The Covid-19 outbreak has fueled the growth of online businesses to the next level, in which eCommerce marketplaces also expanded at an exponential rate. If you are looking for ways to expand your business, selling on an online marketplace is a great option to move forward.
Nowadays, there are many eCommerce marketplaces available worldwide. Some allow retailers to sell almost anything, while others focus on specific niches, like fashion, books, and tech.
We have examined hundreds of online marketplaces worldwide that are receiving more than one million visits per month to select the top 25+ online marketplaces to sell anything you want. For the sake of our international readers, we categorized these marketplaces by region so that no matter where you are and where your targeted market is, you can easily find a potential online marketplace to expand your online business.
What is an eCommerce marketplace?
eCommerce marketplace, or online marketplace, is a shopping platform that offers consumers different products from various sellers. Big companies that operate the marketplace, such as Amazon or Alibaba, are responsible for the eCommerce operation & platform for sellers.
Besides marketplaces selling general products that we have long been familiar with, there are also niche online marketplaces like eCrater and iHerb, or fashion-focused marketplaces such as Zalando and ASOS.
Consumers prefer shopping on eCommerce marketplaces thanks to the convenience it offers. They can find products of different brands coming from various retailers or vendors in a neat and categorized manner, as well as compare options instantly. Besides, most online marketplaces deliver a seamless shopping experience without any hassle, especially during the checkout process.
Benefits of selling on eCommerce marketplaces
Large customer base
One visible advantage of selling on an online marketplace is that you could get access to millions of new potential customers. As big marketplaces already possess their own customer base, you can run your business without the daunting task of promoting your brands and finding prospective buyers.
Fast to launch
Most eCommerce marketplaces now establish a simple and straightforward process to encourage third-party sellers to start selling on their platform. Once you are done with all the paperwork and approved as a seller, you can simply upload your product listings and start selling without any hassle. Besides, all the giant marketplaces offer SaaS solutions that are fairly easy to use and configure, so there is no learning curve at all.
Test new market
Selling on online marketplaces is a great way to test the new market and check out the potential customer intent toward your products or services. Introducing new items using marketplace can help you do that with zero fees. Plus, selling on a multinational online platform can help leverage your brand identity to the global level, which is beneficial for you in the long term.
Best practices to choose online marketplaces to sell on
While it can be tempting to list your products on every marketplace available, it’s essential that you focus on the only marketplaces that fit your business characteristics. Each marketplace has its own set of audience groups, rules and commission fees. Therefore, you should estimate the costs and benefits of each potential platform before getting down to the best one. Here are a few practices to choose the best eCommerce marketplaces:
Some platforms focus on general categories, while others are for specific niches. Research the category of potential platforms carefully to see if your product can fit into the best-selling category of this platform.
If you have a major market to focus on in mind, it’s better that you choose the marketplace that customers in this location are familiar with. For instance, if you’re looking to expand to Asian markets then you’d be better served by Taobao or Shopee. Meanwhile, it makes no sense to list products on Alibaba if your primary target is Japanese customers.
Calculate the commission and platform selling fee carefully if you don’t want to hurt your profit severely. Also, you should review the shipping costs, as well as the refund & return policy clearly. Many retailers lose money on return orders due to the platform policy, so it’s better to know about it upfront.
Lots of traffic also means lots of competitors. Do you want to fight in a competition where hundreds, or maybe thousands of sellers have already offered the same product as you? If you’re ready to fight, then what is your strategy to win against others?
Best eCommerce marketplaces to expand your business
Based on the estimated monthly website visits to online marketplaces in 2021, webretailer has figured out the top eCommerce marketplaces by region. There are four regions that are experiencing a major transformation in terms of online shopping, which results in a rising number of visitors coming to online marketplaces instead of following the traditional shopping method. Those are North America, Europe, Asia-Pacific (APAC), and Latin America. We will go through all the best eCommerce marketplaces in each region right away.
Best eCommerce marketplaces globally
Estimated monthly traffic: 5.2B
As the most-visited online marketplace, averaging more than 2.4 billion visits every month in the US alone, it’s no surprise that Amazon is the best eCommerce platform to expand your business globally. Its diverse product listings along with powerful fulfillment ability have made Amazon a shopping destination for millions of customers worldwide.
