15+ Best Online Marketplaces to Sell Ecommerce Products

In today’s fast-paced digital landscape, establishing a strong online presence is crucial for businesses looking to thrive in the highly competitive world of e-commerce. With countless online marketplaces available, selecting the right platform to showcase and sell your products can be a daunting task. 

This article will explore the top online marketplaces that offer unparalleled opportunities for entrepreneurs, small business owners, and established brands alike. Whether you’re a budding entrepreneur seeking to launch your first e-commerce store or a seasoned seller looking to expand your reach, our expert recommendations and insights will help you make informed decisions and maximize your selling potential. 

So, let’s dive into the world of online marketplaces and discover the best platforms to accelerate your e-commerce success!

What is an Online Marketplace?

An online marketplace refers to a digital platform where businesses from various geographic locations can connect and engage in professional transactions. These marketplaces transcend international boundaries, bringing together buyers and sellers from different parts of the world.

The intelligence behind online marketplaces lies in their ability to provide a centralized hub for a wide array of products and services, categorized to meet the diverse needs of consumers. By spreading offerings across multiple channels, these platforms enable businesses to reach a global customer base while offering customers a wide selection of goods and services.

Top Online Marketplaces for Sellers

If you’re looking to start listing your products online, consider our research to find the best one for all of your e-commerce needs:

1. Amazon

Amazon provides an extensive platform for sellers to post and sell their products. The marketplace operates on a straightforward model: sellers list their products on Amazon’s platform, and customers can browse and purchase those products directly from the sellers or through Amazon’s fulfillment services. With three hundred million customers worldwide, Amazon has a wide customer base. This vast audience translates into exposure and potential sales growth for businesses. In terms of market share, Amazon dominates the e-commerce landscape, capturing a significant portion of online retail transactions worldwide. 

Amazon’s online marketplace is well-suited for a wide range of sellers, from individual entrepreneurs to established businesses. It accommodates various product categories, including electronics, fashion, home goods, books, and more. Sellers looking for a streamlined, hassle-free selling experience can leverage Amazon’s fulfillment services, such as FBA (Fulfillment by Amazon). This service handles storage, logistics, and customer service on behalf of sellers, enabling them to focus on product quality and growth strategies. 
Harnessing the power of Amazon’s marketplace can provide sellers with exceptional visibility, customer engagement, and potential sales growth in the highly competitive e-commerce landscape.

Selling Features: 

• Create product listings
• Edit and upload product photos for free
• Manage product inventory
• Manage product pricing
• Fulfill orders
• Track and analyze sales
• Stay on top of customer service and engagement
• Manage product promotions

Best Selling Categories:

• Home and kitchen
• Beauty and personal care
• Clothing, shoes and jewelry
• Toys and games
• Health, household and baby care
• Baby
• Electronics
• Sports and outdoors
• Pet supplies
• Office supplies

Learn more about Amazon’s best-selling products here!

2. eBay

eBay offers a platform for sellers to connect with buyers from around the world. As an easily comprehensible marketplace, eBay operates through auctions or fixed-price listings. Sellers can create listings for their products, and buyers can bid on items or purchase them outright at a set price.

In 2022, eBay attracted 100 million visitors monthly to their page. They rank number 2 behind Amazon in top e-commerce and shopping marketplaces, and provide sellers with access to a broad customer base.

The eBay marketplace is best suited for sellers who offer unique, vintage, or hard-to-find items, as well as sellers specializing in niche markets. The auction-style format can generate excitement and competition among buyers, potentially leading to higher prices for unique or rare items. eBay also provides a level playing field for sellers of all sizes. Whether you’re an individual seller or a professional business, you can utilize eBay to reach a diverse global audience. 

Selling Features: 

• Adding and managing inventory
• Managing sales and orders
• Resolving order issues
• Finding and using item data
• Customer relationship management
• Specialty and international sites

Best Selling Categories:

• Electronics and laptops
• Clothing and footwear
• Jewelry and watches
• Collectibles
• Crafts and art

3. Walmart

Walmart, the renowned retail giant, has expanded its presence into the online marketplace, offering sellers an opportunity to reach a vast customer base. Walmart’s online marketplace operates by allowing third-party sellers to list and sell their products alongside Walmart’s own inventory. Sellers can create product listings, manage orders, and handle customer service through the Walmart Marketplace platform.

