Facebook Marketplace Usage and Revenue Statistics (2024)

Facebook Marketplace is a formidable player in the social shopping industry. Launched in 2016, it has become an essential platform for businesses to showcase and sell their products locally. Facebook Marketplace's popularity grew especially during the pandemic, culminating in a staggering 1 billion monthly users by the end of 2021.

Why’s it growing so fast? Well, the young crowd, especially Gen Z, is all over social media and changing the game. They’re into new ways of buying and selling. Today, Facebook Marketplace has 8% more transactions occurring than Craigslist.

Let's look at the state of Facebook Marketplace through the numbers below.

Facebook Marketplace Statistics 2024 (At a Glance)

  • 1.23 billion people buy something on the Facebook marketplace every month.
  • There are 250 million sellers on the Facebook Marketplace globally.
  • Facebook Marketplace accounts for 51.2% of all social media purchases.
  • The majority of Facebook Marketplace users belong to the 25 to 35 year age group.
  • 98% of Facebook Marketplace users shop using their mobile phones.

Number of Facebook Marketplace Users

Facebook Marketplace has 1.23 billion active users as of 2024. That means 42% of Facebook's monthly active users shop on its marketplace.

Active Shoppers on Facebook Marketplace

Source: Jungle Scout.

Facebook Marketplace Revenue

Facebook made $36.45 billion in revenue in the first quarter of 2024 and Marketplace contributed some of it.

Source: Meta Investor Relations.

Facebook Marketplace User Demographics

1. The age group that uses Facebook Marketplace the most falls within the 25 to 35 years range.

Age Group User Percent
18-24 18.6%
25-34 34%
35-44 22.2%

2. 61.8% of Facebook Marketplace users are female while 38.2% are male.

Facebook Marketplace is following similar trend as other social commerce platforms of having a higher female userbase than male.

Facebook Marketplace Demographics

(Sources: earthweb, scoop market)

3. 51.2% of all shoppers made their most recent social media purchase from Facebook Marketplace.

4. 16% of Facebook users regularly shop or buy items from Facebook Marketplace.

5. 39% of North American social media users use Facebook Marketplace.

Region Facebook Marketplace Users
Latin America 42%
North America 39%
Middle East and Africa 33%
Asia Pacific 30%
Europe 26%

6. Facebook Marketplace has approximately 9.1 million monthly searches in the US.

7. 32% of digital marketers use video ads to promote businesses on Facebook Marketplace.

8. People are 53% more likely to buy from a business they can message. This trend is evident with sales that start on Facebook Messenger, which enables customers to connect directly with sellers and increases sales on the Facebook Marketplace.

9. Users spend approximately 5 minutes on Facebook Marketplace on every visit.

10. Facebook Marketplace gets 64.92% of its traffic from the US followed by Canada at 26.74%.

Facebook Marketplace for Social Commerce

(Sources: Capital One Shopping, UberSuggest, Lenny's Newsletter, similarweb, earthweb)

11. Facebook Marketplace is available in 228 countries and multiple languages.

12. Facebook falls behind in popularity among U.S. online marketplace sellers, trailing eBay by 24.1%.

13. Facebook Marketplace automatically creates mobile-friendly listings. 98% of Facebook users log on using their mobile phones and 81.8% of people only access the platform via mobile.

(Sources: ModernRetail, Hootsuite, Capital One Shopping)

Comparison of Facebook Marketplace with Leading Classifieds Platforms

The rise of Facebook Marketplace has sparked significant changes in the online classifieds landscape, challenging established platforms like Craigslist, Kijiji, and Marktplaats across various regions. Read further to learn how Facebook Marketplace compares with them.

Facebook Marketplace Vs. Craigslist

When it comes to online buying and selling, two major platforms stand out: Facebook Marketplace and Craigslist. Craigslist, a long-time leader in online classifieds, offers a straightforward approach to local transactions. However, since the launch of Facebook Marketplace in 2016, user engagement on Craigslist has noticeably declined.

  • The average visit duration on Facebook Marketplace is 5 minutes, much higher than Craiglist’s 40-second duration.
  • Facebook attracts a significantly larger audience, with over 15.6 billion monthly visits compared to Craigslist’s 1 million visits per month.
  • Craigslist’s Compound Annual Growth Rate (CAGR) has dropped by 24%, indicating a decline in monthly visits. This decline accelerated rapidly after Facebook Marketplace launched in October 2016.

