Marketplace University

What is a vertical marketplace?

Opposite to a horizontal marketplace that serves many industries or customer types, a vertical marketplace is one that serves a specific niche or industry (or "marketplace vertical").

Paris Mielke

March 21, 2022

March 21, 2022
1 min

What is a vertical marketplace? What is a marketplace vertical?

Opposite to a horizontal  marketplace that serves many industries or customer types, a vertical marketplace is one that serves a specific niche or industry (also referred to as their "marketplace vertical"). Below are some example of vertical service marketplaces provided by Andrew Chen and Li Jin in their article, How marketplaces will reinvent the 10 trillion dollar service economy.

Companies organized by service marketplace vertical

Learn more about other marketplace terminology below:

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Vertical Marketplaces

Key benefits

  • easier to understand and market the needs of one customer type
  • can provide better product experience for customer niches that larger competitors are missing out on
  • scale and automate faster due to reduced complexity

Key drawbacks

  • potentially smaller market size (however you can later expand after dominating your initial customer niche)
  • less opportunity for cross-industry collaboration
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