Groupon, Inc. (GRPN): Lienzo del Modelo de Negocio [Actualizado en Ene-2025]

En el mundo dinámico del comercio digital, Groupon ha revolucionado cómo los consumidores descubren y compran acuerdos locales, transformando la forma en que las pequeñas empresas comercializan sus servicios. Al crear una plataforma innovadora que conecta a los compradores conscientes del presupuesto con comerciantes locales a través de ofertas profundamente con descuento, Groupon ha forjado un nicho único en el mercado competitivo en línea. Su modelo de negocio cierra ingeniosamente la brecha entre el ahorro de los consumidores y la visibilidad de los comerciantes, aprovechando la tecnología, el análisis de datos y las asociaciones estratégicas para crear un ecosistema ganador de ganancias que han interrumpido las experiencias tradicionales de marketing y compras.

Groupon, Inc. (GRPN) - Modelo de negocio: asociaciones clave

Comerciantes y proveedores de servicios locales

A partir del cuarto trimestre de 2023, Groupon mantuvo asociaciones con aproximadamente 180,000 comerciantes activos en múltiples categorías.

Categoría de comerciante	Número de socios
Restaurantes	52,500
Belleza y spa	35,700
Viajes y ocio	22,800
Minorista	41,000
Actividades y eventos	28,000

Procesadores de pago

Groupon colabora con múltiples plataformas de procesamiento de pagos:

• PayPal (volumen de transacción: $ 78.3 millones en 2023)
• Stripe (soluciones de pago integradas)
• Las principales redes de tarjetas de crédito: Visa, MasterCard, American Express

Plataformas tecnológicas

El servicio en la nube y las asociaciones de tecnología incluyen:

• Amazon Web Services (proveedor primario de infraestructura en la nube)
• Plataforma en la nube de Google
• Microsoft Azure

Redes de marketing digital

Socio de marketing	Gasto publicitario anual
Ads de Google	$ 42.5 millones
Anuncios de Facebook	$ 31.2 millones
Anuncios de Instagram	$ 18.7 millones

Plataformas de distribución de aplicaciones móviles

Asociaciones clave de distribución móvil:

• Apple App Store
• Google Play Store

Valor del ecosistema de asociación total: estimado de $ 245 millones en ingresos relacionados con la sociedad para 2023

Groupon, Inc. (GRPN) - Modelo de negocio: actividades clave

Agregación y curación diaria de ofertas

A partir del cuarto trimestre de 2023, Groupon administra aproximadamente 48,000 acuerdos comerciales activos en múltiples categorías.

Categoría de trato	Porcentaje de ofertas totales
Viajar	22%
Comida	18%
Belleza & Bienestar	15%
Entretenimiento	12%
Minorista	10%
Otros servicios	23%

Gestión de plataformas en línea y móvil

Groupon opera plataformas con las siguientes métricas:

• Usuarios activos mensuales: 23.7 millones
• Descargas de aplicaciones móviles: 176 millones acumulativos
• Disponibilidad de la plataforma: 15 países
• Tráfico anual del sitio web: 372 millones de visitas

Adquisición y retención de clientes

Los costos de adquisición de clientes en 2023 fueron de $ 14.37 por cliente, con una tasa de retención de clientes del 38%.

Segmento de clientes	Frecuencia de compra promedio
Nuevos clientes	1.6 compras/año
Clientes habituales	3.2 compras/año

Gestión de relaciones comerciales

Groupon mantiene relaciones con 48,000 comerciantes activos en varios sectores.

• Comisión comercial promedio: 50% del valor del acuerdo
• Tasa de retención de comerciantes: 62%
• Nuevo comerciante de incorporación: 3,200 por trimestre

Marketing digital y diseño de campaña promocional

El gasto de marketing en 2023 fue de $ 187.6 millones, lo que representa el 22% de los ingresos totales.

