Groupon, Inc. (GRPN): Modelo de Negócios Canvas [Jan-2025 Atualizado]

No mundo dinâmico do comércio digital, o Groupon revolucionou como os consumidores descobrem e compram acordos locais, transformando a maneira como as pequenas empresas comercializam seus serviços. Ao criar uma plataforma inovadora que conecta compradores conscientes do orçamento a comerciantes locais por meio de ofertas profundamente com desconto, o Groupon criou um nicho único no mercado on-line competitivo. Seu modelo de negócios engenhosamente preenche a lacuna entre a economia do consumidor e a visibilidade do comerciante, alavancando a tecnologia, análise de dados e parcerias estratégicas para criar um ecossistema de ganha-ganha que interrompeu as experiências tradicionais de marketing e compras.

Groupon, Inc. (GRPN) - Modelo de negócios: Parcerias -chave

Comerciantes locais e prestadores de serviços

No quarto trimestre 2023, o Groupon manteve parcerias com aproximadamente 180.000 comerciantes ativos em várias categorias.

Categoria de comerciante	Número de parceiros
Restaurantes	52,500
Beleza e spa	35,700
Viagens e lazer	22,800
Varejo	41,000
Atividades e eventos	28,000

Processadores de pagamento

O Groupon colabora com várias plataformas de processamento de pagamentos:

• PayPal (volume de transações: US $ 78,3 milhões em 2023)
• Stripe (soluções de pagamento integradas)
• Principais redes de cartão de crédito: Visa, MasterCard, American Express

Plataformas de tecnologia

As parcerias de serviço e tecnologia em nuvem incluem:

• Amazon Web Services (provedor de infraestrutura em nuvem primária)
• Plataforma do Google Cloud
• Microsoft Azure

Redes de marketing digital

Parceiro de marketing	Gasto anual de anúncios
Google anúncios	US $ 42,5 milhões
Anúncios do Facebook	US $ 31,2 milhões
Anúncios do Instagram	US $ 18,7 milhões

Plataformas de distribuição de aplicativos móveis

Principais parcerias de distribuição móvel:

• Apple App Store
• Google Play Store

Valor do ecossistema total de parceria: estimado US $ 245 milhões em receitas relacionadas à parceria para 2023

Groupon, Inc. (GRPN) - Modelo de negócios: Atividades -chave

Agregação diária de negócios e curadoria

A partir do quarto trimestre 2023, o Groupon gerencia aproximadamente 48.000 negócios de comerciantes ativos em várias categorias.

Categoria de acordo	Porcentagem do total de negócios
Viagem	22%
Jantar	18%
Beleza & Bem-estar	15%
Entretenimento	12%
Varejo	10%
Outros serviços	23%

Gerenciamento de plataforma online e móvel

Groupon opera plataformas com as seguintes métricas:

• Usuários ativos mensais: 23,7 milhões
• Downloads de aplicativos móveis: 176 milhões de cumulativos
• Disponibilidade da plataforma: 15 países
• Tráfego anual do site: 372 milhões de visitas

Aquisição e retenção de clientes

Os custos de aquisição de clientes em 2023 foram de US $ 14,37 por cliente, com uma taxa de retenção de clientes de 38%.

Segmento de clientes	Frequência média de compra
Novos clientes	1.6 Compras/ano
Clientes recorrentes	3.2 Compras/ano

Gerenciamento de relacionamento com comerciante

Groupon mantém o relacionamento com 48.000 comerciantes ativos em vários setores.

• Comissão Média do Mercante: 50% do valor do negócio
• Taxa de retenção do comerciante: 62%
• Novo comerciante integrado: 3.200 por trimestre

Marketing digital e design de campanha promocional

As despesas de marketing em 2023 foram de US $ 187,6 milhões, representando 22% da receita total.

