Key Online Marketplace Industry And Trends in 2025

9 Latest Marketplace Trends to Watch Out

I. Live shopping experience

The recent change in the marketplace industry to elevate user experience is through live shopping. Simply put, sellers allow buyers to purchase goods & services through live online video streaming.

Live shopping is a good way to engage your customers, as they can have a real-time product view and ask a host of questions related to the products. Live shopping is the future of online marketing trends.

II. Emergence of new marketplace business types

Here are some exciting new marketplace business types that are growing rapidly:

• Vertical marketplaces: The latest online marketplace trends show businesses have been shifting from horizontal marketplaces to vertical marketplaces. Vertical marketplaces focus on selling specific and localized items online within an industry or category, unlike horizontal platforms that sell products of various kinds and niches.
• Sustainable marketplaces: These platforms focus on connecting eco-conscious consumers with businesses that prioritize ethical production, recycled materials, and environmentally friendly practices.  
• Used goods marketplaces: These cater to a growing trend of pre-loved items. They offer a platform for people to buy and sell gently used items, promoting reuse and reducing waste. Read more here.
• Auction marketplaces: This model leverages the thrill of the auction format to connect buyers looking for deals with sellers offering unique or hard-to-find items.
• C2C (consumer-to-consumer) marketplaces: These platforms empower individuals to directly sell their goods and services to other consumers, fostering a more peer-to-peer commerce environment. Read more here.
• Hyperlocal marketplaces: These cater to a specific geographic area, allowing local businesses and producers to connect directly with consumers in their community. This fosters a sense of community and supports local economies. Read more here.

III. Voice search & voice commerce

The voice search or voice commerce feature is not new in the industry. But in the recent global marketplace, the use of voice search for shopping has exponentially shot up.

Today, enthusiast shoppers use this voice search feature in the shopping app from their mobile devices. This feature is used to search products on the go, looking for customized products through voice commands.

IV. Rise in the use of Augmented Reality (AR)

This is one of the most inspiring marketplace trends to check out. AR has brought a new dimension to the shopping experience. It gives a realistic overview of the product you are looking to purchase.

IKEA has been using the AR facility to give their customer a realistic and satisfied product experience. For example, if you are planning to buy a king-size bed for your room, IKEA offers an AR facility to virtually place the same bed in your room space and see if it suits your preference. Consumers can virtually try most of the products before they buy. All happens in real time through your smartphones using AR technology.

V. Online shopping with image search

The concept is similar to the voice search feature but this product is searched by scanning or uploading a picture of the product you are looking to purchase. Every seller on the platform is using this feature.

This helps consumers search for products faster and allows vendors to manage their sales and increase their orders by attracting buyers through this tech tool. Search by images features work on the Machine Learning & Deep Learning algorithms.

VI. Rise of AI chatbots for the shopping experience

AI chatbots are transforming the online shopping experience. Modern AI powered assistants go beyond basic rule based responses and provide human like support to buyers.

Smarter Virtual Shopping Assistance

AI chatbots can understand natural language, respond to personalized queries, and guide users through product discovery. They can also process images and generate contextual answers, helping shoppers find what they need faster.
According to Gartner, more than 25 percent of chatbots are expected to enhance customer service experiences in the coming years.

AI Powered Marketplace Integration

AI is now integrated directly into marketplace platforms. Some systems allow users to search, receive personalized recommendations, and even complete purchases within a single interface. This reduces friction and improves conversion rates.
Features such as AI generated product summaries and intelligent recommendations create a more tailored shopping journey.

AI in Customer Service Operations

AI tools are also streamlining support workflows. Many service teams already recognize efficiency gains, and adoption is expected to increase significantly by 2025.
As AI capabilities evolve, they are reshaping how users search, discover, and interact with products. For marketplaces, AI driven automation and personalization are becoming essential for delivering scalable and competitive customer experiences.

VII. Integrating logistics and delivery into the purchase experience

A recent study showed that over 70% of the items in the shopping cart are left united due to a lack of seamless logistics and delivery systems. A new trend has been observed among buyers, who are constantly looking for an online marketplace that has a quick and seamless end-to-end shopping experience.

Are you looking to integrate your online store with modernized logistics and shipping mechanisms for a better customer experience? Try out the Shipturtle shipping solution.

VIII. Shift to modern digital payments

If you are looking to streamline your marketplace with top-of-the-line integrations, modernized wallet payment systems like Google Pay, Paypal, Amazon Pay, and Apple Pay have to be incorporated. Data shows, people usually prefer quick payment methods rather than traditional debit or credit card payment methods. Today, mobile and wallet payments are taking the lead in the digital payment system across the globe.

IX. Strategies to Encourage User Generated Content

User generated content strengthens marketplace credibility, improves organic reach, and builds trust. While you cannot control every customer post, you can create systems that encourage authentic participation.

Launch Creative Campaigns
Run hashtag challenges, contests, or themed events that motivate users to share their experiences. Brands like Coca-Cola and GoPro have successfully used community driven campaigns to increase engagement.

Offer Incentives
Reward users with discount codes, loyalty points, or early product access for posting reviews or sharing content. Programs such as Sephora Beauty Insider encourage consistent user participation.

Feature Customer Content
Highlight user photos, testimonials, or reviews on your website and social channels. Public recognition, similar to how Lush showcases customer creations, encourages more users to contribute.

Simplify the Sharing Process
Add clear calls to action, upload options, and follow up email prompts to make content submission easy and frictionless.

When sharing feels simple and rewarding, customers naturally create content that builds community trust and drives marketplace growth.