The way we work is changing at a breakneck pace. From the traditional office 9-to-5 job to the current trend of working away from the office, the last ten years witnessed an overarching transformation in making a living how, when, and where. Spearheading the change is the gig economy, led by online platforms known as gig marketplaces. At Roobykon Software, we've witnessed firsthand how these platforms are reshaping the global workforce.
The COVID-19 pandemic accelerated this shift, forcing companies and workers alike to adapt to new realities of job freelance services and gig marketplaces. What was once considered an alternative work arrangement has now become mainstream for millions worldwide. But is this trend a temporary response to extraordinary circumstances, or does it represent the future of work? Let's explore this question.
What is a gig marketplace?
A gig economy marketplace is an online platform that connects freelancers or independent contractors (service providers) with individuals or businesses (clients) seeking specific services or tasks. Unlike traditional employment models, gig websites facilitate short-term, flexible work arrangements without the commitment of full-time employment.
These digital platforms serve as intermediaries that:
- Enable service discovery: They make it easy for clients to find qualified professionals based on skills, experience, reviews, and rates.
- Facilitate transactions: They provide secure payment systems, contract management, and dispute resolution mechanisms.
- Build trust: Through rating systems, verified profiles, and reviews, they create accountability and transparency between parties.
- Reduce barriers to entry: They allow workers to offer services with minimal setup costs or formal credentials.
The core value proposition of gig sites is efficiency – they reduce the friction and transaction costs traditionally associated with finding work or hiring talent. For workers, they offer flexibility and autonomy; for businesses, they provide access to a global talent pool and the ability to scale resources up or down as needed.
Top categories of gig marketplaces you need to know
Gig marketplaces come in all shapes and sizes, each to meet a specific need and industry. As the gig economy expands, so does the variety of platforms, each with its own unique array of services for freelancers and buyers alike. Some of the primary categories of gig platforms are outlined below:
Freelance work and creative services
These gig sites focus on specialized fields such as consulting, software development, legal services, financial analysis, and high-level business strategy, where human expertise remains crucial. Freelancers can offer a wide range of services, from copywriting and graphic design to website development and digital marketing. Examples of popular platforms in this category include 99designs. Specializing in design work, this platform connects businesses with professional designers for projects ranging from logos to full brand identity systems.
Technology and development gig marketplaces
With the rise of digital technology, many gig websites focus specifically on software development, IT support, and tech-related freelance opportunities. These platforms are tailored to developers, engineers, and tech experts who offer services such as coding, web development, app creation, and system integration. A notable example of a gig marketplace is Gigster. Gigster connects tech talent with clients for app development, web design, and software engineering projects. Its platform specializes in helping companies scale through outsourced technical talent.
Gig platforms for local and manual labor
While gig platforms are often associated with digital or creative work, there is a growing demand for gig services in the physical and manual labor sectors. Platforms in this category connect workers with businesses and individuals needing tasks such as cleaning, home repairs, and moving services. Popular platforms in this category include:
- TaskRabbit: TaskRabbit connects people who need help with household chores, repairs, and other tasks with local freelancers. It covers everything from furniture assembly to running errands.
- Handy: Specializing in home cleaning and repairs, Handy allows individuals to book professional cleaners or handymen for short-term jobs in their area.
- Thumbtack: A general service marketplace that includes everything from event planning to lawn care, Thumbtack connects customers with local professionals across various trades.
Health and wellness gig websites
As the healthcare gig economy expands, there has been a surge in platforms dedicated to connecting health and wellness professionals with clients. These platforms offer services in areas such as fitness coaching, nutrition, and mental health counseling. Many businesses are now leveraging healthcare platform solutions to enhance accessibility and streamline services in this growing sector. Key platforms in this space:
- Mindbody: Mindbody allows clients to book appointments with fitness trainers, yoga instructors, and other wellness professionals. It serves as a comprehensive platform for both providers and consumers in the wellness industry.
Delivery and ridesharing services
Another rapidly growing category of gig platforms is in the delivery and ridesharing industries. These platforms connect gig workers with people in need of transportation or food delivery services. Key gig platform examples:
- DoorDash: DoorDash connects independent drivers with customers who want food delivered from local restaurants. It allows workers to choose their hours and locations, making it ideal for part-time gig workers.
- Postmates: Postmates offers on-demand delivery services for everything from groceries to takeout, allowing gig workers to deliver items to people in their area.
