Practical Ecommerce

7 Online Marketplaces: Pros and Cons

I’ve previously suggested that online merchants and brand manufacturers sell their products on marketplaces to expand their reach and increase their revenues. Marketplaces attract more visitors than a smaller online merchant could possibly attract.

In this article, I’ll explore each of the major marketplaces, to better understand the benefits for merchants and brands. Here’s a quick snapshot of the major marketplaces. Unique visitor (UV) traffic estimates are from for September 2013. This list is ranked by traffic, not by fit for most merchants.

7 Online Marketplaces

  • Amazon. 129 million UV. The big gorilla. A first-party seller that added third-party sellers with great success. Wide variety of products in all categories. Allows you to set up a store and products within strict rules. The customer is Amazon’s, not yours and that is strictly enforced. Offers Fulfillment by Amazon, which opens up Prime Rewards program and free shipping to third-party products. Amazon offers several monthly plans for merchant stores and charges commissions upwards to 25 percent, depending on the category.
  • eBay. 84 million UV. No first-party sales. All transactions brokered by eBay and fulfilled by third-party merchants. Options for “Buy It Now” or for traditional auctions. Fees structure is complex: subscription rates, insertion fees, and final value fees vary by plan. Easy-to-establish seller account. Wide variety of products and categories.
  • 57 million UV. Yes, Walmart also has a third-party marketplace. But it is currently limited to less than a dozen authorized online retailers, including eBags, Tool King, and Wayfair. Hence, is not an open marketplace.
  • 22 million UV. A relative newcomer to marketplaces, requires authorization and does not offer many details on its program to the public. However, it does offer many products — mostly electronics — not available in stores.
  • 21 million UV. In many ways, Sears copied Amazon. It is a first-party seller with marketplace stores. It has many products and categories, and many marketplace sellers. Sears charges a monthly fee for a merchant store; commission rates range from 7 to 20 percent. It also offers rewards to its customers as a competitive advantage over Amazon. The customer belongs to Sears, not the marketplace seller, with rules in place to prevent follow-up marketing. Sears also offers Fulfillment by Sears services.
  • Newegg. 3.4 million UV. A tech geek paradise where you can also buy a snowboard while you pick up a new hard drive. An approval process is required. Commission rates run from 8 to 14 percent. Many sellers report good success here, perhaps because the competition in niche products is much lower than other larger marketplaces.
  • 1.5 million UV. Formerly, now owned by Rakuten, Japan’s largest ecommerce company. It allows merchants to customize their stores and product pages, and to conduct follow-up marketing to customers. Rakuten offers customer reward points of 1 percent of purchases. Store plans start at $33 per month, with commissions from 8 to 15 percent, plus a $.99 per item fee that is waived under certain plans and conditions. Sellers can make products available to the Japanese market with no additional charge. Some products also may be sold on

In my view, Amazon, eBay,, Rakuten, and Newegg are the viable alternatives for smaller ecommerce merchants. Rakuten’s value proposition, especially, appears to target smaller merchants and brands.

According to Rakuten’s chief U.S. operating officer, Bernard Luthi, the company’s goal is to provide the best tools to help merchants build their own brands and identity within the Rakuten marketplace.

Rakuten Suit Bargains

Rakuten “suit bargains.”

The roots of that were in the original Rakuten online marketplace in Japan, according to Luthi. Most Japanese merchants are local. The Rakuten platform allows them to build a presence throughout Japan rather than just their local communities. These merchants email their customers, design their own stores and products, and even have their own blog — all within the Rakuten platform. Rakuten encourages direct communication with prospects and customers throughout the buying cycle.

In the U.S., Rakuten is transitioning from the platform, which was designed for delivering the best price on a given item. The platform currently is cluttered with legacy third-party ads. Rakuten is improving seller visibility and branding on the platform. It is also offering a 1-percent rewards program that allows customers to pay for their future order with points.

