ease. They use personalised recommendations, a simple search bar with intuitive filters, and a guest checkout option to make shopping seamless. After a purchase, they encourage users to create an account for tracking orders and saving favourites.

For Sellers (Providers): Etsy’s seller onboarding is a step-by-step process with clear instructions, visual guidance, and educational resources. They break it down into manageable steps, like setting up a shop name and adding listings, while providing tips and examples to help sellers succeed.

Why It Works: Etsy tailors the experience for each user type, making it simple and engaging. Buyers enjoy a frictionless shopping experience, while sellers receive the support they need to set up their shops confidently.

Both of these marketplaces show how thoughtful design can turn onboarding from a chore into a delightful experience.

Here are some of my favourite articles and tools to help you design a standout onboarding experience:

—> ✉️ Send me your favourite tools and I’ll feature them here. 

Fiona Burns

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Hey - it’s Fiona

This week, I’ve been thinking about how tricky it can be to decide whether to launch your marketplace with a website or an app. It’s one of those foundational decisions that can make or break your user experience (and your budget!).

In today’s issue, I’ll break it down for you:

• Should you start with an app or a website?

• When it makes sense to build an app for your marketplace.

• A lean, no-frills approach to developing an app without overcomplicating things.

Should I build an app?

I have several calls each week with potential clients who are looking to design and build a marketplace. Every so often I get asked whether they should build an app for their marketplace (rather than a web-based marketplace).

Why start with a website?

Building a marketplace with a website provides several main advantages.

When to consider building an app

While a website is ideal for launching your marketplace, there are situations where an app might make sense down the line.

Apps are great at keeping users engaged with features like push notifications and personalised experiences. If your marketplace relies on mobile-specific features such as location tracking or camera functionality, an app could provide a better experience.

It’s also important to consider your users’ behaviour. If customers are likely to use your marketplace only once or twice, they may hesitate to download and retain an app. However, if frequent visits or transactions are part of your model, an app can significantly enhance the user experience and boost retention.

A lean approach

You probably know by now that I love the lean approach. If I was a marketplace founder, I would begin by building a no-code web-based marketplace on a platform like Sharetribe. It’s quick, affordable, and allows you to focus on gaining traction.

Gather feedback from your users and refine your offering as you grow. Once your marketplace has traction, you can consider expanding with an app.

Starting with a website lets you focus on what matters most: testing, iterating, and building your marketplace’s foundation. Once you’ve got traction, you can level up with an app.

What do you think? Have you launched a marketplace or are you planning to?

—> ✉️ Reply with your questions and I’ll answer them in a future issue.

No-code marketplace app builder

Did you know that Sharetribe and development agency, Journey Horizon, have combined forces to build a no-code app for marketplaces?

Their mobile app template for Sharetribe customers enables founders to develop a fully functional mobile app for their marketplace. Every essential feature - from product management to transactions and user profiles - is integrated into the app. This is the perfect solution for businesses ready to step into building and launching an app.

Check it out!

—> ✉️ Send me your favourite tools and I’ll feature them here. 

Fiona Burns

Find me on LinkedIn or Book a 1:1 call

If you enjoyed this newsletter, why not forward it to a friend.

Did someone forward you this email? You can subscribe to Marketplace Minute here!

Hey - it’s Fiona

This week, I found myself thinking about one of the simplest (and often overlooked) ways to improve your product: watching real users in action.

At some point, most founders will wonder if their site is as intuitive as they think it is, only to realise they’ve missed something important. It’s always a lightbulb moment when you finally see your product through the eyes of a user.

That’s what today’s issue is all about:

• Why simple user research can save you time (and money!)

• The fastest way to spot usability issues

• How a few simple tests can make all the difference in your conversions

Is user research really worth the time?

I had a conversation this week with an old client I worked with last year on custom design for his marketplace. He had made some updates to his website but suspected certain steps in the user journey might be unclear or confusing. Unsure where the problem lay, he asked me to conduct a UX/UI audit.

While I was happy to review the site and share my professional opinion, I asked him if he’d observed any of his target users interacting with the site. He hadn’t, so I recommended he start there.

Common Mistakes

A lot of founders make the same mistake: they know their product inside out and assume it’s intuitive. But they’re too close to it. To improve the user experience, they need to step into the shoes of someone unfamiliar with the site and navigate it for the first time.

Why Simple User Research Matters

You’re not your user: What’s obvious to you isn’t obvious to them.

The best way to uncover friction points is by observing real users and addressing their confusion.

How to run a quick user research session

I believe that with the right guidance, any founder can (and should) run simple user tests. Here’s how I would approach it:

The ROI of simple user research

Just a few simple user research sessions can have a dramatic impact on your product’s usability. The earlier you conduct these tests, the cheaper and easier it is to identify and fix issues before they become bigger problems. Best of all, you don’t need any expensive or fancy tools - just an open mind and a willingness to observe.

Try it today! Watch someone use your product for just 5 minutes and see what you learn!

—> ✉️ Reply with your questions and I’ll answer them in a future issue.

Free tools I recommend for simple remote user testing

User testing doesn’t have to be complex or costly. Here are the free tools I would use:

Zoom (Recording)
Zoom is my go-to tool for remote user testing. It’s easy to record sessions, share screens, and encourage users to think aloud as they interact with your product. Plus, the video recordings make it easy to revisit key moments.

