Online Marketplace Guide

What Website to SellItems Online

Compare the best online marketplaces to find the perfect platform for your products. From Etsy to Amazon to eBay—we break down fees, audiences, and what sells best where.

Platform ComparisonFee BreakdownAudience SizeBest For ProductsPros & ConsGetting Started Tips
Research Products on EtsyCompare Platforms

Online Marketplace Landscape

310M+
Amazon Buyers
Largest audience
96M+
Etsy Buyers
Handmade focused
138M+
eBay Buyers
Diverse categories
$5.9T
E-commerce (2026)
Global market size

🎯Quick Answer: Best Websites by Product Type

  • Handmade/Craft items: Etsy (96M+ dedicated buyers)
  • Mass-market products: Amazon (310M+ buyers, FBA option)
  • Used/Collectibles: eBay (auction format, 138M+ buyers)
  • Fashion/Clothing: Poshmark or Depop
  • Furniture/Large items: Facebook Marketplace (free local sales)
  • Your own brand: Shopify (full control, own traffic)

Pro tip: Many successful sellers use multiple platforms. Start with one, master it, then expand.

6 Top Selling Platforms Compared

Detailed breakdown of fees, audience, and best use cases

🧡

Etsy

96M+ buyers
Best For:

Handmade, Vintage, Craft Supplies

Fees:~9.5% total

$0.20 listing + 6.5% transaction + 3% payment

âś“ Pros
Built-in handmade audienceStrong SEOEasy setupGlobal reach
âś— Cons
High competitionLimited brandingStrict policies
📦

Amazon

310M+ buyers
Best For:

Mass-Market Products, FBA, Private Label

Fees:8-15% + $39.99/mo

Referral fee varies by category + subscription

âś“ Pros
Massive audienceFBA handles shippingTrust factorPrime access
âś— Cons
Intense competitionComplex rulesFee heavyLimited branding
🏷️

eBay

138M+ buyers
Best For:

Collectibles, Used Items, Electronics

Fees:~13.25%

13.25% final value fee (most categories)

âś“ Pros
Auction optionDiverse categoriesGlobal reachUsed items welcome
âś— Cons
Dated interfacePrice competitionFee increasesBuyer-favored disputes
đź›’

Shopify

You drive traffic
Best For:

Own Brand, Full Control, Scaling

Fees:2.9% + $0.30 + subscription

$39/mo Basic + payment processing fees

âś“ Pros
Full brand controlOwn customer dataScalableNo marketplace fees
âś— Cons
Must drive own trafficMonthly costsLearning curveMarketing costs
đź‘—

Poshmark

80M+ users
Best For:

Fashion, Designer Brands, Women's Clothing

Fees:20% (over $15)

$2.95 flat fee under $15, 20% over $15

âś“ Pros
Fashion-focusedSocial featuresPrepaid shippingActive community
âś— Cons
Fashion onlyHigh feesUS-centricOffers culture
📱

Facebook Marketplace

1B+ monthly users
Best For:

Local Sales, Furniture, Large Items

Fees:0% local, 5% shipped

Free for local pickup, 5% or $0.40 min for shipping

âś“ Pros
Zero local feesHuge audienceEasy listingBuilt-in messenger
âś— Cons
Flaky buyersSafety concernsNo seller protection localAlgorithm-driven

Best Platform by Product Category

Quick reference for where to sell specific item types

CategoryPrimary PlatformSecondaryWhy
Handmade CraftsEtsyAmazon HandmadeDedicated handmade buyers on Etsy; Amazon for scale
Vintage ItemsEtsyeBayEtsy defines vintage (20+ years); eBay for collectibles
ElectronicseBaySwappaeBay dominates electronics; Swappa for phones/tech
Clothing (Used)PoshmarkDepopPoshmark for brands; Depop for trendy/vintage
FurnitureFacebook MarketplaceChairishLocal pickup on FB; Chairish for design pieces
Digital ProductsEtsyGumroadEtsy for printables/SVGs; Gumroad for courses/ebooks
BooksAmazoneBayAmazon dominates books; eBay for rare/collectible
Craft SuppliesEtsyAmazonEtsy has craft supply buyers; Amazon for bulk sales

Pro Tip: These are starting recommendations. Research competition and demand on each platform for your specific products before committing.

