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Top Marketplace Startups to Watch (and Work for) in 2023

August 2, 2023
      |      Kieran Ryan
Person getting groceries from trunk in Instacart shirt and shopping bag

My Background

Hi, I'm Kieran! I worked in startups for five years at On Deck and Wefunder. Some of my favorite things that I've worked on during my career include:

  • Wefunder Workaway: 12 founders working on a new idea, 7 days, 1 mansion in Hawaii. One of the teams we picked raised a Series A from Andreessen Horowitz, and two people who met during the trip got married...
  • On Deck: As employee #15, I contributed to the startup's growth from no revenue to a $20 million run rate in less than a year. I led the team that built the admission infrastructure to support and scale ~20 fellowships for founders, capital allocators, operators, and creators.
  • XX: Worked on a pre-YC accelerator program that invested $125K on an MFN SAFE into 8-10 teams per cohort.
  • ODX: Worked on a $100 million accelerator program that invested $125K for 7% into 100s of startups. We partnered with leaders like Flexport to build vertical industry tracks around supply chain & logistics, etc.
  • Ryan Marketing: Created an influencer marketing startup (2 million+ Instagram followers) during college with my twin brother and realized early that monetization for creators was broken. I learned a lot, and it paid enough to cover my schooling, rent, and meals.

The Methodology

I considered several data points to arrive at the startups selected on this list, including company traction, funding raised, valuation, and investors. From my initial list, I then referenced each startup with my personal network to narrow down the list to the one you see below. I take my credibility seriously, so I do not take any money from startups who want to be included on this list to remain impartial. If you want to understand my analysis of startups and prefer long-form content, read my research on the top startups of 2023 afterward.

White letter "F" on a black background

Faire

Online wholesale marketplace for retailers and brands.

Headquarters

San Francisco, California

Industry

Marketplace

Founded

2017

Funding

$1.7 billion

Valuation

$12.59 billion

Traction

  • 70,000 retailers in 50,000 cities buy from 100,000 brands selling on Faire. The company has facilitated 6 million introductions between retailers and brands.
  • Open with Faire, a program to help retailers with inventory financing, distributed $60 million in its first year.
  • 3/4 of Faire’s customers have other sales channels outside physical retail, which allowed them to continue to grow during the pandemic and keep growing through the downturn.
Instacart Logo, which looks like the top half of a carrot

Instacart

Grocery delivery or pickup from local stores near you.

Headquarters

San Francisco, California

Industry

Food Delivery

Founded

2012

Funding

$2.9 billion

Valuation

Valued at $10 billion at IPO in Sept. 2023

Traction

  • Instacart offers retail enablement solutions for over 1,100 retail customers across more than 80,000 locations.
  • Instacart revenue was reported at ~$2.5 billion for 2022, up 39% over 2021.
  • In Q4 2022, Instacart’s gross profits increased by 80%.

GOAT Logo

GOAT

Shop new sneakers, apparel, and accessories.

Headquarters

Culver City, California

Industry

Consumer, Marketplace, Fintech

Founded

2015

Funding

$492.6 million

Valuation

$3.7 billion

Traction

  • As of June 2021, GOAT did $2 billion in GMV in its last 12 months, grew 100% YoY in sneakers, and 500% YoY in apparel.
  • As of May 2023, GOAT Group (the parent company) has over 50 million users across its platforms GOAT, Grailed, Flight Club, and alias.
yellow "w" on black background

Whatnot

Live shopping and marketplace.

Headquarters

Marina del Rey, California

Industry

Shopping

Founded

2019

Funding

$484.7 million

Valuation

$3.7 billion

Traction

  • Whatnot’s sales growth rate in 2021 was more than 20x YoY.
  • As of July 2022, Whatnot’s monthly sales were more than 3x of what they were in 2021.
  • In 2022, more than 100 sellers on Whatnot made over $1 million in sales.
  • As of April 2023, collectibles were Whatnot’s largest segment, but fashion was Whatnot’s fastest-growing segment.
Thumbtack Logo

Thumbtack

An online directory that allows users to search for, rate, and hire local service providers to work on various personal projects, including home improvement, financial and legal services, and event planning.

Headquarters

San Francisco, California

Industry

Homecare

Founded

2008

Funding

$698.2 million

Valuation

$3.2 billion

Traction

  • As of May 2023, over 70 million projects have been started on Thumbtack, 200,000 professionals are on the platform, and 8 million 5-star reviews to service providers on Thumbtack.
  • In 2021, Thumbtack had 4.5 million customers for the year, and 7.5 million projects started.
  • As of June 2021, Thumbtack was tracking toward $2 billion in gross revenue for the year.
  • Thumbtack’s revenue grew 50% in 2020 over 2019.
Hipcamp logo

Hipcamp

Outdoor stays.

