Top 10 Global Online Market Selling: Which is the Right Marketplace for Your Business?

This article delves into the 10 best global online marketplaces for online market selling in 2023, providing a comprehensive guide for entrepreneurs to expand their businesses.

Key Takeaways

1. Amazon: Best for a wide range of businesses given its broad and global customer base. Particularly good for businesses selling consumer goods, electronics, books, and more.
2. Etsy: Best for businesses focusing on handmade, vintage, and unique items, as well as craft supplies. 
3. eBay: Best for businesses of all sizes selling a variety of new and used products. 
4. Walmart: Best for businesses offering mainstream consumer goods seeking to leverage Walmart’s strong brand recognition.
5. Mercado Libre: Best for businesses aiming to reach a Latin American audience.
6. Shopee: Best for businesses, especially new ones, looking to enter Southeast Asian markets.
7. Flipkart: Best for businesses targeting the Indian market.
8. Fruugo: Best for businesses looking to sell internationally and wanting translation support for product listings. 
9. AliExpress: Best for businesses selling to an international audience and preferring low seller fees.
10. Cdiscount: Best for businesses planning to expand into the French market.

What is an Online Marketplace?

An online marketplace serves as a conduit that hosts various products from various sellers, all available for customers to purchase.

Two distinctive characteristics of an online marketplace include:

• The presence of numerous sellers operating under a single platform.
• Customers can complete their purchases without leaving the app or website.

Online marketplaces have become a cornerstone of e-commerce. Platforms like Amazon, eBay, and Etsy are prominent examples of global online marketplaces.

Why Use Online Marketplaces?

Choosing to sell products through online marketplaces is a preferred strategy for many vendors, and rightly so, due to several benefits they offer:

• Access to a vast customer base: Major online marketplaces like Amazon and eBay already attract a substantial audience, providing a platform for you to sell your products. Especially for small businesses, these marketplaces can enhance customer reach and generate new leads.
• Enhanced brand visibility: With proper product listing, your offerings could appear in thousands of search results, raising brand visibility. Even if users don’t always click on your product, having your brand appear in results can subtly boost brand recognition.
• Trust factor: Online marketplaces, especially well-established ones like Amazon and eBay, have earned consumers’ trust over time. This makes shoppers more comfortable purchasing through them than from lesser-known retailers.

10 Best Global Online Marketplaces

We’ve listed our top 10 global online marketplaces to guide you in selecting the platform that best meets your e-commerce requirements.

#1. Amazon

Amazon remains a favorite marketplace for sellers and buyers due to its global prominence.

• Search Engine Ranking: Besides being a leading e-commerce platform, Amazon is the second-largest search engine on the internet.
• Shipping and Fulfillment Advantage: Amazon’s shipping and fulfillment service can give your brand exceptional visibility and customer reach.
• Diverse Product Categories: Amazon offers various product categories, covering everything from home and garden supplies to fashion, books, and beauty products.
• Commission Fees: Sellers on Amazon are subject to commission fees on each sale, typically averaging around 15%.
• Store Establishment: To create an Amazon store, you must first register your brand with Amazon’s brand registry. Then, you can design your store, select a theme, and add pages similar to a website builder.

#2. Etsy

Etsy, a flourishing online marketplace, caters predominantly to retailers dealing in arts and crafts.

• Unique Product Range: The platform offers a vibrant selection of products, including vintage goods, customized items, and collectors’ pieces, often exclusive to the seller’s store.
• Appealing to Sellers and Buyers: Etsy’s focus on unique products makes it an attractive platform for sellers and buyers seeking one-of-a-kind items.
• Easy Start: Getting started on Etsy is straightforward; sellers can create an account and list their products immediately.
• Transaction and Listing Fees: Like other marketplaces, Etsy charges a 6.5% transaction fee on each sale and a listing fee of $0.20 per item listed.

#3. eBay

Once perceived merely as an online auction house for second-hand items, eBay has transformed into one of the world’s largest marketplaces, dealing in nearly every product category.

• eBay’s Market Reach: As the second-largest marketplace in the US after Amazon, eBay offers significant exposure to millions of potential buyers through its search results.
• Global Shipping Program: eBay’s Global Shipping Program simplifies international shipping, allowing sellers to reach over 60 million customers worldwide easily.
• Competitive Pricing: With numerous sellers offering similar products, competitive pricing is crucial on eBay to differentiate and attract customers.
• Various Pricing Plans: eBay offers diverse pricing plans with benefits like listing boosts and reduced commission fees to suit sellers’ needs.
• Simple Selling Process: Getting started on eBay is straightforward; sellers can sign up for a business account, set account policies, and begin uploading their inventory.

#4. Walmart

While Walmart is a standalone online store, did you know it also operates as an online marketplace?

Walmart permits third-party sellers to offer products spanning more than 35 product categories, such as crafts, books, and computers.

