Marketplace App UI Design: eBay, Etsy & Depop (2026)

Marketplace app UI design presents a fundamentally different challenge from designing a standard consumer app. You are not serving one type of user — you are serving two simultaneously, often in the same session. A buyer browsing Depop can become a seller listing an item fifteen minutes later. An Etsy shop owner is also one of Etsy's most loyal buyers. Get the experience wrong for either side and liquidity dries up: fewer sellers means fewer listings, which means fewer buyers, which means sellers leave.

eBay, Etsy, and Depop each solve this dual-audience problem in radically different ways — because they are building for radically different marketplaces. eBay competes on breadth and price. Etsy competes on emotional connection and craft. Depop competes on culture and social belonging. Their UIs are not arbitrary — every major design decision flows from who the platform is for and what it wants commerce to feel like.

This post breaks down the key UI patterns in each app and synthesizes five principles you can apply to your own marketplace.

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The Core UX Challenge Unique to Marketplace Apps

Before diving into individual apps, it helps to name the design problems that are specific to marketplaces — problems that do not appear in single-vendor e-commerce or social apps.

Dual-sided navigation. Your bottom tab bar, home feed, and global navigation have to serve a buyer who wants to discover products and a seller who wants to manage inventory and respond to messages. Most apps solve this with a dedicated "Sell" or "Shop Manager" tab, but the nuance is in how much friction that context-switch costs.

Trust as a first-class UI element. In a C2C or creator marketplace, you are asking buyers to trust a stranger. That means reviews, seller badges, response-time indicators, return policies, and shipping estimates all have to be visible — not buried in a product description. If a buyer cannot quickly assess seller trustworthiness, they abandon. The UI's job is to make trust legible at a glance.

The listing-quality problem. User-generated listings vary wildly in photo quality, description thoroughness, and accuracy. Great marketplace UI compensates for this variance — it surfaces the best listings, fills gaps with structured data (condition, size, material), and gently guides sellers toward higher-quality submissions without adding friction that kills supply.

Discovery versus search intent. Some sessions start with a specific query ("Levi 501 W30 L32 dark wash"). Others start with a mood ("I want to refresh my living room"). A marketplace that only optimizes for search-intent sessions loses the browser; one that only optimizes for discovery frustrates the buyer with a shopping list. The best marketplace apps maintain two distinct modes and make switching between them feel natural.

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eBay — The Largest Catalogue, the Hardest Navigation Problem

eBay's core challenge is scope. The catalogue is enormous, spanning new, refurbished, vintage, and auction-format items across every imaginable category. The UI has to be a capable search engine and a compelling browsing surface at the same time.

Home: Personalization vs. Discovery

eBay's home defaults to a personalized feed built around your browsing history — "recently viewed," "based on your searches," and category shortcuts derived from past sessions. This is a deliberate choice: returning users (who make up the majority of sessions) get back to their interest areas fast, without having to re-enter context.

The trade-off is that new users see a generic feed that can feel irrelevant. eBay handles this with prominent category tiles and deal-of-the-day placements above the personalized rows, giving new visitors an entry point while returning users scroll past them.

The search bar is the real homepage. For most eBay sessions, search is the first action. The search bar is large, persistent, and loads with recent searches pre-populated. eBay has accepted that for a catalogue this size, editorial discovery will always be secondary to intent-driven search — and the home screen architecture reflects that honestly.

Product Listing Page: Competing Formats, One Screen

The eBay listing page has to reconcile something most e-commerce apps never face: the same screen must work for auction-format listings (countdown timer, current bid, bid count) and fixed-price "Buy It Now" listings. On many listings, both formats coexist — you can bid or buy outright.

The UI handles this by stacking the primary CTA (Buy It Now at the top, large and prominent) and the secondary CTA (Place Bid, with current price and time remaining) below it. Neither format is hidden, but the hierarchy is clear. Make Offer appears as a tertiary link where sellers have enabled it, giving buyers a negotiation path without cluttering the primary flow.

The seller trust block — feedback score, positive percentage, and return policy — appears early in the page, before the product description. This placement is intentional: buyers need to assess the seller before they commit to reading the full listing. Shipping cost and estimated delivery date are also surfaced high, because these are common abandonment triggers when buried. (See the actual screens on eBay to study the exact stacking.)

Search and Filter at Massive Scale

eBay's search filter sheet is one of the most complex in any consumer app. Category, condition, price range, item location, buying format (auction vs. fixed), free shipping, returns accepted, seller rating — the filter surface has to accommodate all of this without overwhelming buyers who just want to narrow by condition and price.

The approach: filters are grouped into collapsible sections, with the most-used filters (condition, price, format) pinned at the top. The list/grid toggle is available at the results level, letting buyers switch between a scan-friendly list (good for comparing prices on commodity items) and a grid (better for visual categories like fashion or home décor).

