Online marketplaces are undeniably one of the most effective sales channels for merchants. With top online marketplaces such as Amazon, eBay, or Walmart, online sellers can reach millions of potential buyers and take their businesses to the next level.
But with so many options out there, which is the most suitable eCommerce marketplace for your business? Fear not; we’ve got you covered! In this article, we will review the 15 best online marketplaces to sell your products in 2024:
- 1. Amazon
- 2. eBay
- 3. Rakuten
- 4. Shopee
- 5. AliExpress
- 6. Etsy
- 7. Walmart
- 8. Mercado Libre
- 9. Wildberries
- 10. Ozon
- 5 other top marketplaces to sell your products online!
Without further ado, let’s dive right in!
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Online Marketplaces: At A Quick Glance
Before we jump into the Top online marketplaces to sell, let’s discover the definition of an online marketplace and the advantages and potential disadvantages of selling these best eCommerce sites first.
What is an online marketplace?
An online marketplace is an eCommerce site that connects sellers and buyers, regardless of geographical limitations. It contains two main features:
- Multiple third-party sellers provide goods and services across the platform.
- Buyers make the purchase without leaving the site.
In an online marketplace, all consumer transactions are processed by the marketplace operator, then fulfilled and delivered by sellers or logistics companies. While buyers can register an account for free, sellers are usually charged a fee to sell on the marketplace.
In general, there are three types of online marketplaces:
- General marketplaces, such as Amazon or eBay, sell almost anything from electronic goods to everyday kinds of stuff;
- Vertical marketplaces only specialize in one kind of product. TrueFacet.com, for example, sells only jewelry and related items;
- Horizontal marketplaces offer a range of products sharing the same characteristics. Dote.com is an online retail marketplace where women always come to update their wardrobes.
Pros & cons of selling on online marketplaces
In general, top online marketplaces offer many benefits.
Selling on these marketplaces is the fastest way to reach a large number of customers. With low upfront costs and built-in eCommerce features, you can quickly launch your store and access millions of customers who are ready to buy your products. Moreover, reputed eCommerce marketplaces make your stores look more legitimate based on ready-made trust with platform buyers.
Some other advantages of selling on the best online marketplaces are:
- Protection against unpaid bills, fraud, or disputes;
- Possibility to utilize platforms’ storage and delivery services;
- Opportunities to sell globally,
- Great testing grounds for new products.
However, some potential drawbacks of online marketplaces may also need to be considered.
- Fees: Online selling sites charge specific selling fees. Commission fees for each sale may range from 5% to 20%. Sellers’ fee structures might also be complicated.
- Limited branding options: You may not brand your online presence as you must follow strict rules such as brand name form, product descriptions, or photo size.
- High competition: Many other sellers might offer similar products or services to yours, which could lead to price wars.
- Other potential concerns include the risk of suspension or banning from the platform, as well as a lack of control over customer data.
15 Top Online Marketplaces: By Visitor Traffic
I aimed to compare the gross merchandise value (GMV) when researching leading online marketplaces, as GMV is an ideal measure of size. However, due to a lack of available data, I will instead list the top 15 online marketplaces ranked by monthly visits according to SimilarWeb data for March 2024. The traffic to different domains of the same marketplace, such as amazon.com, amazon.co.jp, and amazon.de, has been combined.
To help you find the right marketplace for your business, I will introduce each marketplace’s selling features, fees, and best-selling items.
Here are 15 top online marketplaces around the world:
# | Marketplace | Region/Country | Product | Monthly Visits |
1 | Amazon | Global | General | 4.79B |
2 | eBay | Global | General | 1.21B |
3 | Rakuten | Global | General | 563.37M |
4 | Shopee | Southeast Asia | General | 559.59M |
5 | AliExpress | Global | General | 525.45M |
6 | Etsy | Global | Arts, Crafts & Gifts | 447.31M |
7 | Walmart | North America | General | 407.61M |
8 | Mercado Libre | Latin America | General | 362.90M |
9 | Wildberries | Russia | General | 342.85M |
10 | Ozon | Russia | General | 316M |
11 | Taobao | China | General | 303.43M |
12 | Pinduoduo | China | General | 227.66M |
13 | Lazada | Southeast Asia | General | 211.72M |
14 | Allegro | Poland | General | 198.8M |
15 | Flipkart | india | General | 161.10M |
#1. Amazon
Amazon is the #1 world eCommerce marketplace, with 4.97 billion visits to all Amazon marketplace domains every month. Amazon.com is the most visited online marketplace in the US, with around 2.2 billion monthly visits (reported by Statista in 2023). Moreover, Amazon also leads the eCommerce market in many European countries, with Amazon.co.uk, Amazon.de, and Amazon.fr.
Regarding the sales volume, Amazon also holds the highest gross merchandise value (GMV) in the global eCommerce market, with around US $729 billion generated across all its domains in 2023, making it a wonderland for any online seller. So, if you wonder, “Is selling on Amazon worth it?” That’s probably a huge yes.
- Monthly visits: 4.79 billion
- Category focus: All categories
- Regions/ Countries covered: Global
Amazon selling features
On this top marketplace, Amazon FBA, Amazon shipping, and order fulfillment service are key points that make this online seller platform one of the top online marketplaces in the world. They will handle everything from inventory to shipping to customer service. This gives merchants more time to concentrate on other important tasks, such as marketing and selling.
