Name: Facebook Marketplace 如何積累比亞馬遜更多的購物者 (How Facebook Marketplace Amassed More Shoppers Than Amazon)
Uploaded: 2025-03-30T06:22:59.000Z
Duration: 10 min 11 s

Facebook's global reach remains massive, but its grip on younger users is slipping.

Facebook 的全球影響力依然巨大，但對年輕用戶的控制力卻在下滑。

Only 32 percent of U.S. teens use the platform today, down from 71 percent in 2014.

目前，只有 32% 的美國青少年使用該平臺，低於 2014 年的 71%。

But one feature is still keeping users engaged, Marketplace.

但有一項功能仍在吸引著用戶，那就是 "市場"。

It is the only reason that I log on to Facebook.

這是我登錄 Facebook 的唯一原因。

I only use Facebook for Facebook Marketplace, looking for specific large items of furniture or things from my house.

我只在 Facebook Marketplace 上使用 Facebook，尋找特定的大件傢俱或家裡的東西。

And I go in with knowing what I want, not just casually browsing.

我知道自己想要什麼，而不是隨便逛逛。

Since its launch in 2016, Facebook Marketplace, which is owned by Meta, has quietly become one of its biggest success stories.

自 2016 年推出以來，Meta 旗下的 Facebook Marketplace 已悄然成為其最大的成功案例之一。

With 1.1 billion users in 70 countries, it's now one of the world's largest platforms for secondhand sales, rivaling eBay and Craigslist.

目前，該網站在 70 個國家擁有 11 億用戶，是全球最大的二手交易平臺之一，可與 eBay 和 Craigslist 相媲美。

Marketplace has actually been referred to as the garage sale or the flea market of the Internet.

市場實際上被稱為互聯網上的車庫銷售或跳蚤市場。

And so there's a tremendous amount of consumer to consumer business.

是以，有大量的消費者對消費者業務。

What makes Marketplace so sticky is the cost.

讓 Marketplace 如此棘手的是成本。

Unlike eBay and Etsy, Facebook doesn't charge listing fees and sellers can arrange local pickups, avoiding shipping and transaction costs.

與 eBay 和 Etsy 不同的是，Facebook 不收取掛牌費，賣家可以安排在地提貨，從而避免了運費和交易成本。

No selling fees is a major selling point for Marketplace, and introducing any kind of fee or having Meta insert itself further into the sales or the transaction process could push Marketplace sellers and buyers to other platforms.

不收取銷售費用是 Marketplace 的一大賣點，引入任何形式的費用或讓 Meta 進一步介入銷售或交易過程，都可能將 Marketplace 的賣家和買家推向其他平臺。

So how important is Facebook Marketplace to Meta?

那麼，Facebook Marketplace 對 Meta 有多重要？

And with Facebook's growth among younger users slowing, how crucial is Marketplace to its future?

隨著 Facebook 在年輕用戶中的增長放緩，Marketplace 對其未來有多重要？

One study found that only 32 percent of U.S. teens use Facebook, compared to 63 percent on TikTok and 61 percent on Instagram.

一項研究發現，只有 32% 的美國青少年使用 Facebook，而 63% 的青少年使用 TikTok，61% 的青少年使用 Instagram。

Yet Marketplace's billion monthly users suggest a different kind of engagement, one driven by necessity rather than social networking.

然而，Marketplace 的每月十億用戶表明了一種不同的參與方式，一種由需求而非社交網絡驅動的參與方式。

When I was moving to New York, I was on it every single day browsing Facebook Marketplace.

當我搬到紐約時，我每天都在瀏覽 Facebook Marketplace。

If I have nothing to buy or sell, I'll probably open the app less than once or twice a month.

如果我沒有什麼東西要買或賣，我可能一個月也就打開不到一兩次。

I see a lot of Gen X and even baby boomers use Facebook Marketplace and also millennials.