The diversity of these marketplace categories demonstrates how pervasive the gig model has become across virtually every sector of the economy. Each category has evolved its own best practices for matching, pricing, quality control, and dispute resolution tailored to the specific needs of its market segment.
What are the biggest gig economy platforms?
The gig economy landscape is populated by numerous platforms, but several have emerged as dominant players, each catering to different sectors and needs. Let's examine the top gig economy marketplaces shaping today's landscape:
Upwork
As the largest freelance marketplace by revenue, Upwork hosts over 12 million freelancers and 5 million clients. The platform facilitates work across more than 70 categories, from programming and design to marketing and customer support.
What sets Upwork gig apart is its robust infrastructure for managing complex projects. This online gig jobs marketplace offers:
- Advanced time-tracking tools
- Milestone-based payment systems
- Enterprise-grade solutions for large businesses
- In-depth analytics and reporting features
With an annual gross services volume exceeding $2.5 billion, Upwork has become the go-to platform for businesses seeking specialized talent for both short and long-term engagements.
Upwork operates as a reverse marketplace. In a reverse marketplace, buyers (clients) post job opportunities, and sellers (freelancers) bid to fulfill these projects. Upwork exemplifies this model by allowing clients to post job listings, which freelancers then bid on, offering their services and rates.
Fiverr
While it started with the novel concept of $5 services (hence the name), Fiverr has evolved into a comprehensive marketplace with services ranging from $5 to several thousand dollars. The platform's unique catalog-based approach, where freelancers create specific "gigs" with fixed deliverables and prices, has revolutionized how freelance services are packaged and sold. Companies utilize Fiverr to find professionals who can fulfill specific business needs, making it a B2B platform.
Fiverr now hosts:
- Over 3 million active gigs
- Freelancers from more than 160 countries
- Services across 500+ categories
Fiverr's streamlined process and focus on quick, definable deliverables have made it particularly popular for small to medium-sized projects and startups looking for fast turnaround times.
Uber
With operations in over 900 metropolitan areas worldwide, Uber has fundamentally transformed urban transportation and created earning opportunities for millions of drivers.
Beyond just rides, Uber has expanded its ecosystem to include:
- Uber Eats (food delivery)
- Uber Freight (logistics)
- Uber Health (medical transportation)
- Uber for Business (corporate solutions)
The company reportedly has over 5 million active drivers globally, making it the largest mobility-focused gig platform by workforce size and one of the best gig economy apps. Uber's sophisticated algorithms for matching, pricing, and route optimization have set the standard for on-demand service platforms.
Lyft
As Uber's primary competitor in North America, Lyft has carved out a significant market share with its driver-friendly approach and strong focus on the U.S. and Canadian markets.
Lyft differentiates itself through:
- More personalized rider experience
- Driver-centric policies
- Integration with public transit in many cities
- Focus on shared rides and environmental sustainability
With approximately 1.4 million drivers, Lyft has established itself as a major force in the transportation sector of the gig economy, often preferred by drivers for its company culture and tipping policies.
While it's difficult to definitively crown any single platform as the "biggest" due to different metrics (revenue, user base, market capitalization), Uber likely represents the largest online gig economy company by total worker count and transaction volume, with its combined transportation and delivery operations.
How gig economy platforms are helping businesses achieve more with less
While the most common advantages of gig marketplaces (such as cost-efficiency and access to flexible talent) are well known, there are several less obvious benefits that businesses can leverage to optimize their operations and remain competitive in today’s rapidly evolving work environment.
Reducing risk with trial-based hiring
Gig worker platforms allow businesses to work with freelancers on a trial basis before making long-term commitments. This reduces the risk of hiring the wrong talent, as businesses can assess the freelancer’s performance on a specific project or task. This “try-before-you-buy” approach allows for greater confidence in making permanent hires or extending contracts, helping businesses avoid costly mis-hires.
- Example: A company may need a marketing strategist for an upcoming product launch. By hiring a freelancer via a gig platform, they can assess the individual’s abilities on a smaller project first, ensuring they align with the company’s goals and values before offering a long-term contract.
Rapid access to global talent pools
Gig job websites enable businesses to tap into global talent pools, which can significantly expand the diversity and quality of available talent. Instead of being limited to a local workforce, companies can find specialists from different regions with unique perspectives and skills, often at more competitive rates. This global reach fosters creativity and innovation, as teams are exposed to different ideas and approaches from a variety of cultures.
