Take rate has multiple meanings within the ecommerce industry. It can refer to fees that third-party sellers or service providers (for example, payment services providers like PayPal) and online marketplaces (for example, Amazon or eBay) collect on their transactions. Here, take rate plays a key role in calculating revenue, as total revenue is calculated by multiplying take rate by gross merchandising volume. In increasing take rate, these sellers charge greater final value fees. However, doing this can leave sellers vulnerable to competing marketplace services who are looking to lure cost-sensitive users to their service.