我看到很多 X 世代甚至嬰兒潮一代都在使用 Facebook Marketplace，千禧一代也是如此。

So affordable and budget friendly second-hand shopping experience can be aligned with the Gen Zers, you know, equal conscious mindset.

是以，經濟實惠、預算充足的二手購物體驗可以與 Z 世代的平等意識相吻合。

Marketplace, which is primarily a C2C shopping destination where people go to sell or buy secondhand goods, is a big part of that strategy to attract and keep those users on its platform.

Marketplace 主要是人們出售或購買二手商品的 C2C 購物場所，吸引並留住這些用戶是其平臺戰略的重要組成部分。

For younger consumers, Marketplace aligns with both financial necessity and sustainability.

對於年輕消費者來說，Marketplace 既符合經濟需要，又具有可持續性。

The global resale market is projected to hit $350 billion dollars by 2027, fueled by eco-conscious and budget-savvy buyers.

在具有環保意識和精打細算的買家的推動下，預計到 2027 年，全球轉售市場規模將達到 3500 億美元。

They can find really cheap price affordable items through Facebook Marketplace, especially with the money constraints for younger generations.

他們可以通過 Facebook Marketplace 找到真正物美價廉的商品，尤其是在年輕一代資金緊張的情況下。

We've compiled a list of things that we bought from Facebook Marketplace when we were moving to New York.

我們整理了一份清單，列出了我們搬到紐約時從 Facebook Marketplace 購買的物品。

And we were able to compare the original price from the price that we bought it at.

我們還能將原價與購買價進行比較。

And we saved around $2,300 from this move, which was really amazing.

我們從這次搬家中節省了大約 2300 美元，這真的很了不起。

The appeal isn't just about saving money.

Unlike, let's say, Craigslist, Facebook Marketplace offers more information regarding sellers, and it's a bit more transparent in terms of who you're buying from and so on and so forth.

與 Craigslist 不同的是，Facebook Marketplace 提供了更多有關賣家的資訊，在購買對象等方面也更加透明。

This built-in trust factor keeps users engaged, even if they rarely scroll the Facebook feed.

即使用戶很少滾動 Facebook feed，這種內置的信任因素也能讓他們保持參與。

So I do, you know, do my scroll of it, but not nearly as long as I do on other social media platforms.

是以，我也會滾動播放，但播放的時間遠沒有在其他社交媒體平臺上播放的時間長。

Everyone is familiar with Facebook, so there's good familiarity.

每個人都熟悉 Facebook，所以熟悉度很高。

And I think with familiarity often comes trust.

One of the biggest advantages of Facebook Marketplace is how it is connected to Facebook profiles.

Facebook Marketplace 的最大優勢之一是它與 Facebook 個人資料的連接方式。

This helps build the trust between buyers and sellers because people can see who they are dealing with.

這有助於建立買賣雙方之間的信任，因為人們可以看到自己的交易對象是誰。

So it feels a bit more secure compared to a completely anonymous platform.

是以，與完全匿名的平臺相比，感覺更安全一些。

For many users, local pickups are the real game changer.

對許多用戶來說，在地取件才是真正改變遊戲規則的方式。

Instead of waiting for delivery, buyers can inspect items in person and sellers avoid logistics hassles.

買家無需等待送貨，可以親自驗貨，賣家也可避免物流麻煩。

There's a lot of C2C, consumer to consumer business, a tremendous amount of consumer to consumer business.

有大量的 C2C（消費者對消費者）業務，大量的消費者對消費者業務。

But now Facebook is expanding Marketplace's reach.

但現在，Facebook 正在擴大 Marketplace 的覆蓋範圍。

In January 2025, eBay announced a partnership with Facebook Marketplace, allowing select eBay listings to appear in the U.S., Germany and France.

2025 年 1 月，eBay 宣佈與 Facebook Marketplace 建立合作關係，允許在美國、德國和法國顯示部分 eBay 列表。

Wells Fargo projects an additional $1.6 billion in gross merchandise volume for eBay by the end of 2025.

