Turkey’s Best Marketplace Software

What Are the Most Common Marketplace Business Models?

Marketplace e-commerce platform software is described with the following terms:

Multi-seller e-commerce site, multi-vendor e-commerce site, and marketplace e-commerce site are the most common phrases.

Depending on whether buyers and sellers are businesses or individuals, additional technical terms are also used.

1- B2C Marketplace (Business to Consumer)

B2C marketplace is referred to as B2C Marketplace, B2C Multi Vendor Marketplace, and similar names.

Sellers are businesses and buyers are individual consumers.

In short, it is described as “business to consumer.”

2- B2B Marketplace (Business to Business)

B2B marketplace is referred to as B2B Marketplace, B2B Multi Vendor e-commerce site, and similar.

In this model both sellers and buyers are commercial companies. In short, it is “business to business.”

The best-known example is alibaba.com. To purchase on such sites a user typically needs a legal business entity.

3- B2C+B2B Marketplace (Hybrid Model)

B2C+B2B marketplace is referred to as B2C+B2B multi-seller marketplace, Multi Vendor Marketplace, and similar.

Sellers are businesses while buyers can be both consumers and businesses.

Many major marketplaces operate in this model. Trendyol, n11, Hepsiburada, Amazon, and others are examples.

4- C2C Marketplace (Consumer to Consumer)

C2C marketplace is referred to as C2C Multi Vendor marketplace, C2C Marketplace, and similar.

Both sellers and buyers are individuals. Sahibinden.com, letgo.com, and ebay.com are examples.

Biggest Advantage: No Inventory Risk

One of the biggest advantages of marketplace e-commerce sites is that the site owner does not take inventory risk. Products are listed by store owners, so the platform owner does not hold stock, buy inventory, or bear operational costs such as expiry, spoilage, warehousing, or shipment tracking. In summary, the owner manages the platform, monitors operations, protects buyer and seller rights, ensures timely delivery, and keeps communication flowing so services run smoothly.

How Do Marketplace Sites Make Money?

Marketplace e-commerce sites typically have four revenue models.

1- Commission on sales: The owner earns commission on products sold on the platform. Commissions are percentage-based; industry averages are often around 15–20%. Commissions can be set by category, seller, or globally. They are usually calculated excluding shipping and taxes in the sale amount. Payment provider fees similarly exclude shipping and taxes.

2- Advertising revenue: As competition grows, sellers buy ads to rank higher—for example, to appear at the top of a category or search results. The marketplace can sell ad packages (e.g. 100 clicks for one price, 200 clicks for another) that sellers allocate to products.

3- Subscription / listing packages: The owner defines how many products sellers can list and for how long. Examples: first month free for 100 listings; a 3-month plan with 1,000 listings for a monthly fee; or 5,000 listings for a higher monthly fee.

4- Slider and banner sales: The owner sells homepage sliders and banner placements to sellers. Major Turkish marketplaces use similar models; prime homepage slider slots often command the highest rates.

What Are the Costs?

Typical costs for marketplace e-commerce sites include:

1- Software cost: Marketplace software is far richer than standard e-commerce. Besides buyers and sellers, you need stores, payment providers that support marketplace splits, shipping integrations, and stable operation of all modules.

2- Staff: Technical staff monitor the site, process payouts and refunds via the payment provider, and keep sliders, banners, and content up to date.

3- Marketing: After launch, budget for Google, Meta, and other ads aligned with your strategy. Good ad management targets the right audience—not simply spending more.

4- Company and office costs: You may operate as a sole proprietorship or limited company; consult an accountant for current setup costs.

How Do You Grow a New Marketplace?

To overcome early challenges, offer competitive commission rates and free or low-cost listing packages so suppliers want to open stores. Many Turkish marketplaces charge around 15–20% commission; lower fees can help you compete while you grow.

For more on marketplace software and to try Turkey’s leading marketplace platform, talk to our consultants about your project.