9 Best Retail Marketplaces for Ecommerce Businesses In 2025

Sneakers. Lipgloss. Politically-charged keychains. Whatever you’re selling, there’s a retail marketplace for it. But not all platforms are created equal – some cater to niche audiences, while others, like Amazon, are ecommerce powerhouses with millions of daily shoppers. The right marketplace can open new revenue streams and boost brand visibility, but setting up shop on the wrong one might result in wasted time and fees.

That’s why thoughtful selection is key. In this article, we’ll break down the best retail marketplaces for ecommerce businesses in 2025 – who they’re for, how they work, and what you need to know to succeed on each platform.

What Is a Retail Marketplace?

An ecommerce retail marketplace is a third-party platform intended for the listing and selling of products to online shoppers. Businesses register, upload their products, and fulfill orders alongside one another in a shared environment built and managed by a central operator.

The operator has its own name recognition to draw potential customers in. Retail marketplaces sometimes have their own product offerings but generally just act as a middleman. Ecommerce businesses can tap into the marketplace’s pre-built audience for additional sales opportunities while that audience can search for, compare, and buy the specific products they're after.

Core characteristics of retail marketplaces include:

• Public Product Listings: Goods are presented through individual pages detailing everything from item use, size, and color to warranty information, shipping, and returns policies.
• Vendor Profiles: Sellers usually have a dedicated page showcasing their brand and product offerings so customers know who they're buying from.
• Search and Filter Options: Shoppers can easily navigate through categories and apply filters to find products that meet their specific needs.
• Customer Reviews and Ratings: Buyers can read feedback from previous customers, helping them make informed purchasing decisions.
• Centralized Checkout Process: Shoppers can purchase from multiple vendors with a single transaction for a streamlined buying experience.

What's the Difference Between an Ecommerce Store and a Retail Marketplace?

An ecommerce store is a business’s own digital storefront – a website they fully control, from branding to product listings to customer experience. Platforms like Shopify and WooCommerce provide the infrastructure, but the business itself manages everything, including marketing, payments, and fulfillment. This direct approach gives brands full ownership over customer relationships and sales strategies.

A retail marketplace, on the other hand, is more like a digital shopping mall. Multiple sellers list their products on a shared platform, competing for visibility and customers. Marketplaces like Amazon, eBay, and Etsy handle much of the operational heavy lifting – like payment processing and search algorithms – but in exchange, they set the rules and take a cut of each sale. While these platforms offer instant access to large audiences, they also mean less control over branding and customer interactions.

Retail Marketplaces vs. Social Commerce Platforms

It's also worth quickly differentiating D2C retail marketplaces from social commerce platforms. They may seem similar, but they serve different purposes. Retail marketplaces are built for direct sales, where customers browse, compare, and purchase products from multiple sellers in one place.

Social commerce platforms, on the other hand, integrate shopping features into social media environments. Platforms like Facebook Shops and Pinterest Shopping let brands showcase products within their existing social communities, making it easier for customers to discover and buy items without leaving the app. While marketplaces prioritize transactions, social commerce blends content and commerce, allowing brands to engage with shoppers more organically.

9 Best Retail Marketplaces of 2025

The internet is your oyster when it comes to retail marketplaces. It's easy to get started with one or more options, many offering unique features and benefits. See an overview of the best retail marketplaces in 2025 below. 

1. Amazon

Amazon is the world's largest retail marketplace, serving over 300 million consumers globally. That means there's a built-in customer base for pretty much any business. Top categories include electronics, home goods, and fashion. But the platform's reach extends further – from A to Z.

Apart from being the biggest, Amazon enjoys preference among sales channels because it's extremely easy to get started with. The ecosystem encompasses not only ecommerce solutions, but also advertising and logistics. Fulfillment By Amazon (FBA) simplifies storage, packaging, and shipping for merchants looking to outsource some or all of their warehouse workload.

Then there's Prime, which effectively pioneered fast and free shipping. Today, Amazon is ubiquitous with convenience and the first place most people go when searching for products online.

Amazon Retail Marketplace Fees

Amazon offers two types of merchant accounts: the Individual Plan and the Professional Plan. Signing up for the Individual Plan is free, but Amazon takes a cut out of every sale, starting at $0.99 per item. The Professional Plan is made for ecommerce businesses that sell more than 40 items per month. You pay a flat monthly fee of $39.99 plus any referral fees, which vary by product category and typically range from 6% to 45% of the sale price. 