"Best Match" as the default sort order is itself a UX decision worth studying. It is not transparent — users cannot see exactly how eBay ranks results — but it surfaces items that historically convert well, which serves both buyers (relevant results) and sellers (listings that perform). Changing to "Price + Shipping: Lowest First" is a single tap, and power users know to reach for it on commodity searches.

Seller and Listing-Creation Flow

eBay's listing-creation flow is long — necessarily so, because the catalogue breadth requires detailed structured data. The photo upload step comes first (camera or gallery), and eBay's category suggestion engine analyzes the photo to recommend a category, pre-filling several fields. Pricing recommendations based on recent sold listings appear on the pricing screen.

The flow acknowledges that it is complex and breaks it into clearly labeled steps. Draft saving is automatic, which is critical: no seller should lose a partially filled listing because they switched apps.

What to take from eBay

1. Search-first home for large catalogues. If your catalogue exceeds what any editorial surface can reasonably represent, design the home screen around search — make the bar large, pre-populate recent searches, and let personalized rows fill the space below without competing.
2. Surface trust signals before the product description. Seller reputation, return policy, and shipping estimate belong above the fold on the listing page, not inside an accordion at the bottom.
3. Photo-first category suggestion in listing creation. Analyzing the seller's uploaded image to suggest a category and pre-fill fields removes the biggest friction point in listing creation without requiring the seller to have deep knowledge of your taxonomy.

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Etsy — Handmade, Emotional, and Seller-as-Brand

Etsy's UI makes a fundamentally different bet: that buyers come for the feeling of finding something made by a real person, and the design should amplify that feeling at every touchpoint.

Editorial Home Feed: Discovery First

Etsy's home is not search-first — it is browse-first. The feed opens with curated editorial units: gift guides, trending aesthetics, collections built around moments ("Summer hosting," "New home," "Personalized gifts"). Personalization rows ("Because you viewed," "More from shops you've saved") appear below the editorial units, blending algorithmic and curated discovery.

This architecture reflects Etsy's audience: buyers who often do not have a specific item in mind but are in a gifting or nesting mindset and want to be inspired. A search bar is available but not dominant. The message the home screen sends is: let us show you something you will love, not tell us what you want.

Listing Page: The Emotional Layer

Etsy's listing page is built around what you might call the emotional layer — the signals that communicate "a real person made this for you." Lifestyle photography (often supplied by the seller) is favored over product-only images. The seller's shop name and avatar appear prominently, with a follow option, positioning the seller as a brand rather than a faceless supplier.

The seller story block — a short bio or shop introduction — appears on the listing page, not just on the shop page. This is a meaningful design choice: it means every listing carries the seller's identity, not just their product. Photo reviews (buyers submitting images of the item in use) appear in a dedicated section, adding social proof that is qualitatively different from star ratings.

Favorites (the heart icon) is a primary action on Etsy listing pages, alongside Add to Cart. Favoriting is low-commitment and signals intent — Etsy uses favorites heavily for retargeting and "someone else favorited this item" social proof nudges. Personalization options (custom text, color choices) appear as a structured form on the listing page when sellers offer them, handled inline rather than in a separate configuration flow.

Search: Taxonomy Built for the Handmade Market

Etsy's search has a filter layer that reflects its unique catalogue: handmade, vintage, and supplies are top-level taxonomy options, not subcategories. Material, color, and "ships from" filters address buyer needs that mass-market e-commerce rarely surfaces. "Ships from" is particularly important for buyers who want to minimize shipping time or who value supporting local makers.

The search results default to a grid, which fits a visually driven, browse-first catalogue.

Mobile Seller Dashboard: Orders, Stats, Batch Edit

Etsy's seller dashboard prioritizes the operational needs of small business owners managing their shops from their phones. The navigation surfaces orders, messages, and shop stats in the first tab, with listing management (including batch edit for updating prices or quantities across multiple listings) a tap away.

Stats are presented simply: views, favorites, and orders over selectable time periods. There is no attempt to surface the level of analytics depth that a platform like Shopify provides — the assumption is that Etsy sellers need to understand "is my shop performing?" rather than build data pipelines.

Three patterns Etsy does well

• Discovery-first home for emotional or aspirational catalogues. If your buyers are often in an exploratory mindset — gifting, redecorating, self-expression — lead with editorial discovery rather than a search bar. Curated collections reduce decision paralysis and surface items buyers would not have thought to search for.
• Seller identity on the listing page, not just the shop page. Showing who made the product — with a name, avatar, and short story — on the listing itself adds trust in marketplaces where the maker's identity is part of the product's value.
• Photo reviews as a first-class section. Buyer-submitted photos provide qualitatively different social proof than star ratings. Structurally separating them makes their impact legible at a glance. See how Etsy structures this on Etsy's screens.

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Depop — Social Commerce, Gen Z-First

Depop is the most radical departure from traditional marketplace UX. It is built around the conviction that Gen Z buyers want to shop the way they consume social content: by following interesting people and discovering items through a social feed rather than through search or editorial curation.