Many well-known brands have taken advantage of Amazon’s huge customer base to boost brand visibility. Meanwhile, some small and middle-sized businesses are still reluctant to start selling on this platform due to its high fees. However, the fact that it can help you build a sales funnel with a high potential customer base is totally worth the fee.
Once you start selling on Amazon, you’ll have plenty of automation tools to help you run your store efficiently. If you don’t want to take care of logistic factors, relying on Fulfillment by Amazon is a great option to consider.
Fee: Depending on your selling plan, product category, fulfillment strategy, and other costs. It often varies from 8% to 20% on every sale.
Estimated monthly traffic: 1.7B
Another powerful online marketplace to expand your business globally is eBay. This expansive platform gives you access to around 147 million active users from approximately 190 markets worldwide, presenting a huge opportunity to tap into a new customer group.
Similar to Amazon, eBay is merchant-friendly. It is easy to get started with, and there are different shipping methods you can choose to apply for your eBays store. To make it easier for small businesses and solo entrepreneurs to better promote brands, eBay has offered storefront pricing plans to help open stores on eBay. These plans come with various features to help you sell more, reduce listing fees, customize your eBay shop front, and many more that you can see in detail here.
You can sell anything on eBay, including both used and brand-new items. However, after your first free 200 listings each month, eBay will charge you a non-refundable listing fee for each product. Therefore, it’s essential that you analyze the market and calculate your product margin carefully when selling items on eBay.
Fee: eBay only charges once your item is sold, up to a 14.35% final value fee and $0.30 per order.
Estimated monthly traffic: 534.4M
Belonged to the giant eCommerce company Alibaba Group, AliExpress is another huge cross-border online marketplace with users coming from more than 230 countries. What makes AliExpress a great eCommerce marketplace for small businesses to expand internationally is that it provides a localized shopping experience – the platform is available in 18 languages.
Specialized in B2C transactions, AliExpress is surely holding diverse customer groups seeking various products and items. It’s said that everything you need can be found in this marketplace, meaning that it’s a chance for sellers to discover new business niches that are less competitive than the prominent ones.
Fee: You’ll pay a commission fee of 5-8% on every transaction depending on the product category. There are no overhead fees to sell on this online platform.
Estimated monthly traffic: 391.8M
One of the leading online marketplaces worldwide for selling handmade stuff, vintage items, and craft supplies is Etsy. If your business specializes in serving the arts and craft community, you may want to consider Etsy as your marketplace of choice.
As Etsy focuses on such a niche market, it’s no surprise that its annual revenue is far lower compared to other global marketplaces on this list. However, selling on Etsy gives you access to a laser-focused target audience that you can hardly find elsewhere.
Gaining around 400 million visits each month, Etsy can be a great place to start if you are new to online selling sites. Besides exploring the large consumer base, you can customize your own pop-up storefront and utilize built-in tools to market your products.
Fee: You’ll be charged a $0.20 listing fee and a 5% transaction fee for each item you sell on Etsy.
Estimated monthly traffic: 90.1M
Wish is one of the largest global eCommerce marketplaces that connected millions of consumers and merchants from 60 countries.
Following its mission “Shopping Made Fun”, Wish offers a friendly navigational shopping experience for visitors and intuitive dashboard management for sellers to broaden their business effortlessly. Thus, this platform is loved by both users and merchants. Besides, as Wish doesn’t charge you any listing or monthly fee, this platform is highly suitable for small businesses that wish to expand to an online marketplace but worrying about the high marketplace fee.
Before 2022, Wish is open for everyone to register to be their sellers. However, in order to build a trusted merchant community, now Wish has transformed its marketplace into a member-invite only. You need to complete a questionnaire and wait for Wish to reach out about joining Wish for Merchants.
Fee: Wish doesn’t charge you a monthly or yearly fee. They will take a 15% cut of the sale price, including the cost of shipping when you make a sale.
Estimated monthly traffic: 4.1M
Though receiving less site traffic compared to the previous online marketplaces, Bonanza is still a global cross-border marketplace where you can sell almost everything here. Many even refer to Bonanza as an excellent eBay alternative, thanks to its loose selling policy and cheaper marketplace fees.