Fathom (AI Note-Taking)
An AI note-taker like Fathom is invaluable during user testing. It allows you to focus entirely on observing the user’s behaviour instead of scrambling to take notes. Fathom automatically records the session and highlights key moments, making it easy to pinpoint critical insights without the manual effort.

Hotjar (Basic Plan)
Hotjar offers a unique approach by tracking real-time user behaviour without the need for direct interaction. Its free plan allows you to capture heatmaps, session recordings, and basic surveys, providing valuable insights into where users click, scroll, and get stuck on your site. It’s an excellent tool for identifying friction points and understanding how users navigate your product.

—> ✉️ Send me your favourite tools and I’ll feature them here. 

My favourite books on simple user testing

Want to learn more? There are a million and one resources on how to conduct user testing, but here are my top 3 books for people interested in trying it for the first time.

Join me for the launch of the Bad Ass Bookshelf in February!

As my husband, Tristan, so beautifully put it, this is the book club for Bad Asses on an epic journey of self development and business success!

Each month the Bad Ass Bookshelf community will select a book for the follow month via an audience vote. You’ll receive weekly emails sharing key themes, community insights and learnings from the book as you progress through it.

At the end of the month Tristan will host a video call for members of the Bad Ass Bookshelf community to get together and discuss that month’s book.

It’s free to join, so check it out here:

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Fiona Burns

Find me on LinkedIn or Book a 1:1 call

If you enjoyed this newsletter, why not forward it to a friend.

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Hey - it’s Fiona

This week, I’ve been deep in design mode, helping a founder fine-tune their search and supplier listing pages and it got me thinking... A lot of marketplaces struggle to attract high-quality suppliers, yet so few founders invest in a page that really speaks to them.

So in today’s issue I cover:

• Is it worth creating a separate landing page for suppliers?

• The anatomy of a high-converting supplier landing page

• The fastest growing marketplace niches for 2025

Join me for the launch of the Bad Ass Bookshelf in February!

As my husband, Tristan, so beautifully put it, this is the book club for Bad Asses on an epic journey of self development and business success!

Each month the Bad Ass Bookshelf community will select a book for the follow month via an audience vote. You’ll receive weekly emails sharing key themes, community insights and learnings from the book as you progress through it.

At the end of the month Tristan will host a video call for members of the Bad Ass Bookshelf community to get together and discuss that month’s book.

It’s free to join, so check it out here:

Subscribe now

Should I have a separate landing page for suppliers?

This is a question I hear often, and the answer is a resounding YES!

Your homepage should be designed for customers. I wrote all about this (and more) in one of my recent newsletters: Should my homepage be aimed at customers, providers, or both?

A supplier landing page, on the other hand, serves a completely different purpose. It speaks directly to suppliers, addressing their key concerns and motivations, such as:

• How your marketplace will help them grow their business

• What the costs and requirements are

• How easy it is to join and start selling

The anatomy of a supplier landing page

A great supplier landing page should clearly communicate the benefits of joining your marketplace while making the sign-up process as frictionless as possible. Here’s how to structure it for maximum impact.

The key to a successful supplier landing page is to tell a compelling story about how your marketplace solves real problems for suppliers. Every element should work together to build confidence and make the decision to join feel like an obvious choice.

—> ✉️ Reply with your questions and I’ll answer them in a future issue.

Awesome supplier landing pages

Here are some standout supplier landing pages and what makes them exceptional:

Etsy

The Etsy nails their seller landing page by leading with social proof: "Reach millions of buyers in the UK and around the world". They follow this with precise cost transparency (listing fees and transaction fees) and emphasise their built-in tools for success.

For me, the page also stands out for its clever use of seller stories that specifically target different types of creators – from hobbyists to full-time entrepreneurs.

Airbnb

I think the Airbnb Host landing page is particularly effective because it immediately showcases the potential earnings through a location-based calculator, offering tangible value right from the start. This is followed by a clear step-by-step hosting guide, with real host stories woven in to build trust and inspire action.

The page also proactively addresses common concerns, particularly around safety, with their Host Protection Program and free identity verification, ensuring potential hosts feel secure and supported from the outset.

This combination of immediate value, trust-building, and clarity makes the page highly persuasive.

Deliveroo

The Deliveroo Restaurant Partner landing page is effective because it clearly communicates their value proposition - helping restaurants reach more customers and boost sales.

The page has a clean, minimalist design, that features trust-building elements like testimonials and success stories, along with transparent information about fees and logistics.

The prominent "Get Started" CTA ensures a seamless next step for potential partners, making it simple for them to take action. Overall, the page is engaging, informative, and reduces friction for restaurants looking to join the platform.

Fasted growing marketplace niches

This week I thought I’d take a look at which marketplace niches are predicted to have significant growth in 2025. Here’s what I found.

These niches reflect evolving consumer preferences towards personalisation, convenience, health-consciousness, and unique experiences in the current marketplace landscape.

—> ✉️ Send me your favourite marketplace or design news and I’ll feature them here. 

Fiona Burns

Find me on LinkedIn or Book a 1:1 call

If you enjoyed this newsletter, why not forward it to a friend.

Did someone forward you this email? You can subscribe to Marketplace Minute here!