Digital marketplaces have evolved over the last two decades from basic matchmaking platforms to platforms that facilitate end-to-end transactions across multiple sectors. Early marketplaces focused on listings and classifieds (1.0), while second generation marketplaces are more vertically integrated and focused on user experience. Marketplaces can serve business-to-consumer or consumer-to-consumer models across various sectors like transportation, food, finance, education, and more.

1. Tangible to Intangible…… eCommerce Penetration

2. Evolution of Marketplaces
Listings and
Classifieds
First Generation
Marketplaces
1.0
Targeting Multiple
Segments of the
Ecosystem
• B2C, C2C, B2B
Platforms
• Loans, Insurance,
Funds, Donations
• Payments and
Transfers
• Travel, Hotels,
Entertainment,
• Recharge and Utility
Payments
• Healthcare
Control on Transaction and User Experience
Digital marketplaces have evolved over the last two decades from providing basic match-making services to platforms that facilitate end-to-
end transactions…
2.0
Second Generation
Marketplaces
Vertical Marketplaces
with Strong Focus on
Experience

3. Types of Consumer Marketplaces: B2C vs. C2C
Business Space B2C C2C
Broad-based
Marketplaces
Serving Multiple
Product Categories
Taxi and
Car Rental
Restaurants
and Dining

4. Types of Consumer Marketplaces: B2C vs. C2C
Business Space B2C C2C
Grocery and Food
Entertainment
Ticketing
Financial Services

5. Types of Consumer Marketplaces: B2C vs. C2C
Business Space B2C C2C
Education
Home and Other
Personal Services
Hotels & Vacation
Rentals
AHS offers services in
partnership with Task Rabbit

6. Types of Consumer Marketplaces: B2C vs. C2C
Business Space B2C C2C
Healthcare
Professional Services
Fine Arts
and Handicraft
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