Canal de marketing	Porcentagem de alocação
Publicidade digital	65%
Marketing por e -mail	18%
Mídia social	12%
Marketing de afiliados	5%

Groupon, Inc. (GRPN) - Modelo de negócios: Recursos -chave

Plataforma de mercado digital

Detalhes da plataforma:

Métrica da plataforma	Valor
Usuários ativos totais	22,3 milhões (quarto trimestre 2023)
Visitantes únicos mensais	7,8 milhões
Transações de plataforma móvel	57% do total de transações

Banco de dados de rede de comerciantes grandes

Composição de rede mercante:

• Total Merchant Partners: 324.000
• Regiões geográficas cobertas: 15 países
• Categorias de comerciantes:
  • Restaurantes: 36%
  • Beleza/bem -estar: 22%
  • Viagem/entretenimento: 18%
  • Varejo: 24%

Dados de clientes e infraestrutura de análise

Métricas de infraestrutura de dados:

Métrica de dados	Valor
Perfis de clientes rastreados	42,6 milhões
Pontos de dados de transação diária	1,3 milhão
Capacidade de processamento de dados	2.7 Petabytes/mês

Equipe de desenvolvimento de tecnologia e software

Composição da equipe de tecnologia:

• TOTAL DE TECNOLOGIA FUNCIONAL: 1.243
• Equipe de engenharia: 687
• Locais de desenvolvimento de software:
  • Chicago (sede)
  • Equipes remotas
• Investimento de tecnologia anual: US $ 48,3 milhões

Reconhecimento da marca e reputação de mercado

Métricas de desempenho da marca:

Métrica da marca	Valor
Valor da marca	US $ 276 milhões
Seguidores de mídia social	4,2 milhões
Classificação de satisfação do cliente	3.7/5

Groupon, Inc. (GRPN) - Modelo de negócios: proposições de valor

Preços descontados para os consumidores em serviços/produtos locais

O Groupon oferece economia média do consumidor de 15-70% em produtos e serviços locais e nacionais.

Categoria de acordo	Desconto médio	Intervalo de poupança do consumidor
Restaurantes	40%	US $ 15 a US $ 50 por transação
Serviços de beleza	55%	US $ 25 a US $ 100 por serviço
Pacotes de viagem	35%	$ 100- $ 500 por reserva

Canal de marketing econômico para pequenas empresas

O Groupon fornece marketing baseado em desempenho com custos iniciais zero para os comerciantes.

• Taxa de comissão: 30-50% da receita de negócios
• Sem despesas de marketing iniciais para comerciantes
• Alcance de 30 milhões de usuários ativos

Plataforma de descoberta online/móvel conveniente

A plataforma móvel gera 70% do volume total de transações.

Plataforma	Usuários ativos mensais	Porcentagem de transações
Aplicativo móvel	22 milhões	70%
Plataforma da Web	8 milhões	30%

Marketing sem riscos para comerciantes

O modelo baseado em desempenho garante a mitigação de riscos do comerciante.

• Pagar apenas por vendas confirmadas
• Sem custos de publicidade iniciais
• Aquisição garantida do cliente

Gama diversificada de ofertas de negócios locais e nacionais

Categoria de acordo	Porcentagem de ofertas totais	Valor médio de negócios
Restaurantes	35%	$25
Beleza/bem -estar	20%	$50
Viagem	15%	$200
Varejo	20%	$75
Entretenimento	10%	$40

Groupon, Inc. (GRPN) - Modelo de Negócios: Relacionamentos do Cliente

Auto-serviço online/plataforma móvel

A partir do quarto trimestre 2023, o Groupon opera com 22,4 milhões de clientes ativos em sua plataforma digital. Downloads de aplicativos móveis Total de 157 milhões de downloads cumulativos desde o lançamento da plataforma.

Métrica da plataforma	2023 dados
Usuários ativos	22,4 milhões
Downloads de aplicativos móveis	157 milhões cumulativos
Duração média da sessão móvel	4,2 minutos

Recomendações de negócios personalizados

O Groupon utiliza o processamento de algoritmos de aprendizado de máquina 2,3 bilhões de dados de interação com o cliente anualmente para gerar recomendações personalizadas.

