Most marketplaces sell either products or services. But increasingly, platforms are doing both — and doing it well.
This is where hybrid marketplaces come in. If you’re building a marketplace in 2024, it’s worth asking: should yours be one of them?
Let’s break down what a hybrid marketplace is, where it works best, and whether it’s the right model for you.
What is a hybrid marketplace?
A hybrid marketplace allows users to buy both goods and services on the same platform.
Some examples:
- A wellness platform that sells skincare products and lets you book facials
- A kids’ activity hub with physical kits and live online classes
- A pet marketplace that offers dog food, grooming bookings, and trainer sessions
Traditionally, marketplaces have picked a lane. But customer expectations are changing — and flexibility is becoming a competitive edge.
Why hybrid marketplaces are gaining traction
- They match how people think Consumers don’t think in silos. Someone planning a party might need catering (a service), decorations (a product), and a DJ (another service). Why not make that easy in one place?
- They increase average order value Offering both goods and services means more reasons to buy — and higher overall spend per visit.
- They deepen engagement Customers stay longer and come back more often when they can get multiple types of value in one place.
- They create new revenue streams Selling both opens up more monetisation options — from service fees to product commissions.
When a hybrid model makes sense
Hybrid marketplaces work best when:
- Your users have connected needs (e.g. booking a makeup artist and buying the right products)
- You already have strong traction on one side and want to expand
- You’re serving a niche where convenience is key
But it’s not always the right move. If your product or service categories are totally unrelated, or if adding more complexity would confuse your users, it might be worth sticking to one.
What to watch out for
Building a hybrid marketplace introduces extra complexity:
- Different tax and payment rules
- Different listing types and booking flows
- More complex search and filtering
- Operational overhead
Make sure your platform can handle this without compromising the user experience.
Why Markko supports hybrid marketplaces by default
At Markko, we believe marketplaces should be as flexible as the people who use them. That’s why every marketplace built on our platform can offer products, services, or both — right out of the box.
It’s ideal for marketplaces in categories like:
- Events
- Wellness and beauty
- Education
- Kids and parenting
- Home services
- Lifestyle and gifting
We’ve already seen marketplaces launch successfully with a hybrid model, and we expect to see more in the coming year.
Final thoughts
Hybrid marketplaces are more than a trend — they’re a smart response to how people actually shop and book today.
If your audience has overlapping needs, a hybrid model can increase value, loyalty, and revenue. The key is to build it on a platform that’s ready to handle the complexity without slowing you down.
Curious if hybrid is right for your marketplace? Get in touch — we’ll help you explore it.