There’s no secret formula to building a successful online retail business. It’s all about putting the right products in front of the right people at the right time and the right price. Simple — right?

The good news is that plenty of online marketplaces can send the right customers your way if you can access the right products. Some of these marketplaces will be global brands everyone has heard of and from which consumers can buy almost anything. Others will be more localized or specialized outlets, helping you reach a more defined or niche audience.

Understanding which marketplaces best suit your business needs is critical to helping your business grow. To help you find the best marketplace opportunities, we’ve compiled a comprehensive list of online marketplaces where you can reach new customers locally, regionally, and internationally and grow your business.  

What are the best global online marketplaces?

Online retail increasingly knows no boundaries. Thanks to a growing number of global online marketplaces, third-party sellers can now easily access customers in international markets.  

The first two marketplaces on our list won’t need too much in the way of an introduction. eBay and Amazon are where many businesses start their journey as online sellers. But if you need reminding why these are such great places to sell your products, consider the following:

Amazon

For millions of consumers worldwide, including an estimated 230 million Amazon Prime subscribers, online shopping begins and ends with Amazon. Amazon enables sellers to access an international customer base across numerous global markets with a powerful presence in the United States, Canada, United Kingdom, Germany, France, Italy, Spain, Japan, Australia, India, Brazil, Mexico, and the United Arab Emirates. Beyond this, Amazon’s international shipping reaches customers in 131 countries.

The retail giant’s global infrastructure, including fulfillment centers and logistics networks (seriously, Amazon has its own fleet of 90 aircraft), facilitates efficient cross-border selling. Furthermore, Amazon’s Fulfillment by Amazon (FBA) service enables online sellers to store their inventory in Amazon’s international fulfillment centers, allowing for fast and reliable delivery to customers nearly anywhere on the planet.

eBay

Regarded by many as the OG of online marketplaces, eBay is a truly global business. eBay has a strong presence across the United States, Canada, the United Kingdom, Germany, Australia, France, Italy, Spain, Japan, and China. Beyond these significant markets, eBay also operates in many other countries and territories, spanning Europe, Asia, Oceania, and the Americas.

Known for selling across an incredibly diverse range of categories, eBay is particularly strong in the auto market – it’s the world’s biggest seller of auto spares and accessories. eBay is also leading the charge when it comes to selling pre-loved and refurbished items and promoting the circular economy.  

For cross-border sellers, eBay’s international shipping programs simplify the process of selling and shipping products to more than a hundred countries worldwide, further enhancing their ability to connect with a broader audience and capitalize on international ecommerce opportunities. 

Beyond eBay and Amazon 

However, eBay and Amazon aren’t the only global players in town. If you’re looking for an alternative or perhaps more niche route to market, there are some tremendous complimentary or alternative channels.

Alibaba

It’s perhaps a little unfair to list Alibaba below the likes of Amazon and eBay. Alibaba, after all, is the biggest ecommerce company in the world. It could be argued that Alibaba isn’t so much an online marketplace but an entire ecommerce ecosystem. Many online sellers will be familiar with Alibaba as a website from which to source products from manufacturers and suppliers. As such, it is an incredible marketplace for wholesalers who can supply in volume. However, Alibaba also has a global retail marketplace in AliExpress where sellers can list items for sale by the unit. Alibaba also owns the Tmall online marketplace, which offers international brands easy access to the burgeoning Chinese market. 

ASOS

ASOS is an online marketplace based in the UK specializing in fashion and apparel. It offers a wide selection of clothing, accessories, shoes, and beauty products from various brands alongside its own fashion ranges. ASOS targets customers globally, with a strong presence in the UK, Europe, the United States, Australia, and many other countries. Sellers on ASOS will benefit from exposure to a large, fashion-focused audience supported by high-profile marketing campaigns and customer engagement efforts. 

Back Market

An online marketplace with a social conscience and leading the way in the circular economy, Back Market is a global marketplace for refurbished technology. The online marketplace operates in Australia, Japan, South Korea, the UK, the United States, and 13 more European countries. Working closely with sellers, they have a rigorous vetting process, meaning only the best refurbishers can sell on their platform.

 Unlike other marketplaces selling refurbished tech, every device sold on Back Market is restored and tested to incredibly high industry standards, ensuring customers only receive items in perfect working conditions.

Etsy

Etsy focuses primarily on handmade arts and crafts, vintage goods, and unique products. But just because Etsy doesn’t like mass-produced goods doesn’t mean the “artsy” online marketplace cannot present an international opportunity for online sellers looking for a more global reach. 