Walmart accounted for 6.3% of the U.S. e-commerce market in June 2022. During the pandemic the company grew its online marketplace presence and it is in a good position to continue gaining market share for years to come. While specific visitor figures may vary, Walmart’s website receives significant traffic, providing sellers with exposure to a broad customer base. 

Walmart’s online marketplace is well-suited for a wide range of sellers, including established businesses and emerging brands. They provide sellers with increased brand credibility, leveraging the trust associated with the Walmart brand. The marketplace offers sellers access to Walmart’s extensive fulfillment network, including the option to utilize Walmart’s trusted fulfillment centers for storage, packing, and shipping. This can be particularly advantageous for sellers seeking a streamlined and efficient logistics process. With Walmart’s fulfillment network and brand credibility, sellers can expand their reach and capitalize on the e-commerce potential that Walmart’s marketplace presents.

Selling Features: 

• Create product listings
• Optimize listings with key words, photos and more
• Manage product inventory
• Manage product pricing
• Fulfill orders
• Track inventory, orders, and shipments with easy-to-read dashboards
• Stay on top of customer service and engagement
• Manage product promotions
• Fulfillment program

Best Selling Categories:

• Baby care
• Laundry supplies
• Clothing and accessories
• Pet supplies
• Personal care
• Kitchenware
• Fitness accessories

4. Alibaba

Alibaba, the Chinese e-commerce conglomerate, operates one of the largest online marketplaces in the world, connecting businesses and sellers from around the globe. Alibaba’s online marketplace consists of several platforms, including Alibaba.com, AliExpress, and Taobao. These platforms serve different purposes, catering to various types of sellers and buyers.

Alibaba.com primarily focuses on business-to-business (B2B) transactions, serving as a platform for suppliers, manufacturers, and wholesalers to connect with potential buyers. It enables sellers to create company profiles, showcase their products, and engage in negotiations and transactions with interested parties.

Alibaba’s online marketplaces collectively receive billions of visitors each month, showcasing its immense popularity and global reach. In Q1 of 2021, Alibaba had 925 million monthly active users. While their market share has decreased since then, Alibaba still holds a significant position in the e-commerce industry, particularly in Asia, where it has a dominant presence.

Alibaba’s online marketplaces are best suited for sellers who are looking to tap into the vast consumer market in China, as well as those seeking to connect with global buyers through Alibaba.com and AliExpress. It is especially beneficial for businesses engaged in wholesale trade, manufacturing, or supplying products in bulk quantities.

Selling Features: 

• Smart product posting
• Dynamic pricing
• API integration
• Translation tools
• Ads and lead generation
• Analytics and support
• Order management

Best Selling Categories:

• Electronics
• Sports and entertainment
• Gifts and crafts
• Beauty and personal care
• Tools and equipment

5. AliExpress

AliExpress is one of Alibaba’s several platforms used for buying and selling products. Unlike Alibaba.com which focuses on business-to-business (B2B) transactions, AliExpress caters to business-to-consumer (B2C) transactions, providing a platform for sellers to reach individual consumers worldwide. However as part of the Alibaba Group, AliExpress offers a wide range of products across various categories, including electronics, fashion, home goods, and more.

Since this marketplace operates on a business-to-consumer (B2C) model, it allows sellers to list their products for sale to individual buyers. AliExpress offers competitive prices and often includes free or low-cost shipping options, making it attractive to budget-conscious shoppers. Between December 2021 and May 2022, the website received approximately 2.7 billion visitors, and never dropped below 390 million visits a month.

With its global reach and millions of visitors, AliExpress provides sellers with a significant customer base to sell their products. It is well-suited for sellers looking to tap into the consumer market and expand their reach beyond their local or regional boundaries.

Overall, AliExpress offers sellers an opportunity to reach a diverse audience of individual consumers, providing a user-friendly platform, competitive pricing, and global shipping options.

