The 15 Best Online Marketplaces for E-Commerce Brands and Sellers

Even though there are a variety of online markets where you can sell your goods, it can be challenging to select the one that is best for your company. The 15 largest online marketplaces will be covered in this blog, along with how they differ from other online marketplaces. Read on to learn about what might be the best online marketplace for you if you are an e-commerce brand or a retail seller seeking to broaden your customer base, boost sales, and increase revenue.

What exactly is an online marketplace?

An online marketplace essentially makes it easier for buyers and sellers to exchange goods and services. Some of the most common themes in marketplaces are home goods, electronics, and fashion. These websites link buyers and sellers in one location, giving buyers a convenient way to find what they require.

For the purposes of this article, classified ads from sites like Craigslist will not be included in the analysis because there is no actual exchange of goods or services. Due to their emphasis on services rather than goods, websites like Airbnb, Upwork, and Fiverr will also be excluded from our search results.

Before we delve further into each of these specific online eCommerce marketplaces, it’s important to note that you’ll likely find the need to use more than one marketplace. Diversification is, after all, always a good business strategy. Thus, you won’t be as greatly impacted if one market introduces significant changes, for example.

It can aid brands and sellers with many facets of selling via online marketplaces, from campaign management to reporting and intelligence. For instance, Pacvue will show your campaign performance side by side if you plan to use multiple marketplaces. This will allow you to get a full view of your sales funnel and easily access all of your retail, advertising, and sales data in one location.

Top eCommerce Online Market Places

1. Amazon

Amazon is the biggest and most reputable online marketplace. With more than 300 million active customers, the company operates in more than 20 countries. Amazon is a good choice if you’re looking for a trustworthy platform to start your online business. They provide a polished selling platform with tools for managing orders, shipping packages, and accepting payments. Plus, you can find a plan that fits your budget thanks to the variety of programs available for various business models.

For online merchants who want to use Amazon to market their products, the company offers a variety of options. These include selling on the Amazon Marketplace, Amazon FBA (fulfillment by Amazon), and Amazon Advertising Services. In addition to giving you access to a variety of tools for third-party sellers, signing up for their subscription service also gives you access to Amazon Cloud Services, which enables sellers to store their goods in the cloud and quickly process orders. Additionally, they offer top-notch customer service and are constantly looking for ways to enhance it.


  • largest online customer base
  • Lower advertising expenses
  • Increased sales


  • Strong Competition
  • Selling Charges
  • Complicated data

2. Etsy

Shoppers can find vintage, handmade, and home goods on Etsy. Small businesses and artisans can sell their unique goods on the platform. The app offers you a sizable customer base to sell to with almost 94 million active buyers, but it also has some drawbacks. Since Etsy does not allow advertisements, you must rely on the recommendations and reviews left by pleased customers to grow your brand. However, if you know how to market and optimize your product categories and listings and you have maintained a reasonable amount of earnings in the last twelve months, your listings can get listed offsite. If you are trying to get your products in front of an engaged and active niche community and audience, Etsy is a smart choice. However, your listings may be listed offsite if you understand how to market and optimize your product categories and listings and you have consistently earned a respectable amount over the previous 12 months. Etsy is a wise choice if you’re trying to get your products in front of an interested and active niche community and audience.


  • Gain access to an active niche community
  • Reasonable entry fees and a low cost of entry


  • Exclusive seller rights
  • A lack of advertising options

2. eBay

An online marketplace called eBay lets you buy and sell goods. Due to its international platform, sellers can connect with a much larger customer base. With so many users, eBay has grown to be one of the most recognizable names on the internet and a highly respected brand in the industry.

Anything that is worth selling can be sold on eBay. You can use it as an online garage sale to get rid of items you no longer need. Additionally, if you have a knack for finding bargains on items, you can profitably resell them on eBay. Additionally, you can list a product in an auction-style auction that will run for the duration of your choosing. By allowing potential buyers to place bids on your item, you can sell it for the most money. eBay is a fantastic option for small businesses and entrepreneurs who want to make money online because of its reasonable fees and wide range of payment options.


  • enormous customer base
  • Auctions with high bids
  • Price flexibility


  • heightened rivalry
  • Fees for items that cost more than a certain amount

4. AliExpress

Based on global sales, Alibaba Group is currently the largest eCommerce marketplace retailer in the world. By 2022, the platform’s online sales would have generated about 780 billion US dollars. Businesses have the chance to reach out to new customers and sell their products globally thanks to AliExpress, the company’s leading online marketplace for eCommerce brands and sellers.

Because AliExpress is an eCommerce platform that enables sellers to list their products using categories and product types, setting up an online store there is simple. The shipping method, payment options, and pricing options are all available to sellers. A customer service hotline and an online store builder are additional beneficial seller resources.


