In this presentation we will examine the ins and outs of the translation marketplace model — a business concept based on direct (without intermediaries) interaction between translators and buyers of translation services, the latest trend to hit the localization market. What does this shift from language service providers to the marketplace mean for industry players: buyers, vendors and translators? What are the must-have technologies for the marketplace concept to work? And what are the challenges faced by companies in the transition to the new model for localization? Case-based examples from three different industries (publishing, e-learning and tourism) will be provided to illustrate how to avoid pitfalls and set up localization using a marketplace approach.