- Example: A company working on an international marketing campaign can hire freelancers from different countries who understand the local culture and consumer behavior, ensuring that the campaign resonates with its target audience in each region.
Enhanced agility and speed to market
Businesses today operate in fast-paced environments where speed is a key competitive factor. Gig sites provide businesses with access to on-demand talent, reducing the time spent on recruitment, training, and onboarding. This allows businesses to bring products and services to market faster and stay ahead of competitors.
- Example: A tech startup working on a new app can quickly hire a UI/UX designer to create an engaging interface without needing to go through a lengthy hiring process. With immediate access to experts, the company can focus on development and release the app ahead of competitors.
Reduced administrative overhead
Hiring full-time employees requires a significant amount of administrative work, including onboarding, training, benefits management, and payroll. Gig sites help reduce this administrative burden by providing freelancers who manage their own taxes, insurance, and benefits. This allows businesses to focus on their core operations rather than managing the complexities of employment contracts and benefits packages.
- Example: A small business that requires periodic accounting services doesn’t need to worry about maintaining an in-house finance team. By using a gig platform, they can hire an accountant for a specific project, eliminating the need for complex HR and administrative tasks.
Increased innovation through collaboration
Gig workers often bring fresh perspectives and innovative ideas due to their varied experiences across different industries and clients. Businesses that engage with freelancers gain the opportunity to work with individuals who are constantly exposed to new challenges and solutions. This can lead to innovative solutions and the infusion of new ideas that might not emerge from within a traditional, in-house team.
- Example: A marketing agency might hire a freelance strategist with experience in a different sector, bringing innovative techniques to a traditional campaign, helping the agency stand out from competitors.
This external perspective fosters creativity and can lead to breakthroughs in product development, marketing strategies, and problem-solving.
Easier access to short-term projects and specialized needs
For many businesses, short-term projects or specialized needs arise that don’t justify the expense of hiring full-time employees. Gig economy sites offer businesses a streamlined way to find the right talent for these projects, ensuring that resources are allocated effectively without committing to long-term employment contracts.
- Example: A retail company might need a specialized data analyst to assess sales trends for a short-term project. By hiring a freelancer through a gig platform, they can get the insights they need without the burden of a long-term hire.
As you can see, by tapping into these platforms strategically, businesses can unlock new opportunities, streamline operations, and stay ahead of industry trends.
How to succeed in a gig website: the hidden keys to success
Make reviews work for you (and them)
Most gig platforms use reviews to signal quality, but the real power lies in making those reviews more detailed and constructive. A review system that dives deep into aspects like communication, problem-solving, and even cultural fit can provide a clearer picture for both clients and freelancers. This transparency also fosters a sense of trust, which keeps users loyal.
Beyond a simple rating of 1-5 stars, consider a review system that lets clients rate not just the final product, but also the process: Was the freelancer responsive? Did they adhere to deadlines? This nuanced feedback helps freelancers improve, while clients can make more informed decisions, knowing they’re choosing someone who aligns with their project needs and working style.
Let AI gig do the matchmaking for you
Think about it: clients want the best talent, and freelancers want the right projects. Why leave that to chance? AI-powered matchmaking isn’t just about scanning profiles; it can go deeper, analyzing things like past project success, working preferences, and even communication style to recommend the perfect matches.
Imagine an AI algorithm that not only factors in a freelancer’s experience and skills but also their approach to problem-solving and how they manage client expectations. For clients, AI could suggest freelancers who align with their preferred work rhythm or even recommend freelancers based on a unique combination of hard and soft skills. This creates a more seamless experience, where both parties feel confident they’re getting the best fit without endless rounds of interviews or back-and-forth.
As marketplaces evolve, many platforms are already exploring AI integration into marketplaces to enhance user experiences and optimize matchmaking.
Empower through education, not just transactions
Top gig economy platforms can be a source of growth for both businesses and freelancers. Offering educational resources, such as workshops, tutorials, or mentorship programs, shows your commitment to your community’s development. When users see that you’re invested in their long-term success, they’ll return to your platform time and time again.
Host webinars or offer on-demand courses on skills that matter in your niche - whether it's how to effectively communicate in remote teams or how to build a standout portfolio. By providing these resources, you're not just facilitating gigs; you’re helping users grow their careers or businesses, which builds loyalty and positions your platform as an industry leader.