Facebook Marketplace vs Craigslist marketplaceCraigslist’s decline in traffic was not solely due to the competition from Facebook Marketplace but also due to its delayed response to changing market demands and consumer preferences. Craigslist’s belated efforts to modernize with a mobile app launch have had minimal impact on reversing the trend of declining user traffic.

Facebook Marketplace Vs. Kijiji

Kijiji is a popular online classifieds platform in Canada, providing a marketplace for users to buy and sell a wide range of goods and services. The platform prides itself on connecting communities and facilitating peer-to-peer transactions.

However, Facebook Marketplace dominates Kijiji in several key areas.

Feature Facebook Marketplace Kijiji
User base Larger, more general audience Smaller, more focused audience
Age demographics Skews younger (Millennials, Gen Z) Wider range, leaning slightly older
Social integration Integrated with Facebook profiles Anonymous or limited profile
Verification Can be verified through Facebook profile Limited verification
Item selection Wider variety of items More focus on furniture, vehicles, electronics
Fees Generally free to sell, optional selling fees Free to list and browse
Interface User-friendly, similar to Facebook Simpler, more traditional classifieds layout
Search Filters Easy filters for location, category, price, etc. Basic filters for location, category, price
Communication Messaging through Facebook Messenger Messaging through Kijiji platform
Payment Up to buyer and seller to arrange Up to buyer and seller to arrange
  • Facebook Marketplace has a significantly larger inventory than Kijiji, with a relative depth of 7 times that of Kijiji in Vancouver.
  • In the category of Clothing & Accessories, Facebook Marketplace also leads with an inventory depth 4 times greater than Kijiji. This indicates a stronger presence and a better selection of fashion-related items on Facebook Marketplace.
  • The gap in inventory is smaller in the Real Estate category, where Facebook Marketplace’s inventory is 1.2 times that of Kijiji. This still shows a lead for Facebook, but the competition is closer in this sector.

Facebook Marketplace vs Kijiji marketplace

Facebook Marketplace’s inventory growth has outpaced Kijiji in many Canadian cities and categories. One of the reasons for this growth is the involvement of professional businesses, especially in categories like auto and real estate, which contribute to the quality and quantity of listings on Facebook Marketplace. On the other hand, Kijiji has yet to evolve its proposition significantly, leading to a relative decline in its competitive position.

Facebook Marketplace Vs. Marktplaats

Marktplaats is the leading online classifieds marketplace in the Netherlands, established in 1999. Marktplaats is known for its extensive reach and deep market penetration, becoming a staple for Dutch consumers seeking new and second-hand goods.

Here's a comparison of the relative inventory depth of Marktplaats and Facebook Marketplace in the Netherlands, demonstrating Marktplaats’s significant lead in various categories.

  • Books & Games: Marktplaats has a vastly larger inventory than Facebook Marketplace, with a relative depth of 16 times greater. This indicates a strong dominance in the Books & Games category, suggesting that Marktplaats is the preferred platform for these items in the Netherlands.
  • Clothing & Accessories: In the Clothing & Accessories category, Marktplaats’s inventory is 7 times that of Facebook Marketplace. This shows a substantial lead, highlighting Marktplaats’s strong presence and popularity in the fashion sector.
  • Vehicles: This category also shows a significant advantage for Marktplaats, with an inventory depth 5 times greater than that of Facebook Marketplace. This points to a robust market share and many vehicle listings on Marktplaats.

Facebook Marketplace vs Marktplaats marketplace

Facebook Marketplace, launched in the Netherlands in August 2017, has quickly matched the awareness, usage, and inventory depth of bol.com, the second generalist player in the market. Despite this rapid growth, Facebook Marketplace still trails behind Marktplaats.

  • A survey reveals that 68% of Dutch buyers consider Marktplaats their first choice, compared to only 9% who prefer Facebook Marketplace.
  • Marktplaats’s widespread usage and early investment in product features, such as mobile integration, transactional capabilities, and a proprietary ad platform, have helped it build a strong and defensible market position.