Feed as Primary Navigation

Depop's home is a feed — comparable in spirit to Instagram's grid or TikTok's For You page — surfacing listings from people you follow mixed with algorithmically suggested sellers. On the feed, the key actions are like, save, and follow. The listing page itself puts a prominent Buy button front and center, but buyers often arrive there after building familiarity through the feed over time.

This feed-first design is a deliberate philosophy, not a quirk. The social layer functions as the trust mechanism: a buyer who has seen many listings from a seller and followed their style has largely formed a trust judgment before they ever open a specific item. The listing page's Buy CTA then converts that trust into a transaction.

The explore tab (for non-following discovery) uses a grid of listing thumbnails organized by style tags and trending aesthetics, which aligns with the platform's fashion-forward, trend-driven catalogue.

Profile as Storefront: Seller Profiles as Brand Pages

On Depop, the seller profile is the product. It functions as a brand page: profile photo, bio, style descriptors, follower count, and average rating appear above the grid of listings. Shop vs. Sold tabs let buyers see what the seller has previously sold (as a signal of taste and reliability) alongside active inventory.

Social proof is layered: follower count signals popularity, reviews signal reliability, and sold history signals taste. A buyer assessing an unfamiliar seller can scan all three signals in a few seconds from the profile without opening a single listing.

The "Follow" action on a seller profile is as prominent as the shopping actions. Depop is explicitly optimizing for follow-first, buy-later behavior, because the data supports it.

Listing Creation: Camera-First, Minimum Viable Friction

Depop's listing-creation flow is deliberately short. Camera-first (the experience opens to the camera before any other step), style tags instead of structured categories, and a minimal required field set mean a seller can have a listing live in under two minutes. The onboarding philosophy extends to listing creation: remove every barrier to a seller's first listing, because a seller who posts once is far more likely to post again.

The trade-off is listing quality: with less structured data, search and filtering are harder. Depop accepts this trade-off because its discovery mechanism (social feed, followed sellers) is less dependent on structured taxonomy than eBay or Etsy's search-first surfaces.

Takeaway: Depop's design is worth studying closely — you can review the actual screens on Depop.

• Social gestures as purchase-intent signals. In markets where trust is built over time, likes and follows are steps in the purchase funnel, not vanity metrics. Design your re-engagement flows around them.
• Seller profile as a first-class surface. When the seller's identity is the product (fashion resale, handmade goods, niche collectibles), invest in the profile page as seriously as the listing page. Follower count, sold history, and reviews above the fold shape buyer decisions.
• Camera-first listing creation to reduce seller friction. Anchoring listing creation to the camera eliminates the file-picker decision and reduces perceived complexity — a meaningful improvement for mobile-first C2C sellers.

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Side-by-Side Comparison

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5 Marketplace App UI Design Principles

Studying eBay, Etsy, and Depop side by side, five principles emerge that apply regardless of what you are building.

1. Choose your trust architecture intentionally. Every marketplace needs to make trust legible, but the right mechanism depends on your seller type. Structured feedback scores work at eBay's scale because sellers are numerous and often anonymous. Seller stories work on Etsy because the maker's identity is part of the product's value. Social following works on Depop because repeated exposure over time is the trust mechanism. Pick the one that fits your sellers.

2. Design for returnee sessions, not just first-visit sessions. "Recently viewed," saved items, and followed sellers all exist for the same reason: returning buyers have context that new buyers do not. Surfaces that recover that context quickly — rather than starting fresh every session — meaningfully improve conversion for your most valuable cohort. Study checkout drop-off for returning visitors specifically; the context-recovery gap is often where you lose them.

3. Make seller identity prominent when identity is the product. If buyers choose sellers (not just items) — because they want something made by a specific person, or because they trust a particular reseller's taste — the seller's identity needs to be on the listing page, not just on the shop page. Burying it is leaving trust-building value on the table.

4. Minimize viable listing to protect supply. Supply-side friction kills marketplaces. Every required field that a seller has to fill before going live is a listing that does not get created. Audit your listing creation flow for required fields that could be optional, structured taxonomy that could be replaced by free tags, and category selection that could be inferred from photos. Reduce to the true minimum, then add richness through nudges after the first listing is live.

5. Design for two modes: discovery and search. These are different mental states with different UI needs. Discovery mode wants visual grids, editorial surfaces, and serendipity — a browsing experience that rewards curiosity. Search mode wants fast results, powerful filters, and clear sorting. The best marketplace apps let users move between modes fluidly, and avoid optimizing so hard for one that the other becomes second-class.

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See the Actual Screens

The patterns described above are best understood by looking at the real screens — seeing exactly how eBay's listing page stacks the trust block, or how Depop's profile surfaces social proof above the listing grid.

You can browse curated screenshots from eBay, Etsy, and Depop on Gummble — organized by screen type so you can study the search, checkout, navigation, and onboarding patterns directly. Gummble is a focused, affordable Mobbin alternative built for teams that want curated app screenshots without the enterprise price tag.

See also: Real estate app UI design examples · Checkout flow design guide · Best Mobbin alternatives in 2026

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