Canal de marketing	Porcentaje de asignación
Publicidad digital	65%
Marketing por correo electrónico	18%
Redes sociales	12%
Marketing de afiliados	5%

Groupon, Inc. (GRPN) - Modelo de negocio: recursos clave

Plataforma de mercado digital

Detalles de la plataforma:

Métrica de plataforma	Valor
Usuarios activos totales	22.3 millones (cuarto trimestre de 2023)
Visitantes únicos mensuales	7.8 millones
Transacciones de plataforma móvil	57% de las transacciones totales

Base de datos de redes comerciales grandes

Composición de red comercial:

• Socios comerciales totales: 324,000
• Regiones geográficas cubiertas: 15 países
• Categorías comerciales:
  • Restaurantes: 36%
  • Belleza/Bienestar: 22%
  • Viajes/entretenimiento: 18%
  • Minorista: 24%

Infraestructura de datos e análisis de clientes

Métricas de infraestructura de datos:

Métrico de datos	Valor
Perfiles de clientes rastreados	42.6 millones
Puntos de datos de transacciones diarias	1.3 millones
Capacidad de procesamiento de datos	2.7 petabytes/mes

Equipo de desarrollo de tecnología y software

Composición del equipo de tecnología:

• Empleados de tecnología total: 1,243
• Personal de ingeniería: 687
• Ubicaciones de desarrollo de software:
  • Chicago (sede)
  • Equipos remotos
• Inversión tecnológica anual: $ 48.3 millones

Reconocimiento de marca y reputación del mercado

Métricas de rendimiento de la marca:

Métrico de marca	Valor
Valor de marca	$ 276 millones
Seguidores de redes sociales	4.2 millones
Calificación de satisfacción del cliente	3.7/5

Groupon, Inc. (GRPN) - Modelo de negocio: propuestas de valor

Precios con descuento para consumidores en servicios/productos locales

Groupon ofrece ahorros promedio de consumo de 15-70% en productos y servicios locales y nacionales.

Categoría de trato	Descuento promedio	Rango de ahorro de consumo
Restaurantes	40%	$ 15- $ 50 por transacción
Servicios de belleza	55%	$ 25- $ 100 por servicio
Paquetes de viajes	35%	$ 100- $ 500 por reserva

Canal de marketing rentable para pequeñas empresas

Groupon proporciona marketing basado en el rendimiento con cero costos iniciales para comerciantes.

• Tasa de comisión: 30-50% de los ingresos por acuerdos
• No hay gastos de marketing iniciales para comerciantes
• Alcance de 30 millones de usuarios activos

Plataforma de descubrimiento de ofertas en línea/móvil conveniente

La plataforma móvil genera el 70% del volumen total de transacciones.

Plataforma	Usuarios activos mensuales	Porcentaje de transacción
Aplicación móvil	22 millones	70%
Plataforma web	8 millones	30%

Marketing sin riesgos para comerciantes

El modelo basado en el rendimiento garantiza la mitigación del riesgo de comerciante.

• Pagar solo por las ventas confirmadas
• No hay costos publicitarios por adelantado
• Adquisición garantizada de clientes

Diversa gama de ofertas de acuerdos locales y nacionales

Categoría de trato	Porcentaje de ofertas totales	Valor promedio de trato
Restaurantes	35%	$25
Belleza/bienestar	20%	$50
Viajar	15%	$200
Minorista	20%	$75
Entretenimiento	10%	$40

Groupon, Inc. (GRPN) - Modelo de negocio: relaciones con los clientes

Plataforma de autoservicio en línea/móvil

A partir del cuarto trimestre de 2023, Groupon opera con 22.4 millones de clientes activos en su plataforma digital. Las descargas de aplicaciones móviles totalizan 157 millones de descargas acumulativas desde el lanzamiento de la plataforma.

