One reason is because there are more tools available to create online marketplaces. For single-sided marketplaces, people can use Shopify, BigCommerce or WordPress (with plugins). For two-sided marketplaces, people can use Sharetribe, WordPress (with plugins) or hire developers to create their marketplace. Other factors include: The costs are getting lower Shows like Shark Tank & The Profit are making it seem easier People are now more used to having hundreds or thousands of followers. I feel this leads to the perception that they could attract this same amount of people to use their product.