富國銀行預計，到 2025 年底，eBay 的商品總額將增加 16 億美元。

The move not only expands Marketplace's inventory, but also potentially helps address EU regulatory concerns.

此舉不僅擴大了 Marketplace 的庫存，還可能有助於解決歐盟的監管問題。

Users can browse eBay listings on Marketplace, but must complete purchases on eBay's platform.

用戶可以在 Marketplace 上瀏覽 eBay 列表，但必須在 eBay 平臺上完成購買。

A partnership between eBay and Facebook Marketplace will make it easier for eBay sellers to sell directly on Marketplace.

eBay 和 Facebook Marketplace 之間的合作將使 eBay 賣家更容易直接在 Marketplace 上進行銷售。

That will boost the number of sellers and potentially buyers on Facebook Marketplace.

這將增加 Facebook Marketplace 上賣家和潛在買家的數量。

It could also help solve some of the trust problems that Marketplace has if eBay is authenticating those items or adding another type of verification or buyer protection, which most purchases on Marketplace do not have.

如果 eBay 對這些商品進行認證或增加另一種類型的驗證或買家保護，還可以幫助解決 Marketplace 上的一些信任問題，而 Marketplace 上的大多數購物都沒有這種驗證或買家保護。

With this partnership, eBay get access to a much larger audience through Marketplace's huge user base.

通過這次合作，eBay 可以通過 Marketplace 龐大的用戶群接觸到更多的閱聽人。

And also Marketplace can offer a wider selection of a product list.

此外，Marketplace 還可以提供更多的產品選擇。

The collaboration highlights a complementary relationship rather than direct competition because each platform caters to different buyers and sellers.

這種合作強調的是一種互補關係，而不是直接競爭，因為每個平臺都面向不同的買家和賣家。

Facebook Marketplace doesn't charge upfront fees, but it does take a cut of sales made through shipping.

Facebook Marketplace 不收取預付費，但會從發貨銷售額中抽成。

Sellers pay a 10 percent selling fee with a minimum charge of 80 cents per transaction.

賣家需支付 10% 的銷售費，每筆交易最低收費 80 美分。

For eBay, the deal expands its reach, helping it compete with resale platforms like Poshmark and Depop.

對 eBay 來說，這筆交易擴大了它的業務範圍，有助於它與 Poshmark 和 Depop 等轉售平臺競爭。

For Facebook, it's about scaling up Marketplace into a resale powerhouse.

對於 Facebook 來說，這關係到如何將 Marketplace 發展成為一個轉售巨頭。

Marketplace doesn't charge mandatory listing fees and ads in Marketplace can't be bought separately.

Marketplace 不強制收取列表費，而且 Marketplace 上的廣告不能單獨購買。

They're bundled into Facebook's broader ad network.

它們被捆綁到 Facebook 更廣泛的廣告網絡中。

It is one of the least monetized areas of Facebook, meaning that it isn't making a lot of money there, at least not directly.

它是 Facebook 盈利最少的領域之一，這意味著它並沒有在那裡賺到很多錢，至少沒有直接賺到錢。

And the challenge now for Meta is to redirect Marketplace users to more monetizable surfaces on the app, especially the main feed where Meta generates roughly about 80 percent of its worldwide ad revenues.

現在，Meta 面臨的挑戰是如何將 Marketplace 用戶重新引導到應用中更多可盈利的表面，尤其是主 Feed，Meta 全球約 80% 的廣告收入都來自主 Feed。

Meta's business model is built on ads, which made up more than 97 percent of its $164.5 billion in revenue in 2024.

Meta 的商業模式建立在廣告之上，2024 年，廣告收入佔其 1645 億美元收入的 97% 以上。

Even if Marketplace itself isn't a cash cow, it keeps people on Facebook longer, giving Meta more opportunities to serve ads and collect valuable data.