With its headquarters in the United States, Etsy also has a presence in Canada, the United Kingdom, Australia, Germany, France, Italy, Spain, Japan, and the Netherlands. Etsy provides sellers with tools to help manage their international orders, including help calculating international shipping rates and translating listings into multiple languages. Etsy also supports local currencies and payment methods, making international transactions smoother for buyers and sellers regardless of location.

Fruugo

With its global headquarters in the United Kingdom, Fruugo is an online marketplace that helps consumers buy goods from international retailers in their native language and currency. The company operates across 41 markets, including many smaller but potentially lucrative nations like Austria, Portugal, Hungary, Romania, Slovakia, and Luxembourg.

TikTok Shop

TikTok Shop might be the newcomer on the block, but this all-singing, all-dancing social media app is shaking up the world of online marketplaces. TikTok Shop is available in the United States, the United Kingdom, and several Southeast Asian countries, including Indonesia, Thailand, Malaysia, Singapore, Vietnam, and the Philippines.  

While TikTok Shop is relatively new, you shouldn’t underestimate its ability to connect brands with high-profile influencers and potentially generate millions of dollars in sales. Even if you “don’t get” TikTok, listing your products on the social media marketplace should be high on your retail business’s list of priorities. 

Like eBay and Amazon, TikTok Shop also has its own fulfillment services, helping retailers manage shipping if and when products go viral.

Wish

With 650 million registered users and approximately 27 million active users, Wish is a big deal. Headquartered in the United States and with a presence in Canada, the United Kingdom, Australia, France, Germany, Italy, Spain, Brazil, Mexico, India, and many other countries across Europe, Asia, and the Americas, Wish’s marketplace is known for offering competitive pricing and deals on a wide range of products, from fashion and accessories to electronics, home and garden, and innovative products. 

Wish operates a unique fee structure for sellers and does not charge any listing fees. Depending on the specific agreement between Wish and the seller, Wish will either deduct a percentage of the sale price or a set amount when an item is successfully sold. 

Wish also operates a fulfillment service similar to Amazon’s FBA. 

The best ecommerce marketplaces by region 

While selling via online marketplaces with a global reach makes a lot of sense, listing products on sites with more regional or local marketplaces can help sellers tap into more local customer loyalty and brand awareness.

So, let’s break down the opportunity into key regional markets:

North America

Just because eBay and Amazon have their global headquarters in the United States doesn’t mean there isn’t room for any local competition.

There are some huge retail brands fighting for dominance in the US online marketplace sector. But there are also some “pure play” online operators worth a look.

Walmart

Of course, you’ve heard of Walmart. As the biggest retail company in the world, with revenues of $611 billion in 2023, it even eclipses Amazon’s might. Selling on Walmart’s online marketplace offers third-party sellers many advantages, including access to a large customer base, associated brand exposure, and the potential for increased sales. Although the Walmart marketplace has historically only been available to US-based sellers, it has opened its doors to international sellers.

Sears

Sears is another huge US retail brand with a potentially lucrative online marketplace. It offers a great alternative to selling on eBay and Amazon. With a diverse product catalog, Sears welcomes sellers from various categories, including home and garden, health and beauty, and fashion. 

Newegg

Newegg offers third-party sellers a specialized online marketplace focusing primarily on technology, electronics, and gaming, making it the go-to destination for tech enthusiasts and IT professionals. From cutting-edge computer components and gaming gear to household electronics and smart home devices, the marketplace prides itself on supplying a broad selection of products at competitive prices. Newegg often actively promotes exclusive deals and promotions, enhancing its appeal to savvy consumers seeking quality technology products at a great price.

Europe

With its diverse cultures and languages, Europe is home to many different online marketplaces serving almost as many verticals. This allows online sellers to target customers geographically and by specific product interests.

OnBuy (UK)

Over the years, numerous online marketplaces in the UK have attempted to threaten eBay and Amazon’s dominance. Most have failed. However, OnBuy is a genuine challenger brand and has become one of the fastest-growing online marketplaces in the UK since its launch in 2016. 

With its diverse product catalog covering almost every category, from health and beauty and fashion to car parts, technology, and collectibles, there’s an opportunity for many different sellers to drive incremental sales.

