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This metaphor of the marketplace – a place where people go to "shop" for potential romantic partners and to "sell" themselves in hopes of creating a successful romantic relationship – is highlighted by the layout and functionality of online dating websites.The marketplace metaphor may also resonate with participants' conceptual orientation towards the process of finding a romantic partner.

Some sites provide free registration, but may offer services which require a monthly fee.

Other sites depend on advertising for their revenue.

Some sites such as Ok Cupid.com, and are free and offer additional paid services in a freemium revenue model.

Some sites are broad-based, with members coming from a variety of backgrounds looking for different types of relationships.

Since 2003, several free dating sites, operating on ad based-revenue rather than monthly subscriptions, have appeared and become increasingly popular.