General marketplaces are comprehensive e-commerce platforms that offer products across multiple categories including electronics, fashion, home goods, books, and more. These platforms connect thousands of sellers with millions of buyers, providing a one-stop shopping destination. They offer features like product search, reviews, ratings, seller verification, payment processing, and dispute resolution. Success depends on network effects - more sellers attract more buyers and vice versa. These platforms invest heavily in logistics infrastructure, trust and safety mechanisms, and seller tools to create seamless marketplace experiences.

Revenue primarily from commission fees (5-15% of transaction value) charged to sellers on each sale. Additional revenue from advertising services where sellers pay for premium product placement, sponsored listings, and banner ads. Other income sources include premium seller subscriptions for enhanced features, payment processing fees, fulfillment services, and data analytics tools. Some platforms also earn from financial services like seller financing and buyer credit programs.

• GMV

  Gross Merchandise Value - total sales volume transacted on platform

• Active sellers

  Number of sellers with at least one sale per month

• Retention

  Buyer and seller retention rates year-over-year

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