What is a Marketplace? a Guide to Sell Online and Succeed

A marketplace is a platform where multiple sellers can sell their products. Unlike e-commerce, where you visit a web page and buy a product from the same store, a marketplace works as an intermediary between sellers and customers, where you visit a web page and buy a product that a different store is selling. . Some examples of popular Marketplaces are Google Shopping, Mercado Libre, Amazon and Etsy.

What are the Advantages of a Marketplace?

People use marketplaces

The convenience of making a single transaction for a wide selection of items from multiple sellers is beautiful. Six were marketplaces, generating 62% of e-commerce transactions worldwide.

Marketplaces are Responsible for Maintaining the Infrastructure

You get the use of an e-commerce site that has been developed and perfected by someone else, allowing you to focus on your business entirely.

Marketplaces have International Exposure

Many of the world’s most popular marketplaces target international audiences, giving you a way to sell your products abroad and gain exposure across borders without breaking the bank. Amazon is strong in multiple regions but successful in regional marketplaces, such as MercadoLibre in Latin America and Rakuten in Japan.

Niche Marketplaces Attract Specific Audiences

The explosion of marketplaces means destinations for practically all kinds of niche interests, from fashion to pet supplies to sustainable products. If you find the correct niche market, you can expose your products to many customers looking for what you have to sell.

Marketplaces are a Growth Opportunity

Marketplaces can not only show your brand to new audiences. They are also interesting for retailers who want to stay ahead in an ever-changing online retail environment. Marketplaces offer sellers the ability to adjust to changing customer priorities without incurring huge costs quickly.

Examples of Marketplaces

While some of the best known and most popular marketplaces are run by the big names in retail. Others are not affiliated with established brands. Among the prominent examples of the market, we have:


Most of the products you find on Amazon come from sellers in various categories, from beauty items to electronics. Amazon is both a seller and a stage for sellers, meaning items from third-party retailers appear alongside products that Amazon itself sells. If you need to sell on Amazon, you can use the Stories feature to connect and set up an Amazon store.


Known initially as an online auction site for individuals to sell their used goods, eBay is now a popular platform for brands. Most items are sold for a fixed price using the “Buy It Now” option. eBay has more than 140 million buyers, with about half located in the United States. eBay is included as a sales channel within Stores, where you can connect and set up an eBay store.


Wish is a primarily mobile-friendly shopping destination offering affordable products. More than 500,000 merchants sell to more than 60 million global consumers, of whom 43% are under 35, making Wish an essential marketplace for attracting younger shoppers.

While the big marketplace platforms offer robust platforms with massive audiences. It can be easy to get lost in the crowd, making niche marketplaces a desirable option. Among the significant marketplaces with specific niches are:


While Etsy sells a wide variety of products, this platform focuses on handcrafted items from small sellers with an overwhelming annual growth rate of 19% reaching over 40 million active buyers.


Specializing in “household items” from kitchenware to bedding, Wayfair has more than 20 million customers and 12,000 vendors. A careful vendor selection process and careful curation make Wayfair America’s premier online destination for furniture.


The British clothing retailer has expanded its offerings through a global marketplace that boasts more than 800 independent designers and vintage sellers. This platform is among the leading fashion marketplaces, a field that is already quite competitive.

How to Choose the Right Marketplace?

The options to sell on marketplaces are almost endless, making it confusing to choose the right market for your business. Here are some features to reflect when choosing where to sell your products:

  • Make sure it is a platform that is easy to use and meets your needs as a seller: Above all, a good marketplace platform must be easy for users. Also, the platform you choose and its features will be a big part of the ease with. Which you can manage your business, optimize your products, manage your inventories, and more.
  • Find out where your audience buys: Your current and potential customers can help you focus your marketplace selection.
  • Research which marketplaces your competition is on: Knowing where your match is located can help you understand ​​the most popular destinations in your product niche.
  • Research the marketplace niche: As discussed before, some marketplaces focus on specific slots. Choosing a marketplace according to your place increases the chances of reaching an audience with greater interest in your articles.
  • Understand the advantages of each marketplace: Although marketplaces have a lot to offer, they also pose their challenges. Before formulating your selection of products and prices, be sure to research the advantages of each marketplace.


marketplaces are much more complex than similar businesses due to their nature as multi-vendor platforms. The marketplace model is surprisingly lean and scalable for new startups.

Technology Burner

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