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Marketplace Metrics Calculator: GMV, Take Rate, Repeat Rate & Contribution Margin

See past GMV to the economics that matter. Enter GMV, net revenue, orders, buyers, sellers, variable costs, discounts and marketing to get take rate, repeat rate and contribution margin before and after marketing.

QUICK ANSWERTake rate = net revenue ÷ GMV. Contribution margin = net revenue − variable costs (delivery, payments, support) − discounts. Investors value marketplaces on net revenue, contribution margin and repeat behaviour rather than on GMV.

Take rate = Net revenue ÷ GMV
AOV = GMV ÷ Orders
Contribution margin = Net revenue − Variable costs − Discounts

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What the Marketplace Metrics Calculator does

✅ Take rate and AOV
✅ Orders per buyer and 90-day repeat rate
✅ Contribution margin before and after marketing
✅ Buyer CAC
✅ GMV per seller

How to use the Marketplace Metrics Calculator

STEP 1
Enter your numbers
Type the figures you know. Every field starts with a realistic example so you can see how it works.
STEP 2
Read the result instantly
Results, tables and the plain-English explanation update as you type. No submit button, no login.
STEP 3
Test scenarios
Change one assumption at a time (valuation, growth, dilution, exit) to see what really moves the outcome.
STEP 4
Share or save
Copy the summary, send it on WhatsApp or print to PDF for your co-founders, board or investment committee.

Healthy marketplace signals

Rising repeat rate and organic buyer growth show liquidity: buyers find what they want and come back without paid nudges. Heavy discounts that exceed a large share of take rate hide weak demand.

Track supply-side health too: GMV per active seller and seller retention.

Frequently asked questions

What is a good take rate?

It depends on the category: payments and B2B commerce can be 1–5%, services and food delivery 15–30%. Stability and trend matter more than the absolute number.

Why don’t investors value GMV?

Because the marketplace keeps only its take rate. Two marketplaces with the same GMV can have very different revenue and margins.

What is contribution margin for a marketplace?

Net revenue minus all variable costs that scale with orders, including delivery, payment fees, support and discounts.

Is this tool free? Do I need to sign up?

Yes. It is completely free, needs no login and has no usage limit. FastFee builds payment collection software; these startup and investor tools are free resources for founders, angels and fund managers.

Is my data private?

Yes. Everything you type stays in your own browser on this device (local storage). Nothing is uploaded to FastFee. Export or print a copy if you need to keep it.

Use it together with

CAC & LTV Calculator →CAC, LTV, LTV:CAC ratio and payback months from spend, churn and margin.Startup Benchmark Tool →Growth, margin, burn multiple, NRR, payback, churn and runway vs median and top quartile.

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