Data marketplaces are expected to play a crucial role in tomorrow’s data economy but hardly achieve commercial exploitation. Currently, there is no clear understanding of the knowledge gaps in data marketplace research, especially neglected research topics that may contribute to advancing data marketplaces towards commercialization. This study provides an overview of the state of the art of data marketplace research. We employ a Systematic Literature Review (SLR) approach and structure our analysis using the Service-Technology-Organization-Finance (STOF) model. We find that the extant data marketplace literature is primarily dominated by technical research, such as discussions about computational pricing and architecture. To move past the first stage of the platform’s lifecycle (i.e., platform design) to the second stage (i.e., platform adoption), we call for empirical research in non-technological areas, such as customer expected value and market segmentation.