Sellers can also use the Amazon administration center to keep track of shipping, inventory, orders, and customers. The center provides a general overview of the store’s performance; all data is clear and easy to analyze.
Amazon selling fees
When selling on Amazon, you will have to pay 2 main fees: a monthly fixed fee and a referral fee.
- Regarding the fixed monthly fee, you can choose between the Individual plan, which costs $0.99 per sale, and the Professional plan, which costs $39.99 per month.
- The referral fee ranges from 6% to 45%, depending on your product category.
Best-selling items on Amazon
This best online marketplace also offers almost every product category. Some of the best product categories to sell on Amazon that you can consider are home and kitchen, clothes, beauty and personal care, electronics, shoes and jewelry, and toys and games.
However, with a wide customer base and a variety of products, high competition can be a big challenge when it comes to selling on Amazon.
Best for: Sellers seeking a global reach with a reputed marketplace but high sales volume and willing to handle the intense competition.
#2. eBay
eBay is the second most-visited shopping site among the top online marketplaces, with over 1.2 billion visits each month. According to eBay statistics, this platform hosted 135 million active shoppers worldwide across 190 markets, which earned this online retail marketplace more than $18.6 billion in GMV as of Q1 2024.
Starting with a listing of broken laser pointers in 1995, eBay now lets individuals and businesses buy and sell various new and used items, from electronics and collectibles to fashion. Whether you want to start a business with eBay or use it as an online garage sale, this top marketplace is worth considering.
- Monthly visits: 1.21 billion
- Regions/ Countries covered: Global
- Category focus: All categories
You might want to read: Is Selling on eBay Worth it? – Insights and Real Truth.
eBay selling features
Unlike other online marketplaces for sellers, eBay stands out by offering two different selling styles: auction and Buy-It-Now (Fixed Prices). With the auction-style listing models, you can get the most for your item by allowing buyers to bid on it.
It’s worth noting that eBay marketplace merchants have more flexibility than sellers on any other online marketplace. Product listings, shipping rates, and return procedures will be completely controlled by sellers. That’s not enough about the benefits of an eBay store. With special coupons on eBay-branded shipping supplies, you can streamline your shipping process, saving both time and money.
eBay selling fees
Would you consider selling on this top marketplace? eBay charges two main types of selling fees: an insertion fee and a final value fee.
- You will have to pay $0.30 per listing for the insertion fee if you list more than 250 items per month. In other words, you get 250 free insertion fee listings every month.
- The final value fee is calculated as a percent of the total amount of the sale, depending on your product category, plus an extra $0.30 for each sale.
Best-selling items on eBay
If you are about to sell on this best-selling platform, here’s the list of what sells best on eBay according to recent research in 2024:
- Electronics & Accessories;
- Clothing;
- Automotive;
- Health & Beauty;
- Home & Garden;
- Computers & Tablets;
- Musical Instruments.
Best for: Individual or business sellers who want flexibility in selling style (auction or fixed price) and control over listings, shipping, and returns.
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#3. Rakuten
Regarding monthly visits, Rakuten is the third-largest global eCommerce marketplace, with 563.37 million, just after Amazon (4.79B) and eBay (1.21B).
In fiscal year 2023, Rakuten’s domestic eCommerce gross merchandise sales reached around 6 trillion yen, equivalent to US$38.8 million, continuing the upward trend of the last decade.
This Japan-based marketplace is now available in Japan, the U.S., Taiwan, China, France, South Korea, Germany, the U.K., Canada, Hong Kong, and Australia. Thus, Rakuten is a great choice for businesses looking to expand their online reach and sales worldwide, especially in Japan. Currently, Rakuten is chosen by plenty of top brands such as Dell, Lenovo, Dyson, Airweave, and Tiger.
- Month visits: 563.37 million
- Category focus: All categories
- Regions/ Countries covered: Global
Rakuten selling features
Rakuten allows you to personalize your storefront with your brand identity. Moreover, this top-selling platform offers complementary programs, including eCommerce companies, logistics, and marketing like Rakuten Viki, Rakuten Super Logistics, and Rakuten marketing. All will enhance and simplify your selling experience on the Rakuten marketplace.
Rakuten selling fees
As a Rakuten seller, you will have to pay 3 types of fees, including:
- Individual listing fee: 99 cents/ listing
- Monthly account fee: $39/ month
- Commission fee: 8% – 15%, depending on the product category.
Best-selling items on Rakuten
The best products to sell in Rakuten, Japan, include clothing, home & kitchen appliances, toys, shoes, beverages, furniture, gifts, accessories, beauty, sports goods, and auto parts.
Best for: Brands aiming to expand in Japan and leverage a personalized storefront.
#4. Shopee
Shopee is currently the leading online marketplace in Southeast Asia.
As the top and promising mobile-centric marketplace in Southeast and East Asia, as well as several countries in Latin America, Shopee has been growing steadily. In 2017, Shopee had only 245 million orders. 6 years later, in 2023, the total gross orders skyrocketed to 8,2 billion with $78.5 billion.
