MetaFacebook's influence remains strong worldwide, but young users connect less. According to a research study in 2024, PEW of 32% of American adolescents use Facebook, against 71% in 2014. However, the Facebook resale platform market is one of the reasons why young people are on the platform.
“I only use Facebook for Marketplace,” said Mirka Arevalo, a student at the University of Buffalo. “I will know what I want, not only while traveling with casualness.”
Launched in 2016, Facebook Marketplace has become one of Meta's greatest successes. With 1.1 billion users in 70 countries, it competes with eBay and Craigslist, according to BusinessDasher.
“Marketplace is the Internet flea market,” said Charles Lindsay, associate professor of marketing at the University of Buffalo. “There are a massive amount of consumer consumption companies.”
Unlike Ebay or Etsy, Marketplace does not charge rating costs and local micross help avoid shipping costs, according to the Facebook help center.
“Sellers love that the market has no fees,” said Jasmine Enberg, vice-president and main analyst at Emarketer. “The introduction of costs could push users elsewhere.”
Marketplace also draws from the booming resale market, planned to reach $ 350 billion by 2027, according to Thredup.
“Young buyers are attracted by affordability and sustainability,” said Yoo-Kyoung Seock, professor at the College of Family and Consumer Sciences at the University of Georgia. “Marketplace offers both.”
A key advantage is confidence; Facebook profiles of users make transactions safer than on anonymous platforms like Craigslist, according to Seock.
In January 2025, Ebay has teamed up with Facebook Marketplaceallowing selected eBay lists to appear on Marketplace in the United States, Germany and France. According to Wells Fargo.
“This partnership stimulates the number of buyers and sellers,” said Enberg. “This could also solve some of the marketplace confidence problems.”
Although Facebook does not charge the list costs, a 10% drop in sales made via its shipping service, according to the Facebook help center.
Marketplace is not a major direct source of direct income, but it maintains committed users.
“This is one of the least monetized parties of Facebook,” said Enberg. “But that brings a commitment, which advertisers appreciate.”
Meta relies on advertisements for more than 97% of its $ 164.5 billion in revenues in 2024.
“Marketplace helps Meta to prove that young users still connect,” said Enberg. “Even if they buy and sell instead of scrolling.”
By keeping the users committed, Marketplace plays a key role in Facebook's long-term strategy, ensuring that the platform remains relevant in a changing digital landscape.
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