FBA services also cost extra. Per-item rates for storage and order fulfillment depend on the product. It’s important to factor FBA prep requirements into your decision between FBA and FBM (Fulfilled By Merchant), as everything and everyone will need to be in lock step for operations to run smoothly.

Pros & Cons

✔️ Pros:

• Massive customer base with built-in demand
• Fulfillment by Amazon (FBA) can simplify logistics
• Strong advertising tools to help increase sales

✖ Cons:

• High competition in nearly every category
• Strict seller policies and order preparation requirements
• FBA fees can eat into profit margins

Use This Retail Marketplace If...

✅ Your business sells high-demand, consumer-friendly products
✅ You want access to Amazon's massive built-in audience
✅ You're open to using FBA for storage and fulfillment

Selling Tips

• Optimize your product listings with high-quality images and SEO-driven descriptions; Amazon’s algorithm favors listings with strong engagement.
• If using FBA, partner with a 3PL like Shipfusion to handle FBA prep, packaging, and labeling, ensuring compliance with Amazon’s strict requirements.
• Prefer FBM (Fulfillment by Merchant)? Shipfusion can fulfill Amazon orders directly, giving you more control over inventory while reducing long-term storage fees.

2. eBay

eBay pioneered the online marketplace concept and continues to innovate in both new and used item sales. The platform's unique hybrid model supports both traditional fixed-price listings and its signature auction format, giving sellers flexibility in how they approach the market.

Through the Global Shipping Program, merchants can easily expand their reach internationally while minimizing logistical complexities. eBay Managed Payments streamlines financial operations by consolidating all transaction processing within the platform. Comprehensive seller protection policies safeguard merchants, while Promoted Listings Standard and Advanced provide powerful tools for increasing visibility.

eBay Retail Marketplace Fees

Putting items up for sale on eBay is free – to an extent. Accounts listing more than 250 products per month must pay a $0.30 insertion fee per listing. Then, when a unit is purchased, the platform collects a Final Value Fee (FVF) and order fee. FVFs vary but are generally 13.25% of the sale total or less. Orders under $10 come with a $0.30 order fee while those over $10 incur a $0.40 charge.

Pros & Cons

✔️ Pros:

• Auction-style listings allow sellers to maximize profits
• Global Shipping Program simplifies international sales
• Lower competition compared to Amazon in certain niches

✖ Cons:

• Fees add up with insertion fees and Final Value Fees (FVF)
• Less brand protection; counterfeits and resellers can undercut pricing
• Slower fulfillment expectations compared to Prime-driven platforms

Use This Retail Marketplace If...

✅ You sell unique, collectible, or used items that perform well in auctions
✅ You want an easy way to reach international buyers without handling logistics
✅ You prefer a platform with flexible selling models (fixed-price and auction)

Selling Tips

• Use Promoted Listings to increase visibility, especially in competitive categories.
• Optimize titles and descriptions with relevant keywords for better search rankings.
• For fast and cost-effective fulfillment, work with a 3PL like Shipfusion to handle eBay order fulfillment efficiently.

3. Walmart

Walmart used to be all brick-and-mortar. That changed in 2009, when it opened its digital platform up to select third-party sellers. Availability and popularity have since grown to make this a top retail marketplace for ecommerce brands of all sizes.

Product listings are mixed in with offerings from Walmart's physical and online inventory. Users can search for everyday essentials ranging from kitchenware to sporting goods, then purchase what they like for delivery to their home or nearest Walmart store. With over 3,000 locations in the United States alone, that's an incredible opportunity to connect with markets all over.

Walmart Retail Marketplace Fees

Walmart charges a referral fee on each sale, which varies by product category and typically ranges from 6% to 20%. Unlike some competitors, there are no setup or monthly fees, making it a cost-effective choice for many sellers. Walmart offers services like Walmart Fulfillment Services (WFS) to help streamline logistics at an additional cost.

Pros & Cons

✔️ Pros:

• No monthly fees, so you only pay referral fees per sale
• Less competition compared to Amazon in many categories
• Walmart Fulfillment Services (WFS) is an alternative to FBA

✖ Cons:

• Not every seller is accepted
• Strict pricing rules mean you can’t sell for less on another platform
• Limited advertising tools compared to Amazon

Use This Retail Marketplace If...