  • affordable costs
  • Store builder and interface that is simple to use
  • Capability to reach international clients


  • Complex language translations 
  • Long shipping times

5. Rakuten

Japan-based Rakuten is the third-largest eCommerce marketplace globally. Globally, Rakuten’s 70+ businesses span eCommerce, digital content, communications, and FinTech. Business owners are able to sell their products globally without worrying about regional restrictions. You can choose from a wide variety of categories on Rakuten, whether it’s accessories or home appliances. Customers-friendly features include payment processing, shipping, and product listings on the marketplace.

Aside from a responsive customer service team, sellers on Rakuten also have access to tools such as product analytics, shipping calculators, and market research tools, as well as a shopping cart for product listing management. Overall, using Rakuten for eCommerce listings is a great option for businesses looking to expand their reach online and sales worldwide.


Flexibility with pricing

Global customer reach 

Comprehensive market research tools 


Shipping and handling costs for smaller businesses

More effort to market your store

6. Alibris

The Alibris marketplace offers the widest selection of books, music, and movies online. With 25 years of experience in the industry, we have been connecting millions of buyers across the world with thousands of Independent Sellers since 1998. You can support local and independent sellers when you shop at Alibris, as by doing so, you are directly supporting a local business. 

Choosing to get your products listed and set up on Alibris is a great way to reach new customers, as well as drive traffic to your eCommerce store. Not only will you have access to some of the best customer service in the business, but also Alibris provides sellers with industry-leading listing tools and an active marketplace that offers seller feedback and support.


  • Support local and independent sellers 
  • Industry-leading seller listing tools 
  • Active marketplace with customer feedback 


  • Limited product selection 
  • Narrow customer base 

7. Shopee

Shopee is a leading e-commerce marketplace in Southeast Asia. The Singapore-based platform, founded in 2015, features thousands of vendors on both its website and mobile app. Businesses can start their online business with Shopee without worrying about listing fees. This makes it more affordable because only a commission fee is deducted from each sale.

Shopee is a suitable option for businesses looking to expand in Southeast Asia. With its easy-to-use platform and significant international presence, Shopee is a top eCommerce site that can help your business reach new heights.


  • Easy to set up and use 
  • Reasonable commission fee 


  • Longer shipping times for international orders 
  • Unverifiable customer product reviews

8. Lazada

Lazada is another online eCommerce marketplace in Southeast Asia that can provide that buying experience every shopper desires. The company has a presence in Malaysia, Indonesia, Vietnam, Thailand, Singapore, and the Philippines, key countries in the region where online shopping is quite popular. Lazada also offers a wide range of categories to choose from, such as fashion, home goods, tech products, and more.

As an online store owner on Lazada, you can expect their support team to go the extra mile to help solve any issues you may have. You can also take advantage of marketplace features such as product listing, coupons and discounts, automatic shipping for orders above a certain value, and more. So, if you have products that cater to Southeast Asian shoppers and want to reach new customers online, Lazada should definitely be on your list of sites to consider.


  • Wide range of categories 
  • Automatic shipping for orders above a certain value 
  • Marketplace features such as coupons and discounts 


  • Lack of a unified customer experience across the different countries 
  • Limited product options in some categories 

9. Taobao

TaoBao is a Chinese online marketplace owned by Alibaba Group. It was founded in 2003 and allows businesses to sell to an audience of over 876 million monthly active users. The platform provides an easy way to facilitate consumer-to-consumer retail by allowing small businesses and individual entrepreneurs to open stores for customers residing in China who speak mainly Mandarin or Cantonese. There is a catch if you want to do business on Taobao: while store setup is easy, once you register a seller account, you need to have a registered company to do business on the site. If you feel the paperwork is worth it and the eCommerce sales of your business will be significant, Taobao is a marketplace you should definitely consider.


  • Easy store setup for registered companies 
  • Over 870 million monthly active users 


  • Requires registration of a company to do business on the site 
  • Complicated customer service system​​​​​

10. Flipkart

Flipkart is the leading eCommerce marketplace with the biggest market share in India. With over 430 billion Indian Rupees (around 5 billion US dollars) in revenue, it is a go-to site for over 100 million registered customers. The company was founded in 2007 by Sachin Bansal and Binny Bansal and has since expanded to include products from over 80 different categories, making it a one-stop shop for buying anything from apparel to home appliances. If you are from India and would like to begin your eCommerce journey, Flipkart makes it quite easy for even the most novice online seller to set up their store. Listings are absolutely free, and you only get charged a small commission for every item sold. 


  • Free listings 
  • Over 100 million registered customers


  • No global presence beyond India 
  • Longer shipping times for orders in rural areas​​​​​

11. Walmart

Walmart has long been known to operate as hypermarkets, department stores, and grocery stores all rolled into one. With a presence in over 24 countries with over 10,500 brick-and-mortar and online stores under 46 banners, it is no surprise their third-quarter revenue in 2022 was reported to be over $152 billion. If your business is based in the US and Canada, you can sign up by simply adding your business information to their application form, and you can expect to be selling within 2 weeks. Moreover, if you already have an existing online business on Shopify, you can manage all your Walmart transactions centrally on your Shopify eCommerce website and optimize your online sales channels to drive traffic to your store. 


