← Back to Tools

Sift

Trust & Safety sift.com ↗

Overview

Sift is the leading digital trust and safety platform, protecting $325B in transactions annually across 700+ brands. Its machine learning models analyze behavioral patterns and transaction context in real time to prevent account takeovers, payment fraud, chargebacks, and policy abuse. Sift's Global Data Network improves detection accuracy by learning from fraud patterns across its entire customer base, making it particularly effective for marketplaces where fraud evolves quickly.

Best for: Growing marketplaces that need enterprise-grade fraud prevention across payments, accounts, and content.

Key features

Pricing

Custom pricing based on volume

Model: Usage-based pricing

Pros & cons

Pros

  • + Industry leader — protects $325B annually across 700+ brands
  • + Real-time ML-based fraud detection
  • + Global Data Network improves accuracy over time
  • + Purpose-built for marketplace abuse patterns
  • + Covers account takeover, payment fraud, and content abuse

Cons

  • − Enterprise pricing — not budget-friendly for startups
  • − Integration requires engineering resources
  • − Can generate false positives that need tuning
  • − Steep learning curve for the admin dashboard

Related tools

Unit21

Trust & Safety

Marketplaces handling financial transactions that need regulatory compliance (KYC, AML) with minimal engineering overhead.

Incognia

Trust & Safety

Marketplaces with location-sensitive transactions (local services, delivery, ride-sharing) needing fraud prevention.

Stripe Connect

Payment Systems

Most marketplaces — the default choice for global payment processing with the most features and widest coverage.

Adyen for Platforms

Payment Systems

Enterprise marketplaces processing high volumes (£50M+) who need transparent pricing and global payment coverage.

Building a marketplace? Read our comprehensive guide covering everything from idea validation to scaling.

How to Build a Marketplace Website →