Selling Features: 

• International platform
• Price control
• Automatic translations
• Small customizations
• Free to use

Best Selling Categories:

• Consumer electronics
• Health and beauty
• Home and garden
• Accessories
• Women’s clothing
• Mom and kids
• Home improvement
• Shoes and bags
• Auto and motorcycle
• Men’s clothing
• Sports and outdoors

6. Wayfair

Wayfair is a prominent online marketplace that specializes in furniture and home goods. Wayfair connects sellers with a vast customer base seeking a wide range of products for their homes. Sellers can list their products on the platform, which offers an extensive selection of furniture, decor, lighting, kitchenware, and more.

Wayfair attracted 60.2 million visitors to their website in March of 2023, making it a platform that millions of users access regularly. In terms of market share, Wayfair is responsible for about 1.5% of e-commerce sales in the U.S. making it the tenth largest e-commerce retailer in the country.

The marketplace is best suited for sellers specializing in furniture and home goods, including manufacturers, distributors, and retailers in the industry. It provides an easy-to-use interface and a range of seller tools to optimize product listings and boost sales. It caters to both established brands and evolving sellers, offering opportunities for businesses of different sizes to reach a large customer base. Selling on Wayfair can provide sellers with increased brand visibility, access to a dedicated customer demographic interested in home furnishings, and the potential for significant sales growth.

Selling Features: 

• Access to showcasing their products
• Manage inventory
• Fast fulfillment
• Partner home access
• Regulatory compliance
• Liability insurance
• Product reviews and personalized recommendations for customers
• Enhanced shopping experience for customers with various search filters and more

Best Selling Categories:

• Home textiles
• Home furniture

7. Taobao

Taobao is a renowned online marketplace operated by Alibaba Group, primarily serving the Chinese market. It is a consumer-to-consumer (C2C) platform that allows individual sellers to connect with consumers, offering a vast range of products across various categories.

Taobao has gained significant popularity in China due to its extensive product selection, competitive pricing, and interactive shopping experience. Sellers can create product listings and engage with buyers through chat features, enabling direct communication and negotiation.

The platform caters to a diverse range of product categories, including fashion, electronics, home goods, and more. It is particularly known for its vibrant marketplace of unique, handmade, and hard-to-find items, making it a preferred destination for buyers seeking niche products.

Taobao’s popularity has resulted in a large customer base and high visitor traffic to the platform, with 876 million monthly active users in December 2022. 

Sellers on Taobao can leverage its strong market presence and user-friendly interface to showcase their products to millions of potential buyers. The platform is best suited for individual sellers and small businesses seeking to reach the Chinese consumer market.

Selling Features: 

• Live chat customer service
• Real-time order tracking
• Customer reviews and seller rating system
• Marketing assistance
• Social commerce features within the app
• Taobao Live

Best Selling Categories:

• Clothing products
• Food and beverage
• Consumer electronics and smart devices
• Mom and baby products
• Health products and supplements
• Sports equipment

8. Flipkart

Flipkart is a leading online marketplace based in India, offering a platform for sellers to connect with the large customer base there. Similar to AliExpress, Flipkart operates on a business-to-consumer (B2C) model, allowing sellers to list their products for sale to individual buyers.

In November 2022, Flipkart had more than 167 million visitors averaging per month – ranking it in second place for Indian Marketplaces behind Amazon India. Since the marketplace holds a significant market share in the Indian e-commerce industry, this helps contribute to its reputation as a trusted and reliable platform.

Flipkart is best suited for sellers looking to tap into the Indian consumer market. It offers opportunities for both established brands and emerging sellers to reach a diverse customer base. The marketplace caters to various seller types, including manufacturers, retailers, and individual sellers.

Selling on Flipkart provides sellers with increased brand visibility, access to a large customer base, and the potential for significant sales growth. With its wide product categories, user-friendly interface, and substantial visitor traffic, Flipkart offers sellers the opportunity to sell their products to Indian consumers and more, making it a valuable platform for businesses of various sizes.

