Time to first transaction (TTFT) is the median time between a new user signing up and completing their first transaction on a marketplace. It measures how quickly the platform delivers value to new participants. Shorter TTFT correlates strongly with long-term retention because users who experience value quickly are more likely to return.
Low time improves activation and retention; instrument funnels to reduce friction.
On demand B2C: sub‑day to 2 days; B2B services: 2–7 days; complex deals longer.
Median 1.8 days for buyers; 3.2 days for sellers to first transaction after onboarding.
Using mean instead of median; mixing geos/verticals; not separating buyer vs seller paths.
Onboarding slide: time‑to‑first‑value metric with key funnel drop‑offs and fixes.
TTFT: Buyers 1.8d; Sellers 3.2d after onboarding.
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