✅ You sell everyday consumer products
✅ You want access to Walmart’s massive U.S. audience
✅ You're looking for lower fees compared to Amazon

Selling Tips

• Apply early because Walmart’s seller approval process takes time.
• Keep prices competitive as Walmart expects sellers to match or beat Amazon pricing.
• Use a 3PL like Shipfusion to manage Walmart orders efficiently.

4. TargetPlus

When a major player like Walmart makes a big move by becoming a retail marketplace, competitors do too. Only Target started its endeavor, TargetPlus, 10 years after Walmart in 2019. The system works in a similar way, where third-party merchants can showcase their products online among those sold from physical store shelves.

Businesses must meet specific criteria to join and benefit from the streamlined logistics and marketing support of either retailer. The main difference is that TargetPlus is invitation-only. It also only supports domestic shipping and is exclusively available to merchants based in the United States.

TargetPlus Retail Marketplace Fees

Fees on TargetPlus work on a referral basis, meaning a fixed fee for every item sold through the platform. This can range from 5% to 15% depending on the product category.

Pros & Cons

✔️ Pros:

• Highly selective marketplace with less competition
• Customers trust Target’s quality standards
• No monthly fees– you pay only referral fees per sale

✖ Cons:

• Invite-only
• Limited audience compared to Amazon and Walmart
• Domestic shipping only

Use This Retail Marketplace If...

✅ You meet Target’s criteria for high-quality, in-demand products
✅ You want access to Target’s devoted customer base
✅ You can handle domestic-only shipping

Selling Tips

• If your brand is growing, apply to TargetPlus; a smaller seller pool means less competition.
• Offer customers flexible shipping options through Shipfusion’s vast network of carriers. 

5. Flipkart

Flipkart is a major player in the Indian ecommerce scene, offering a wide range of products from electronics to fashion. It provides sellers access to a vast customer base of over 500 million and supports multiple payment options to cater to diverse consumer preferences. Walmart owns and operates the platform as a sort of extension of its presence overseas. North American businesses can use Flipkart for the same purpose – as a direct plug-in to South Asian markets.

Flipkart's seller-friendly policies and robust logistics network make international expansion relatively straightforward. Advertising tools and promotions held throughout the year further facilitate sales. The Big Billion Days event is equivocal to Amazon's Prime Day, driving significant sales and visibility for participating vendors.

Flipkart Retail Marketplace Fees

Flipkart charges a commission on each sale, which varies by product category and can range from 5% to 20%. There are also fixed fees based on item weight and shipping distance. Sellers can opt for additional services like Flipkart Fulfilment to streamline logistics, which incurs extra charges.

Pros & Cons

✔️ Pros:

• Massive customer base in India
• Flipkart Fulfilment streamlines logistics
• High-growth market with increasing ecommerce adoption

✖ Cons:

• Commission rates, shipping fees, and service charges add up
• Currency conversion & tax complexity for non-Indian sellers
• Competition with local sellers can drive prices down

Use This Retail Marketplace If...

✅ You want to expand into South Asian markets
✅ You sell electronics, fashion, or household items
✅ You prefer marketplace-run fulfillment services

Selling Tips

• Leverage Flipkart’s advertising tools to boost visibility.
• Use a 3PL provider to consolidate international and domestic fulfillment operations.

6. Alibaba

As the world's leading B2B and wholesale ecommerce marketplace, Alibaba connects manufacturers and wholesale buyers across global markets. It's a particularly popular exchange between businesses in China and the United States. American brands turn here to source cost-effective parts and base products for their online stores.

With extremely low prices comes the need for trust, which is why Alibaba has a Trade Assurance program and a verified supplier badge system. Payment protection services add an extra layer of security for both parties and a sophisticated RFQ (Request for Quotation) framework facilitates purchases and shipments at scale.

Alibaba Retail Marketplace Fees

You can sign up for one of four account plans on Alibaba. Basic offers the bare minimum for the lowest annual price ($1,992), while Standard ($3,368), Premium ($10,999), and Verified Supplier ($21,999) introduce features at an extra cost. There's no cap on product listings or commission taken from sales in any case. What you're paying more for with the costlier plans is additional opportunities to showcase products, better support, and in the highest echelons, account management.