• International Seller Opportunity: Walmart welcomes international merchants, with 5% of its third-party sellers operating from various locations, making it an attractive option for those targeting the US market from abroad.
• Fast Fulfillment: Walmart boasts six distribution centers across the US, committed to fulfilling nearly all orders within two days, ensuring prompt and efficient delivery.
• Leveraging Walmart’s Reputation: Selling on Walmart allows businesses to benefit from the brand’s established reputation and customer trust, providing an advantage for new ventures and building customer loyalty.
• Application and Approval Process: To become a third-party seller on Walmart, applicants must go through an application process, providing store and product details. Once approved, sellers can set up their accounts and list items for sale.
• Final Review and Activation: Walmart conducts a last review before granting approval for active sales, ensuring compliance with its requirements and standards.
• Shopify Integration: For Shopify store owners, Walmart offers integration that enables inventory synchronization and order import for streamlined fulfillment processes.

#5. Mercado Libre

Mercado Libre, a massive online marketplace based in Mexico, has been making waves since its inception in 1999.

As Amazon’s fiercest competitor in Mexico, Mercado Libre is worth considering if you aim to cater to an audience in this region.

• Diverse Product Categories: With over 150 product categories, Mercado Libre provides various options, ensuring a potential audience for multiple items. The marketplace attracts approximately 650 million monthly visits, with sports equipment, electronics, and fashion being the most popular product categories.
• Global Seller’s Program: To start selling on Mercado Libre, sellers must join the Global Seller’s program. A significant advantage for US sellers and international merchants is the ability to list products and accept payments in their preferred currency, simplifying cross-border transactions.

#6. Shopee

Shopee, an online marketplace headquartered in Malaysia, attracts over 50 million monthly visitors.

• No Listing Fees: Shopee stands out for not charging any listing fees, benefiting retailers with less than 100 finalized orders as they are exempt from commission fees.
• Flexible Payment Options: Sellers on Shopee appreciate the platform’s flexible payment options, which include debit and credit cards, ATM transfers, and cash on delivery, catering to a broad range of customers.
• Convenient Order Fulfillment: Shopee streamlines order fulfillment by operating multiple fulfillment centers in Southeast Asia. These centers handle the receiving and shipping orders, ensuring efficient customer delivery.

#7. Flipkart

Flipkart is one of the leading online marketplaces in India. While it initially started as an online bookstore, it has since broadened its horizons to include a variety of categories, such as furniture, groceries, and apparel.

• Free Merchant Profile: Flipkart offers a free and easy-to-use platform to create a merchant profile, allowing users of all skill levels to showcase their products to a vast potential audience of 200 million.
• Seller Protection Program: Flipkart’s seller protection program provides insurance coverage in case of any unforeseen incidents, offering peace of mind to sellers.
• Robust Global Fulfillment Network: With over 10,000 delivery agents and 200 pick-up hubs, Flipkart boasts one of the most robust global fulfillment networks, ensuring efficient international shipping for your products.

#8. Fruugo

Fruugo is an international online marketplace operating in over 50 countries, with a presence in most of Europe and Asia.

• Translation Service: Fruugo offers a translation service that converts product listings into over 25 languages, facilitating access to a diverse international audience.
• No Monthly Fee: Unlike other global marketplaces, Fruugo does not require sellers to pay a monthly fee. Instead, sellers only pay a commission for each successful sale.
• Currency Payment and VAT Management: Sellers on Fruugo can receive payments in their preferred currency, and the platform provides helpful features for managing Value-Added Tax (VAT) requirements.

#9. AliExpress

Originating from China, AliExpress extends its reach to over 230 countries and regions, making it a truly international online marketplace.

• Low Seller Fees: AliExpress is renowned for its low fees for sellers, with commissions ranging from around 5-8% of the total sales, depending on the product category.
• Excellent Customer Experience: The platform is known for providing an exceptional customer experience and service, ensuring that sellers can trust that their customers will be well taken care of and that any inquiries will be promptly addressed.
• Quick Payment: Sellers receive payment as soon as their customers’ shipments are delivered, allowing faster and more efficient cash flow.

#10. Cdiscount

Cdiscount, a rapidly expanding online marketplace based in France and hosts around 10 million active customers.

• No Setup Costs or Sales Limits: Cdiscount allows retailers to create their storefronts without incurring any setup costs or facing sales limits, providing a cost-effective way to start selling on the platform.
• Unlimited Product Listings: There is no limit to the number of products you can list on Cdiscount, allowing you to showcase a wide range of items to potential customers.
• Welcomes New and Used Items: Cdiscount accepts new and used items, providing flexibility for sellers with different types of products.
• Expansion to French Market: For businesses looking to expand into the French market, Cdiscount offers a fantastic opportunity to reach a large customer base in France.
• On-Demand Fulfillment Service: Cdiscount provides an on-demand fulfillment service where sellers deliver items to their warehouse after a customer orders. From there, Cdiscount takes care of all aspects of fulfillment, dispatching orders within 24 hours for efficient delivery.

How to Pick The Best Marketplace For You

Now that you know our top 10 international online marketplaces, it’s time to pick the one that suits you best.