Headquarters

San Francisco, California

Industry

Travel

Founded

2013

Funding

$97.5 million

Valuation

$300 million+

Traction

  • As of June 2023, Hipcamp operates across the US, Canada, France, Australia, and the United Kingdom.
  • In 2020, Hipcamp processed $40 million in gross transaction value.
OfferUp Logo

OfferUp

Buy and sell locally.

Headquarters

Bellevue, Washington

Industry

Consumer, Marketplace, Shopping

Founded

2011

Funding

$381 million

Valuation

Undisclosed

Traction

  • In 2022, OfferUp was the 10th most downloaded shopping app in the United States.
  • In 2022, OfferUp’s annual user base was 56 million, up from 44 million in 2019 and 42 million in 2018.
Queenly Logo

Queenly

Buy and sell formal dresses.

Headquarters

San Francisco, California

Industry

Marketplace, Fashion

Founded

2019

Funding

$9.4 million

Valuation

Undisclosed

Traction

  • Queenly reported its businesses doubled from Q4 2021 to Q1 2022 and Q1 2022 to Q2 2022.
  • As of July 2021, Queenly reported 125,000+ users, 60,000+ unique dresses on its platform, and a total inventory value of $15 million.
  • As of June 2022, 75% of Queenly’s transactions are from resale.
Papa logo

Papa

Companionship for older adults.

Headquarters

Miami, Florida

Industry

Eldercare, Marketplace

Founded

2017

Funding

$241.2 million

Valuation

$1.4 billion

Traction

  • 69% of Papa members reduce reduced loneliness, 45% better health, and >90% credit Papa as a reason for staying with their current health plan.
  • Papa serves members in all 50+ states.
  • Papa is available to over 65 health plans, including Medicare Advantage and Medicaid.

Contra logo

Contra

Commission-free freelancer marketplace.

Headquarters

Remote

Industry

Marketplace

Founded

2019

Funding

$44.5 million

Valuation

Undisclosed

Traction

  • Companies hiring on Contra include Figma, Pulley, Copy.ai, and Almanac.
  • More than 1 million people have joined Contra to find freelance work.
Kindred logo

Kindred

Trusted home swapping & exchange community.

Headquarters

San Francisco, California

Industry

Marketplace, Real Estate, Travel

Founded

2021

Funding

$22.8 million

Valuation

Undisclosed

Traction

  • Kindred has received 20,000+ membership applications since launching in 2021.
  • Kindred members have spent over 5,000 nights at one another’s homes.
Traba in white font on purple background

Traba

A marketplace that connects industrial workers with businesses.

Headquarters

Miami, Florida

Industry

Marketplace

Founded

2021

Funding

$23.6 million

Valuation

$120 million

Traction

  • As of July 2022, Traba had 12,000 workers on the platform and reached 1 million in annualized revenue in 8 months of operation.
Nomad Logo

Nomad

Travel clinician jobs.

Headquarters

New York, New York

Industry

Healthcare, Marketplace

Founded

2015

Funding

$218 million

Valuation

Undisclosed

Traction

  • As of May 2023, more than 300,000 clinicians use Nomad.
GoodLeap Logo

GoodLeap

Point-of-sale platform for sustainable home solutions.

Headquarters

Roseville, California

Industry

Energy, Marketplace

Founded

2003

Funding

$800 million

Valuation

$12 billion

Traction

  • As of October 2021, GoodLeap reported 9 billion in GMV, 17,000 sales professionals, and 40,000 clean energy jobs.
Neighbor Logo

Neighbor

The cheaper, closer, and safer storage marketplace.

Headquarters

Lehi, Utah

Industry

Consumer, Marketplace

Founded

2017

Funding

$65.7 million

Valuation

Undisclosed

Traction

  • As of March 2021, Neighbor reported 5x YoY growth in revenue and 7x YoY growth in reservations.
  • As of March 2021, Neighbor reported many hosts on the platform making over $50,000+ yearly in passive income through their participation in the storage marketplace.
Safi Logo

Safi

Trade recyclables the smart way.

Headquarters

London, England, United Kingdom

Industry

Climate, Marketplace

Founded

2021

Funding

$5.5 million

Valuation

Undisclosed

Traction

  • Trading partners on the platform include Pro Environmental, Veolia, UPM, Pearce Recycling, and Siakandaris Group.
Intro Logo

Intro

Book experts & get advice.

Headquarters

Los Angeles, California

Industry

Consumer, Marketplace, Creators

Founded

2020

Funding

$10 million

Valuation

Undisclosed

Traction

  • As of October 2021, Intro’s marketplace had ~75 experts and facilitated 500 sessions in the first two months of operations.
  • Experts on Intro’s marketplace include Neil Parikh (Founder of Casper), Alli Web (Founder of Drybar), Alexis Ohanian (Founder of Reddit), Liana Levi (Founder & Lead Instructor of Forma Pilates), Heidi Zak (CEO of ThirdLove), and Rachel Zoe (Celebrity Stylist).

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