Hey - it’s Fiona

One of the most common questions I hear from marketplace founders is: how do I balance making things easy for users with making sure the right people get through?

You want smooth onboarding, seamless transactions, and fast growth. But you also want trust, quality, and users who understand the value of your platform.

This week’s issue dives into a topic that often gets overlooked in early-stage marketplaces: why, when, and how to build in friction, and how doing it intentionally can strengthen your platform, not weaken it.

Why, when, and how to build in friction

Most solo founders I work with are obsessed with removing friction. That’s fair — smoother flows, faster signups, easier transactions all feel like obvious wins, especially when you’re scrappy and trying to grow fast.

However, not all friction is bad. In fact, sometimes slowing users down or adding an extra step can increase trust, quality, and long-term retention.

Why add friction?

In a two-sided marketplace, your users don’t just need speed, they need confidence. Buyers need to trust that sellers are qualified, reliable, or safe. Sellers need to know that buyers are serious, respectful, or ready to pay.

Intentional friction can:

• Filter out low-quality users

• Reduce risky or low-value transactions

• Build trust in the platform’s brand and process

• Shape user expectations (e.g., this isn’t a casual or rushed interaction)

In other words, friction isn’t about being annoying — it’s about increasing the right kind of commitment.

When should you add friction?

Not every part of your flow needs it. Here’s where friction often adds value:

How to design good friction (without annoying people)?

The key is making sure the friction serves a clear purpose and is communicated well. Here’s how I approach it in marketplace design:

Explain the “why”
Users are happy to jump through extra hoops if they understand why. Don’t just add a form. Tell them, “We review every provider to ensure you get the best quality.” Turn friction into a value signal.

Keep it lightweight
Make every extra step as simple and streamlined as possible. If you’re collecting information, only ask for what you truly need. If you’re adding a pause, make it short.

Design feedback loops
If you reject someone (a seller who doesn’t qualify, or a buyer who’s misaligned), provide clear, kind feedback. Make sure your process improves over time, not just blocks users.

Test and adjust
Track whether added friction is helping. Are you getting better conversions downstream? Fewer bad experiences? If not, refine or remove.

—> ✉️ Reply with your questions and I’ll answer them in a future issue.

Marketplaces that use friction wisely

1. Airbnb
Hosts review booking requests before accepting. This adds friction, but it gives them a sense of control and safety. On the guest side, Airbnb requires profile verification and payment details, which builds trust across both parties.

2. Toptal
A curated freelancer marketplace, Toptal famously screens every applicant to ensure only the top 3% make it onto the platform. This high-friction supply-side process positions Toptal as premium and makes clients more willing to pay a premium price.

3. The Expert
This interior design marketplace handpicks its designers and positions itself as a luxury, high-trust service. You can’t just sign up and start listing, you have to be invited or vetted. The friction reinforces the exclusivity.

Want to explore this further?

Fiona Burns

Find me on LinkedIn or Book a 1:1 call

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