How Bookmatch Became the Largest Player in the Second-Hand Textbook Market

Can you briefly explain what problem you are solving and for whom?

Wouter: "Bookmatch solves the problem of expensive textbooks for students. They buy books for a fraction of the new price, often in good condition. At the same time, they sell their old books and thus earn back part of their investment."

What challenges characterize the second-hand textbook market?

Wouter: "It is a niche market. Because courses work with fixed book lists, student buying behavior is predictable. Yet there are challenges. Publishers regularly release new editions, making older books less valuable. Additionally, there is competition from illegal PDF files, circulating via TikTok. The rise of digital textbooks also puts pressure on the market."

What is the business model of the platform?

Wouter: "We charge sellers a brokerage fee of 10% plus one euro, and buyers a service fee of €2.49. These costs only apply if the transaction is successful: the book is sold, shipped, and received. If something goes wrong, the risk lies with us. We collaborate with PostNL and sell shipping labels via the platform. When a shipment goes missing, Bookmatch guarantees, the buyer is reimbursed, and a seller is paid as if the book had been delivered."

Transparency, trust, and convenience form the core of every successful platform. They determine whether users feel safe, know what to expect, and can transact without hassle. Together with Wouter, I further explore these three themes.

1. Transparency

   We are open about the costs for buyers and sellers. Everything is in one price, including shipping, so buyers know what to expect. Sellers determine the selling price themselves and see directly which costs apply when offering.
   
   

2. Trust

   Trust is crucial. We work with 'escrow payments': the money is only released once the buyer confirms that the book has arrived. We collect reviews and ratings. With each book, you see how quickly a seller usually ships. Buyers can already leave a review; we may add reviews of buyers in the future.
   
   

3. Convenience

   Listing a book is easy. You enter the ISBN number or scan the barcode with your mobile, and we automatically fill in the details. Sellers can add their own photos, for example, if there are annotations. After selling, they can generate a PostNL shipping label via the platform. Most students choose this option, partly because the label is only paid afterward. Self-shipping is also allowed.

Is the market large enough?

Wouter: "There are no exact figures. The book market is worth hundreds of millions of euros, but how much of that is textbooks, and how much is second-hand, is unknown. We acquired a competitor years ago who was also active in second-hand books, but whether we are the largest now is not certain. However, we are one of the bigger players in the Netherlands. The market is large enough, especially since we haven’t reached all students yet. First-year students often don't know that you can also buy second-hand. There is a lot of growth potential there."

How did you solve the chicken-and-egg problem?

Wouter: "I started with my own textbooks and asked fellow students to sell their books through me. At first, I did it manually, then I built a simple site. This is how the platform naturally expanded to other cities. What also helped is that we now display a complete selection of textbooks: over 40,000 titles. Not every book is available at any time, which we also indicate, but it is there. That builds trust. Besides second-hand, if available, we also display new inventory via our partner Centraal Boekhuis. This way, students always have a purchase option without leaving the platform.

Recently, we launched a new platform for second-hand LEGO: voordebouwers.nl. There too, I start again with my own inventory, purchased via Marktplaats, to gain the first traction."

What is the most important lesson you have learned, and what advice would you give?

Wouter: "Believe in your idea and persevere, even if it does not pay off. It took years before Bookmatch really started to generate something, but the fun in building and improving kept me motivated. I worked for many years in a salaried position and as a freelancer alongside Bookmatch. Wednesdays were reserved for the platform, and that is still the case."

What opportunities does AI offer you?

Wouter: "I currently use AI mainly for practical matters, such as translating texts. It may offer more opportunities for convenience or automation in the future, but we are not actively working on that yet."

What stands out in the conversation with Wouter is how important standardization is for the success of a platform. Bookmatch uses ISBN numbers to structure textbooks. This way, users always find the right book, even if it is not yet offered. Wouter now also applies this principle to voordebouwers.nl, which works with fixed LEGO set numbers. The power of this: the platform starts with the demand, not the supply. This lowers the threshold, increases relevance, and makes it scalable. Surely there are more markets that, thanks to standardization, are suitable for this type of platform.

About Marketplace Makers

In the series Marketplace Makers, Wout, co-owner of Freshheads and author of the book 'Build a Successful Online Marketplace', talks to the makers of successful online marketplaces. What factors do they believe make (or break) a marketplace? Every month a new conversation. Every month inspiring insights, practical examples, and tips. Read along and discover what works.