B&Q (UK)  

The British DIY store has seen incredible success on its online marketplace (powered by Mirakl). B&Q‘s marketplace has enabled the retailer to dramatically extend its product catalog to include a broader range of tools, building materials, home and garden, leisure, pets, and auto items. In 2023, the online marketplace generated £154 million in gross sales, contributing 38% of their overall ecommerce revenue. 

Littlewoods (UK)

Littlewoods is a growing online marketplace based in the UK. It offers a broad catalog of products, including fashion, homeware, consumer electronics, toys, and much more. Established initially as a catalog retailer, Littlewoods has evolved into a comprehensive online marketplace serving customers across the UK. Sellers on Littlewoods will benefit from access to a large and engaged customer base focused on buying quality products at competitive prices.

Not on the High Street (UK)

Not on the High Street (NOTHS) is a curated online marketplace focusing on unique, handmade, and personalized products from independent sellers and small businesses. While the online marketplace primarily targets customers in the United Kingdom, it also attracts international buyers interested in distinctive and artisanal items.

NOTHS offers a more gentle shopping experience than many other online marketplaces and does not currently promote sponsored or promoted listings to its shoppers. 

Folksy (UK)

If Etsy isn’t artsy enough for you, try Folksy. As the name suggests, Folksy is an online marketplace that specializes in handmade, craft, and design products created by independent makers and artists primarily in the United Kingdom. While a much smaller marketplace than Etsy or Not on the High Street, it has a dedicated following with consumers looking to support smaller artisan businesses.

ManoMano (UK/EU)

ManoMano is a leading European online marketplace specializing in DIY, home improvement, and gardening products. The marketplace is headquartered in France and operates sites across Europe. It offers a wide selection of items, including tools, building materials, outdoor equipment, and decor. With solid customer support and a focus on quality products, ManoMano offers a valuable opportunity for third-party sellers in the home improvement and gardening sectors to expand their market presence and increase sales across Europe.

Allegro (Poland)

Allegro is a popular online marketplace based in Poland. As the fifth-largest 

online marketplace in Europe and one of the largest ecommerce platforms in Central and Eastern Europe, Allegro enables sellers to list across a wide range of product categories, including electronics, fashion, home and garden, and many more. While retailers must translate their listings into Polish to sell on the marketplace, Allegro offers an incredible opportunity to target the burgeoning Polish market with 38 million consumers.

Cdiscount (France)

Cdiscount is one of the most popular ecommerce marketplaces in France. It is known for its extensive range of products across multiple categories, including electronics, technology, home and garden, fashion, beauty, sport, and entertainment. Cdiscount offers its third-party sellers its own fulfillment services and a well-developed distribution network, with more than 18,500 pickup points throughout the country, 

Fnac (France)

Fnac is another popular French online marketplace often compared to eBay and Amazon. It enables third-party sellers to sell products across various categories, including consumer electronics, media, sports equipment, leisure goods, and home and garden. With its focus on quality products and customer satisfaction, sellers will benefit from Fnac’s established brand reputation, efficient logistics network, and comprehensive customer support services.

OTTO (Germany)

Otto is the second-largest online marketplace in Germany and offers a wide range of products, including fashion, electronics, home goods, furniture, and much more. Otto provides its marketplace sellers with a comprehensive platform to showcase their products to the German-speaking market, leveraging its strong logistics network and customer support services. With a focus on quality, reliability, and customer satisfaction, Otto presents an incredible opportunity for sellers seeking to establish or expand their presence in the region.

BOL (Netherlands/Belgium)

BOL is one of the largest ecommerce platforms in the Benelux region, serving customers primarily in the Netherlands and Belgium. BOL offers third-party retailers the opportunity to sell various products, including electronics, books, fashion, home goods, toys, and more. 

eMag (Romania, Bulgaria, Hungary, Poland)

Based in Romania, eMAG is a leading online marketplace with a strong presence in several Eastern European countries, including Bulgaria, Hungary, and Poland. The eMAG marketplace enables third-party retailers to sell across many different product categories, including electronics, fashion, home and garden, beauty, and more. Sellers on eMAG benefit from access to a large customer base and robust marketing support, making it an attractive platform for expanding businesses into the Central and Eastern European ecommerce market.

Secret Sales (UK, Netherlands, Germany, Spain, Ireland)

Secret Sales is an online marketplace that works with carefully selected suppliers to offer customers the opportunity to buy branded clothing, footwear, accessories, and home goods from well-known brands at discounted prices. With a focus on quality, authenticity, and customer satisfaction, Secret Sales attracts a discerning customer base of fashionistas and bargain hunters while helping brands successfully manage overstocks, keep distressed inventory out of landfills, and maintain brand reputations.

