Trust is the currency that keeps marketplaces moving
In digital marketplaces, trust can’t be presumed. It has to be earned in every interaction.
Across every critical moment, from buyer onboarding and seller payouts to dispute resolution and account recovery, identity determines whether a marketplace scales with confidence or leaks value.
Prove’s State of Identity Report explores how fraud, AI-driven abuse, and fragmented identity systems are reshaping what trust must look like across modern, multi-sided platforms – and how organizations must act to meet the moment.
Why Identity Is a Marketplace Problem
Modern digital marketplaces face a host of unique identity challenges:
Two-sided (or multi-sided) ecosystems
High volumes of new accounts
Frequent payments, refunds, and payouts
Sophisticated abuse, fraud rings, and collusion
Thin margins where friction kills liquidity
Legacy identity systems weren’t built to handle this level of complexity.
Our report shows why identity must extend beyond onboarding and operate as a continuous, lifecycle-based trust layer across buyers, sellers, and every transaction in between.
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Why Marketplace Leaders Need This Report
The report shows that fraud no longer targets a single role or moment. It moves across:
Buyer and seller onboarding
Listings, messaging, and engagement
Payments, refunds, and chargebacks
Payouts, account changes, and recovery
When identity is fragmented, fraud slips through the cracks, and thrives.
Our report helps marketplace leaders understand:
Why point-in-time identity checks fail in multi-sided platforms
How AI and automation amplify abuse and impersonation
Why post-login identity gaps erode trust across the ecosystem
What it takes to unify identity across buyers, sellers, and transactions
Key Insights
