Top trends and payment opportunities for marketplaces in 2025

The marketplace model has fundamentally reshaped the way we buy, sell, and transact. From food delivery and freelance platforms to multi-vendor ecommerce hubs, marketplaces continue to dominate the digital economy. But in 2025, this model is maturing—and with growth comes a new set of challenges.

Marketplaces are now tasked with balancing growth and profitability while also managing fraud, cross-border transactions, and vendor cash flow. Surviving—and thriving—requires innovation. 

Here’s a deep dive into the key issues shaping this space in 2025—and the opportunities they present for your business. 

The pressure is on for marketplaces to scale while proving they can do so profitably. Many face razor-thin margins due to high operating costs, competitive pricing models, and rising payment processing fees.

Opportunity: Embedded payments offer new levers for profitability. Intelligent payment routing enables marketplaces to reduce transaction fees, while embedded financial products—like branded cards or seller banking—unlock new revenue streams. According to Accenture, embedded finance could expand the SME banking market through platforms to the tune of $92 billion, due in large part to SMEs’ willingness to pay more for value-added banking services. 

Gig workers, delivery drivers, and third-party sellers increasingly expect faster access to earnings. Keeping vendors happy is critical, but delayed payouts frustrate sellers, driving churn. Traditional payment cycles can take days, clashing with the demand for instant payouts, especially in industries like food delivery, ride-hailing, or online marketplaces with frequent, small transactions.

Opportunity: In today’s gig and service economy, real-time payouts are no longer a perk—they’re a necessity. Embedded payments enable real-time, on-demand, flexible disbursements to bank accounts, debit cards, or digital wallets. This improves seller satisfaction and platform loyalty while also reducing reliance on external payout systems.

One example of this is a freelance platform that enables workers to receive payment shortly after project approval via a branded debit card, thereby improving retention and reducing support inquiries around payment delays.

As marketplaces grow, so do the threats. Unfortunately, online payment fraud is alive and thriving, with Juniper Research forecasting that merchant losses from it will surpass $362 billion worldwide by 2028. Fake accounts, identity fraud, chargebacks, and disputes are all on the rise. Add in complex, multi-party payment flows and international expansion, and the risk landscape becomes even more challenging to manage.

Opportunity:
AI-powered embedded payment solutions can help platforms detect and mitigate fraud in real time, all while simplifying compliance with KYC, AML, and tax regulations. The right payment infrastructure enables marketplaces to scale securely and confidently.

Marketplaces deal with increasingly intricate payment flows: revenue splitting between multiple parties, time-sensitive payouts, platform fees, and partner commissions. This complexity only increases as platforms scale and expand their services. Without automation, managing these multi-party transactions becomes resource-intensive and error-prone, impacting both vendors and internal teams.

Opportunity: Embedded payment infrastructure allows marketplaces to automate split payments, set dynamic fee structures, and enable real-time reconciliation across stakeholders. Tools like virtual accounts and intelligent routing enable platforms to simplify back-office processes and free up teams to focus on growth. For example, a ride-hailing marketplace can automatically split fares between the driver, the platform, and third-party service providers—processing payouts instantly and tracking everything through a unified dashboard.

Third-party sellers, gig workers, and service providers are looking for more than basic payment functionality—they want tools to grow their businesses. Many vendors struggle with cash flow management or limited access to credit. Without support, high churn becomes a risk.

 
Opportunity: Embedded financial services give marketplaces a way to retain sellers and deepen engagement through offers like branded cards and working capital loans. These and other integrated business accounts help sellers get paid faster and better manage their money directly within the platform.

Global expansion introduces complex requirements ranging from local currency support to cross-border remittances and regulatory hurdles. Without localized payment solutions, marketplaces risk higher fees and lower conversion rates in international markets.

Opportunity: Embedded payment platforms streamline global operations by enabling local payment acceptance and supporting compliance with international financial regulations. This allows marketplaces to scale into new geographies without building costly new infrastructure.

The marketplaces that win in 2025 will be those that transform payments from a back-end function into a front-end experience—and a core business strategy. Embedded payments help these platforms scale globally, operate efficiently, build loyalty, and unlock new revenue.

The takeaway? For modern marketplaces, embedded payments aren’t just about moving money—they’re about moving the business forward.

Is your marketplace ready to unlock the power of embedded payments? Discover how our solutions can help revolutionize operations and delight your customers at every step in their journey.