Shopee is currently active in multiple countries, including Singapore, Malaysia, Indonesia, Thailand, the Philippines, Vietnam, Taiwan, Brazil, Mexico, Chile, Colombia, mainland China, Hong Kong, Japan, and South Korea. The overseas seller program allows cross-border sellers from China, Hong Kong, and South Korea to tap into this vast Southeast Asian and Taiwanese customer base.
- Monthly visits: 559.59 million
- Category focus: All categories
- Regions/ Countries covered: Southeast Asia
Shopee selling features
On Shopee, sellers are divided into 4 types to show the authenticity and reliability level of their products:
- Shopee Premium: This label features Shopee Mall brands, which offer a premium shopping experience with authentic products from top brands that ensure quality and reliability.
- Shopee Mall/ Official Shops: This is for the branded sellers and the official distributors of their licensed products.
- Preferred Sellers: This label features highly-rated sellers known for excellent service and product quality, providing shoppers with a trusted and satisfying shopping experience.
- No label Sellers: These are the individual sellers. They can buy or sell in Shopee.
Shopee also offers a range of features designed to enhance the selling experience and boost sales. Significantly, you can sell your products through different countries to a local market on Shopee under the Overseas Seller program, expanding their market reach. For example, if you are based in China, you can sell your items to the Vietnamese market.
Additionally, Shopee usually launches campaigns to boost sales, such as Double-Date days (5th May or 6th June), Flash Sales, Free Shipping, or Coins Cashback programs. Moreover, Shopee also launched Shopee Live to boost the sales of its sellers on the marketplace.
Seeing the potential of this leading Southeast Asia marketplace? Check out our detailed Shopee review for more insights.
Shopee selling fees
Shopee charges sellers various fees for the services provided on the platform, including commission, service, and transaction fees.
- Commission fees apply to all sellers and are calculated based on the product’s price and category. They differ between Shopee Mall and non-Shopee Mall sellers or their enrolled programs. This fee may vary from 2.18% to 9.81% of your sales.
- Transaction fees are charged on successful transactions through all payment methods, such as credit or debit cards.
- Additionally, sellers who enroll in the Coins Cashback Programme and Free Shipping Programme must pay service fees.
In general, Shopee offers lower fees than other top online marketplaces, making it more cost-effective for sellers.
Best-selling items on Shopee
In 2023, the most popular categories for online shopping on Shopee included Home & Living, Health & Beauty, Electronics, Fashion, and Toys & Hobbies. Customers were drawn to products offered with discounts and cashback, particularly during double-date sales events.
Best for: Sellers targeting the vibrant Southeast Asian markets and being interested in participating in sales campaigns.
#5. AliExpress
AliExpress ranked fifth among the top online marketplaces in the world, with 525.45 million visits per month. Owned by Alibaba Group and based in China, AliExpress focuses on the international market, primarily generating GMV in the US, Brazil, and France. In 2023, the GMV of this eCommerce marketplace amounted to US$20.3 billion.
AliExpress selling features
Starting in 2010, AliExpress became more well-known as a B2B platform even though it still enables businesses to sell directly to consumers. AliExpress is a valuable resource for finding suppliers, particularly for US businesses, with a wide variety of products available, from fashion and electronics to hobby & leisure items. If you want to become a wholesaler, AliExpress is a platform worth considering.
Please note that AliExpress does not offer logistics or delivery services. As a seller, you organize these services by yourself.
- Monthly visits: 525.45 million
- Category focus: All categories
- Regions/ Countries covered: Global
AliExpress selling fees
There is no fixed cost on AliExpress. You only pay for each product you sell. Commissions vary between 5% and 8%, depending on the product category.
Best-selling items on AliExpress
AliExpress offers a wide range of categories. However, there are many niches on AliExpress that get more sales than the others. Here are three top-selling categories on AliExpress, along with their most popular items:
- Electronics: USB chargers, smartwatches, headphones, ring lights.
- Beauty: Magnetic eyelashes, facial massager, make-up brushes, face masks.
- Clothing: Leggings, yoga pants, t-shirts, cargo pants, maternity clothing.
Best for: Sellers looking to operate in the B2B space or those interested in wholesaling with minimal selling fees.
#6. Etsy
With 97.3 million active buyers worldwide and 447.31 million monthly visits, Etsy is one of the leading online marketplaces in the world. This shopping platform is especially popular for selling and buying handmade, vintage, and creative items with a high degree of originality and uniqueness.
As a result, if you are a craft, artist, or collector and wondering, “Is selling on Etsy worth it?” Etsy might be one of the most suitable places for you to show your work to the world. Etsy also sets itself apart from the other top online marketplaces by letting its sellers offer digital downloads, such as templates and photography. This ‘Make once, sell forever’ model can be a great way to generate a source of passive income.
- Monthly visits: 447.31 million
- Regions/ Countries covered: Worldwide
- Category focus: Arts, Crafts & Gifts
Etsy selling features
Selling on Etsy is simple and straightforward. Ecommerce sellers can immediately begin listing things on Etsy to start their businesses after registering an account and building a storefront.
Another advantage of selling on Etsy is the platform’s simple and user-friendly interface. With just a few steps, your Etsy shop is ready to go live and start selling.
Etsy selling fees
Regarding the selling fees, unlike other eCommerce selling sites, Etsy does not offer a monthly subscription. Instead, Etsy charges the following fees:
- Etsy sellers will need to pay $0.40 for each listing, which will last for four months.