Give freelancers the tools to shine
Freelancers are often responsible for their own marketing, but you can help them stand out by offering specialized tools to promote themselves. Offer freelance users the ability to boost their profile visibility through paid promotions, or create premium portfolio features where they can showcase their best work in a more visually compelling way. These tools can help freelancers stand out to clients, which ultimately boosts activity on your platform.
Offer fair and transparent dispute resolution
Disputes are inevitable, but a strong, transparent dispute resolution system can set your platform apart. Provide clear guidelines, impartial mediators, and timely solutions to ensure both freelancers and businesses feel their concerns are handled fairly.
Implement a dispute resolution system that allows users to submit complaints and receive timely, actionable responses. Offer mediation services that prioritize communication and understanding, ensuring both parties can resolve issues quickly without feeling like they’ve been unfairly treated.
Easy steps to launch a successful gig marketplace
Now that we've explored how to stand out in the crowded gig economy, here’s how to take the first steps to create a gig marketplace:
- Find your niche: Focus on a specific industry or type of gig to build a dedicated user base.
- Design a user-friendly platform: Prioritize a clean, intuitive interface that makes navigation simple.
- Implement secure and flexible payments: Offer options like milestone payments and escrow services to keep both parties happy.
- Provide educational resources: Empower users with tools and knowledge that help them grow.
- Market smartly: Use social media, SEO, and partnerships to build awareness and attract your target audience.
- Offer legal protection: Make sure your platform’s terms of service and privacy policies are clear and enforceable.
- Scale gradually: Start with a focused user base and expand as you gather feedback and improve.
Roobykon’s successful gig marketplace ventures
Brand Gig
At Roobykon Software, we specialize in digital marketplace development, creating innovative platforms that connect businesses and individuals in the evolving digital landscape. One of our most exciting ventures has been the conceptualization and development of Brand Gig, a digital marketing ecosystem that takes influencer and brand ambassador collaborations to the next level. Here, ambassadors can present their strengths, demonstrate their creativity, and build a strong identity to attract the right brand partnerships.
For this Sharetribe-powered platform, Roobykon implemented several key features to enhance functionality and user experience:
- Phone number verification: Users provide their phone number and receive an SMS verification code to activate their accounts, powered by Twilio's reliable communication APIs.
- Text & email notifications: Automated notifications are sent to both ambassadors and customers about requests, reviews, and appointment reminders, utilizing Twilio's services for seamless engagement.
- Time zone customization: To avoid scheduling confusion, the vendor’s time zone is clearly displayed across the booking process, including inbox, listing, checkout, and booking details.
- Queue/shopping cart: Users can book multiple services with one or many ambassadors and pay in a single transaction, thanks to updates in the booking flow and transaction processing.
- Booking cancellation: The admin console allows for selective booking cancellations with an automated refund process, ensuring refunds are issued within 24 hours after cancellation.
- Minimum booking duration: Providers can set a minimum booking duration, automatically adjusting the end time based on the selected start time, ensuring bookings adhere to time requirements.
InsightGig
Another gig website we’re especially proud of is InsightGig, a job search marketplace that emerged as a direct response to the profound shifts in the global job market during the early 2020s. As economies were upended, people’s lives were transformed, and unemployment surged. With many industries shifting toward automation, the human job market faced new challenges. That’s where InsightGig comes in, offering a much-needed solution for job seekers and employers alike.
In addition to its core features, InsightGig stands out with several innovative functionalities that enhance user experience and ensure a balanced marketplace:
- Dual role registration: Users choose between two distinct roles—client (customer) or partner (project implementer). This segmentation ensures equal collaboration and a higher-quality hiring process.
- Role transition: Partners can seamlessly transition between roles, allowing them to act as both employers and performers. However, businesses cannot fulfill the role of the executor to maintain marketplace integrity.
- Different listings: Each role has access to a tailored set of listings. Brands can browse candidate profiles, while affiliates view posted projects. Additionally, performers' parallel activities are displayed in a separate table.
- Job brokerage: The platform allows service prices to be negotiated and mutually agreed upon, while candidates can upload files showcasing their expertise.
- Powerful search: InsightGig features a robust search function, offering fast results through intuitive crawlers and dropdown suggestions.
- Multi-currency support: The platform supports multi-currency transactions, with payments overseen by an admin, ensuring two-step confirmation and milestone-based payments.
- Local payment system integration: InsightGig integrates a local payment system for freelancers in India, supporting multi-currency transactions, with future plans based on user demand.