When selecting an online marketplace to list your products, consider the following factors:

• Is there a need for a specific marketplace tailored for certain products? For instance, Etsy is ideal for sellers listing handmade or crafted items.
• Determine the fees you’ll have to pay for each marketplace. You need to include these costs in your total budget to understand what you can manage.
• Evaluate the international reach of your preferred marketplace. Does it target the correct region for you, and what are the conversion rates like?
• Does the marketplace offer fulfillment assistance? This is crucial for most sellers, particularly if you aim to reach an international audience.

Tips For Selling on Online Marketplaces

If you’ve selected your online marketplace and are ready to begin listing and selling your items, consider our top suggestions for succeeding in online marketplaces:

• Always include fees when pricing your product to maximize your earnings as much as possible.
• Use high-quality photos of your product to ensure your listing stands out.
• Craft accurate and well-researched titles and descriptions for your listings. We have a comprehensive guide on creating product descriptions to assist you.
• Think about offering translations for international customers if your chosen marketplace doesn’t provide this service.
• If your budget allows, use paid ads to enhance your listings and attract visitors to your store. You can achieve this within the marketplace through sponsored products or externally via a PPC campaign.
• Formulate a robust customer relationship plan. Consider ways to keep the customer engaged with your brand for extended periods and ensure you deliver top-notch customer service.

What are the benefits of selling via an online marketplace?

Selling via an online marketplace offers several distinct advantages to businesses, particularly those looking to expand their reach and diversify their customer base. Here are some of the main benefits:

• Expanded Customer Reach: Online marketplaces provide access to a vast pool of potential customers across the globe. These platforms can connect your products with millions of people you might not otherwise have the chance to reach.
• Cost Efficiency: Setting up an online store on a marketplace can be significantly less expensive than creating and maintaining a standalone e-commerce website. This can make it a more affordable choice for small businesses or startups.
• Streamlined Operations: Many online marketplaces offer comprehensive seller support, including payment processing, shipping and fulfillment assistance, and customer service, simplifying the selling process for businesses.
• Trust and Credibility: Well-known online marketplaces have already earned the trust of millions of customers. When you sell through these platforms, you benefit from their established reputation.
• Instant Infrastructure: Marketplaces have a ready-made infrastructure, including website design, shopping cart systems, and secure payment gateways. This allows businesses to focus more on their products and less on technical details.
• Data Insights: These platforms often provide useful data about sales, customer behavior, and market trends. These insights can help you make informed pricing, marketing strategies, and inventory management decisions.
• Increased Visibility: To attract customers, online marketplaces invest heavily in digital marketing, SEO, and site optimization. By listing your products on these platforms, your offerings can increase visibility through their marketing efforts.
• Multi-channel Selling: Marketplaces allow you to sell across multiple channels. This means that you can sell your products on the marketplace’s website and other platforms like social media, boosting your chances of making sales.

Things to consider when choosing an online marketplace

Choosing the right online marketplace for your business is a crucial decision. There are several factors you need to take into account to make an informed choice. Here are some key considerations:

• Target Audience: Different marketplaces attract different types of consumers. It’s essential to choose a marketplace that aligns with your target demographic. For instance, Etsy is perfect for handmade or vintage items, while Amazon might be better for a broad range of product categories.
• Fees and Commission: Every marketplace has its fee structure, including listing fees, transaction fees, and commissions. You must understand these costs upfront to ensure they fit into your business model and won’t significantly impact your profit margins.
• Geographical Reach: Some marketplaces have a strong presence in specific regions or countries. Suppose you want to target a global audience. In that case, you might choose Amazon or eBay, but to focus on particular areas, you might select Mercado Libre for Latin America or Flipkart for India.
• Ease of Use: The seller interface and tools provided by the marketplace should be user-friendly and efficient. Check out the process for listing products, managing inventory, and customer service before deciding on a platform.
• Product Categories: Not all marketplaces are suitable for all types of products. Some specialize in specific categories, while others have a more general focus. Ensure your product fits nicely into the categories offered by the marketplace.
• Customer Service: Look at the marketplace’s reputation for customer service. A marketplace that values customer satisfaction will be a better partner for your business, helping you to resolve disputes and handle returns smoothly.
• Shipping and Fulfillment: Some marketplaces offer fulfillment services that significantly simplify your logistics. Consider this factor if managing storage, packing, and shipping is challenging for your business.
• Seller Support: Check the level of seller support provided by the marketplace. Do they offer helpful resources, educational materials, or a responsive support team to help you navigate challenges?

Best Global Online Marketplaces: Summary

Selling your items through an international online marketplace can lead to significant ecommerce victories, but it’s not always a walk in the park.

In the current era of online shopping, there’s a ton of competition and buzz, but if you can identify the right online market selling, you could reach millions of potential customers.

To summarize, our top 10 international online marketplaces include:

1. Amazon
2. Etsy
3. eBay
4. Walmart
5. Mercado Libre
6. Shopee
7. Flipkart
8. Fruugo
9. AliExpress
10. Cdiscount

Remember, if you experiment with a marketplace and don’t see the outcome you expected, you’re always free to try a different one!