GMV stands for gross merchandise value: the total dollar value of every transaction processed through a marketplace or platform in a given period. GMV is not revenue. The platform's actual revenue is GMV multiplied by its take rate, so a marketplace with a large GMV and a thin take rate can generate far less revenue than the headline number suggests. Investors use GMV alongside take rate and repeat rate to judge how much real economic activity a marketplace is driving and whether that activity is growing in a healthy way.
By Pitchkit · Last Updated October 10, 2026
GMV shows the scale of the market you are activating, which matters especially early, before take rate and monetization are fully dialed in. Fast-growing GMV signals that both sides of your marketplace, supply and demand, are showing up and transacting.
GMV alone can mislead, though. Investors will always ask for the revenue line right after the GMV number, so be ready to show both together.
Sum the total value of all completed transactions in the period, before subtracting your take rate or platform fee. Exclude canceled and refunded orders, and be explicit about whether your number is gross of taxes and shipping or net of them.
A marketplace processes 4,000 orders in a month at an average order value of $85. GMV for the month equals 4,000 times $85, or $340,000. At a 7.9 percent take rate, that translates to roughly $27,000 in platform revenue.
Early-stage B2C marketplaces at a small base can grow GMV 10 to 30 percent month over month. B2B marketplaces more commonly grow 5 to 15 percent month over month. Beyond the growth rate, a repeat purchase rate above 30 to 40 percent is a strong signal in most categories that the marketplace delivers real, lasting value.
Presenting GMV as if it were revenue, which is one of the fastest ways to lose credibility with an investor who has seen many marketplace decks. Counting canceled or refunded orders in the total. Mixing gross and net-of-fees numbers without stating clearly which one you are showing.
Put GMV on your traction slide as a trend line, paired with take rate and a retention signal like repeat buyer rate, so investors see quality alongside scale. Example line: GMV of $340,000, up 18 percent month over month, at a 7.9 percent take rate with 38 percent repeat buyers.
Turn your metrics into a pitch narrative investors can follow.
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