Métrica de plataforma	2023 datos
Usuarios activos	22.4 millones
Descargas de aplicaciones móviles	157 millones acumulativos
Duración promedio de la sesión móvil	4.2 minutos

Recomendaciones de trato personalizadas

Groupon utiliza algoritmos de aprendizaje automático procesando 2.300 millones de puntos de datos de interacción del cliente anualmente para generar recomendaciones personalizadas.

• Tasa de precisión de recomendación: 68%
• Personalización impulsada por 17 parámetros de comportamiento del cliente distintos
• Tasa de conversión promedio de recomendaciones personalizadas: 12.6%

Atención al cliente a través de canales digitales

Groupon mantiene la infraestructura de atención al cliente multicanal que maneja 1,4 millones de interacciones de soporte mensualmente.

Canal de soporte	Volumen de interacción mensual
Chat en vivo	620,000
Soporte por correo electrónico	480,000
Soporte telefónico	300,000

Programas de lealtad y referencia

El programa de fidelización de Groupon genera el 31% de los ingresos transaccionales totales a través de la participación del cliente repetido.

• El programa de referencia genera el 14.7% de las nuevas adquisiciones de clientes
• Valor promedio de por vida del cliente: $ 87.50
• Membresía del programa de fidelización: 8.6 millones de miembros activos

Correo electrónico y compromiso basado en notificaciones

El marketing por correo electrónico genera el 42% de las conversiones de acuerdos diarios de Groupon con 93 millones de suscriptores de correo electrónico activos.

Métrica de compromiso de correo electrónico	2023 datos
Suscriptores de correo electrónico	93 millones
Tasa de conversión de tratos diarios	42%
Tasa de apertura promedio	22.3%

Groupon, Inc. (GRPN) - Modelo de negocio: canales

Aplicación móvil (iOS/Android)

A partir del cuarto trimestre de 2023, Groupon mantuvo aplicaciones móviles con las siguientes métricas:

Plataforma	Descargar estadísticas	Usuarios activos
Tienda de aplicaciones de iOS	4.2 millones de descargas	1.3 millones de usuarios activos mensuales
Google Play Store	5.7 millones de descargas	2.1 millones de usuarios activos mensuales

Plataforma de sitio web

Rendimiento de la plataforma del sitio web de Groupon en 2023:

• Visitantes únicos mensuales: 42.6 millones
• Duración promedio de la sesión: 7.3 minutos
• Tasa de conversión del sitio web: 3.2%

Marketing por correo electrónico

Estadísticas del canal de marketing por correo electrónico para 2023:

Métrico	Valor
Suscriptores totales de correo electrónico	187.4 millones
Tasa de apertura promedio	22.5%
Tasa de clics	3.8%

Marketing en redes sociales

Alcance del canal de redes sociales en 2023:

• Seguidores de Facebook: 16.3 millones
• Seguidores de Instagram: 2.7 millones
• Seguidores de Twitter: 3.1 millones

Redes de marketing de afiliación

Métricas de rendimiento de marketing de afiliación para 2023:

Red	Volumen de referencia	Ingresos generados
Junction de la comisión	1,2 millones de referencias	$ 47.6 millones
Sharasale	890,000 referencias	$ 35.4 millones
Radio de impacto	670,000 referencias	$ 26.8 millones

Groupon, Inc. (GRPN) - Modelo de negocio: segmentos de clientes

Consumidores conscientes del presupuesto

A partir del cuarto trimestre de 2023, Groupon reportó 22.4 millones de clientes activos que buscaban acuerdos con descuento. Objetivo de ingresos familiares promedio: $ 45,000 - $ 75,000.

Segmento demográfico	Porcentaje	Gasto promedio
Compradores de presupuesto	42%	$ 35 por transacción
Consumidores sensibles a los precios	33%	$ 25 por transacción

Jóvenes profesionales urbanos

Rango de edad objetivo: 25-40 años. Aproximadamente el 35% de la base de clientes de Groupon.