Selling Features: 

• Manage inventory
• Process orders
• Manage customer interactions
• Product reviews
• Ratings 
• Seller performance metrics

Best Selling Categories:

• Pet items
• Handicrafts
• Toys
• Jewelry
• Outdoor stuff
• Home essentials
• Kitchenware
• Clothes
• Electronic accessories
• Beauty items
• Fitness equipment
• Health supplement
• Ayurvedic items
• Baby care
• Hair and skin care
• Electronic accessories

9. Rakuten

Rakuten is a well-established online marketplace that originated in Japan and has expanded its reach globally. The platform operates on a business-to-consumer (B2C) model, connecting sellers with a wide range of customers seeking products in various categories. Rakuten offers a comprehensive ecosystem that includes not only e-commerce but also services such as travel, banking, and digital content.

Sellers on Rakuten can create their own branded storefronts, list their products, and manage their inventory through the platform’s seller dashboard. The marketplace provides tools for marketing, customer engagement, and order fulfillment to facilitate smooth transactions between sellers and buyers.

As of February 2023, Rakuten reports 39 million monthly active users, with a customer base spanning multiple countries. In 2017 their market share in Japan was 18.5% which compares competitively to Amazon’s 23% share. Rakuten is best suited for businesses of various sizes, including retailers, manufacturers, and individual sellers, who are seeking to tap into both domestic and international markets.

Selling Features: 

• Customizable storefront
• Weekly payouts
• Customer reach support
• Marketing tools
• Customer engagement tools
• Order fulfillment
• Product promotion management 

Best Selling Categories:

• Shoes
• Beverages
• Furniture
• Gifts
• Accessories
• Beauty
• Sports goods
• Auto parts

10. Etsy

Etsy is a prominent online marketplace that specializes in handmade, vintage, and unique products. The platform provides a space for sellers to demonstrate their craftsmanship and connect with buyers who appreciate one-of-a-kind items. Etsy operates on a peer-to-peer model, allowing individual sellers, artisans, and small businesses to create their own online shops.

Sellers on Etsy can list their handmade creations, vintage goods, or craft supplies, creating product listings with detailed descriptions and high-quality images. The platform is best suited for sellers who specialize in those categories. It is particularly beneficial for artisans, craftsmen, artists, and small businesses looking to showcase their unique creations to a global audience. 
In 2022 Etsy attracted 89 million buyers for their listed products. They are ranked #4 in U.S. market share behind Amazon, eBay, and Walmart. Similar to eBay, Etsy’s market is unique in its niche of handmade and vintage items. The platform’s reputation for supporting independent sellers and fostering a sense of community has contributed to its success and loyal customer base.

Selling Features: 

• Customizable listings
• Marketing insights
• Customer engagement management
• Customizable storefronts
• Adding and managing inventory
• Managing sales and orders

Best Selling Categories:

• Clothing
• Craft and supplies
• Jewelry
• Home and living
• Bags and purses
• Electronics and Accessories
• Art and collectibles
• Bath and beauty
• Toys and games
• Accessories

11. Mercado Libre

Mercado Libre is a leading online marketplace operating primarily in Latin America, with a strong presence in countries such as Argentina, Brazil, Mexico, and Colombia. The platform enables sellers to connect with millions of customers across the region. Mercado Libre operates on a business-to-consumer (B2C) model, allowing sellers to list and sell products directly to individual buyers.

Mercado Libre appeals to a substantial number of visitors to its platform, with 82.20 million reported in Q4 of 2021. Its popularity and market share in Latin America make it a significant player in the e-commerce industry within the region. The marketplace is best suited for sellers targeting the Latin American market, including local businesses, retailers, manufacturers, and individual sellers. 

With its comprehensive selling tools, market presence, and focus on the Latin American market, Mercado Libre offers a valuable platform for sellers looking to expand their reach and tap into the growing e-commerce opportunities in the region.

Selling Features: 

• Customizable online stores
• Product listing across various categories
• Inventory management
• Order and processing management
• Customer service management
• User reviews
• Secure payment options

Best Selling Categories:

• Automobile Accessories
• Beauty and Personal Care
• Footwear and Clothing
• Cell Phones and Accessories
• Home Furniture and Decoration

12. Wish

Wish is a popular online marketplace that operates on a mobile-first platform, connecting sellers with a global customer base. The marketplace focuses on offering affordable and discounted products across various categories.
Wish had 27 million monthly active users in 2022, with a variable market share over the last few years. The marketplace is best suited for sellers who offer competitively priced products and cater to price-conscious buyers. It is especially beneficial for small businesses, independent sellers, and manufacturers who can provide unique or niche products at affordable prices. Wish is a mobile-centric online marketplace that connects sellers with global shoppers seeking affordable products.

