inMarket

Inmarket, commonly written as in-market or in-market, is a term used in marketing and economics to describe consumers who are actively considering making a purchase within a defined category and time horizon. The concept helps distinguish active buyers from those who are not presently shopping or exploring alternatives.

In marketing practice, in-market audiences are segments identified by signals of purchase intent. These signals can include recent product searches, category page views, price comparisons, cart activity, store visits, or past purchases. Advertisers and platforms use these segments to target messages and offers with a higher likelihood of conversion. Data sources may include first-party data from CRM systems and website or app analytics, as well as third-party data providers, all subject to privacy and consent constraints. Privacy standards, such as data minimization and applicable regulations, shape how in-market data can be collected and used.

In retail and market research, in-market analysis estimates current demand for products or categories within a geographic area or demographic group, helping to guide inventory, promotions, and new-product launches. It is often combined with seasonal patterns and macroeconomic indicators to forecast near-term sales and plan capacity.

The term is also used as a brand designation in some advertising and technology platforms, with various products adopting InMarket or inMarket as a name. See also in-market advertising, purchase intent, audience targeting, and market sizing.