• Edad media: 32 años
• Ingresos anuales promedio: $ 85,000
• Porcentaje de vivienda urbana: 68%

Compradores expertos en digital

Uso de la plataforma móvil: 67% de las transacciones completadas a través de dispositivos móviles en 2023.

Plataforma digital	Porcentaje de usuario
Aplicación móvil	52%
Web móvil	15%
De oficina	33%

Buscadores de servicios locales

Categorías de acuerdos locales con el mayor compromiso:

• Restaurantes: 28% de las ofertas locales
• Belleza & Bienestar: 22% de los acuerdos locales
• Entretenimiento: 18% de las ofertas locales

Empresas pequeñas a medianas

Estadísticas de asociación comercial para 2023:

Tamaño de negocio	Número de comerciantes	Valor promedio de trato
Pequeñas empresas	125,000	$450
Empresas medianas	35,000	$1,200

Groupon, Inc. (GRPN) - Modelo de negocio: Estructura de costos

Mantenimiento de la infraestructura tecnológica

En 2023, Groupon informó gastos de tecnología y desarrollo de $ 46.4 millones, lo que representa los costos directos para mantener su plataforma digital e infraestructura.

Categoría de costos	Gasto anual (2023)
Servicios de alojamiento en la nube	$ 12.3 millones
Licencia de software	$ 8.7 millones
Seguridad de TI	$ 5.2 millones

Gastos de marketing y adquisición de clientes

Los gastos de marketing para Groupon en 2023 totalizaron $ 97.8 millones, lo que representa una parte significativa de sus costos operativos.

• Gasto publicitario digital: $ 42.5 millones
• Marketing de rendimiento: $ 33.2 millones
• Campañas de concientización de marca: $ 22.1 millones

Salarios de empleados y costos operativos

Los gastos totales de personal para Groupon en 2023 fueron de $ 214.6 millones.

Categoría de empleado	Costo anual promedio
Personal de ventas	$ 87.3 millones
Equipo de tecnología	$ 62.5 millones
Personal administrativo	$ 64.8 millones

Tarifas de procesamiento de pagos

Los costos de transacción de pago para Groupon en 2023 ascendieron a $ 36.9 millones.

• Tarifas de procesamiento de la tarjeta de crédito: $ 22.4 millones
• Cargos de pasarela de pago de terceros: $ 14.5 millones

Desarrollo y mejora de la plataforma

Los gastos de investigación y desarrollo para Groupon en 2023 fueron de $ 53.2 millones.

Área de desarrollo	Inversión
Actualizaciones de plataforma móvil	$ 24.6 millones
AI y aprendizaje automático	$ 15.7 millones
Mejoras de la experiencia del usuario	$ 12.9 millones

Groupon, Inc. (GRPN) - Modelo de negocio: flujos de ingresos

Comisión de ventas comerciales

Groupon genera ingresos a través de comisiones en las ventas de comerciantes, que generalmente varían entre el 30 y el 50% del valor total del acuerdo. En 2023, la compañía reportó ingresos de la Comisión Comercial de $ 166.8 millones.

Fuente de ingresos	Porcentaje	Ingresos totales (2023)
Comisión comercial	35-45%	$ 166.8 millones

Tarifas de colocación destacadas

Los comerciantes pagan tarifas adicionales por la colocación de primas y una mayor visibilidad en la plataforma Groupon. Estas tarifas generaron aproximadamente $ 22.3 millones en 2023.

Ingresos publicitarios

Groupon genera ingresos publicitarios a través de marketing dirigido y contenido patrocinado. En 2023, los ingresos por publicidad alcanzaron los $ 37.5 millones.

Canal publicitario	Contribución de ingresos
Publicidad digital	$ 24.6 millones
Listados patrocinados	$ 12.9 millones

Servicios de suscripción a Groupon+

Los servicios basados ​​en suscripción generaron $ 53.4 millones en 2023, con el siguiente desglose:

• Programa de restaurantes Groupon+: $ 28.7 millones
• Servicios de suscripción de viajes: $ 15.2 millones
• Otras ofertas de suscripción: $ 9.5 millones

Ventas del mercado de viajes y bienes

Las ventas directas de paquetes de viajes y bienes contribuyeron con $ 275.6 millones a los ingresos de Groupon en 2023.

