Get a Quote
ecommerce marketplace platforms guidelines

15 Best Ecommerce Marketplace Platforms for Brands and Sellers

Hey there, seller! Are you confused with the vast variety of ecommerce platforms popping up everywhere? Trust me, you’re not alone. It’s like being in this giant virtual shopping mall and asking yourself, “Which store can I place myself in?”. But don’t worry! We’ve got your back.

In this guide, we will break down some of the most popular ecommerce platforms, helping you identify which is best for putting your product in its place. Whether you are a beginner or looking for something new, we’ve got you covered in the world of ecommerce. Ready? Let’s dive in!

Overview of the 15 Best Ecommerce Marketplace Platforms

Following is the list of the 15 best ecommerce marketplace platforms, along with their overview, pros, cons, and pricing.

Ecommerce Marketplace Platform # 1 Amazon

Overview: Picture an internet mall, and you’ve got Amazon. You can get anything from Books, electronics, clothing, and gadgets within its walls. From around the world, sellers open Amazon stores hoping to attract millions of daily visitors. Its quick delivery and huge stock range make it one of the most popular. Buyers want deals on Amazon, while sellers wish to exposure to Amazon’s large audience.

Huge customer base.  High competitionVaries based on the type of seller account and product category
Trusted platform.  Fees can add up. 
Trusted platform.   

Ecommerce Marketplace Platform # 2 SquareSpace

Overview: Want to have your website? SquareSpace can make that dream possible. It is an online service where you can create gorgeous websites without technical knowledge. That also gives the benefit of their drag-and-drop feature, which enables you to have a look at the professional website. It is trendy among those wanting to share/sell things on the web. And, because of a wide selection of beautiful themes, your site will appear professionally.

Beautiful templates.They need more advanced features.Personal ones begin at $12/month, and advanced commerce plans go up to $40/month.
No coding is required.It might be pricey for some. 
Good customer support. 

Ecommerce Marketplace Platform # 3 eBay (H3)

Overview: On eBay, you can imagine a virtual garage sale. It’s an international virtual marketplace where folks list products they don’t need anymore and sell other products they may want to offer. You can bid on items at auction houses or purchase them immediately. Whether it’s collectibles or cars, clothes, or furniture, chances are you’ll be able to find it on eBay. This is an old place of business with a good reputation among traders and buyers. And there’s nothing more exciting than winning auctions (except for those two instances)!

Auction-style listings.Fees for listing and selling.Listing fees vary, and there’s a final value fee when the item sells.
Global reach.Some competition. 
Secure payment methods. 

Ecommerce Marketplace Platform # 4 Etsy

Overview: Imagine a friendly virtual arts and crafts fair, and Etsy is precisely what I’m talking about. It’s a one-of-a-kind marketplace that features handmade, vintage, and unusual things. From handmade jewelry to made-to-order art, Etsy has become a go-to place for those searching for unique, artistic offerings. “Say hello to your neighbors,” sellers open tiny shops filled with passion and crafted items to share with the world. Sellers can uncover hidden gems; buyers can find unique items. Etsy is a great store to visit if you love art and artistry.

A niche market for handmade goods.Fees for listing and transactions.Pricing: $0.20 for each posting and a 5% handling charge.
Supportive community.It is limited to specific product categories. 
The store is quick to get started with.   

Ecommerce Marketplace Platform # 5 Shopify

Overview: If you’ve sold anything on the internet before, you likely know the name of Shopify. This is an ideal tool for creating your online store. From handcrafted DIY pieces to t-shirts, toys, and tech gadgets, Shopify combines tools to make things look polished. You can choose the appearance of your store, what you’ll offer for sale, and (to some extent) how people will pay. And if you’re looking for more cool stuff to implement in your shop, there are plenty of good apps, too that will boost your Shopify sales which include Extendons Direct Checkout and Extendons Thank You Page & Surveys. We’re like having our shop inside the most prominent Mall online!

Customizable store designs.Monthly fees.Plans range from $29/month to $299/month.
Secure payment gateways.Additional costs for some apps 
Lots of apps and integrations to boost your Shopify stores.   

Ecommerce Marketplace Platform # 6 Square Online

Overview: It’s like an online helpmate for business. However, Square Online goes one step further. It enables companies to build an online store quickly. Therefore, If you own a physical shop and want to sell online, Square Online is always right for you. It’s simple, connects with the Square card reader, and is perfect for those just starting in the online world.