Selling Features: 

• Manage inventory
• Handle transactions
• Communication with buyers
• Rating and review systems
• Secure payment options
• Customer facing promotions
• Curated collections
• Flash sales

Best Selling Categories:

• Gadgets
• Hobby items
• Home decor
• Makeup and beauty products
• Automotive
• Phone upgrades
• Baby and kids
• Eco-sustainable and biodegradable products
• Personal health care
• Pet supplies

13. Target

Target is a well-known retailer that operates both brick-and-mortar stores and an online marketplace, providing sellers with an opportunity to reach a vast customer base. The Target marketplace allows approved third-party sellers to list and sell their products alongside Target’s own inventory.

Target’s U.S. market share in 2022 was 5.69%, with millions of users browsing the platform regularly. This is perhaps due to the marketplace’s popularity, combined with Target’s established brand presence.

The marketplace is best suited for sellers who align with Target’s brand identity and cater to its customer base. It is particularly beneficial for established brands, retailers, and manufacturers looking to expand their reach and tap into Target’s loyal customer demographic.

Selling on Target’s marketplace offers sellers increased brand exposure, access to a large customer base, and the potential for significant sales growth. With its wide range of categories, substantial visitor traffic, and established brand presence, Target’s marketplace allows sellers an opportunity to reach a broad customer base and increase sales.

Selling Features: 

• Create product listings
• Managing inventory
• Order processing management
• Customer interaction platform
• Customer reviews
• Product promotions
• Personalized shopping experiences for customers

Best Selling Categories:

• Grocery.
• Indoor and outdoor decor items.
• Seasonal and festive gifts.
• Toys.
• Bath and bedding.
• Beauty and personal care.
• Books and comics.
• Shoes

14. Google Express

Google Express, now known as Google Shopping, is an online marketplace that enables sellers to list and sell their products to a widespread customer base. The platform operates by aggregating products from various retailers and presenting them to users in a unified shopping experience. Google Shopping offers a convenient and user-friendly interface for buyers to explore and purchase products from multiple sellers.

Sellers on Google Shopping can integrate their product listings into the platform using Google Merchant Center. This allows their products to be featured alongside relevant search results and shopping ads. As part of the Google ecosystem, Google Shopping benefits from its massive user base and search engine dominance. While specific visitor figures may vary, Google Shopping has 1.2 billion monthly searches, resulting in a substantial number of visitors to the platform, and it leverages its vast reach and influence as one of the world’s most widely used search engines.

Google Shopping is best suited for sellers of all sizes, including retailers, brands, and individual sellers, who want to increase their online visibility and leverage this online marketplace’s vast reach and influence as one of the world’s most widely used search engines.

In summary, Google Shopping serves as an online marketplace that allows sellers to integrate their product listings into a unified shopping experience. With its wide user base, market share, and integration with Google’s search engine, the platform offers sellers increased visibility and access to a diverse customer base. 

Selling Features: 

• Discovery ads to promote products across Google’s feeds
• Manage your store and product listings
• Manage product and listing performances
• Search ad campaigns
• Local inventory ads
• Order management
• Product reviews
• Price comparisons
• Personalized recommendations 

Best Selling Categories:

• Pet beds
• Couch covers
• Simple jewelry 
• Shapewear
• Backpacks (especially fashion backpacks)
• Workout massage guns
• Smartwatches
• Baby carriers
• Athleisure

15. Facebook Shops

Facebook Shops is an online marketplace that allows businesses to create customized digital storefronts on Facebook and Instagram. It provides sellers with a platform to list and sell their products directly to Facebook’s vast user base. With Facebook Shops, sellers can create immersive shopping experiences and engage with customers through a variety of features.