- Etsy charges 6.5% of the total order amount for the transaction fees.
Best-selling items on Etsy
If Etsy is your best place to sell online, here are some product ideas on top-selling items on Etsy for your reference:
- Jewelry;
- Stickers;
- Craft Supplies;
- Wedding Stationery;
- Vintage Items;
- Accessories;
- Personalized Clothing;
- Craft Kits;
- Home & Livings;
- Graphic Designs & Printables.
Best for: Crafters, artists, and collectors of handmade, vintage, and unique items, as well as sellers of digital downloads.
#7. Walmart
Besides Amazon and eBay, Walmart is one of the best online marketplaces in the US. Research conducted by Tinuiti shows that there’s a huge overlap between Amazon.com and Walmart.com shoppers. In particular, more than 57% of Amazon shoppers also make purchases on Walmart’s website.
This marketplace receives nearly 470 million monthly visits, giving Walmart sellers access to millions of customers. Walmart’s net sales (including Walmart US, Walmart International, and Sam’s Club) hit US$82.1 billion in fiscal 2023, an increase of about 12% compared to fiscal 2022.
- Monthly visits: 407.61 million
- Regions/ Countries covered: North America
- Category focus: All categories
Walmart selling features
When selling at Walmart, you can access some of the most cutting-edge eCommerce technologies. These include advanced listing quality tools, promotion alternatives, and expedited shipping programs, which can organically enhance conversion rates by up to 50%.
In 2021, Walmart introduced a membership program – Walmart+. This service offers unlimited free shipping on eligible items with no minimum order, unlimited delivery from the store, fuel discounts, and mobile scan & go for a streamlined in-store shopping experience. This program was launched to compete against the perks provided by Amazon Prime memberships.
Walmart selling fees
Unlike the largest eCommerce marketplaces, such as eBay or Amazon, Walmart Online Marketplace fees do not include any setup, monthly, or hidden costs.
Instead, Walmart merchants pay a referral fee for each item they sell. This fee ranges from 6% to 15%, making Walmart an ideal marketplace to sell online if one doesn’t want to spend a dime on upfront costs.
Best-selling items on Walmart
If you decide to sell at Walmart, you’ve likely got questions about the top-selling items on this best online marketplace. Widely known for having some of the best deals and savings, Walmart has finally revealed its high-performing items, including groceries (56.3%), health and fitness (10.4%), toys, and household utilities.
Best for: Sellers targeting the US market who want access to advanced eCommerce tools and a large customer base without upfront costs.
#8. Mercado Libre
Mercado Libre is a leading online marketplace in Latin America, being present in 18 countries spanning from Argentina to Venezuela. But the 4 strongest markets of this marketplace are Brazil, Mexico, Argentina, and Colombia.
This eCommerce site receives over 362 million visits each month and has 218 million active buyers. In 2023, Mercado Libre’s gross merchandise volume (GMV) surged to approximately 44.75 billion U.S. dollars, marking a remarkable 30 percent increase from the previous year’s 34.4 billion-dollar GMV, as reported by Statista.
- Monthly visits: 362.90 million
- Category focus: All categories
- Regions/ Countries covered: Latin America
Mercado Libre selling features
Since its founding in 1999, Mercado Libre has sold a wide range of products but has remained a pure-play online marketplace with no sales of its own. Notably, it assigns seller scores based on performance metrics like successful sales, customer satisfaction, and cancellation rates.
Additionally, Mercado Libre offers an easy and secure payment solution with its own system, Mercado Pago, effectively addressing the cultural and geographical payment challenges unique to Latin America.
Moreover, in the Mexico market, Mercado Libre provides Mercado Envios Full warehousing and fulfillment solution, similar to Amazon FBA. With this service, you can stock your items in the Mercado warehouse. This marketplace will then take care of the entire logistics process, from storage to packing and delivery.
Mercado Libre selling fees
There is no listing fee on Mercado Libre. However, like other top online marketplaces, Mercado Libre charges a selling fee when an order is placed. The fee varies depending on the product category and the country. With the Premium listing type, the applicable fees for Mexico range between 12.5% and 22.5%, and they are 16.5% in Brazil.
While selling fees are mandatory, long-term storage and pickup fees applied for Mexico only are optional.
Best selling items on Mercado Libre
According to Statista, in 2023, electronics accounted for over a quarter of Mercado Libre’s gross merchandise volume (GMV), making it the best-selling category on the marketplace. Grocery items followed closely at 19.4 percent, while fashion and personal care products contributed 13.9 percent and 11.7 percent, respectively.
Best for: Sellers targeting the Latin American market, especially those needing secure payment solutions and fulfillment services.
#9. Wildberries
Wildberries is currently the leading marketplace in Russia. This selling channel is also active in other countries, including Belarus, Armenia, Kazakhstan, Uzbekistan, and Kyrgyzstan.
According to Statista, published in March 2024, around 294,000 sellers were active on the marketplace by the beginning of December 2023. Wildberries allows both large brands and small online stores to enter the marketplace, from legal entities to individual entrepreneurs and self-employed individuals. On their website, they wrote that they get around 9 million orders per day, showing that the potential of this marketplace is huge.
