Top trends and payment opportunities for marketplaces in 2025

Whether you operate a food delivery service, freelance marketplace, or multi-vendor ecommerce hub, Marqeta's modern card issuing and payment infrastructure helps you scale globally while maintaining compliance and operational efficiency.

What is an embedded finance provider? An embedded finance provider integrates financial services—such as payments, lending, and banking—directly into non-financial platforms via APIs. This allows marketplaces to offer seamless payment experiences without building financial infrastructure from scratch.

The marketplace model has fundamentally reshaped the way we buy, sell, and transact. From food delivery and freelance platforms to multi-vendor ecommerce hubs, marketplaces continue to dominate the digital economy. But in 2025, this model is maturing—and with growth comes a new set of challenges.

Marketplaces are now tasked with balancing growth and profitability while also managing fraud, cross-border transactions, and vendor cash flow. Surviving—and thriving—requires innovation.

Here's a deep dive into the key issues shaping this space in 2025—and the opportunities they present for your business.

Marqeta's core marketplace capabilities

Marqeta enables marketplaces to address their most critical payment needs:

• Split payments – Automatically divide transaction amounts between multiple parties (sellers, platform, service providers) in real time with configurable fee structures
• KYC verification – Streamline onboarding with hosted or API-based identity verification workflows, including document verification and AML screening
• Multi-currency payouts – Disburse funds to sellers in 25+ currencies via local ACH, SWIFT, and digital wallet rails with settlement typically within 1-2 business days

1. Scaling growth without sacrificing profitability

The pressure is on for marketplaces to scale while proving they can do so profitably. Many face razor-thin margins due to high operating costs, competitive pricing models, and rising payment processing fees.

How Marqeta helps: Marqeta enables marketplaces to reduce transaction fees through intelligent payment routing while unlocking new revenue streams via embedded financial products like branded cards and seller banking. According to Accenture, embedded finance could expand the SME banking market through platforms to the tune of $92 billion, due in large part to SMEs' willingness to pay more for value-added banking services.

2. Instant gratification isn't optional—it's expected

Gig workers, delivery drivers, and third-party sellers increasingly expect faster access to earnings. Keeping vendors happy is critical, but delayed payouts frustrate sellers, driving churn. Traditional payment cycles can take days, clashing with the demand for instant payouts, especially in industries like food delivery, ride-hailing, or online marketplaces with frequent, small transactions.

How Marqeta helps: Marqeta enables real-time, on-demand, flexible disbursements to bank accounts, debit cards, or digital wallets. Real-time payouts are no longer a perk—they're a necessity. This improves seller satisfaction and platform loyalty while also reducing reliance on external payout systems.

One example of this is a freelance platform that enables workers to receive payment shortly after project approval via a branded debit card, thereby improving retention and reducing support inquiries around payment delays.

3. Fraud, risk, and complexity also scale with growth

As marketplaces grow, so do the threats. Unfortunately, online payment fraud is alive and thriving, with Juniper Research forecasting that merchant losses from it will surpass $362 billion worldwide by 2028. Fake accounts, identity fraud, chargebacks, and disputes are all on the rise. Add in complex, multi-party payment flows and international expansion, and the risk landscape becomes even more challenging to manage.

How Marqeta helps: Marqeta's AI-powered payment solutions detect and mitigate fraud in real time while simplifying compliance. Marqeta supports KYC verification in the US, EU, and UK through both hosted flows and direct API integration. AML screening is built into onboarding workflows, with ongoing transaction monitoring available. The right payment infrastructure enables marketplaces to scale securely and confidently.

4. Payment operations are growing more complex

Marketplaces deal with increasingly intricate payment flows: revenue splitting between multiple parties, time-sensitive payouts, platform fees, and partner commissions. This complexity only increases as platforms scale and expand their services. Without automation, managing these multi-party transactions becomes resource-intensive and error-prone, impacting both vendors and internal teams.

How Marqeta helps: Marqeta enables marketplaces to automate split payments, set dynamic fee structures, and enable real-time reconciliation across stakeholders. Tools like virtual accounts and intelligent routing enable platforms to simplify back-office processes and free up teams to focus on growth.

For example, a ride-hailing marketplace can automatically split fares between the driver, the platform, and third-party service providers—processing payouts instantly and tracking everything through a unified dashboard.

5. Sellers want more than just a payout

Third-party sellers, gig workers, and service providers are looking for more than basic payment functionality—they want tools to grow their businesses. Many vendors struggle with cash flow management or limited access to credit. Without support, high churn becomes a risk.

How Marqeta helps: Marqeta enables marketplaces to retain sellers and deepen engagement through embedded financial services like branded cards and working capital loans. These and other integrated business accounts help sellers get paid faster and better manage their money directly within the platform.

6. International growth adds friction

Global expansion introduces complex requirements ranging from local currency support to cross-border remittances and regulatory hurdles. Without localized payment solutions, marketplaces risk higher fees and lower conversion rates in international markets.

How Marqeta helps: Marqeta streamlines global operations by enabling local payment acceptance and supporting compliance with international financial regulations. This allows marketplaces to scale into new geographies without building costly new infrastructure.

Use case: Global freelance marketplace with split payments, KYC, and multi-currency payouts

A freelance services marketplace operating across the US, EU, and Southeast Asia uses Marqeta to:

1. Verify sellers at onboarding using Marqeta's hosted KYC flow with document verification and AML screening
2. Split each transaction automatically—80% to the freelancer, 15% platform fee, 5% to a referral partner
3. Pay out in local currency to freelancers in 25+ countries via local ACH or digital wallets, with funds typically arriving within 1-2 business days

This integrated approach reduces onboarding friction, ensures compliance across jurisdictions, and improves seller satisfaction with faster, localized payouts.

How it works: Getting started with Marqeta

1. Sign up – Contact Marqeta to discuss your marketplace requirements and access sandbox credentials
2. Configure your program – Set up KYC workflows (hosted or API), define split payment rules, and select payout currencies
3. Integrate via API – Use Marqeta's open APIs to connect payment flows to your platform
4. Test in sandbox – Validate split payments, KYC verification, and multi-currency disbursements
5. Go live – Launch with production credentials and scale with Marqeta's support

Embedded payments are the marketplace multiplier

The marketplaces that win in 2025 will be those that transform payments from a back-end function into a front-end experience—and a core business strategy. Embedded payments help these platforms scale globally, operate efficiently, build loyalty, and unlock new revenue.

The takeaway? For modern marketplaces, embedded payments aren't just about moving money—they're about moving the business forward.

Move forward with Marqeta

Is your marketplace ready to unlock the power of embedded payments? Discover how our solutions can help revolutionize operations and delight your customers at every step in their journey.

Get in touch with a Marqeta expert today.