Gamete donation has become a core part of assisted reproductive technology, enabling parenthood for millions of people worldwide. This track seeks to advance understanding of how consumers navigate the under-regulated egg donation marketplace. Through a series of studies, we plan to examine the experiences and decision-making of both donors and recipients, the influence of marketing practices, and the broader cultural forces that shape participation in egg donation services. Ultimately, the track aims to identify ways to support equitable marketplace experiences for donors and recipients.