Facebook’s global influence remains strong, but younger users are spending less time on the platform. A recent study found that only 32% of U.S. teens use Facebook today, a sharp decline from 71% in 2014. However, one feature continues to draw younger users—Facebook Marketplace.
“I only use Facebook for Marketplace,” said Mirka Arevalo, a student at Buffalo University. “I go in knowing what I want, not just casually browsing.”
Launched in 2016, Marketplace has become one of Meta’s most successful ventures, attracting 1.1 billion users across 70 countries and competing with traditional resale platforms. Experts describe it as the “flea market of the internet,” facilitating a massive volume of consumer-to-consumer transactions.
Unlike other platforms that charge listing fees, Marketplace allows users to sell locally without additional costs, making it an attractive option for buyers and sellers alike. “Sellers love that Marketplace has no fees,” said Jasmine Enberg, a leading market analyst. “Introducing fees could push users elsewhere.”
The platform also benefits from the booming resale market, which is projected to reach $350 billion by 2027. “Younger buyers are drawn to affordability and sustainability,” said Yoo-Kyoung Seock, a consumer sciences expert. “Marketplace offers both.”
Another key factor is trust. Transactions on Marketplace are linked to Facebook profiles, making them feel safer compared to anonymous platforms. This security aspect has contributed to its popularity, especially among younger buyers.
In January 2025, a major partnership between eBay and Facebook Marketplace was announced, allowing select eBay listings to appear on Marketplace in the U.S., Germany, and France. Analysts estimate this collaboration could drive an additional $1.6 billion in sales for eBay by the end of the year. “This partnership boosts the number of buyers and sellers,” said Enberg. “It could also solve some of Marketplace’s trust issues.”
While Facebook does not charge listing fees, it takes a 10% cut from sales made through its shipping service. Despite this, Marketplace is not a major direct revenue source for Meta. However, its value lies in engagement—an essential metric for advertisers.
“It’s one of the least monetized parts of Facebook,” Enberg explained. “But it brings in engagement, which advertisers value.”
With Meta relying on ads for over 97% of its $164.5 billion revenue in 2024, Marketplace plays a crucial role in keeping users logged in. “Marketplace helps Meta prove younger users still log in,” said Enberg. “Even if they’re buying and selling instead of scrolling.”
By keeping users engaged, Marketplace strengthens Facebook’s long-term strategy, ensuring its relevance in an evolving digital landscape.
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