It might sound surprising, but marketplace founders have a lot to learn from Tinder, Hinge, and Bumble.
Why? Because at their core, dating apps are marketplaces — they match supply and demand, rely on trust and timing, and live or die by user experience.
Here’s what founders of product and service marketplaces can learn from the world of swipes and matches.
1. Liquidity beats size
Dating apps don’t win by having the most users — they win by having the right users in the right place at the right time.
Same goes for marketplaces:
- Focus on local or niche liquidity
- Avoid vanity metrics (signups mean nothing if no one’s transacting)
- Build density, not just scale
Your users don’t want options. They want good options, fast.
2. Matching matters more than browsing
Endless scrolling isn’t satisfying. Good dating apps know this — so they work hard to serve the right people to each user.
Great marketplaces do the same:
- Show relevant listings or providers
- Use filters and preferences wisely
- Learn from past behaviour to personalise suggestions
Matching speed and relevance are growth levers — not just UX perks.
3. Profiles need to do the heavy lifting
A profile is more than a name and a picture. It’s a pitch. It builds trust. It drives action.
Strong marketplaces encourage:
- Clear, attractive listings
- Reviews, ratings, and credentials
- Real photos, testimonials, or portfolios
The better the profiles, the better the conversion rate.
4. Communication tools are part of the value
Dating apps live and die by their chat flows. Marketplaces are no different.
Make communication:
- Easy to initiate
- Safe and secure
- Timely and mobile-friendly
Sometimes, the conversation is the conversion.
5. First experiences shape long-term behaviour
A user’s first few minutes — or first few interactions — can define whether they stick around.
Dating apps obsess over Day 1. Marketplaces should too:
- Curate early matches or listings
- Celebrate small wins
- Guide users with subtle prompts or nudges
You don’t get a second chance at a first impression.
Final thoughts
Marketplace dynamics show up in more places than you’d expect — and dating apps have quietly become masters at creating liquidity, trust, and user flow.
At Markko, we build marketplaces that learn from the best — no matter the category.
Want to apply these ideas to your platform? Get in touch — we’ll show you how.