How it works
Sellers create listings on the platform. Shoppers search and buy there, and the marketplace takes a fee on each sale, often plus listing, subscription or advertising costs. Some marketplaces also offer storage and shipping for an extra charge.
Marketplace versus your own store
A marketplace gives you instant access to shoppers who are already looking to buy. Your own store gives you control over branding, pricing, customer data and repeat sales, without sharing each order with a platform.
Using both
Many brands sell on marketplaces to reach new buyers and use their own website to build loyalty and margin. The key is keeping prices, stock and product details consistent across every channel.
Why Online Marketplace matters
Marketplaces can bring sales fast, but fees, competition and platform rules affect profit. Knowing the trade-offs helps you decide where to sell and how much to depend on any one platform.
Using a marketplace to find buyers
A small candle maker started on Etsy to get early sales and reviews. Once repeat customers grew, the brand launched its own store and included a discount for direct orders, which improved margin on returning buyers.
Common mistakes
Ignoring the full fee picture
Referral fees, ads, shipping and returns can add up. Work out your profit per order on each marketplace before scaling.
Relying on one platform
Policy changes or account suspensions can stop sales overnight. Build your own store and customer list as a backup.
Weak listings
Marketplaces are search engines too. Clear titles, good photos and complete details help listings rank and convert.
Where we work on this