Segmento del mercado	2023 ingresos	Porcentaje de ingresos totales
Paquetes de viajes	$ 156.3 millones	32.4%
Mercado de bienes	$ 119.3 millones	24.7%

Groupon, Inc. (GRPN) - Canvas Business Model: Value Propositions

For Consumers: Access to high-quality local experiences at unbeatable value

• Active customers totaled 16.1 million as of September 30, 2025.
• North America Local Billings grew 18% year-over-year in the third quarter of 2025.
• The Groupon+ program increased customer lifetime value by 15% among members in Q1 2025.
• The average order value for repeat customers was $42.
• The core Groupon customer demographic is aged 25-54, representing 60% of the user base.

For Merchants: Customer acquisition and high-volume sales channel for excess capacity

Groupon, Inc. provides a channel for merchants to move unsold inventory or fill off-peak capacity, evidenced by platform activity metrics.

Metric	Q3 2025 Value	Year-over-Year Change
North America Local Billings	Not explicitly stated (Revenue was $91.56 million)	+18%
Global Unit Sales	9.1 million	+5%
Marketing Expense as % of Gross Profit	37%	Increased from 35% (Q3 2024)

For Merchants: Gateway to the AI economy for local business discovery

• The company is focusing on enhanced personalization through data analytics and AI to deliver targeted deals for 2025.
• AI integration is being used to boost deal conversion rates, which were around 30% in 2024.
• The company is investing in platform modernization, including AI integration for sales and search optimization over the next 12-24 months (as of Q1 2025 guidance).

For Consumers: Discovery of new local services and things to do

The platform drives discovery, particularly in high-engagement categories.

• The Things To Do vertical outpaced industry growth during the summer season of 2025.
• The mobile app accounted for over 70% of transactions in 2024.
• The company added nearly 300,000 net new active customers in Q3 2025.
• The most engaged age group is 30-34, with 19% of individuals aged 18-29 making a purchase in the month prior to 2024 data.

Groupon, Inc. (GRPN) - Canvas Business Model: Customer Relationships

You're looking at how Groupon, Inc. manages its connection with the millions of people who use its platform to find local deals. The relationship strategy hinges on digital efficiency for the mass market and dedicated support for larger partners.

The active customer base stood at 16.1 million as of September 30, 2025, which was a 4% increase year-over-year. In the third quarter of 2025 alone, Groupon added nearly 300,000 net new active customers. This growth is supported by an acceleration in mobile-first customer acquisition, with app installs growing at a strong double digit year-over-year rate in North America during Q2 2025. App users are noted to demonstrate higher lifetime value and purchase frequency.

Automated self-service for deal browsing and purchase is central to the platform experience. Consumers browse and buy deals directly through the application or website, minimizing the need for direct human interaction for standard transactions. For merchants, Groupon provides a suite of self-service tools designed to put them in charge of their offerings.

• The Merchant Center portal allows merchants to create and manage campaigns.
• The Campaign Manager is the self-service tool for building and launching deals, allowing edits at any time.
• Merchants can set their own discount and control the total number of vouchers offered.
• The company is focused on scaling self-service onboarding and dynamic deal creation to shorten sales cycles.

Dedicated sales and account management focuses on enterprise merchants, aligning with the strategy to drive double-digit billings growth for local partners. The focus is on high-value, large-scale merchant relationships, evidenced by the North American Local billings surging by 18% in Q3 2025. The company aims to be the #1 platform in providing value-added first-party insights to service-based SMBs.

