Airbnb works for hosts and guests. Uber works for drivers and riders. Two-sided marketplace names must build trust with both audiences while sounding neutral. Here's how to name platforms without alienating either side.
Neutral Positioning
"SellerHub" signals pro-seller. "BuyerFirst" signals pro-buyer. Both lose half the market.
Abstract Names Win
Airbnb, Uber, Fiverr. Zero indication of which side they favor. Both sides project their needs onto blank slate.
Avoid Transaction Terms
"BuySell," "MarketPlace," "Exchange." Obvious but generic. No protection, no differentiation.
Trust for Both Sides
Sellers need: legitimacy, payment security, buyer quality. Buyers need: product quality, seller accountability, dispute resolution. Name must signal both.
UK Platform Examples
JustEat (neutral), Deliveroo (rider-focused name, neutral positioning), Gumtree (neutral). Study what works.
Warning: Platform regulation increasing in UK. Names implying guarantees ("TrustedMarket") create legal obligations you may not want.
Generic Names Can't Be Trademarked
If you want legal protection and a name competitors can't copy, make it distinctive from day one. "Marketplace" is generic.