即使 Marketplace 本身不是一棵搖錢樹，它也能讓人們在 Facebook 上停留更長時間，從而為 Meta 提供更多廣告服務和收集寶貴數據的機會。

According to eMarketer, the average 18 to 24 year old spends only 11 minutes per day on the platform compared to an hour on TikTok.

根據 eMarketer 的數據，18 至 24 歲的年輕人平均每天在該平臺上花費的時間僅為 11 分鐘，而在 TikTok 上花費的時間則為 1 小時。

But many of them still log in regularly, specifically for Marketplace.

但他們中仍有許多人定期登錄，專門查看市場資訊。

Marketplace gives Meta a way to say young people are on Facebook, but logging onto Facebook to browse, buy or sell secondhand items is a very different behavior than spending time scrolling the feed like they might do on other platforms.

Marketplace為Meta提供了一種途徑，可以說年輕人都在使用Facebook，但登錄Facebook瀏覽、購買或出售二手物品的行為，與他們在其他平臺上花時間滾動瀏覽feed的行為截然不同。

This is valuable because advertisers follow engagement.

這一點很有價值，因為廣告商關注的是參與度。

When people log in to Marketplace, Meta collects valuable data, what users are searching for, what they're buying and even their location preferences.

當人們登錄 Marketplace 時，Meta 會收集寶貴的數據，包括用戶搜索的內容、購買的商品，甚至他們的位置偏好。

This information helps optimize ad targeting across all of Meta's platforms from Facebook to Instagram.

這些資訊有助於優化 Meta 從 Facebook 到 Instagram 等所有平臺的廣告定位。

Unlike eBay or Etsy, Meta doesn't take a cut of most transactions.

與 eBay 或 Etsy 不同，Meta 不會從大多數交易中抽成。

The financial benefit for Facebook from Marketplace is largely indirect, meaning that Marketplace helps to bring in users and engagement, which is what advertisers are looking for when they're deciding where to allocate their budgets.

Marketplace 給 Facebook 帶來的經濟利益主要是間接的，這意味著 Marketplace 有助於帶來用戶和參與度，而這正是廣告商在決定將預算分配給誰時所追求的。

Meta hasn't really provided any more specifics in terms of how it intends to further monetize Marketplace, but I imagine that a lot of it is going to continue to be about indirect rather than direct revenue and more broadly about how it can convert Marketplace users into more traditional Facebook users.

Meta 還沒有提供更多關於如何進一步將 Marketplace 貨幣化的具體資訊，但我猜測，其中很多仍將是間接收入而非直接收入，更廣泛地說，是如何將 Marketplace 用戶轉化為更傳統的 Facebook 用戶。

This is why Marketplace plays such a long term role in Meta's e-commerce strategy.

這就是為什麼 Marketplace 在 Meta 的電子商務戰略中扮演著如此長期的角色。

While Instagram is now responsible for about 50 percent of Meta's U.S. ad revenue, Facebook still needs a way to retain users, especially younger ones.

雖然 Instagram 目前佔據了 Meta 美國廣告收入的 50%，但 Facebook 仍需要一種方法來留住用戶，尤其是年輕用戶。

I just think the concept of Facebook is a bit outdated at this point in terms of a social media platform.

我只是覺得，就社交媒體平臺而言，Facebook 的概念現在有點過時了。

There's definitely opportunities to, for example, if they shut down Instagram one day, I'm sure everyone will be going back because I think that the value of Facebook is people have had it for so long.

肯定會有機會，例如，如果有一天 Instagram 關閉了，我相信每個人都會回去，因為我認為 Facebook 的價值在於人們已經使用它很長時間了。

They've accumulated a lot of connections over time.

隨著時間的推移，他們積累了很多人脈。

So it's so valuable to see when people's birthdays are, for example.

是以，瞭解人們的生日是非常有價值的。

I don't think anyone will delete it anytime soon.

But I don't know if people will be going on it super frequently either.

但我也不知道人們是否會經常上它。