- Monthly visits: 342.85 million
- Category focus: All categories
- Regions/ Countries covered: Russia, Belarus, Armenia, Kazakhstan, Uzbekistan, and Kyrgyzstan.
Wildberries selling features
There are two options for Wildberries sellers: selling from the Wildberries warehouse and selling from your own warehouse. Using the Wildberries service, you can pack and send parcels to Wildberries’ warehouses, delivery acceptance points, distribution centers, and pick-up points. These various delivery options are exactly what set Wildberries apart from other top online marketplaces.
Customers on Wildberries can then choose between home delivery and pickup. They can select to receive their orders at their place or visit a nearby pick-up point to try the goods in person before taking them home. Wildberries currently has 695 collection points and around 30,000 delivery points across their countries.
Wildberries selling fees
As for Wildberries’ selling fees, the marketplace earns a commission from each sale, from 2% to 25%, depending on the product categories. Moreover, if you use the Wildberries warehouse, you will have to pay the storage fee. This fee depends on the volume of goods that you bring for storage.
Best-selling items on Wildberries
Wildberries sells over 50 product categories. Some of the leading product categories on this top online marketplace include clothing, footwear, accessories, electronics, children’s goods, household goods, books, and beauty products.
Best for: Sellers in Russia and surrounding countries looking for flexible delivery options and a wide customer base.
#10. Ozon
Ozon is another leading marketplace in Russia, often referred to as “The Amazon of Russia” due to its similar origins as an online bookstore. According to Statista, Ozon users placed over 326 million orders on this eCommerce site in the fourth quarter of 2023, increasing 87% from the corresponding quarter of the previous year.
Ozon now allows global sellers to access the extensive Russian market, including those from countries such as China, Turkey, and the UAE. This top online marketplace aims to have 100,000 Chinese sellers on the platform by this year – 2024.
- Monthly visits: 316 million
- Category focus: All categories
- Regions/ Countries covered: Russia
Ozon selling features
Unlike Wildberries, which allows individual entrepreneurs and self-employed sellers to sell on the marketplace, Ozon requires sellers to have a registered legal entity in order to sign up as a sellers. After that, you can use the services of Ozon.
On Ozon, you can choose between two fulfillment options: rFBS (Real Fulfillment by Seller) and FBP (Fulfillment by Partner). With FBS, the seller is responsible for storing the products. In contrast, with FBP, the seller places the products in a fulfillment partner’s warehouse.
Ozon selling fees
When selling on Ozon, sales fees vary based on your country, product category, and sales scheme. Generally, fees under the FBP scheme are lower than those under rFBS. Overall, Ozon’s sales fees range from 5% to 24%.
Best-selling items on Ozon
Ozon currently offers over 370 million products across 20+ categories. Some of the most popular product categories on the platform are electronics, clothing, cosmetics, household goods, food, baby, and pet products. These items appear in every second order on Ozon.
Best for: Sellers with a registered legal entity looking to access the Russian market with various fulfillment options.
#11. Taobao
As the most popular eCommerce site in China, Taobao is also on the list of the best marketplaces to sell online in the world. With over 500 million registered buyers and sellers, this marketplace makes an impressive 50,000 sales per minute. Taobao is a marketplace you should definitely consider if you want to sell your items in the vast Chinese market.
However, please notice that this eCommerce marketplace currently is limited to customers residing in China who speak mainly Mandarin or Cantonese. Moreover, while setting up a store on Taobao is pretty easy, you must have a registered company in China to sell on this website marketplace.
- Monthly visits: 303.43 million
- Category focus: All categories
- Regions/ Countries covered: China
Taobao selling features
You can easily support your customers via seamless live chat when selling on Taobao. Once your customer sends you a message, that message will automatically link to the product the customer is viewing. This feature is also useful for upselling, cross-selling, and remarketing.
Taobao Live is an efficient way for new sellers to establish a presence and attract customers. As the first live-streaming shopping model on a Chinese eCommerce platform, it allows sellers to showcase all aspects of their products while answering questions from customers in real-time during Live sessions. Moreover, product hyperlinks, limited discount vouchers, gifts, and real-time engagement encourage quicker purchase decisions.
Taobao selling fees
To open a store on Taobao, you need to pay a mandatory deposit of 1,000 RMB ~ $138.08. Additionally, you will incur costs for company registration, obtaining necessary licenses, and logistics. Taobao also charges a commission on every sale, typically around 5%, although this can vary depending on the product category.
Best-selling items on Taobao
The Taobao marketplace is huge. Shoppers can buy everything from vintage fine wines to a Superman outfit for your dog. However, staying up-to-date with top-selling products on Taobao can be an exciting way to identify popular items and emerging trends for your online shop.
Here are the top 10 best-selling items on Taobao that you can consider selling for a good profit:
- Fashion and clothing
- Electronics and gadgets
- Beauty and skincare
- Home and living
- Aromatherapy and essential oil sets
- Baby and maternity products
- Health and wellness items
- Sports equipment
- Food and beverages
- Hobbies and crafts
Best for: Sellers with a registered company in China who want to access the vast Chinese market, especially those comfortable with Mandarin or Cantonese.
#12. Pinduoduo
Founded in 2015, Pinduoduo is one of the fastest-growing eCommerce platforms in the Chinese market. This platform operates primarily as a mobile-centric marketplace.