• Taxa de precisão da recomendação: 68%
• Personalização impulsionada por 17 parâmetros de comportamento distinto do cliente
• Taxa de conversão média de recomendações personalizadas: 12,6%

Suporte ao cliente via canais digitais

O Groupon mantém o manuseio de infraestrutura de suporte ao cliente multicanal de 1,4 milhão de interações de suporte mensalmente.

Canal de suporte	Volume mensal de interação
Bate -papo ao vivo	620,000
Suporte por e -mail	480,000
Suporte telefônico	300,000

Programas de lealdade e referência

O programa de fidelidade do Groupon gera 31% da receita transacional total através do envolvimento recorrente do cliente.

• Programa de referência gera 14,7% das novas aquisições de clientes
• Valor da vida média do cliente: $ 87,50
• Associação do Programa de Fidelidade: 8,6 milhões de membros ativos

Engajamento baseado em e-mail e notificação

O marketing por email gera 42% das conversões diárias de negócios da Groupon com 93 milhões de assinantes de email ativos.

Métrica de engajamento por e -mail	2023 dados
Assinantes de email	93 milhões
Taxa de conversão diária de negócios	42%
Taxa de abertura média	22.3%

Groupon, Inc. (GRPN) - Modelo de Negócios: Canais

Aplicativo móvel (iOS/Android)

A partir do quarto trimestre 2023, o Groupon manteve aplicativos móveis com as seguintes métricas:

Plataforma	Baixar estatísticas	Usuários ativos
IOS App Store	4,2 milhões de downloads	1,3 milhão de usuários ativos mensais
Google Play Store	5,7 milhões de downloads	2,1 milhões de usuários ativos mensais

Plataforma do site

Plataforma do site da Groupon Performance em 2023:

• Visitantes únicos mensais: 42,6 milhões
• Duração média da sessão: 7,3 minutos
• Taxa de conversão do site: 3,2%

Marketing por e -mail

Estatísticas de canal de marketing por email para 2023:

Métrica	Valor
Total de assinantes de email	187,4 milhões
Taxa de abertura média	22.5%
Taxa de cliques	3.8%

Marketing de mídia social

Recaídas do canal de mídia social em 2023:

• Seguidores do Facebook: 16,3 milhões
• Seguidores do Instagram: 2,7 milhões
• Seguidores do Twitter: 3,1 milhões

Redes de marketing de afiliados

Métricas de desempenho de marketing de afiliados para 2023:

Rede	Volume de referência	Receita gerada
Junção da comissão	1,2 milhão de referências	US $ 47,6 milhões
Shareasale	890.000 referências	US $ 35,4 milhões
Raio de impacto	670.000 referências	US $ 26,8 milhões

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

Consumidores conscientes do orçamento

A partir do quarto trimestre de 2023, o Groupon registrou 22,4 milhões de clientes ativos que buscavam ofertas com desconto. Media média da renda familiar: US $ 45.000 - US $ 75.000.

Segmento demográfico	Percentagem	Gasto médio
Compradores de orçamento	42%	US $ 35 por transação
Consumidores sensíveis ao preço	33%	US $ 25 por transação

Jovens Profissionais Urbanos

Faixa etária-alvo: 25-40 anos. Aproximadamente 35% da base de clientes da Groupon.

• Idade média: 32 anos
• Renda anual média: US $ 85.000
• Porcentagem de habitação urbana: 68%

Compradores com conhecimento digital

Uso da plataforma móvel: 67% das transações concluídas através de dispositivos móveis em 2023.

