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Online dating sites use market metaphors to match people.Match metaphors are conceptual frameworks that allow individuals to make sense of new concepts by drawing upon familiar experiences and frame-works.In Germany government financed NGOs like "Verbraucherschutzzentrale" sometimes help to sue online dating sites.This problem is referred to as "catfishing" in pop-culture and has been made famous by a popular MTV program called "Catfish the TV show".

However, market share was increasingly growing by several large commercial services, including Personals. Some online dating websites provide webcam chats between members.

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.

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