Instead of targeting highly competitive big cities, Pinduoduo focuses on offering affordable, cost-effective products, particularly to middle and lower-income consumers in smaller towns. This strategy helps them tap into a larger user base.
You may even find farmer sellers on this marketplace. By cutting out unnecessary intermediaries, Pinduoduou allows customers to enjoy lower prices and fresher produce while farmers in lower-tier cities can earn more income.
- Monthly visits: 227.66 million
- Category focus: All categories
- Regions/ Countries covered: China
Pinduoduo selling features
What sets Pinduoduo apart from other e-marketplaces is its unique group-buying feature. Pinduoduo encourages users to share deals easily through social networks by offering group-buying discounts. Shoppers can invite their friends to join a group-buying team within 24 hours, benefiting from lower prices. Thus, as a Pinduoduo seller, offering group-buying deals can be an effective strategy to attract more customers.
Moreover, if you want to increase your brand exposure and drive more sales on Pinduoduo, you can use the platform’s various marketing tools, such as paid ads and live streaming.
Pinduoduo selling fees
When starting selling on Pinduoduo, you are required to pay a deposit entrance fee ranging from 10,000 RMB to 50,000 RMB ($1,380 – $6,900), depending on your industry category. This deposit is primarily used to refund dissatisfied customers. If there is no violation, the deposit will be returned when you exit Pinduoduo.
Pinduoduo does not charge any commission on your product sales. However, the payment service provider charges a 0.6% service fee.
Best-selling items on Pinduoduo
There are plenty of product categories on Pinduoduo; some of the most popular are food, clothing, household items, and electronic products.
Best for: Sellers targeting middle and lower-income consumers in smaller Chinese cities, particularly those offering cost-effective products.
#13. Lazada
Lazada is the second-largest online marketplace in Southeast Asia, operating primarily in Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. It serves nearly 600 million customers and hosts 155,000 sellers and 3,000 brands.
Lazada’s success in the Asian market caught the attention of eCommerce giant Alibaba, which initially acquired a 51% stake in the company. This stake was later increased to 83%, making Alibaba Group the majority owner of Lazada.
- Monthly visits: 211.72 million
- Category focus: All categories
- Regions/ Countries covered: Southeast Asia
- Website: www.lazada.sg (Singapore)
Lazada selling features
As a Lazada seller, you can sign up to become a LazMall seller to enhance your reputation and enjoy exclusive marketplace benefits. LazMall categorizes online sellers as certified stores and high-quality brand owners or authorized distributors. Additionally, LazMall sellers gain exclusive access to LazMall-only campaigns and benefit from higher product search rankings.
Lazada offers two shipping methods: Standard delivery and Express delivery. In the Philippines, sellers can use Drop-Off Points (DOP) for convenient package drop-offs, while the Collection Point (CP) option allows customers to pick up orders from selected locations like convenience stores.
Lazada selling fees
Lazada does not charge monthly or fixed fees for sellers.
However, Lazada sellers will be charged a commission of 3.46% to 7.72% (VAT included) on item sales. This commission is calculated from the item price minus any promotional discounts like vouchers and coins, and varies by product category and country. Additionally, LazMall sellers face higher commission rates compared to other sellers.
Additionally, Lazada charges a transaction fee for processing customer payments.
Best-selling items on Lazada
Lazada marketplace merchants offer a wide range of products across 18 categories. Some of the fastest-growing categories include health and beauty, fashion, home and living, mother and baby, mobile devices, and home appliances.
Best for: Sellers targeting Southeast Asian markets with a broad range of products and looking to benefit from Alibaba’s support and infrastructure.
#14. Allegro
Allegro is the largest Polish marketplace and number three on the list of Europe’s largest online marketplaces. With 14.1 million active buyers, Allegro is a good opportunity for B2C brands and professional re-sellers to expand into Poland’s thriving €10 billion online market.
The only obstacle is language – Allegro operates only in Polish, so product listings and customer support must be localized.
Allegro selling features
When selling on Allegro, you can participate in the Allegro Smart program, which allows shoppers to enjoy free shipping or returns. Allegro Smart subscribers exhibit 2.25 times more activity than non-Smart customers, offering a great chance to boost sales and build loyal customers.
Moreover, don’t forget to keep an eye on the Sales Quality dashboard. This invaluable tool allows you to access data such as buyer ratings, customer service performance, offer appeal, order fulfillment efficiency, and potential breaches of terms and conditions. Regularly reviewing this dashboard helps identify areas for improvement and recognize successful practices.
- Monthly visits: 198.62M
- Category focus: All categories
- Regions/ Countries covered: Poland
Allegro selling fees
For most product categories on Allegro, you only pay a commission fee once an item is sold. The commission rate varies by category, ranging from 4% to 11%. However, some exceptional categories on Allegro, such as used auto parts, collectibles, machinery, and live animals, require a listing fee.
Moreover, to use more features such as sales statistics, offer tags, and banner ads, you can also choose among 3 levels of subscription on Allegro:
- Basic subscription: 49 Polish złoty/month
- Professional subscription: 199 Polish złoty/month
- Expert subscription: 3000 Polish złoty/month
Best-selling items on Allegro
Before you start selling on Allegro, checking out potential categories and products on the marketplace might be helpful. This action will help you determine whether the platform is the right place for your brand.
