Gross Merchandise Value (GMV)

Gross Merchandise Value measures the total value of goods or services transacted through a marketplace or platform over a period.

For marketplace businesses, GMV is distinct from revenue. GMV represents the underlying transaction volume on the platform, while revenue represents the portion of that volume recognized by the company through fees, commissions, or other forms of monetization.

GMV provides a measure of platform scale and transaction activity but does not by itself indicate profitability or monetization efficiency. Growth in GMV can result from more transactions, higher transaction values, or changes in customer and product mix.

GMV is therefore most useful when evaluated alongside revenue, take rate, and gross profit to understand how effectively transaction volume converts into company economics.

GMV is a user-supplied volume metric. MetricFrame uses it to calculate KPIs including take rate, Gross Profit Take Rate, run-rate GMV, year-over-year growth, TTM year-over-year growth, and GMV per customer.