How to Choose Your Platform

6 factors to consider when selecting a selling website

📦

Product Type

Match your products to platforms where buyers actively seek them

💡 Handmade → Etsy, Mass-market → Amazon, Used → eBay, Fashion → Poshmark

đź’°

Fee Structure

Calculate true costs including listing, transaction, and payment fees

đź’ˇ Low-price items hurt more on high-fee platforms; factor in shipping costs

đź‘Ą

Audience Size

More buyers = more potential sales, but also more competition

đź’ˇ Amazon has most buyers but also most sellers; niche platforms may convert better

🎨

Brand Control

Marketplaces limit branding; own stores offer full control

đź’ˇ Start on marketplaces for traffic, expand to own site for margins and brand building

⏱️

Effort Level

Marketplaces are easier to start; own stores need more setup

đź’ˇ First-time sellers: start with marketplaces; established sellers: add own store

đźšš

Shipping Options

Some platforms offer fulfillment; others are DIY only

đź’ˇ Amazon FBA handles everything; Etsy/eBay = you ship; Local = no shipping

Do's and Don'ts for Choosing a Platform

âś… Do This

  • •Research where your buyers shop: Match product to audience
  • •Calculate total fees: Include payment processing, not just commission
  • •Start with one platform: Master it before expanding
  • •Read platform policies: Each has unique rules
  • •Use tools for research: Check demand and competition first

❌ Avoid This

  • •Don't list everywhere at once: Leads to inventory chaos
  • •Don't ignore fees: A “free” platform may cost more overall
  • •Don't choose only on audience size: Niche platforms convert better
  • •Don't sell wrong products on wrong platform: Handmade on Amazon is tough
  • •Don't skip the learning phase: Each platform has a curve

Selling on Etsy? Research Your Products First

Use InsightAgent's free tools to find trending products, research keywords, and analyze competitors on Etsy before you list.

Explore Etsy TrendsKeyword Research

Frequently Asked Questions

Common questions about choosing selling platforms.

The best website depends on what you're selling. Etsy is ideal for handmade, vintage, and craft supplies. Amazon is best for mass-market products with high volume. eBay works great for collectibles and used items. For fashion, try Poshmark or Depop. For your own brand, consider Shopify for full control.
Facebook Marketplace and Craigslist have zero selling fees for local sales. Among major platforms: eBay charges 13.25% final value fee, Etsy charges about 9.5% total (listing + transaction + payment), Amazon charges 8-15% referral fee plus $39.99/month for Pro sellers. Shopify charges 2.9% + $0.30 per transaction plus monthly subscription.
Etsy is the #1 platform for handmade items with 96+ million buyers specifically looking for unique, handcrafted products. Amazon Handmade is an alternative with stricter approval but access to Amazon's massive customer base. Other options include Shopify (your own store), iCraft, and Artfire.
For selling clothes: Poshmark is best for women's fashion and brands. Depop targets Gen Z with trendy and vintage styles. ThredUp is good for bulk consignment. eBay works for designer and collectible clothing. Mercari is user-friendly for all clothing types. Facebook Marketplace is great for local sales.
Yes, multi-channel selling is common and recommended for maximum exposure. Use inventory management tools like Sellbrite, Listing Mirror, or Ecomdash to sync inventory across platforms. Be aware of each platform's policies—some (like Etsy) prohibit linking to external shops in listings.
Amazon dominates with 310+ million active customers worldwide. eBay has 138 million active buyers. Etsy has 96+ million active buyers. Walmart Marketplace reaches 120+ million monthly visitors. Facebook Marketplace has 1 billion monthly users but includes browsers, not just buyers.
Etsy is the top choice for vintage (items 20+ years old) with a dedicated buyer base. eBay is excellent for vintage collectibles, especially with auction format. Ruby Lane specializes in antiques and vintage. 1stDibs is ideal for high-end vintage furniture and art. Chairish focuses on vintage home décor.
Marketplaces (Etsy, Amazon, eBay) provide built-in traffic and trust but charge fees and limit branding. Your own website (Shopify, WooCommerce) offers full control and better margins but requires driving your own traffic. Many sellers start on marketplaces, then expand to their own site once established.
Etsy is great for digital downloads like printables and SVGs. Gumroad specializes in digital products with easy delivery. Payhip offers digital downloads with no monthly fees. Creative Market targets designers buying/selling digital assets. Shopify works well with digital delivery apps.
eBay is the top choice for electronics—new, used, and refurbished. Amazon works for new electronics but has strict requirements. Swappa specializes in phones and tech with no junk allowed. Facebook Marketplace is good for local electronics sales to avoid shipping fragile items.
Consider: (1) What you're selling—match products to buyer demographics. (2) Fees—calculate total costs including listing, transaction, and payment fees. (3) Competition—research how saturated your niche is on each platform. (4) Effort—marketplaces are easier to start; own sites need more setup. (5) Control—how much branding and customer data access do you need?
Facebook Marketplace is #1 for furniture due to local pickup (no shipping costs). Craigslist also works for local sales. For shipping furniture: Etsy works for handmade/vintage furniture, Chairish specializes in design-forward pieces, and 1stDibs handles luxury antiques. Amazon has strict furniture requirements.

Related Guides

What Sells Best on Marketplaces

Top-selling categories across platforms.

What to Sell on Etsy

Best products for beginners on Etsy.

Etsy Fees Explained

Complete breakdown of Etsy selling costs.

Platform fees, features, and policies are subject to change. Information accurate as of January 2026. Always verify current terms on each platform before selling. Results vary based on product, execution, and market conditions.

Ready to Start Selling?

If you're considering Etsy, use InsightAgent's free tools to research products, find keywords, and analyze competitors before you open your shop.

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