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How to design a reverse marketplace with great UX
Plus, inspiring designs and standout features from leading reverse marketplaces.
Fiona Burns
March 27, 2025
Hey - it’s Fiona
This past week, I've been working with a client who is grappling with an interesting marketplace design decision: whether to go with a traditional marketplace model or flip it around to a reverse marketplace approach.
We’ve had some really interesting discussions on this topic, but the key questions they wanted answers to were: "How do we know which model is right for our users?" and "What UX considerations change when we switch to a reverse model?" These conversations inspired me to write this week's deep dive, and I'm excited to share some insights that might help you with similar decisions.
QUESTION OF THE WEEK
How to design a reverse marketplace with great UX
First off, let's clarify what we mean by a reverse marketplace:
Traditional marketplace: Sellers list their products/services, and buyers browse and select what they want (think Amazon, Etsy)
Reverse marketplace: Buyers post what they need, and sellers bid or apply to fulfil those needs (think Upwork, TaskRabbit)
The fundamental shift is in who initiates the transaction process. In reverse marketplaces buyers articulate their specific needs, and sellers compete to meet them.
Should you choose a reverse marketplace model?
The answer should be driven by your users' needs and the nature of your industry. Consider a reverse marketplace when buyers have highly specific or custom requirements that aren't easily cataloged in advance. This works particularly well for services where complexity requires detailed specifications before accurate pricing can be provided.
Reverse marketplaces make sense when buyers value multiple options and competitive bidding, and when your supply side has the capacity to actively hunt for opportunities rather than passively wait for orders.
However, you should stick with a traditional model when products or services are standardised and easily listed. If immediacy matters more than customisation, or if buyers prefer browsing available options rather than describing what they want, a traditional marketplace likely serves them better. Similarly, if your supply side prefers passive selling, the traditional model aligns better with their workflow.
UX best practices for reverse marketplaces
Once you’ve chosen a reverse marketplace model, these UX principles will help you create a seamless and intuitive experience:
1. Make it easy to submit requests
In a reverse marketplace, everything starts with the buyer’s request, so it needs to be as smooth and straightforward as possible. Use progressive disclosure to break complex forms into smaller, bite-sized steps. This prevents users from feeling overwhelmed and reduces drop-offs.
Offer templates or pre-filled examples to help buyers clearly describe what they need. Not all buyers will know how to specify their requirements in a way that sellers can easily respond to. Well-crafted examples can significantly improve the quality of requests and boost the chances of a good match.
2. Prioritise transparency and trust
When multiple sellers compete for the same job, transparency is key to building trust. Display seller profiles with verified credentials, ratings, and work history so buyers can make informed decisions. Be clear about pricing structures and fees upfront to avoid surprises for either party.
Show communication logs between buyers and sellers to keep everything above board. You could also include real-time status tracking so both sides know exactly where things stand.
It’s also worth designing clear dispute resolution pathways for when things go wrong (because occasionally, they will).
3. Help sellers find the right opportunities
Just like in traditional marketplaces, reverse marketplaces need powerful filtering and search tools. Make it easy for sellers to find relevant jobs based on their skills, availability, and preferences.
You could add features like saved search parameters, so sellers can quickly revisit relevant listings. Showing compatibility scores between seller skills and buyer requirements can also help sellers prioritise the best-fit proposals.
For more advanced platforms, consider using AI-powered matching to connect buyers with the most suitable sellers, boosting the chances of successful collaborations.
To avoid notification overload, design smart alerts that notify sellers of relevant opportunities without causing fatigue.
4. Make proposal comparison simple
Help buyers easily compare competing proposals by designing side-by-side comparison tools. Highlight key differences, such as price, turnaround time, and seller experience, so buyers can quickly spot what makes each offer unique.
Standardised metrics across all proposals (e.g., rating, estimated delivery time) make it easier for buyers to assess their options fairly.
Include filtering and sorting options based on the buyer’s key criteria, and enable quick follow-up questions so buyers can clarify details before making a decision.
5. Enable clear and continuous communication
Smooth communication is essential for keeping projects on track. Include in-platform messaging with context-aware threads, so all conversations stay organised and easy to reference.
Shared project spaces for documents, milestones, and messages help both sides collaborate efficiently.