Easy setup.Limited customization.It is free to start, but there are transaction fees.  
Integrates with Square hardware.  Transaction fees. 
Suitable for small businesses.   

Ecommerce Marketplace Platform # 7 Wix

Overview: Imagine having a box of building blocks but for websites. That’s Wix. It lets you create a website by dragging and dropping things where you want them. Want a picture here? Just drag it. A button there? Drop it in. It’s that easy. Wix is loved by many because you don’t need to be a tech wizard to make a website. Whether showcasing your hobby, starting a blog, or selling products, Wix has your back.

Drag-and-drop builder.  It can be pricey.  Free basic use, premium plans start from $14/month.
Lots of templates.    It’s hard to switch templates.   
Flexible design options.   

Ecommerce Marketplace Platform # 8 AliExpress

Overview: AliExpress is like an online marketplace with everything. It is an eCommerce platform based out of China, matching customers to vendors who sell things for super cheap prices. From clothing to appliances, games to equipment, there’s an exciting variety of options. Whenever I’m looking to score some deals or bulk items, this is my go-to place. It’s a big marketplace worldwide, so you may expect your package to take some time to arrive. But it’s part of the adventure!, you might say.

Wide variety of products.Longer shipping times.Different products have different prices, mostly discounted and promo.
Competitive prices.Quality varies between sellers. 
Buyer protection.   

Ecommerce Marketplace Platform # 9 Weebly

Overview: Weebly is as helpful as a friend who shows you the way to build a website. If the idea of creating your website sounds scary, then Weebly has you covered. Easy-to-use tools allow you to build an attractive and functional website. It’s great, especially for people who love to get into sharing their interests in life or even starting out with a small online business. Also, there is a great variety of templates, making your website look awesome!

User-friendly builder.Limited advanced features.Free basic version; paid plans starting from $6/month.
Good for beginners.Some limitations on the free plan. 
Mobile-responsive designs.   

Ecommerce Marketplace Platform # 10 WooCommerce

Overview: Converting your website into an online store. That’s what WooCommerce does. It’s something that’s specific to WordPress (a common blogging platform). You have complete control over your selling product and order management on your own website using WooCommerce. This would be like adding a shopping basket to your page or site. Speaking of WooCommerce, to make your shopping experience more unique, you can check 7 WooCommerce PLUGINS THAT CAN BOOST YOUR SALES!

Highly customizable.It might be tricky for beginners.  It is free to begin but might require paid enhancements.
Works with WordPress.Needs frequent updates. 
Extensive community and support.   

Ecommerce Marketplace Platform # 11 Wayfair

Overview: Wayfair is like a giant virtual home store. Searching for something different, a new sofa or lamp or rug? Wayfair has tons of options. It is loved by folks who want to refresh the interiors of their houses with a variety of decorations and household items. There’s always something happening with deals, promotional sales, etc. It’s incredibly easy to navigate the website. It also features customer ratings and product photos, so you’ll be able to understand what you’re purchasing before it even reaches your doorstep!

Wide selection of home goods.  Shipping times can vary.    Varies by product
Customer reviews and photos.  The return process is lengthy.   
Regular sales and deals.     

Ecommerce Marketplace Platform # 12 Shift4Shop

Overview: Shift4Shop is your virtual Business Mate. All you need to do is set up an online store for yourself. No matter whether it’s for the handmade craft or for the tech gadgets, Shift4Shop is armed with tools to turn your store into a highlight. It’s full of tools to make processing orders, tracking inventory, and interacting with customers easy. It’s like having a team of experts, all in one platform, helping your business grow and succeed online.

Lots of built-in features.  Design limitations  Plans vary, starting from $29/month.
 Initial challenges for beginners 
Regular sales and deals.     

Ecommerce Marketplace Platform # 13 Shopee

Overview: Shopee is an online shopping festival. Popular in Asia, it’s a place where you can find a mix of everything, from fashion to electronics. Sellers showcase their products, and buyers get to enjoy deals and flash sales. The app is super user-friendly, making shopping fun and easy. Plus, with games and promotions, Shopee turns online shopping into a lively experience. It’s not just about buying; it’s about enjoying the whole journey.

User-friendly app.    Quality varies between sellers.    Varies by product, with many discounts available.
Regular promotions and sales.    Shipping times can be inconsistent.   
Secure payment methods.     