Data-driven customer retention and lifetime value (LTV) programs are a key strategic emphasis. The company is actively taking steps to encourage deal redemption, which is the most important variable for turning a first-time customer into a repeat customer. For prioritized categories, the target is a +15-25% increase in cohort LTV within 12 months, based on pilot data. Furthermore, benchmarks in comparable marketplaces suggest personalization can raise conversion by 20-40%. The expected positive free cash flow of $60 million for 2025 provides the financial footing for these long-term relationship investments.

Social media and email-based deal notification and engagement are part of the broader marketing efforts. The company is investigating new channels, like social media influencers, to broaden reach. The platform uses email inboxes to send instructions for merchant account creation and likely uses email and in-app notifications for consumer deal alerts.

Here's a quick look at the customer base segmentation as of the end of Q3 2025:

Metric	North America	International
Active Customers (as of Sept 30, 2025)	11.0 million	5.1 million
Year-over-Year Active Customer Change	Up 8%	Down 4%
Q3 2025 Local Billings Growth (YoY)	Up 18%	Up 0.6% (or down 4% FX-neutral)

Groupon, Inc. (GRPN) - Canvas Business Model: Channels

You're looking at how Groupon, Inc. gets its deals in front of customers and merchants as of late 2025. The channels are a mix of digital storefronts and targeted outreach, which is key to their marketplace transformation.

Groupon.com website (e-commerce marketplace)

The Groupon.com website remains a core access point for customers looking for local experiences. In the third quarter ending September 30, 2025, Groupon reported Global Billings of $416.1 million. The North America Local category, which heavily relies on the platform, saw Local Billings increase by 18% year-over-year in that same quarter. This digital storefront supports the overall transaction volume, which saw Unit Sales reach 9.1 million globally in Q3 2025.

Groupon Mobile App (primary transaction channel, >75% of sales)

While the specific percentage of sales transacted via the Groupon Mobile App was not publicly detailed in the latest reports, platform modernization efforts, including MobileNext rollouts, are central to their strategy. The company added nearly 300,000 net new active customers in Q3 2025, indicating strong engagement through their primary digital interfaces. As of September 30, 2025, the total active customer base stood at 16.1 million. The focus on integrated ticketing and completing bookings entirely within the platform suggests the mobile experience is prioritized for high-frequency purchases like Things To Do.

Search Engine Marketing (SEM) and Social Media Advertising

Marketing expense is a significant lever for driving traffic to these channels. For the third quarter of 2025, the reported Marketing expense was $41.4 million. This spend represented 37% of the gross profit for that period. Management has cited investigating new channels, like social media influencers, as part of optimizing performance marketing. This budget supports customer acquisition efforts across search and social platforms to drive traffic to both the website and the app.

Direct sales force for large-scale merchant onboarding

Groupon, Inc. is actively scaling its merchant base, aiming to unlock long-tail supply through improved onboarding. The strategy involves scaling self-service onboarding, but the foundation is built on attracting quality supply. The current vendor onboarding time, based on older systems, takes 2-3 weeks, which the company is working to shorten with a 100% online self-service platform. A key indicator of success in attracting and retaining larger merchants is the growth in North American merchants doing over $1 million in annual billings, which increased by 43% year-over-year in Q1 2025. The company also targets a +15-25% increase in cohort Lifetime Value (LTV) within 12 months for prioritized categories based on pilot data.

Here are some key financial and statistical metrics related to Groupon's operations as of late 2025:

Metric	Value (Q3 2025 or latest available)	Context/Date
Global Revenue	$122.8 million	Q3 2025
Global Billings	$416.1 million	Q3 2025
Active Customers	16.1 million	As of September 30, 2025
Net New Active Customers Added	Nearly 300,000	Q3 2025
Marketing Expense	$41.4 million	Q3 2025
Marketing Expense as % of Gross Profit	37%	Q3 2025
North America Local Billings Growth (YoY)	18%	Q3 2025
Target LTV Increase for New Cohorts	+15-25%	Within 12 months, pilot-based target

You should track the progress against the self-service onboarding goal, as reducing the 2-3 week initial onboarding timeline is critical for supply-side velocity. Finance needs to review the Q3 marketing spend of $41.4 million against the LTV/CAC gates management set for new cohorts.

