At the end of November 2004, there were 844 lifestyle and dating sites, a 38 percent increase since the start of the year, according to Hitwise Inc. However, market share was increasingly being dominated by several large commercial services, including Yahoo! Personals, Match.com, American Singles, and eHarmony. eHarmony CEO Greg Forgatch noted that despite the growing number of sites catering to specific niches, "to become a major player, it still takes a large number of people."

In 2002, a Wired magazine article forecast that, "Twenty years from now, the idea that someone looking for love without looking for it online will be silly, akin to skipping the card catalog to instead wander the stacks because 'the right books are found only by accident.' Serendipity is the hallmark of inefficient markets, and the marketplace of love, like it or not, is becoming more efficient".

The online dating trend has also become very successful in Europe in the past decade. Not only has match.com opened local branches in European countries to cater to Europe's particular cultures and languages, but also some companies like Meetic and Easyflirt have become top sites[citation needed]. Their success has encouraged new start-ups and niche sites to come on board.

Mobile dating websites are gaining popularity. According to The San Francisco Chronicle in 2005, "Mobile dating is the next big leap in online socializing." Some experts believe that the rise in mobile dating is due to the growing popularity of online dating. Analyst Brent Iadarola of Frost & Sullivan said, "I think people are more comfortable with online dating, and it's generally been accepted, the comfort people have with online dating in the wired world is now translating to the mobile world." Others believe it is all about choice, as Joe Brennan Jr., vice president of Webdate says, "It's about giving people a choice. They don't have to date on their computer. They can date on their handset, it's all about letting people decide what path is best for them."

Of late, it is common to see online dating websites providing webcam chats between members to make dating even more convinent than ever.