- Customizable email notifications: Users can customize email notifications based on their role, ensuring that relevant messages are filtered and directed to the appropriate tabs.
FormWork
When FormWork approached Roobykon, they already had the foundation of a marketplace in place but needed significant improvements to enhance user experience and platform functionality. Our team worked to refine and optimize the platform, aligning it with its core mission: equal opportunity, open collaboration, and financial independence for professionals in the AEC space.
One of the fundamental tasks was integrating Tipalti, a payment system critical for handling provider payouts. Although Tipalti was new to us, our expertise in payment integrations enabled us to quickly navigate its documentation and implement it seamlessly.
Solution highlights:
- Optimized user experience: Designed an intuitive interface for architects, contractors, and freelance designers to browse projects and manage profiles effortlessly.
- Scalable marketplace infrastructure: Built on Sharetribe, customized to handle high traffic and future growth.
- Seamless payment integration: Successfully implemented Tipalti to ensure smooth and reliable transactions.
The growth and future of gig platforms
Current growth trends
- Market expansion: The gig economy has become a substantial economic force, valued at over $450 billion in 2024, with projections to surpass $455 billion by 2025. This remarkable growth of the gig economy reflects a fundamental shift in how work is structured and distributed globally. At Roobykon Software, we've noticed how businesses are increasingly turning to flexible talent pools to meet their evolving needs. The rise in self-employment (now representing approximately 15% of the UK workforce) signals that this isn't just a passing trend but a structural change in labor markets.
- Freelance workforce increase: Perhaps the most telling statistic about the future of online marketplaces and the gig economy is the projection that by 2028, 90.1 million U.S. workers (more than half the labor force) will participate in freelancing in some capacity. This dramatic shift is driven not just by economic necessity but by a growing preference for work-life balance and career autonomy. Workers across generations are rejecting the traditional career ladder in favor of portfolio careers that allow them to leverage multiple skills and pursue diverse interests.
- Diverse industry involvement: While ride-sharing and food delivery platforms initially defined what a gig economy is today, we're now seeing exponential growth across professional services sectors. Healthcare professionals, educators, legal experts, and creative professionals are all finding their place in the gig economy websites. This expansion creates a more sustainable ecosystem where highly skilled workers can thrive alongside those offering more task-based services.
Future projections
Technological advancements
The next generation of gig websites will leverage artificial intelligence and machine learning to transform how work is matched, managed, and measured. Platforms like Upwork and Fiverr are investing heavily in predictive algorithms that can anticipate project needs and suggest optimal talent matches. Blockchain technology is also poised to revolutionize contract management and payment systems, potentially solving persistent issues around trust and transparency in remote work arrangements.
Worker protections
We're seeing a growing movement toward creating safety nets for independent workers. Forward-thinking gig sites are beginning to offer portable benefits packages, professional development opportunities, and even income-smoothing tools to address the financial volatility that has historically plagued freelance work. This evolution is crucial for sustainability, as gig work becomes a career rather than just a side hustle, workers naturally demand more comprehensive support systems.
Hybrid employment models
The binary distinction between "employee" and "contractor" is rapidly becoming obsolete. Leading organizations are developing blended workforce models that combine full-time staff with on-demand talent for specific projects or specialized expertise. This approach allows companies to maintain institutional knowledge while accessing fresh perspectives and specialized skills as needed. We're also seeing the rise of "talent clouds"—curated networks of pre-vetted professionals who work with an organization regularly but not exclusively.
Challenges and adaptations: shaping the future of gig work
The rapid expansion of gig websites has unlocked a world of possibilities for businesses and workers alike. With just a few clicks, companies can access specialized talent from across the globe, while individuals gain unprecedented flexibility to build careers on their own terms. Yet, as promising as this new work model appears, it brings forth a set of challenges that demand urgent attention.
Worker security remains a key concern, as gig workers often lack benefits and stable wages. To ensure economic stability, policymakers and platforms must explore solutions like portable benefits and fair pay structures. For businesses, talent retention and service quality pose challenges. While companies gain access to skilled professionals, maintaining consistency requires better engagement strategies and incentives for long-term collaboration. Technology and regulation will play a crucial role in shaping the future. AI-driven job matching and wage structures must be balanced with fair labor practices, while governments work to regulate platforms without stifling innovation.
The future of gig work depends on responsible evolution. Success will be measured not just by efficiency but by how well these platforms create sustainable, equitable opportunities for workers and businesses alike.
Want to take the first step? Get in touch!
