Gross Merchandise Value (GMV) is the total dollar value of all transactions processed through a marketplace or platform in a given period. GMV is not revenue. The platform actual revenue is GMV multiplied by its take rate. GMV measures the total economic activity flowing through the platform and is used alongside take rate and repeat rate to evaluate marketplace health and growth.
Not revenue. Use with take rate and liquidity for marketplace health.
Early B2C: GMV growth 10–30% MoM possible at small base; B2B: 5–15% MoM.
Stability > scale: repeat rate > 30–40% is a strong signal in many categories.
Transactions: 4,000 orders × $85 AOV → GMV = $340k for the month.
Confusing GMV with revenue; counting canceled/refunded orders; mixing gross and net of fees.
Traction slide: GMV trend and take rate with supply/demand retention callouts.
GMV $340k (+18% MoM); take 7.9%; repeat buyers 38%.
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