I like the idea that merchants can build and embellish their brands within Rakuten’s marketplace. This can be done within eBay, too, but the look and feel is dictated by eBay. The other marketplaces all control product and store content closely.

Rakuten Suit Bargains Detail

Rakuten “suit bargains” product detail.

Rakuten also offers tools that allow participating merchants to promote products and stores within the marketplace search results, home page, and category pages. Other marketplaces do not freely allow this.

If you sell niche products, you could likely be successful in any marketplace. With niche items, you can better control margins, leverage the larger volume of traffic, and, with Amazon and Sears, use the fulfillment services. However, none of them encourage you to build your own brand and communicate with your customers. Most prohibit that practice altogether.

I appreciate the Rakuten vision that merchants should control their own brand and merchandising. The thought of being able to leverage your customer list for a direct promotional emailing from the marketplace itself is appealing, recognizing that feature is not yet available in the U.S.

The main drawback to Rakuten relative to the other marketplaces is overall traffic. It is less than 1 percent of Amazon, for example. But, Rakuten’s 1.5 million unique visitors is much more than most merchants receive directly.

The other drawback is Rakuten’s $.99 fee per item. That makes it tough to sell lower-priced items there.

General Marketplace Tips

Read the details on any marketplace before selling products there. Understand what you must do and what you cannot do. Review the data feed requirements. Research pricing policies and the price points you will need to target to achieve sales. Understand the inventory requirements.

Review the tools that are available for order management and fulfillment. Many of the marketplaces listed in this article integrate with third party order management systems.

Don’t expect to be immediately successful in any marketplace. Most will introduce your products into their merchandising feeds slowly. The more unique your product, the more likely you are to be found sooner rather than later.

Dale Traxler

Dale Traxler

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  1. Elizabeth Ball November 9, 2013 Reply

    Dale, what’s your take on Etsy? It’s just modified its guidelines on what is handmade, and many sellers seem to have been negatively affected.

  2. Dale Traxler November 11, 2013 Reply

    Elizabeth – I have always liked Etsy as a great marketplace for crafters and artisans. I don’t think allowing their merchants to add employees to “mass produce” items is going to destroy their appeal. It’s very, very difficult to make a living as an artisan selling an occasional piece on Etsy.

    Coming from the jewelry business, I know that may products being sold on Etsy are money losers for the artists – at least if they were paying themselves a living wage. Many of them need to sell more than one of something to recoup the investment of their time for design etc. With Etsy now allowing them to have employees (I suspect many did anyway), they encourage healthy growth within their community.

    Besides, unless Etsy adds more tools on the “store management side” of things, its unlikely that any large mfgs or merchants would want to sell there. An example is the bulk upload of products, which was not available when I last checked. Its simply too time consuming to create an individual listing for more than a few dozen products without more automated tool.


  3. John Gingrich January 7, 2014 Reply

    Hi Dale – Great article. Please check out our marketplace for solar and other renewables for home and business. It’s called Would appreciate your thoughts.

  4. Tim Trampedach January 13, 2014 Reply

    Dale, thanks for the post. I wanted to get your thoughts on a couple different things we’re seeing in our online marketplace for motorsports and automotive aftermarket parts, Level X Motorsports (

    1) What are your thoughts on the more niche marketplaces vs. these more traditional “kitchen sink” services? The big general ones all great sites, but by going far and wide, they often underserve the needs of specific verticals.

    2) Also, we’re seeing that through better/cheaper inventory and logistics tools, it’s becoming increasingly easy for any manufacturer to do multi-channel sales. In particular, this allows them to add drop shipping capability if they’re not already set up to sell directly. With that, it’s then easy to sell direct or via a marketplace which has much greater margins than traditional retail. Are you seeing this in any industries?



  5. Dale Traxler January 15, 2014 Reply

    Tim – Niche marketplaces should grow in importance. But, those marketplaces need to be easier to navigate and include more niche products than the mass marketplaces in order to be competitive. That’s the whole benefit that they offer, so they need to be very good at it.