Here are the top-selling categories on Allegro, with some examples of popular products:
- Home & Garden: garden tools, desk lamps, heating, tables, bookshelves, furniture.
- Health & Beauty: cosmetics, supplements, manicures, dermo-cosmetics, and makeup products, fragrances.
- Electronics: Sports cameras, headphones, ebook readers, smartphones, TV sets, laptops, tablets, smartwatches, and accessories.
- Automotive: car electronics, car cosmetics, car trunks, campers, and vehicle parts.
- Kids: Strollers, prams, car seats, baby carriers, and toys.
Best for: Sellers targeting the Polish market, especially those with localized Polish listings and customer support, seeking to benefit from a strong regional presence and loyalty programs.
#15. Flipkart
Flipkart is now the runner-up of the top online marketplace competition in the Indian market, after Amazon India. In May 2023, this Indian eCommerce marketplace had more than 167 million visitors per month, just behind Amazon India, with more than 295 million visitors. None of the other Indian marketplaces crossed the hundred million mark. Last year, in 2023, Flipkart’s online GMV amounted to $29 million.
However, currently, Flipkart operates primarily in the Indian market and does not offer international shipping. As a result, this eCommerce platform offers great opportunities for sellers whose targeted market is India.
- Monthly visits: 161.10 million
- Category focus: All categories
- Regions/ Countries covered: India
Flipkart selling features
As a Flipkart seller, you can choose between two fulfillment options: Fulfillment by Flipkart (FBF) and Non-Fulfillment by Flipkart (NFBF). Similar to Amazon FBA, FBF eliminates your worries about storage, packing, and delivery by taking care of the entire process for you. Otherwise, with NFBF, you can choose logistics partners to deliver your products to your customers from your location.
Flipkart selling fees
Flipkart charges a fixed closing fee, which is determined by your seller tier and the type of fulfillment you choose. The Flipkart tiering program offers four levels: Platinum, Gold, Silver, and Bronze. The fixed fee ranges from 55 to 69 rupees.
In addition to the closing fee, with each order placed on Flipkart’s marketplace, you will have to pay a commission fee based on the final selling price, which includes any delivery fees paid by customers. All tiers and fulfillment options follow the same rate card, with commission rates ranging from 2% to 15%.
Best-selling items on Flipkart
If you plan to sell on Flipkart, these top 10 most profitable items on Flipkart might get you some product ideas: decoration lights, wall decor, curtains and bedsheets, locks & latches, bottles & containers, clothes, bicycles and cycle accessories, inverter batteries, air coolers and fans, and hand blenders.
Best for: Sellers targeting the Indian market who prefer various fulfillment options and aim to compete in a growing eCommerce space.
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Best Online Marketplaces in Top 5 Countries for Ecommerce
So, we have reviewed the top 15 online marketplaces worldwide by monthly visits. Breaking down these leading marketplaces by country might help you find your ideal platform more easily.
In this section, let’s explore the top 5 countries for eCommerce and the leading online marketplaces in each.
1. China
According to 2023 revenue data, China is the largest eCommerce marketplace in the world, generating over 1,300 billion USD. However, this is no surprise, as based on population only, China is already a huge market.
Taobao and Pinduoduo, the world’s top online marketplaces, also dominate the Chinese market. JD.com, Tmall, and Amazon follow behind.
# | Name | Category | China Visits/month |
1 | Taobao | General | 265.9M |
2 | Pinduoduo | General | 234.8M |
3 | JD.com | General | 160.8M |
4 | Tmall | General | 97.7M |
5 | Amazon | General | 49.0M |
2. United States
The United States ranks as the world’s second-largest eCommerce market, boasting a total eCommerce revenue of $1,159 billion. Notably, the US’s purchasing power parity per capita (PPP/capita) reached 64,623 USD, showing that Americans are one of the most affluent consumers in the world.
If you consider targeting this market, the top 5 marketplaces worth considering include Amazon, eBay, Walmart, Etsy, and Target.
# | Name | Category | US Visits/month |
1 | Amazon | General | 2.0B |
2 | eBay | General | 688.9M |
3 | Walmart | General | 363.1M |
4 | Walmart | Arts, Crafts & Gifts | 388.8M |
5 | Target | General | 175.7M |
3. Japan
Japan ranks as the world’s third-largest economy and the fourth-largest eCommerce market, with a revenue of $171.03 billion. However, online retail makes up only about 12% of total retail sales in Japan, indicating significant potential for expansion.
Amazon is Japan’s leading e-commerce platform, with over 555 million visits per month. Some others are Rakuten, Mercari, ZOZOTOWN, and Paypaymall.
# | Name | Category | Japan Visits/month |
1 | Amazon | General | 555.8M |
2 | Rakuten | General | 544.3M |
3 | Mercari | General | 75.2M |
4 | ZOZOTOWN | Fashion | 43.0M |
5 | PaypayMall | General | 31.3M |
4. United Kingdom
Despite its small size, the UK is a big eCommerce player and secures fourth place on this list. This market’s eCommerce revenue is valued at $133 billion, and the UK’s PPP/capita is $46,800.