Knowing for sure that independent business owners often sell on multiple channels, Bonanza has set up integration addons to let you import products from other sales channels, such as Shopify or BigCommerce to help you diversify your sales channels much quicker.
Though retailers still expect Bonanza to build up its brand identity as well as expand the customer base in the near future, many admit that Bonanza is still “one of the best eCommerce marketplaces” that they ever tried.
Fee: Bonanza requires a 3.5% fee for each transaction. There is no listing fee.
Best eCommerce marketplaces based in North America
Estimated monthly traffic: 410.3M
Walmart is currently ranked third on the top most-visited eCommerce marketplaces in the US, behind Amazon and eBay. Being long known as the biggest retail company in the world, Walmart’s marketplace is surely a great online marketplace for medium to large sellers to increase their brand awareness.
Though most of its sellers are based in America, you don’t need to stay here in order to sell in Walmart. You only need to complete an application process, and once you become a Walmart seller, you will get access to millions of shoppers who visit this site every month.
However, since Walmart set a higher priority for stores that sell products in their supermarket and online presence at the same time, your store might be competing in a fierce competition if your products are too general.
Fee: Walmart charged 6-15% for each successful transaction. There are no setup, monthly, or hidden fees.
Region/Country: USA, Japan
Estimated monthly traffic: 107.8M
Mercari is an online marketplace that is expanding quickly in the US, UK, and Japan, but the main traffic is still coming from America. Similar to eBay, Mercari is one of the rare online platforms that let you sell both new and old items. In fact, this platform even encourages selling old but feel-good items more.
In the age of mobile commerce, Mercari has outgrown its competitors by offering the Mercari marketplace app. This all-in-one marketplace mobile app allows both sellers and users to experience all commerce features in a seamless experience. If you want to start selling on Mercari, all you need to do is to download the app, upload product information, ship the product, and get paid.
Fee: Mercari charges 10% commissions for each sale.
Region/Country: USA, Canada
Estimated monthly traffic: 32.6M
Newegg is the leading technology-focused marketplace in the US and Canada. Initially, Newegg focuses mainly on distributing to customers the latest electronic devices, smart home furniture, and gaming & entertainment products. With the rise of eCommerce in the past few years, Newegg has expanded its category to offer a wide range of products such as apparel, arts and crafts, jewelry, and home goods, though the main traffic coming to Newegg is still looking for tech-based items.
Similar to Amazon, Newegg has launched the “Shipped by Newegg” fulfillment program to help merchants save time on packing and shipping items. To use this program, you only need to ship your products to Newegg fulfillment centers. Once your item is purchased, Newegg will handle everything else for you, including post-purchase queries and 24/7 support.
Fee: The commission fee varies from 8% to 15% depending on the product category.
Estimated monthly traffic: 179.1M
If you are looking for an eCommerce marketplace to sell home decor and furniture, Wayfair will be your excellent option to start with. This is the home of over 10,000 suppliers selling home goods with over 30 million active users.
Wayfair is one of the leading online marketplaces in North America as it spends a massive amount of money on advancing its online platform as well as attracting new customers. In order to compete with Amazon’s Prime Day, Wayfair has launched Way Day to encourage its users to purchase more. Besides, the Wayfair website supports 3D technology to help users visualize the product and get a realistic expectation of how the product will look in real life, making shopping for furniture online much easier and fun.
Different from other traditional selling marketplaces, Wayfair platform operates based on the dropshipping business model. Once customers place an order on Wayfair site, you will pack and send the product directly to end consumers under the Wayfair brand name. Wayfair will arrange and pay for 100% of the shipping cost.
=> Read more: E-Commerce Product Configurator: All You Need to Know
Fee: There are not any fees when you sell on Wayfair. Wayfair operates on the wholesale cost model, meaning they pay you the wholesale cost of their items, and they set the retail price on their site.
Best eCommerce marketplaces based in Europe
Estimated monthly traffic: 134.8M
Zalando is the biggest online fashion marketplace in Europe. This is the home of many world-renowned fashion brands and designers, such as Vans, Ray-Ban, and Levi’s, just to name a few. Besides global brands, Zalando also enables the Partner Program that allows any retailer to directly integrate with millions fashion lovers that visit their site every month.
