Meta’s Facebook is like that old friend who keeps popping up even when you thought you lost touch. Sure, its allure for millennials and Gen Z is dwindling, hello, only 32% of U.S. teens are still on board, down from 71% in 2014, according to a 2024 Pew Research study, but the platform’s Marketplace feature is the reason some young folks still log in.

Mirka Arevalo, a savvy Buffalonian student, stated, “I only use Facebook for Marketplace. I go in knowing what I want, not just casually browsing”. Smart, right? Launched in 2016, Marketplace has grown into one of Meta’s shining success stories, boasting a whopping 1.1 billion users across 70 countries. Yep, it’s giving Craigslist and eBay a run for their money.

Charles Lindsay, an associate professor of marketing, describes Marketplace as “the flea market of the internet”. It’s buzzing with consumer-to-consumer sales, and unlike eBay or Etsy, it’s a fee-free zone. That means no listing fees and sweet local pickups that save you from those pesky shipping costs. Seriously, who doesn’t love a good deal?

According to Jasmine Enberg, a VP at eMarketer, sellers are totally into the no-fee situation. She warns that if Facebook starts charging, buyers and sellers might just peace out to greener pastures. In this resale market, estimated to hit a whopping $350 billion by 2027, affordability and sustainability are all the rage. Young buyers are all about snagging a good deal and saving the planet, talk about a win-win!

Trust is also a big deal here. Since your Facebook profile is kind of like an online driver’s license, transactions feel less sketchy than on anonymous sites like Craigslist. In January 2025, eBay teamed up with Facebook Marketplace, allowing select eBay listings to grace the platform in the U.S., Germany, and France. Analysts predict this partnership could bring in an additional $1.6 billion for eBay by the end of 2025.

So while Facebook may not be making bank directly on Marketplace, keeping users entertained and engaged is paramount. Enberg pointed out that it’s one of the least monetized sections of Facebook, but engagement is what the advertisers crave. And let’s be honest, as long as there are buyers scrolling for deals and sellers cashing in, Facebook’s gonna remain relevant. Even if it’s just for Marketplace action, and not for the endless scroll of dog memes.

Facebook may be struggling to keep its young audience engaged, but thanks to Marketplace, they’re checking in just to save a buck. Remember, every time you buy or sell, you’re making capitalism work, ironic, isn’t it?