    There is a great opportunity for manufacturers to take their products directly to consumers, but I expect it to be a very slow transformation rather than a disruptive instant change. Manufacturers are not set up to do drop shipping be default. Their internal systems and processes are designed for larger customers. Shipping a single unit to a consumer is not something that just happens. It impacts systems, fulfillment, customer support, payments, and so forth, even if they are supporting a drop shipping wholesale or marketplace.

    It will be interesting to see how this develops over time.

  6. Charlie February 23, 2014 Reply

    Incredible information. One of the great marketplace that I’ve experienced so far is, I made thousands of dollars by selling quality themes, ebooks, softwares and SEO services. Their recently launched their new marketplace i.e., amazing place to showcase your craft items.

  7. Marina April 7, 2014 Reply

    Dale,wonderful article!

    I would like to know what do you think about the Marketplace Taobao. Is it reliable for western companies to enter the Chinese market through e-commerce instead of brick-and-mortar?


  8. Pratim May 19, 2014 Reply

    Great article Dale, and thanks for sharing here, would like to post about the India Marketplace for Indian business and many many more. Where anyone can go and update their business details.

  9. Joel February 23, 2015 Reply

    Thanks. Great article

  10. Mike Johnson March 2, 2015 Reply

    Is there a management company than will list all of my products to online marketplaces like Sears, Walmart, Wayfair, Houzz, Rakuten, Ect?

  11. Patrick Davis March 27, 2015 Reply

    This is my experience with Sears. My exit survey for Sears:
    The Primary reason could be all of above. Your support really stinks. No phone support and emails, if they were answered, they were condescending and of absolutely no use. I waited weeks for answers and had several emails totally ignored. We are successful sellers on several other sites. I would do anything to stop any business from selling on Sears. It was the most frustrating professional endeavor I’ve every attempted and would shut my business down if Sears was the only sales channel. Primary reason? Absolutely no customer support.

    • Zafar Khan June 4, 2015 Reply

      Is it any surprise that Sears has failed at just about everything they have tried. My personal interaction with them has always been terrible.

    • Carlos Falcón June 29, 2016 Reply

      Patrick, is there a way we can speak, we are initiating e-commerce in america and would like to talk with someone who is already in business

  12. Jason May 26, 2015 Reply

    The best place to sell can vary depending on your individual needs. The “where to sell online” site ( compares marketplaces on different dimensions like fees, buyer traffic, features etc. so it’s good for additional research.

  13. Zafar Khan June 4, 2015 Reply

    My personal experience so far: I tried to list as a seller on Rakuten and promptly received “your request is being evaluated which will take 3 – 5 days”. Meanwhile they want a non-refundable $99.00 to register for 3 months. I have not paid yet.
    All attempts to contact them have resulted in no phone numbers available. Very strange experience so far.

  14. Seifed Din Abdoun June 27, 2015 Reply

    I would like to add this website to the list;
    an online community marketplace: sell & buy books, musical instruments, music & films, computers, software, video games, electronics, fashion, furniture, toys, baby products, health & beauty, sports & outdoors, & jewelry.
    – No listing fees
    – No monthly store fees
    – No other hidden fees

  15. Justin stemerman February 5, 2017 Reply

    What is Wal Mart responsibility when they allow counterfeit branded goods on their site

  16. Anastasia March 10, 2017 Reply

    There appear a lot of online marketplace sites every day, but not all of them stand out of their competitors and thus fail. There are a lot of reasons for it, for example failing in: choosing proper market fit, right technologies for marketplace development, offering uncomfortable features, membership plans, fees, full understanding of marketplace nature etc. All of these factors are really important but not acknowledged by all marketplace creators.
    We made a deep research on online marketplace sites too (at:, but we show their different sides, with full explanation of each of the types of marketplaces.

  17. God'spower ikenna July 30, 2017 Reply

    Thanks a lot sir, I found this article more interesting to me and I want to start a new marketplace for livestock and butchery. I want to know how to start, also how to setup a marketplace platform that will work.