Amazon UK, eBay UK, and Etsy are among the country’s leading online brands.
# | Name | Category | UK Visits/month |
1 | Amazon | General | 407.0M |
2 | eBay | General | 297.9M |
3 | Etsy | Arts, Crafts & Gifts | 36.0M |
4 | Wayfair | Homewares | 24.1M |
5 | OnBuy | General | 8.2M |
5. Germany
Germany is the second-largest eCommerce market in Europe, with US$95.24 billion in eCommerce revenue. Key players in this market include Amazon, eBay, and the local online retailer Otto.
# | Name | Category | Germany Visits/month |
1 | Amazon | General | 350.1M |
2 | eBay | General | 238.1M |
3 | Otto | General | 33.39M |
4 | Temu | General | 19.6M |
5 | Etsy | General | 16.74M |
The Advantages of Selling on Top Online Marketplaces 2024
With the ever-increasing popularity of top eCommerce platforms and online sales, these channels are constantly coming up with new ways to keep customers happy. Choosing one of the top online marketplaces can make your business thrive and even effortlessly double or triple your sales revenue.
This takes shape in 5 main attractive advantages when selling on the top online marketplaces as follows.
#1. Increase sales
#2. Loyal customer base
#3. Fast launching time
#4. Long-term growth
#5. Strategic partnerships
Let’s explore more!
1. Increasing sales
The obvious benefit of expanding to top online marketplaces is the potential to make more sales and increase your sales revenue. Each marketplace has its own audience, and with niche marketplaces (for instance, Reverb, one of the best online selling platforms for music instruments), you can approach the right customers.
Each online selling platform comes with its own fee structure as well. For example, Etsy takes a 6.5% commission fee, while the commission from eBay ranges from 2.35% to 12.9% plus $0.3 per order. Hence, it’s essential to compare each marketplace’s selling fees and payment systems to find the best fit for your store. In a sales context, understanding eCommerce fraud is also essential. You don’t want your bottom line to be hurt by common payment card scams and chargeback issues, so consider the security of any platform you pick for this reason.
2. Loyal customer base
One of the greatest reasons to sell on online marketplaces is the number of customers they have. Each has a different target audience. If you combine them (Amazon, eBay, and Etsy, for example), you will be looking at billions of active monthly visitors, a huge chunk of online real estate.
Furthermore, each marketplace has a very loyal customer base and active audiences that are genuinely excited to look for new products on those platforms. Etsy, for example, is a wonderland for those looking for unique handmade items and vintage treasures, while people go to Walmart to hunt for bargains.
3. Fast launch times
If you’re new to online selling, best-selling marketplaces can be an excellent way to generate revenue and build your brand quickly. Instead of creating an entire eCommerce store (with domain, theme, shipping, payment options, etc.), you can register for a third-party seller account on an eCommerce marketplace. After approval, you can simply upload your product feed and start making money from the platform.
4. Long-term growth
Believe us: Once you get traction on an online marketplace, your product is good, and you’re getting positive reviews, then you can expect long-term growth.
Obviously, selling products on online marketplaces also requires normal customer service and operation efforts to service your customers. And you have to continue to optimize your listings, but you won’t need to re-invent your business. This epitomizes “not putting all your eggs in one basket”.
5. Strategic partnerships
Last but not least, there are many opportunities to combine online marketplaces with affiliate marketing. For example, many affiliates work with products on Amazon. Starting an online business on Amazon will then open doors to building long-term partnerships with affiliates, coupon sites, large publications, etc.
Top Online Marketplaces to Sell Your Products: FAQs
Amazon ranks #1 among the top online marketplaces worldwide in terms of both monthly visits and GMV across all its domains. In 2023, all of its domains received over 5 billion visits monthly, with a total GMV of US$728.8 billion for the year. The top five domains of Amazon include Amazon.com, Amazon.co.jp, Amazon.co.uk, Amazon.de, and Amazon.ca. In March 2024, Amazon.com was the most visited marketplace website in the United States, with over 2,200 billion monthly visits. 3 main types of E-marketplaces include: An online marketplace is an eCommerce site that connects sellers and buyers in one place. Multiple third-party sellers provide goods and services across the platform, while buyers can make the purchase without leaving the site. 10 world’s top online marketplaces in 2024 by visitor traffic include: The top 5 online marketplaces to sell on in the USA are: One of the key advantages of selling on the best online marketplaces is the ability to reach a wide audience. Established marketplaces like Amazon or eBay have a large customer base, increasing your chances of selling your products. Moreover, leading marketplaces instill greater trust and credibility in buyers, encouraging them to make a purchase.
Best Online Marketplaces in 2024: Wrapping Up
So, we have walked through all 15 top online marketplaces around the world. However, what is the best online marketplace to sell on? The answer lies in your target audience, your product niche, marketplace requirements, and top categories as well.
There are plenty of marketplaces where you can sell on multiple channels, which can potentially increase brand awareness and sales. According to Shopify, businesses selling through marketplaces, websites, social media, and mobile earn 190% more revenue than the ones selling only through one single channel.
If you are interested in multichannel selling, why not give LitCommerce a try? LitCommerce tool allows multichannel sellers to synchronize data between marketplaces and web stores and simplify the process of publishing new listings and managing orders from different sales channels – with only one single hub.