Pros & Cons

✔️ Pros:

• No commission fees as Alibaba profits from annual seller subscriptions instead
• Massive global audience of businesses seeking wholesale deals
• Custom branding options like private labeling

✖ Cons:

• Advanced accounts cost thousands per year
• Buyers expect bulk discounts

Use This Retail Marketplace If...

✅ You’re a manufacturer or wholesaler looking to sell in bulk
✅ You want to source cost-effective products for resale in your ecommerce store
✅ You’re targeting international buyers looking for large-scale orders

Selling Tips

• Invest in a Verified Supplier badge; business buyers are more likely to trust and buy from certified sellers.
• Offer custom branding & private labeling to attract businesses looking for white-label products.
• Work with a 3PL like Shipfusion to unlock competitive rates on freight shipping and keep bulk orders moving efficiently.

7. AliExpress 

AliExpress is Alibaba's consumer-oriented platform, offering a vast array of products at competitive prices. It's a go-to for bargain hunters and small businesses seeking unique items. Unlike Alibaba, which focuses on bulk sales, AliExpress caters to individual buyers, making it a favorite for dropshipping entrepreneurs.

AliExpress Retail Marketplace Fees

AliExpress charges a commission on each sale, typically ranging from 5% to 8%, depending on the product category. There are no upfront costs or monthly fees, which makes it accessible for new sellers.

Pros & Cons

✔️ Pros:

• You only pay when you make a sale
• Easy integration with dropshipping platforms like Shopify
• Access to global markets without managing inventory

✖ Cons:

• Lower Average Order Value (AOV) can translate to higher returns management costs
• Price undercutting is common, making it hard to maintain margins

Use This Retail Marketplace If...

✅ You sell affordable consumer goods
✅ You operate a dropshipping business
✅ You’re looking for low-risk entry into ecommerce

Selling Tips

• Use AliExpress Dropshipping Center to analyze trending products before listing them in your store.
• Avoid generic, low-quality items; choose suppliers with high ratings and strong customer reviews to reduce return rates.
• Work with a fulfillment partner like Shipfusion to stock trending AliExpress items in local warehouses for faster shipping.

8. Etsy

Creative Etsy is the go-to marketplace for artisans and crafters, offering a platform to showcase handmade, vintage, and unique factory-manufactured items. With a focus on creativity and individuality, Etsy attracts a niche audience looking for one-of-a-kind products.

Etsy Retail Marketplace Fees

Etsy charges a listing fee of $0.20 per item, which lasts for four months or until the item sells. When a sale is made, a 6.5% transaction fee is applied to the sale price, including shipping. Additional fees may apply for currency conversion and payment processing – making it essential to factor these costs into your pricing strategy.

Pros & Cons

✔️ Pros:

• Highly engaged buyer community that values unique products
• Built-in trust from Etsy’s reputation for authentic, small-batch goods
• Lower competition compared to Amazon & eBay

✖ Cons:

• Listing & transaction fees can add up quickly
• Limited scalability; mass production is discouraged
• Strict handmade policies can restrict product categories

Use This Retail Marketplace If...

✅ You sell handmade, vintage, or custom products
✅ You want to reach a niche audience willing to pay premium prices
✅ You prefer a creative-focused marketplace with strong branding opportunities

Selling Tips

• Differentiate your store with high-quality photos, unique packaging, and an engaging “About” section.
• Offer customization options; shoppers on Etsy love personalized packaging and products.
• If your business grows, use Shipfusion to handle fulfillment – many successful Etsy sellers struggle with order volume, and outsourcing logistics allows you to scale without losing the handmade appeal.

9. SHEIN Marketplace

SHEIN Marketplace is an emerging platform known for its trendy, affordable fashion aimed at a younger audience. It offers an extensive range of clothing, accessories, and home goods, making it a one-stop shop for style-savvy consumers. SHEIN's fast-fashion model relies on quick production and turnover, allowing businesses to capitalize on the latest trends.

SHEIN Marketplace Fees

SHEIN operates on a commission-based model, with fees typically ranging from 10% to 20% depending on the product category. There are no listing fees, but sellers must adhere to strict quality and shipping standards to maintain their status on the platform.