Fyndiq (Sweden)

As one of the few online marketplaces targeting Swedish consumers, Fyndiq offers 

an excellent opportunity to reach an incredibly lucrative market. Focusing on providing discounted items, Fyndiq is popular with bargain hunters looking for quality goods at affordable prices.

Asia-Pacific

If you thought the European market was diverse, the Asian-Pacific region is off the scale. But this doesn’t mean the region is inaccessible. Territories like Australia and New Zealand are often the first port of call many retailers visit after conquering the US and UK markets. But if you want to scale up your business, there are considerable opportunities in the densely populated and increasingly affluent Chinese, Indian, and Asian-Pacific markets.  

Catch.com.au (Australia)

As one of the largest ecommerce platforms in Australia, Catch.com.au offers online sellers the opportunity to list products across multiple categories, including electronics, fashion, homeware, beauty, sports goods, and more. With Australia’s vast geography and widely distributed population, sellers on Catch will particularly benefit from the online marketplace’s strong logistics network and customer support services.

TradeMe (New Zealand)

TradeMe is New Zealand’s most popular online marketplace, offering a diverse range of goods and services for buyers and sellers alike. Established in 1999, TradeMe is the go-to place online for Kiwis to buy and sell anything ranging from electronics and fashion to cars and even real estate.

JD.com (China)

JD.com is one of the largest ecommerce platforms in China. The online marketplace offers online sellers the opportunity to list a comprehensive range of products across multiple categories, including electronics, appliances, fashion, beauty, groceries, and much more. With access to a massive customer base in China and beyond, third-party sellers are supported by robust marketing tools and efficient supply chain management.

Flipkart (India)

Acquired by Walmart in 2018, Flipkart has grown to become one of the largest ecommerce marketplaces in India, serving millions of customers across the country. Third-party sellers can list various products across multiple categories, including electronics, fashion, home appliances, books, etc. Online sellers on Flipkart can also benefit from a robust logistics infrastructure, offering extensive reach in urban and more hard-to-reach rural areas.

Rakuten Ichiba (Japan)

Rakuten has had mixed success in global markets, but if you want to sell in Japan, you cannot ignore Rakuten Ichiba. The Japanese online marketplace is trusted by 87% of consumers in Japan—that’s more than 100 million potential shoppers in one of the world’s most advanced economies.   

Latin America 

While many US brands, including Amazon, eBay, and Walmart, have cast their net south of the border, some local brands are making waves in Latin America. One of the biggest “local” brands in Latin America is Mercado Libre.

Mercado Libre

With operations across much of Latin America and with a powerful presence in Argentina, Brazil (where it is known as Mercado Livre), and Mexico, Mercado Libre is a leading online marketplace, offering third-party sellers the opportunity to list a wide range of products including electronics, fashion, home goods, automotive parts, and much more. 

Middle East and Africa

The emerging Middle Eastern and African markets present exciting opportunities for online sellers to expand their businesses into new territories. However, these markets can also be characterized by significant diversity in terms of wealth, population size, language, and culture, making them dynamic and complex landscapes for online sellers to navigate.

In recent years, we have witnessed increased interest and disruption from global players seeking to tap into the region’s growing consumer base. Notable examples include Dubai-based Souq, which was acquired by Amazon, becoming Amazon.ae, and the Turkish ecommerce platform GittiGidiyor, acquired by eBay, who later closed down the service and exited the market. Amazon has since invested in fulfillment centers in Turkey. 

These acquisitions undoubtedly highlight the strategic importance and potential risk in these global markets. As these regions evolve and further embrace digital transformation, they remain key areas to watch for business expansion and market development.

What about the online marketplaces we haven’t mentioned?

We did promise a complete list of online marketplaces, right? But in our defense, and before we get accused of playing fast and loose with the clickbait, there are literally hundreds of online marketplaces out there – and you really haven’t got the time to read about them all.

This “complete” list of online marketplaces highlights some of the most popular brands our client base currently works with. Don’t panic if you don’t see your favorite marketplace listed above. There are many more online marketplaces, alongside numerous D2C ecommerce platforms, shipping providers, and 3PLs that integrate into the Linnworks ecosystem, and we’re more than ready to talk about them.

Start your journey across multiple online marketplaces

To learn more about how Linnworks can help you list and sell your products across multiple online marketplaces, request a demo today or contact one of our online marketplace experts for more information.