To set up a Facebook Shop, sellers can create a dedicated storefront on their Facebook Business Page or Instagram profile. They can customize their shop’s appearance, add product listings with descriptions and images, and categorize products for easy browsing. Customers can then explore and purchase products directly within the Facebook or Instagram app.

In Q1 of 2021, Facebook Shops reported an average of 1 million monthly global users on their platform. The marketplace offers sellers a valuable opportunity to tap into a large and engaged audience. Facebook Shops is best suited for small businesses, independent retailers, and big brands. It is particularly beneficial for sellers who have a strong social media presence and want to tap into their existing audience on Facebook and Instagram. Additionally, Facebook Shops is well-suited for sellers who value the ability to engage directly with customers, build brand loyalty, and engage with social media advertising and promotion.

Selling Features: 

• Customizable collections
• Design tools
• Live shopping
• Connecting Loyalty Programs to Your Facebook Account
• Working With Partners
• Chat features of WhatsApp, Messenger and Instagram
• Product tagging
• Product management
• Sync online stores
• Inventory management
• Manage product listings

Best Selling Categories:

• Clothing shoes and accessories
• Home furnishing
• Pet supplies 
• Kids stuff
• Handmade items
• Electronic goods
• Gardening items
• Homeware and home decor

Online Marketplace vs Selling On Your Own Ecommerce Site

While there are many advantages of selling your products in an existing online marketplace, you of course, always have the option of creating your own ecommerce site. However, this can come with challenges or nuances that could add a significant amount of work to your plate as a seller. Below we have outlined some pros and cons to using existing websites versus building your own.

Online Marketplaces

Pros

• Established customer base with high visitor traffic
• Built-in trust and credibility for the marketplace brand
• Access to existing infrastructure, tools, and features
• Reduced time and cost compared to building a marketplace from scratch
• Benefit from the marketplace’s marketing and advertising efforts
• Leveraging the marketplace’s customer support and dispute resolution systems
• Exposure to a wider audience and potential for increased sales
• Ability to tap into the marketplace’s existing SEO and search engine visibility
• Networking and collaboration opportunities with other sellers on the platform

Cons

• Limited control over the marketplace’s policies and rules
• Higher competition among sellers on the platform
• Dependency on the marketplace’s algorithm for product visibility
• Reliance on the marketplace’s infrastructure and technology
• Vulnerability to changes in marketplace policies or regulations

Your Own Ecommerce Site

Pros

• Full control over the marketplace’s policies, rules, and branding
• Potential for greater flexibility in customizing the user experience and design
• Ability to tailor the marketplace to specific niche markets or industries
• Direct access to customer data and analytics for personalized marketing
• Freedom to set your own pricing strategies and commission rates
• Room for innovation and experimentation without platform restrictions
• Long-term scalability and potential for higher market share

Cons

• Significant upfront investment in development, infrastructure, and maintenance
• Longer time to market compared to utilizing an existing marketplace
• Need to build and establish brand recognition and trust from scratch
• Limited initial user base and lower visitor traffic
• Higher marketing and advertising costs to attract customers
• Responsibility for managing and resolving customer disputes
• Lack of established payment gateways and secure transaction processes
• Potential technical challenges and ongoing maintenance requirements
• Higher risk of failure without an established marketplace model
• Need for continuous updates and improvements to stay competitive

Improve Your Online Marketplace Sales 

In today’s competitive e-commerce landscape, harnessing the power of online marketplaces is crucial for maximizing your sales potential. By leveraging the existing customer base, robust infrastructure, and targeted features of established marketplaces, you can propel your business to new heights. However, success doesn’t solely depend on choosing the right marketplace; it requires a strategic approach to optimize your sales performance.

To improve your online marketplace sales, start by optimizing your product listings with relevant keywords and compelling descriptions that resonate with your target audience. Leverage the marketplace’s promotional tools, such as discounts and special offers, to attract customers and create a sense of urgency. Pay attention to your pricing strategy, ensuring competitive yet profitable pricing that aligns with customer expectations. 

Do all of this and more with Sellesta. Sellesta provides AI-powered tools to rapidly scale your e-commerce sales so you can acquire more users, engage potential customers, and discover the insights you need to boost conversions.