Plataforma digital	Porcentagem do usuário
Aplicativo móvel	52%
Web móvel	15%
Desktop	33%

Buscadores de serviços locais

Categorias de negócios locais com maior engajamento:

• Restaurantes: 28% das ofertas locais
• Beleza & Bem -estar: 22% das ofertas locais
• Entretenimento: 18% das ofertas locais

Pequenas e médias empresas

Estatísticas de parceria do comerciante para 2023:

Tamanho comercial	Número de comerciantes	Valor médio de negócios
Pequenas empresas	125,000	$450
Empresas médias	35,000	$1,200

Groupon, Inc. (GRPN) - Modelo de negócios: estrutura de custos

Manutenção de infraestrutura de tecnologia

Em 2023, a Groupon registrou despesas de tecnologia e desenvolvimento de US $ 46,4 milhões, representando custos diretos para manter sua plataforma e infraestrutura digital.

Categoria de custo	Despesa anual (2023)
Serviços de hospedagem em nuvem	US $ 12,3 milhões
Licenciamento de software	US $ 8,7 milhões
Segurança de TI	US $ 5,2 milhões

Despesas de marketing e aquisição de clientes

As despesas de marketing do Groupon em 2023 totalizaram US $ 97,8 milhões, representando uma parcela significativa de seus custos operacionais.

• Gastes de publicidade digital: US $ 42,5 milhões
• Marketing de desempenho: US $ 33,2 milhões
• Campanhas de conscientização da marca: US $ 22,1 milhões

Salários dos funcionários e custos operacionais

As despesas totais de pessoal para o Groupon em 2023 foram de US $ 214,6 milhões.

Categoria de funcionários	Custo médio anual
Pessoal de vendas	US $ 87,3 milhões
Equipe de tecnologia	US $ 62,5 milhões
Equipe administrativo	US $ 64,8 milhões

Taxas de processamento de pagamento

Os custos de transação de pagamento do Groupon em 2023 totalizaram US $ 36,9 milhões.

• Taxas de processamento de cartão de crédito: US $ 22,4 milhões
• Gateway de pagamento de terceiros cobranças: US $ 14,5 milhões

Desenvolvimento e aprimoramento da plataforma

Os gastos com pesquisa e desenvolvimento para o Groupon em 2023 foram de US $ 53,2 milhões.

Área de desenvolvimento	Investimento
Atualizações da plataforma móvel	US $ 24,6 milhões
AI e aprendizado de máquina	US $ 15,7 milhões
Melhorias na experiência do usuário	US $ 12,9 milhões

Groupon, Inc. (GRPN) - Modelo de negócios: fluxos de receita

Comissão de vendas de comerciantes

O Groupon gera receita por meio de comissões sobre vendas de comerciantes, geralmente variando entre 30-50% do valor total do acordo. Em 2023, a Companhia registrou receita de comissão de comerciantes de US $ 166,8 milhões.

Fonte de receita	Percentagem	Receita total (2023)
Comissão de comerciantes	35-45%	US $ 166,8 milhões

Taxas de colocação em destaque

Os comerciantes pagam taxas adicionais pela colocação premium e maior visibilidade na plataforma Groupon. Essas taxas geraram aproximadamente US $ 22,3 milhões em 2023.

Receita de publicidade

O Groupon gera receita de publicidade por meio de marketing direcionado e conteúdo patrocinado. Em 2023, a receita de publicidade atingiu US $ 37,5 milhões.

Canal de publicidade	Contribuição da receita
Publicidade digital	US $ 24,6 milhões
Listagens patrocinadas	US $ 12,9 milhões

Serviços de assinatura Groupon+

Os serviços baseados em assinatura geraram US $ 53,4 milhões em 2023, com o seguinte detalhamento:

• Groupon+ Restaurant Program: $ 28,7 milhões
• Serviços de assinatura de viagem: US $ 15,2 milhões
• Outras ofertas de assinatura: US $ 9,5 milhões

Vendas de mercado e mercadorias

As vendas diretas de pacotes de viagens e mercadorias contribuíram com US $ 275,6 milhões para a receita do Groupon em 2023.

Segmento de mercado	2023 Receita	Porcentagem da receita total
Pacotes de viagem	US $ 156,3 milhões	32.4%
Mercado de mercadorias	US $ 119,3 milhões	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.