GMV
Gross Merchandise Value — the total dollar value of all transactions processed through a marketplace or platform in a period, before the platform's commission or fee is deducted.
What it shows
GMV measures the economic activity flowing through a marketplace. It is a scale indicator, not a revenue indicator — a platform's actual revenue is a fraction of GMV determined by its take rate. Growing GMV with declining take rate signals monetisation challenges.
Formula
GMV = Total Value of All Transactions Processed on the Platform in a Period. Revenue = GMV × Take Rate. Disclosed by most marketplace companies as a primary growth metric.
Tracked in these industries
E-commerce
Transaction-based retail across digital channels. Revenue tied to conversion rates, AOV, cart abandonment, and multi-channel attribution.
FinTech
Revenue from interchange fees, lending spreads, AUM, or SaaS licensing. Compliance-aware pipelines and complex fee structure reporting.
PropTech
Marketplace commissions, SaaS licensing for property managers, or mortgage revenue. Connects property portfolio data to commercial pipeline.
Marketplace & Two-Sided Platforms
Marketplace companies operate dual-sided revenue models — take rates on transactions plus optional SaaS subscriptions for sellers — requiring RevOps to instrument GMV, seller acquisition, buyer activation, and cohort-based retention with attribution models standard CRMs cannot support.