In order to help retailers leverage their sales performance and expand the market, Zalando has introduced Zalando Fulfillment Solutions to help you internationalize easily across Europe while saving on logistics costs. Meanwhile, their Zalando Marketing Services helps you gain insights and access to millions of shoppers on this eCommerce platform.
Fee: The commission fee varies from 8% to 15% depending on the product category.
Estimated monthly traffic: 49.8M
ManoMano is the leading European online platform for home improvement and garden products that attracts millions of consumers in Europe who want to reinvent their home space. Though ManoMano claims to specialize in home supplies, its category is actually diverse: garden & pets, heating & air conditioning, tools & hardware, home automation, bathroom, and construction.
As ManoMano is a customer-centric platform, you need to ensure high-quality products and reasonable pricing if you want to compete with other sellers. This marketplace also encourages a hassle-free selling experience by offering reliable fulfillment services across the UK and all continents of Europe.
Fee: There is a monthly subscription fee of €35 and a commission fee on each sale based on the product category.
Region/Country: Eastern Europe
Estimated monthly traffic: 45.4M
eMag is the leading online marketplace that sells millions of products in Eastern Europe. Currently, this platform has dominated the Romanian market and also operates in Poland, Bulgaria, and Hungary. If you plan to reach more customers in Europe, eMag is definitely an eCommerce marketplace you cannot miss.
eMag Marketplace encourages customers to try this sale channel by simplifying the registration and setting up the process into only five simple steps. They even offer an eMag Academy to provide useful questions, tips & tricks on how you can sell effectively on eMag Marketplace platform.
Fee: The commission fees depend on the product category.
Estimated monthly traffic: 8.9M
Founded in 2016 with the aim of leveraging the online shopping experience for everyone, OnBuy soon became the most-trusted eCommerce platform in the UK. There are more than 7 billions active users visiting OnBuy to search for their favorite products every month, making this platform a fascinating battlefield for those who want to conquer the UK market.
From the beginning, OnBuy doesn’t hold any of its own retail stock, so you only have to compete with other retailers selling the same products. The marketplace ensures a transparent selling process with competitive selling fees, so you don’t need to worry too much about profit margin on OnBuy. This platform even holds a dedicated support team that handles the onboarding of every retailer, so if you don’t have much experience in selling on a marketplace, you can still configure all its functions smoothly.
Fee: OnBuy offers competitive selling fees, with 5% for electronics and 9% for other categories. There are no listing fees.
Estimated monthly traffic: 55M
People outside Europe may have never heard of this marketplace before, but OTTO group is one of the world’s largest eCommerce companies. Originally, this Germany-based company specialized in mail-order business, but now it has expanded to become a giant online retailer selling a multitude of products for German consumers.
OTTO welcomes retailers to sell products on the OTTO market to diversify the categories as well as increase the options consumers have in this market. However, in order to become an OTTO seller, you must hold a business in Germany with a German legal form and a German tax ID.
Fee: All retailers hold a standard basic fee of €39.90 and a commission fee for each item sold. The commission fee is based on the product group.
Estimated monthly traffic: 190.2M
Are you ready to meet the Polish Amazon? Allegro is Poland’s biggest and most trusted online marketplace that sells products to 21 million active customers from over 117,000 merchants. Allegro offers its users wide product categories, from home & garden, health & beauty, and books, to fashion and grocery supermarkets.
Since 2021, Allegro has launched a new international delivery option to ship products to 24 EU member states faster and more conveniently, making this platform an ideal eCommerce marketplace in Europe. Even if you are not based in Poland, the registration process is still simple and straightforward. However, it’s recommended that you should be a European resident to scale your business easier on the Allegro marketplace.
Fee: In most categories, there will be a transaction fee for each product sold.
Estimated monthly traffic: 154.5M
Wildberries is the largest online marketplace in Russia that currently offers products from 50,000 brands with more than 780,000 orders every day. At the moment, this platform mainly supports delivery in Russia, but the site traffic along with the wide product category still makes it a good platform for you to expand your online business.
In order to start selling on Wildberries, you only need to fill in a form and wait for their approval. Wildberries even invests hugely in its mobile app for merchants so that solo entrepreneurs can run their business and manage orders from any device with ease.