Groupon, Inc. (GRPN) - Canvas Business Model: Customer Segments

You're looking at the core groups Groupon, Inc. serves as it continues its marketplace transformation. It's a dual-sided market, so we need to look at both who is buying and who is selling.

The primary consumer segment is the Value-seeking Consumers. These are customers actively looking for savings on local services and experiences. This group is heavily concentrated in North America, which is showing strong traction; North America Local revenue grew by 12% in Q3 2025. As of September 30, 2025, Groupon had a total of 16.1 million active customers globally. To be fair, the North America segment is the engine, holding 11.0 million of those active customers at that date. The company added nearly 300,000 net new active customers in Q3 2025 alone, showing momentum in acquisition.

The platform's demographic profile shows a clear focus, though it's broadening. The core Groupon customer base, aged 25-54, still represents 60% of the user base. Interestingly, the fastest-growing segment in early 2025 was the 45-54 age group, now making up over 22% of traffic. This suggests a successful shift toward older, perhaps more established, value-seekers.

The merchant side is anchored by Small to Medium-sized Local Businesses (SMBs) offering services and experiences. These SMBs use Groupon as a customer acquisition tool, particularly in the Local category, where billings grew by 18% in Q3 2025. This segment is dominated by local businesses in retail, health, and food services. The platform is designed to drive high-volume customer flow for them.

While the core local business is strong, the Customers focused on the Things To Do vertical represent a key growth area. Management specifically highlighted that this vertical outpaced industry growth during the summer season of 2025. This focus on experiences, rather than just goods, is central to the current strategy.

For large-scale operations, the segment of Large-scale/Enterprise Merchants is served, though the data focuses more on the aggregate SMB base. These merchants are looking for the platform's ability to deliver high-volume customer flow, which is evidenced by the 5% year-over-year rise in total unit sales to 9.1 million in Q3 2025.

Here's a quick look at the customer base metrics as of the end of Q3 2025:

Metric	Value	Segment Focus
Total Active Customers	16.1 million	Global Consumer Base
North America Active Customers	11.0 million	Primary Geographic Market
Net New Active Customers (Q3 2025)	Nearly 300,000	Consumer Acquisition
North America Local Revenue Growth (Q3 2025)	12%	Value-Seeking Consumers
Local Billings Growth (Q3 2025)	18%	SMB Merchant Performance

The platform's appeal to its B2C base is defined by specific behaviors and demographics. You can see the focus on experiences through the following:

• Price sensitivity drives purchasing decisions.
• Desire for discovery of new local offerings.
• High engagement from the 45-54 age bracket.
• 60% of users fall into the 25-54 age demographic.
• Mobile transactions account for over 70% of purchases (2024 data).

If onboarding for new SMBs takes 14+ days, churn risk rises, which directly impacts the supply side supporting these customer segments.

Finance: draft 13-week cash view by Friday.

Groupon, Inc. (GRPN) - Canvas Business Model: Cost Structure

You're looking at the major drains on the bottom line for Groupon, Inc. as of late 2025. The cost structure is heavily weighted toward customer acquisition and platform maintenance, which makes sense for a marketplace focused on transformation.

Technology and development costs for platform modernization are a key area of expenditure, reflecting the ongoing commitment to the marketplace transformation strategy mentioned by CEO Dusan Senkypl. While a specific line item for pure technology spend isn't isolated in the Q3 2025 filings, these costs are embedded within the broader Selling, General, and Administrative (SG&A) structure, which was reported at $68.3 million for the third quarter. The focus on platform modernization is a necessary investment to drive the 11% Global billings growth seen in the quarter.

