The right partnership model can make or break a marketplace.

1. Affiliate Partnerships: Low Risk, High Scale
   Affiliates bring in users by earning commissions on successful transactions. This model works because it aligns incentives—partners are only paid when they deliver results. But don’t make the mistake of choosing partners with irrelevant audiences; niche affiliates drive better conversions.

2. Integration Partnerships: Build Stickiness
   Platforms like Shopify and HubSpot thrive on integrations that embed their tools into workflows. Such partnerships make your product indispensable. Focus on APIs that solve real user pain points to ensure integrations are truly valuable.

3. Co-Marketing Partnerships: Double Your Reach
   Joint webinars, co-branded content, and bundled offers can expand your visibility. The key is alignment—partners should target the same audience with complementary, not competing, offerings.

4. Supply-Side Partnerships: Solve Supply Problems
   Marketplaces need strong supply. Airbnb partnered with professional property managers to ensure inventory. The lesson? Invest in partners who elevate your supply-side quality and reliability.

5. Reseller Partnerships: Reach New Markets
   Resellers help you scale into geographies or industries you can’t reach alone. Choose resellers with local expertise and make onboarding seamless to avoid channel conflicts.

6. Strategic Brand Partnerships: Build Credibility
   Align with established brands to build trust. For example, Uber’s partnerships with airlines and hotels elevate its brand image. Pick partners that reinforce your positioning.

Each partnership type has unique strengths. The real power lies in choosing the models that amplify your marketplace’s core value.