As a method to encourage small and medium-sized businesses to start selling on Wildberries, this Russian marketplace has reduced the commission rate from 38% to 19% since 2019. Thus, this soon became a destination for retailers to pave the way for the Russian eCommerce market.
Fee: Wildberries charges 19% commissions for each sale.
Best eCommerce marketplaces based in the Asia-Pacific
Region/Country: Southwest Asia
Estimated monthly traffic: 457.9M
Shopee is an online marketplace launched in Singapore in 2015. Since then, this platform has grown rapidly to expand its market to 13 countries in the Asia-Pacific region and achieved great success. Transforming from an app-based platform solely, Shopee has created a desktop website to compete with other eCommerce marketplaces.
If you want to expand your business into the APAC market, Shopee will be an excellent platform to start with. Its huge customer base along with a multitude of product categories makes Shopee a paradise of shopping for both consumers and sellers. Plus, Shopee provides an intuitive dashboard to help merchants manage everything easily, so you can start without any learning curve at all.
Fee: Shopee charges a transaction fee of 2.12% and a commission fee of 2%.
Region/Country: Southeast Asia
Estimated monthly traffic: 137.6M
Along with Shopee, Lazada Group is Southeast Asia’s leading eCommerce marketplace that is currently operating in 6 countries. In 2016, this eCommerce platform became the regional flagship of the Alibaba Group, so it is backed by Alibaba’s best-in-class commerce technology and logistics infrastructure.
Lazada merchants can sell a wide range of products across 18 categories on this platform. Plus, you can have instant access to millions of new customers who enjoy the excellent shopping service that Lazada offers. In 2018, Lazada launched its LazMall to connect consumers with the leading international and local brands, making this platform more appealing to a new customer group.
Fee: The commission fee is ranged from 1% to 4% depending on the product category. You also need to take care of the payment fee and shipping fee as well.
Estimated monthly traffic: 265.9M
Taobao, similar to AliExpress, is a prominent online marketplace in the world that belongs to Alibaba Group. The biggest difference that separates Aliexpress and Taobao is that while the former focuses on the market outside China, the latter mainly focuses on consumers from China, Hong Kong, Macao, and Taiwan. Taobao was initially launched as a competitor to eBay China and eventually forced eBay to exit the market.
As Taobao’s business model is primarily C2C, the platform also provides a comprehensive solution for C2C businesses. The Taobao product category is impressive with a wide range of products and you can easily find one that fit your products. If you want to start selling in this most populous country, Taobao is definitely your first option to try.
Fee: You are charged a 0.55% fee for every successful sale.
Estimated monthly traffic: 160.8M
While no one can deny that Taobao is the undisputed leader in China eCommerce, it is not the sole soldier that is fighting on this battlefield. Another leading B2C online marketplace that you can consider to jump into the Chinese market is JD.com.
There are two available options to become JD sellers: you can sell goods to JD for resale or sell the products on your own on the JD marketplace. With each option, the fee and profit will vary significantly, so you should dig deeper into this to decide on the option that fits your business the most.
JD has invested hugely in its advanced commerce and logistics solutions and it has one of the largest fulfillment infrastructures in the world. Therefore, if logistics is your top priority, this is definitely your go-to eCommerce platform.
Fee: The commission fee varies from 2-10% depending on the product category. You also have to pay an annual fee to sell on JD.
Estimated monthly traffic: 575.8M
Being known as the “Amazon of Japan”, Rakuten has dominated the online business in Japan with 40% of shoppers choosing this eCommerce site as their main online shopping channel. Formerly, Rakuten expanded its market into the US, but they have decided to sunset the U.S. Rakuten Marketplace in 2020.
Rakuten doesn’t possess any brands themselves, but they are trusted by world-recognized brands such as Dell, Lenovo, Dyson, and more. Also, Rakuten lets you design your own store, edit and change product description & blog posts to create a sense of personalization, which is a plus point compared to many other platforms.
As an oversea seller, you are free to open a shop and start selling on Rakuten Ichiba with ease. In order to improve the localization, Rakuten consultants provide support in 4 languages, English, Korean, Chinese, and Japanese, so don’t hesitate to contact them if you need support.