(Sources: similarweb, OC&C Strategy)

Social Buying and Facebook Marketplace

Social shopping, or social buying, is revolutionizing how we think about eCommerce. It’s a blend of online shopping and social media, creating a seamless experience where users can purchase products directly from their social feeds.

Platforms like Instagram and Facebook have taken this concept to the next level by allowing businesses to set up dedicated shop pages.

Facebook Marketplace is a prime example of social shopping in action. It leverages the vast user base of Facebook, where in the US alone, the average person spends over 2 hours daily on social media.

Read further to see how social shopping is growing and bringing Facebook Marketplace into the trend.

Social Buying Statistics

  1. The social commerce revenue on Facebook and Instagram will surpass $94 million in 2024.
  2. The social commerce market in the United States is estimated to reach $84.2 billion in 2024, an annual growth rate of 47%.

Social commerce platform popularity

  1. The average order value for customers referred from Instagram is $65, followed by Facebook ($55), Twitter ($46), and YouTube ($38).
  2. The average US social buyer spent $518 via social commerce in 2022, up 26.9% from 2021. Annual spending is expected to reach $937 in 2025.

average annual us retail social commerce sales per buyer, 2019-2025

  1. 54% of social media users use social media to research products and 71% are more likely to purchase products and services based on social media referrals.
  2. 27% of consumers prefer discovering new products through social media over any other channel.
  3. Around 84% of consumers search for brands on social media before purchasing.
  4. 67% of consumers have bought products via social media platforms.
  5. 29% of social media users are more likely to purchase on the same day of using social media.
  6. 11% of social media users make an online purchase right after finding a product, whereas 44% buy it later.

(Sources: WebFX, impact, EMarketer, Porch)

Interesting Facebook Marketplace Facts

  • The top 3 popular categories on Facebook Marketplace are furniture, clothing/accessories, and electronics.
  • Facebook's selling fee is 5% per shipment or a flat fee of $0.40 for shipments of $8.00 or less.
  • For businesses, Facebook Marketplace can be a powerful tool. Small and medium-sized enterprises (SMEs) may receive around 1,000 to 2,000 hits a month through traditional digital marketing methods. Still, with Facebook Marketplace, their potential customer base is open to around 1 billion users. (Source: Thrive my way)
  • In the U.S., sellers can offer nationwide shipping for products in specific categories, broadening their potential customer base beyond local buyers.
  • To buy or sell on Facebook Marketplace, users must be 18 years or older, ensuring a level of maturity and responsibility in transactions.
  • At least 81.8% of Facebook users access the platform exclusively through a mobile device. (Source: Statista)
<div class='toc'><ul><li><a href=#Facebook-Marketplace-Statistics-2024-(At-a-Glance)><b>Facebook Marketplace Statistics 2024 (At a Glance)</b></li><li><a href=#Number-of-Facebook-Marketplace-Users><b>Number of Facebook Marketplace Users</b></li><li><a href=#Facebook-Marketplace-Revenue><b>Facebook Marketplace Revenue</b></li><li><a href=#Facebook-Marketplace-User-Demographics><b>Facebook Marketplace User Demographics</b></li><li><a href=#Facebook-Marketplace-Usage-Trends><b>Facebook Marketplace Usage Trends</b></li><li><a href=#Facebook-Marketplace-Trends><b>Facebook Marketplace Trends</b></li><li><a href=#Comparison-of-Facebook-Marketplace-with-Leading-Classifieds-Platforms><b>Comparison of Facebook Marketplace with Leading Classifieds Platforms</b></li><p>  <a href=#Facebook-Marketplace-Vs.-Craigslist>Facebook Marketplace Vs. Craigslist</p><p>  <a href=#Facebook-Marketplace-Vs.-Kijiji>Facebook Marketplace Vs. Kijiji</p><p>  <a href=#Facebook-Marketplace-Vs.-Marktplaats>Facebook Marketplace Vs. Marktplaats</p><li><a href=#Social-Buying-and-Facebook-Marketplace><b>Social Buying and Facebook Marketplace</b></li><p>  <a href=#Social-Buying-Statistics>Social Buying Statistics</p><li><a href=#Interesting-Facebook-Marketplace-Facts><b>Interesting Facebook Marketplace Facts</b></li></ul></div>

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