  • Easy sign-up process and fast approval 
  • Manage your Walmart transactions from Shopify


  • Limited geographic presence outside of the US and Canada 
  • Complicated returns policy     

12. Newegg

Newegg has been around for over twenty years as a marketplace for buying and selling electronics, computers, gaming hardware, and more. While most of its market is located in the US and Canada, it has expanded its global presence to the different parts of the Middle East, Europe, Asia Pacific, and South America. If you want to become a vendor on Newegg, you simply have to fill out a form and have their vetting team review your information. This allows them to ensure that your product listings are accurate and comply with their Terms of Service.


  • Global presence in multiple countries 
  • Easy registration process


  • Limited product selection compared to other top online marketplaces 
  • Strict rules and regulations regarding product listings​                                          

13. Wayfair

Wayfair is a company that has been creating and improving homes since 2011. Headquartered in Boston, USA, and Berlin, Germany, they have grown from a small-scale online marketplace of home furniture to a platform that carries anything from home accessories to appliances for every room available in your house. In addition, they have delivery and fulfillment centers across the United States, United Kingdom, Germany, and Canada, which enables you to sell your product online and have it delivered directly to the customer’s home.

If you sell furniture, appliances, or home improvement products and want to reach households, offices, or even contractors and designers, Wayfair is a worthwhile place to advertise. It’s as simple as creating your product catalog, applying, and waiting. And best of all, you don’t need to be based in Europe or North America. If your business meets the criteria to sell in those areas, you can list your items on the website.


  • The international presence of delivery and fulfillment centers 
  • Wide selection of products for home improvement
  • Easy registration process


  • Limited product selection compared to other top online marketplaces 
  • Limited visibility of small sellers due to the size of the competition    

14. Mercado Libre

Considered to be the largest online marketplace in Latin America, Mercado Libre focuses on selling products and services to a wide variety of countries: Argentina, Mexico, Chile, and Brazil. This marketplace allows you to sell a wide range of items, including pharmaceuticals, raw materials, eco-friendly goods, and other new and used items. With over 20 years of experience in retail and now online selling, Mercado Libre is a marketplace that you should consider if selling to Latin America or the Spanish-speaking world is your business focus. Growing your market in this part of the world is now possible because the platform allows you to sell to multiple countries under just one account. Note that listing your products can be done for free. It is only once an order is placed that a shipping and transaction fee is charged.


  • Multiple language support 
  • Wide selection of items to sell for free


  • Limited overseas presence outside of Latin America 
  • Complicated interface and navigation

15. Cdiscount

The online eCommerce marketplace headquartered in France, Cdiscount is a great marketplace for selling products online. They have different categories of product listings, from home decor to clothing and accessories. Additionally, they offer services that include booking flights and accommodations, mobile subscription plans, health insurance, and tickets to a variety of shows. If you decide to subscribe as a seller on Cdiscount, you get to sell to over 23 million monthly active users. Simply register your account and submit your business documents. Once your account gets approved, pay the subscription fee and start creating your product listings. 


  • French market presence 
  • The easy registration process and user-friendly interface 


  • Limited product selection compared to top online marketplaces 
  • A subscription fee is required for all sellers       
  • Strict rules and regulations regarding product listings  

What are the benefits of using online marketplaces over traditional methods of selling?

With hybrid commerce (H-Commerce) on the rise, as the number of digital buyers increases, online marketplaces are becoming more popular among brands and retailers. There are several key benefits of using online marketplaces over traditional methods of selling, such as:

  • Increased reach: One of the key benefits of online marketplaces is the ability to reach a larger audience with minimal investment. By listing products on marketplace platforms, sellers can tap into a ready-made audience of buyers who are
  • Increased reach and visibility: One of the main benefits of selling on online marketplaces is the increased reach and visibility that comes with it. When you list your products on a marketplace, you are opening up your brand to a whole new audience that may not have been exposed to it before.
  • Convenience: Shopping on online marketplaces is convenient for both buyers and sellers. Buyers can browse through a wide variety of products from different brands in one place. Sellers can list their products on a marketplace and have them seen by millions of potential customers with little to no effort.
  • Access to new customer base: Online marketplaces give brands and retailers access to a whole new customer base that they would not have otherwise had. This is especially beneficial for small businesses and start-ups who are looking to gain exposure and grow their business. 
  • Increased sales and profits: Selling on online marketplaces can lead to increased sales and profits for brands and retailers. This is because marketplaces provide a wider audience for your products, which can lead to more sales. Additionally, online marketplaces typically take a smaller commission than traditional brick-and-mortar stores, so you can keep more of the profits.

Final Thoughts

These different online marketplaces are a great way for businesses and sellers to reach a wider audience, boost sales, and increase profits. It all boils down to this: online marketplaces will continue to thrive as consumers continue to search for convenient, affordable, and quality products with just the tap of a button. With the trend of online shopping continuing to grow, online marketplaces will only continue to increase in popularity and importance.

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