Milestone tracking with approval workflows ensures clear expectations around deliverables and payments. For more complex projects, offer video conferencing options directly within the platform to streamline discussions.
By focusing on clarity, trust, and usability, you can create a reverse marketplace that offers a smooth and reliable experience for both buyers and sellers.
—> ✉️ Reply with your questions and I’ll answer them in a future issue.
DESIGN SPOTLIGHT
Reverse marketplaces done right
Showcasing inspiring designs and standout features from leading platforms.
Upwork
In my opinion, Upwork nails the reverse marketplace user experience. Their job posting form guides clients through specifying their requirements in detail, without making the process feel like a chore. By using a multi-step, conversational-style flow, they reduce overwhelm and boost completion rates.
Freelancers can submit tailored proposals that directly address specific points in the job description, making responses more relevant and actionable. The interview stage allows both sides to clarify expectations before committing, reducing the risk of misunderstandings later on.
Upwork’s milestone-based payment system creates clear checkpoints, aligning payments with project progress. This gives both parties confidence in the process.
Why it works:
Conversational multi-step forms prevent user fatigue.
Targeted proposals ensure higher-quality responses.
Milestone payments reduce risk and increase trust.
Contextual messaging centralises collaboration.
TopTal
Toptal combines reverse marketplace principles with a curated, high-quality talent network. Their platform flips the typical reverse marketplace model by having Toptal experts gather client requirements and pre-vet freelancers before making introductions. This concierge-style approach reduces the legwork for buyers and ensures high compatibility between both parties.
Toptal’s streamlined request form captures detailed project information upfront, allowing their team to make precise matches. Instead of a large pool of applicants, buyers are presented with a small, carefully selected group of freelancers, saving time and increasing confidence in the selection process.
Their collaborative workspace includes milestone tracking, messaging, and integrated time-tracking tools to keep projects on schedule.
Why it works:
Concierge-style curation reduces buyer effort.
Pre-vetted talent ensures high-quality matches.
Milestone tracking maintains project momentum.
Integrated time tracking boosts transparency.
Thumbtack
Thumbtack shines in the local service space with a reverse marketplace flow tailored to physical, non-digital services. Their adaptive request form changes based on the service category, asking only relevant questions. This dynamic approach ensures buyers provide the right level of detail, helping pros deliver accurate quotes.
Their pro comparison tools highlight key differentiators such as years of experience, response time, and specialisations. Location-based matching prioritises nearby providers with relevant skills, which is crucial for local services.
Thumbtack’s communication tools make clarifying details easy, with pre-filled templates and suggested questions. Their standardised quote system simplifies price comparisons, while still allowing service providers to highlight their unique value.
Why it works:
Adaptive request forms capture relevant details by service type.
Location-based matching prioritises proximity and availability.
Standardised quotes make comparison easy.
Templates and prompts streamline communication.
These platforms simplify complex processes, making communication effortless, and building trust through transparency. Whether through intuitive form design, smart matching, or clear payment structures, they demonstrate how to create a frictionless reverse marketplace experience.
DESIGN SNIPPETS
Want to dive deeper into reverse marketplace UX? Check out these resources:
Reverse marketplace introduction - This article introduces the reverse marketplace model, explains how it differs from traditional marketplaces, and highlights when it’s the best approach.
How to set up a reverse marketplace for services on Sharetribe s - Learn how to build a reverse marketplace in Sharetribe using the no-code tools in the Console.
I am setting up a Reverse Marketplace – What do I need to consider? - This article outlines the key legal and operational factors you need to consider, including terms of service, payment structures, dispute resolution, and protecting your platform from liability.
Fiona Burns
Whenever you’re ready, there are two ways I can help you:
Marketplace idea validation - Get a research-backed, 15–20 page validation report assessing market demand, competition, monetisation, and customer acquisition, so you can move forward with confidence. Ideally suited to founders who are still validating their idea and aren’t ready to invest in building just yet.
Sharetribe configuration - I can set and fully configure your Sharetribe marketplace using the no-code tools available in the Sharetribe Console. This is best suited to founders who are ready to launch a proof-of-concept at a low cost.
UX/UI design - I provide a tailored UX/UI design service for marketplace businesses, including custom UI and bespoke features. This is aimed at founders who are ready to invest in a high-quality, custom-designed marketplace.
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