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.
How many people use Facebook Marketplace
Facebook Marketplace has 1.23 billion active users across 70 countries as of 2024. This means that the world's 15.18% population shop on Facebook's marketplace. This also means 42% of Facebook’s monthly active users shop on its 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 a similar trend as other social commerce platforms of having a higher female user base than men.
(Sources: earthweb, scoop market)
Facebook Marketplace Usage Trends
3. 51.2% of all shoppers made their most recent social media purchase from Facebook Marketplace.
4. 16% of Facebook users 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%.
(Sources: Capital One Shopping, UberSuggest, Lenny's Newsletter, similarweb, earthweb)
11. Facebook Marketplace is available in 228 countries and multiple languages.
Facebook Marketplace Trends
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.
What sells most on Facebook Marketplace
In 2024, some of the most popular items sold on Facebook Marketplace include:
- Furniture: Items like sofas, dining sets, and bookshelves are consistently in demand.\
- Fashion Apparel: Clothing, shoes, and accessories, especially branded and designer items, are top sellers.
- Electronics: Mobile phones, laptops, and other gadgets attract many buyers in Facebook Marketplace.
- Baby Care Products: Items such as strollers, cribs, and baby clothes are frequently sold on the platform.
- Books and Toys: These items are popular among families and collectors on Facebook.
(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.
Craigslist’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 and 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’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 and 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 and Games category, suggesting that Marktplaats is the preferred platform for these items in the Netherlands.
- Clothing and Accessories: In the Clothing and 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, 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, OCandC 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. In 2024, the penetration rate of social shopping is projected to reach nearly 25%, with continued growth expected in the following years. Consequently,
2. The social commerce revenues are set to cross 1 trillion dollars by 2028, a significant increase from over 570 billion in 2023.
3. The social commerce revenue on Facebook and Instagram will surpass $94 million in 2024.
4. The social commerce market in the United States is estimated to reach $84.2 billion in 2024, an annual growth rate of 47%.
5. The average order value for customers referred from Instagram is $65, followed by Facebook ($55), Twitter ($46), and YouTube ($38).
6. 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.
7. 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.
8. 27% of consumers prefer discovering new products through social media over any other channel.
9. Around 84% of consumers search for brands on social media before purchasing.
10. 67% of consumers have bought products via social media platforms.
11. 29% of social media users are more likely to purchase on the same day of using social media.
12. 11% of social media users make an online purchase right after finding a product, whereas 44% buy it later.
(Sources: Statista, 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)
More about Facebook Marketplace
Facebook Marketplace is a convenient and user-friendly platform where individuals can buy, sell, and discover items within their local communities. To help you navigate this platform more effectively, we’ve compiled a comprehensive list of FAQs to address common questions and clear any doubts you might have about using Facebook and Facebook Marketplace.
How to find Facebook Marketplace recently viewed items?
To find your recently viewed items on Facebook Marketplace, follow these steps:
- Open the Facebook app and tap on the Marketplace icon.
- Tap on your Commerce Profile (usually represented by a person icon).
- Scroll down to find the Recently Viewed section under the Buying tab.
This feature allows you to easily revisit items you’ve previously looked at, making it convenient to track and compare potential purchases.
How many daily active users does Facebook have?
As of 2024, Facebook has approximately 2.09 billion daily active users. This represents a 5% increase from 2023, highlighting the platform’s continued growth and widespread usage. This high level of engagement is driven by Facebook’s continuous innovation, user-friendly features, and its integration with other popular services like Instagram, WhatsApp, and Messenger. The platform’s ability to adapt to changing user preferences and introduce new functionalities has been key to maintaining its high position in the social media landscape.
Does Facebook Marketplace take a percentage?
Yes, Facebook Marketplace charges a selling fee for items sold with shipping. As of 2024, this fee is 10% of the sale price, with a minimum fee of $0.80 per listing. This fee helps cover costs related to payment processing, customer support, and Purchase Protection. However, items sold for local pickup do not require this fee.
How to advertise on Facebook Marketplace for free?
To advertise on Facebook Marketplace for free, simply open Facebook, click on the Marketplace icon, and create a new listing. Choose the type of listing (e.g., item for sale), fill in the details like title, price, and description, upload high-quality photos, set your location, and publish the listing. This will make your item visible to local buyers without any cost.
Is Facebook Marketplace still popular?
Yes, Facebook Marketplace remains very popular in 2024, with over 1 billion monthly active users. Its extensive reach and user engagement make it a significant player in the e-commerce space.