Ecommerce Marketplace Platform # 14 Mercado Libre

Overview: Mercado Libre is the go-to online shopping spot in Latin America. Imagine a bustling market, but online. There’s so much to explore, from tech gadgets to household items, fashion to toys. Many trusted it because it’s been around for a while and offers secure payment options. Plus, with its auction-style listings, you can even bid on items. It’s like a shopping adventure right from your home.

Popular in Latin America.    Quality varies between sellers.    Varies by product, with options for deals and discounts.
Wide variety of products.      Shipping times might differ.   
Auction-style listings.     

Ecommerce Marketplace Platform # 15 Big Cartel

Overview: Big Cartel is like an online art gallery. It’s a special place for artists, musicians, and crafters to showcase their creations. If you make cool stuff, like paintings, jewelry, or music, Big Cartel is where you can share it with the world. It’s simple to set up, and the vibe is all about supporting independent creators. So, if you’re looking for unique, artsy items or want to sell your own, Big Cartel is the spot.

Designed for artists and creators.    Limited product listings on the free plan.      Free for up to 5 products, paid plans start at $9.99/month.  
Simple setup.    Fewer features than some competitors.     
Supportive community.     

Niche Marketplaces vs. General Marketplaces

Ever heard of the saying, “Jack of all trades, master of none”? This applies to marketplaces too.

Niche-Specific Marketplace Platforms:

These cater to a specific audience. For example, Etsy is niche-based as it targets handmade craft lovers. Such platforms offer a tailored audience but might have a smaller user base.

General Marketplace Platforms:

Platforms like Amazon or eBay cater to a broad audience. They offer a vast user base, but your product might get lost in the sea of listings.

Niche-Specific Marketplace PlatformsGeneral Marketplace Platforms
Targeted AudienceVast Reach
Lesser CompetitionDiverse Product Categories
Specialized Marketing OpportunitiesAdvanced Infrastructure
Higher Customer LoyaltyCompetitive Environment

Strategies for Multi-Platform Selling

Utilizing multiple ecommerce platforms is a game changer for boosting your brand awareness and sales.

What is the benefit of Multi-Platform Selling?

In a highly competitive eCommerce environment, not being present on all the major marketplaces results in a loss of potential brand growth and exposure. Multi-platform selling lets you reach different markets, improve brand awareness, and give you exposure to different marketplaces. Here’s how to do it effectively:

1. Understand Each Platform’s Audience

Every marketplace brings its own target audience. For example, Amazon targets general audiences, but Etsy draws a niche crowd of people who prefer handmade and vintage items. Adapt both the listing of products and the marketing approaches based on each platform’s audience.

2. Centralized Inventory Management

One of the problems with multiple ecommerce platform selling can be managing your supply chain across numerous platforms. Use centralized inventory management tools to ensure real-time updates and avoid overselling or stockouts.

3. Optimize Listings for Each Platform

Every store has some rules to follow for product listing. Make sure your listings are optimized on each site’s search algorithm. That might mean adjusting product titles, descriptions, and image alt tags for every marketplace.

4. Price Strategically

Look at the costs of each platform. Set prices that allow you to compete and make money. Remember, every platform has its pricing structure, so adjust your prices accordingly.

5. Analyze and Adapt

Review your sales figures regularly for every platform. Analyze what platforms work for what products and adjust your strategies for maximum results. Utilize the information to make smarter inventory and marketing choices. You can check out HIGH PERFORMANCE STORAGE GUIDE to help you make more analyzed decisions.


Choosing the right ecommerce marketplace platform is more than picking the most popular one. It’s about aligning with your brand’s goals and target audience. So, do your research, consider your options, and dive into the world of ecommerce. Your brand’s success might be a click away.

Frequently Asked Questions

Question: What Is an Ecommerce Marketplace Platform?

An ecommerce marketplace platform can be described as a digital mall where sellers can display their products to customers. Imagine yourself in a digital shopping space where your brand gets its own exclusive shop. Popular marketplaces include Amazon, eBay, and Etsy, but there are numerous other marketplaces in every industry with different audiences, niches, and selling styles.

Question: What are the Factors to Consider When Choosing the Best Ecommerce Marketplace Platform?

  1. Subscription Plan: How much will the platform charge you for listing or selling products?
  2. Audience Size: A more extensive audience might mean more potential customers and competition.
  3. Niche Focus: Some platforms target specific niches and audiences, which is beneficial for target marketing.
  4. Ease of Use: A user-friendly interface can help your customers to navigate and make purchases easily.

15 Best Ecommerce Marketplace Platforms for Brands and Sellers