Fee: You have to pay $33 for the seller fee per month, 8% – 10% for the category fee, and $0.99 for commission.
Estimated monthly traffic: 176.9M
If you want to grow your business in India – another billion-population country, Flipkart is definitely your top online platform choice. Flipkart is an eCommerce company that started as a book-selling online platform, then it has expanded its category aggressively into 80 million products. This is the biggest rival of Amazon in India, which has approximately 176.9 million visits every month.
Flipkart at the moment doesn’t support cross-border commerce, so it only receives orders from inside India. It connects with Ekart – Flipkart’s logistics partner to deliver your package across India. You only need one product to start selling on this Indian platform, and Flipkart offers many fulfillment and logistic services to provide dedicated storage space, a quality check of their products by experts, and faster delivery.
Fee: Flipkart charges you a commission fee based on category, a collection fee, and a fixed fee.
Estimated monthly traffic: 140.1M
Tokopedia is an Indonesian technology company that aims at transforming eCommerce in this country through technology. Its online marketplace selling a wide variety of products, from toys, books, technology devices, and beyond has reached 99% of cities in Indonesia.
More than just a marketplace, Tokopedia empowers millions of merchants with its advanced commerce solutions, logistics, and marketing technology. This platform makes it easy to reach millions of Indonesian consumers and start selling with Tokopedia’s simple management & operation tools.
Fee: You are charged up to 15% for every product sold.
Best eCommerce marketplaces based in Latin America
25. Mercado Libre
Region/Country: Latin America
Estimated monthly traffic: 683.9M
Mercado Libre is the number one online marketplace in Latin America and it also appears in the top 10 most visited eCommerce websites in the world. Selling on Mercado Libre means that you have the opportunity to approach millions of potential customers from 18 countries in Latin America.
Normally, if you want to grow a business in the Latin American market, chances are you need to cooperate with different governments and domestic companies that don’t speak English. Mercado Libre solves this problem for you entirely so all you need to do is to multiply your orders on its marketplace.
You can always take advantage of Mercado Libre Global Selling to enjoy a multifunctional global selling platform, shipping & payment methods, and marketing solutions.
Fee: The commission fee ranges from 16% to 17.5%. There is no listing fee.
Region/Country: Latin America
Estimated monthly traffic: 28.7M
Launched in 2011, Dafiti is the largest fashion and lifestyle eCommerce marketplace in Latin America, with its online presence in 5 countries, Brazil, Mexico, Argentina, Chile, and Colombia.
Its diverse catalog with more than 125,000 products from more than 2000 national and international brands has attracted thousands of visitors coming to the site every month. The unique feature of this platform that made it stand out is how the wide range of fashion and lifestyle products are specifically selected to reflect the fashion preferences of each country it is selling to.
Plus, this marketplace also equips merchants with a secure trading channel, ongoing support, and marketing opportunities within the platform. Dafiti will be a great destination for you to start exploring the Latin American market.
Start selling globally today!
We have explored the best eCommerce marketplaces both globally and locally in this article. All marketplaces in this list have received a huge amount of quality traffic as well as offer a multitude of products and allow sellers to start selling with ease.
Expanding your business to a new market is not easy, and the fact that there are too many options available can make it harder to select the online marketplace that best fits your business capability. Therefore, it’s essential that you examine the market insights and go through the best eCommerce niches for growing potential before jumping into any online selling sites.
We hope that you can find the best platforms to expand your business and scale faster. Don’t hesitate to tell us about your journey in finding a new market. We are eager to hear how your business is thriving!
eCommerce marketplace is a shopping platform to facilitate commerce between sellers and buyers. Meanwhile, an eCommerce platform is a software that allows you to create and manage all the commerce functions, such as marketing, operations, and logistics at your own online store so that consumers can view and place orders.
=> Read more: Best eCommerce Platforms in 2022 for Your Business Needs
If done properly, selling on online marketplaces should be considered a complement – not a competition – to your online store. Starting an online business may seem like a challenging task at first, but it gives you full control over your own business and leverages your brand name better. Meanwhile, an eCommerce marketplace will give you access to a potential consumer group.
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Every market holds its own potential to help your business grow. The best online marketplace should be a good fit for your products and targeted audiences as well as give you the capability and resources to scale over time.