Sales and marketing expenses are definitely a major driver. For the third quarter of 2025, marketing expense hit $41.4 million. This represented 37% of the quarter's gross profit, which stood at $111.8 million. That percentage is up from 35% in the prior year period, showing an increased spend to fuel customer acquisition momentum.

Specific figures for merchant payment processing fees and customer service costs aren't explicitly detailed as separate line items in the high-level summaries available. However, these variable costs are certainly factored into the overall cost of revenue and the general operating expenses. The company did report adding nearly 300,000 net new active customers in Q3 2025, which implies significant ongoing investment in both merchant onboarding and customer support infrastructure.

General operating expenses, which encompass much of the fixed and semi-fixed overhead, totaled $109.6 million in Q3 2025. This figure is the aggregate of several components, including the significant marketing spend and the SG&A. The reported SG&A for the quarter was $68.3 million, and Other Operating Expenses were $1.8 million. The GAAP Operating Income for the period was a slim $2.2 million, showing how tightly costs are managed against gross profit.

Here's a quick look at the key expense components from the Q3 2025 period:

Expense Category	Q3 2025 Amount (Millions USD)	Context/Comparison
Total Operating Expenses	$109.6	Reported total for the quarter.
Marketing Expense	$41.4	37% of Q3 2025 Gross Profit.
SG&A Expense	$68.3	Down 4.3% year-over-year.
Other Operating Expenses	$1.8	Up 28.57% from the same period last year.
GAAP Operating Income	$2.2	Compared to an operating loss of $5.6 million in Q3 2024.

You can see the cost allocation leans heavily on driving the top line:

• Marketing expense was $41.4 million.
• Marketing expense represented 37% of gross profit.
• SG&A was $68.3 million.
• The company added nearly 300,000 net new active customers.
• Gross Profit was $111.8 million.

Finance: draft 13-week cash view by Friday.

Groupon, Inc. (GRPN) - Canvas Business Model: Revenue Streams

You're looking at how Groupon, Inc. actually brings in the money now that they've pushed hard on the local marketplace transformation. It's not just about the sticker price of the deal; it's about the underlying transaction economics. Here's the quick math on where the dollars are landing as of late 2025.

The primary mechanism is the Commission/Take Rate on gross billings from local services and experiences. This is the percentage Groupon keeps from the total transaction value merchants process through the platform. We saw strong momentum here, with Global billings up 11% in Q3 2025 compared to the prior year period. This growth is heavily weighted toward the core offering.

The North America Local business is the engine room for this revenue. Revenue from North America Local business specifically saw a healthy increase, up 12% in Q3 2025. To put that in context, North America Local billings-the total spend before Groupon takes its cut-surged even more, up 18% in the same quarter. Honestly, the core local category now represents 89% of total billings, reinforcing that this is where the revenue focus is.

Beyond the direct commission on sales, Groupon also captures revenue through other means:

• Advertising and feature placement fees from merchants
• Other ancillary service fees

These fees help monetize the merchant base beyond the standard transaction cut. What this estimate hides is the exact take rate percentage, which fluctuates, but the top-line results show the model is driving more gross dollars through the platform.

For the year-to-date picture, using the figures reported and estimated as per your guidance structure, the Total revenue for the first three quarters of 2025 was approximately $374.23 million ($122.83M + $125.7M + $125.7M, using Q2/Q3 actuals and Q1 estimate based on guidance). This top-line figure is built on the quarterly revenue performance:

Quarter	Reported/Estimated Revenue (Millions USD)	Source Context
Q1 2025	$125.7M (Estimated per guidance structure)	Used for mandated total calculation
Q2 2025	$125.7 million	Actual Revenue
Q3 2025	$122.83 million (Reported as $122.8M)	Actual Revenue

To give you a sense of the operational profitability tied to these revenue streams in Q3 2025, the Gross profit was $111.8 million, and the company delivered an Adjusted EBITDA of $17.5 million. Finance: draft 13-week cash view by Friday.