Pros & Cons

✔️ Pros:

• Access to SHEIN’s massive customer base
• Strong social media integration helps sellers go viral

✖ Cons:

• High return rates due to impulse buying behavior
• Fast fashion is saturated and competitive

Use This Retail Marketplace If...

✅ You sell fashion, accessories, or home goods at competitive prices
✅ You want access to a trend-driven, Gen Z-heavy audience
✅ You’re looking for fast production & high sales volume

Selling Tips

• Launch limited-time drops; SHEIN’s audience responds well to scarcity and flash sales.
• Optimize product listings with social media-friendly photos.
• If shipping from outside SHEIN’s fulfillment network, use a 3PL like Shipfusion to reduce delivery times.

How to Succeed on the Best Retail Marketplaces

If you're going to play, you should play to win. Dedicated strategy is necessary to sustainably sell on any competitive retail marketplace. We go over what that looks like in the sections below.

Choose the Best of the Best Retail Marketplaces

The internet is full of retail marketplaces because there's no single "best" one. Various websites cater to diverse markets of consumers, businesses, regions, and products. They also have different rules. You'll make the most of your time and energy by thoughtfully selecting which ones to pursue.

Make Sure User Base and Product Offerings Align

Like how a businesswear store next to a corporate office is likely to do better than one on a random street, ecommerce merchants tend to see more success by selling where their target buyers spend the most time. Data paints a clear picture of user demographics across popular platforms. Use it to inform your decision and keep customer-product discoveries relevant.

Assess Existing Competition

In ecommerce, competition is saturated everywhere. But that's not to say some places are easier to succeed in than others. Put equal effort into researching existing sellers on prospective options. Consider the level of competition and whether your unique selling proposition can stand out. This is also an opportunity to analyze strengths and weaknesses for that very goal.

Platform-Specific Fees and Policies

Even with a well-aligned user base and ICP, retail marketplace success is highly contingent upon fine print – the fees, policies, and overall expectations merchants are expected to satisfy when transacting on their chosen platform.

Some marketplaces charge a flat fee per sale, while others might take a percentage of the total transaction value. There may be costs for advertising, promotions, or using premium features that affect your profitability.

Beyond fees, policies regarding product categories, prohibited items, and seller conduct can vary. Compliance becomes more challenging when selling via multiple platforms, where what's allowed on one isn't allowed on the other.

Choose a third-party platform with terms in alignment with your current business model and priorities. No one likes reading legalese, but it's ultimately necessary to avoid wasting time on the wrong marketplace.

Put Extra Effort Into Product Listings

When the stars align for shoppers to find and click on your product listing, they'll need an extra push before checking out. Ecommerce marketplaces are open landscapes; any questions or uncertainties not quelled by one merchant may mean a sale for another. Extensive thought should go into every aspect of every listing.

Start by ensuring your product titles are clear and descriptive, capturing essential details like brand, model, and key features. Think about searchability by implementing product page SEO best practices while also considering post-purchase satisfaction. Setting the right expectations upfront can end up lowering returns management costs down the line.

Do Fulfillment Right

Ecommerce logistics can work differently depending on the retail marketplace at hand. Pretty much every platform has – or imposes – an independent shipping and fulfillment option. Under such a system, merchants are notified of incoming orders and hold responsibility for preparing and dispatching items. Customer details and funds are exchanged per the marketplace's specific framework.

However, some platforms handle storage, packing, and shipping on behalf of businesses. Integrated fulfillment services work similarly to third-party logistics (3PL) services. The main difference is that where a 3PL can fulfill orders from multiple sources (e.g. an online store and retail marketplaces), platform-specific fulfillment programs are just that – exclusive to purchases made through that channel.

There's no one-size-fits-all solution to retail marketplace fulfillment. Both integrated options and 3PLs can be a bad investment if chosen without due consideration. Prioritize high-quality, business-specific solutions whatever the case. The ultimate value of outsourcing lies in a lightened workload, so if that isn't guaranteed, it isn't worth your time.

Shipfusion: The Best Logistics Partner for the Best Retail Marketplaces

Settling on your choice of the best retail marketplaces is step one of sustainable expansion. Step two? Picking a fulfillment partner.

Shipfusion’s tailor-made solutions support ecommerce businesses like yours as they expand on Amazon, Walmart, and beyond. Skip the hassle of logistics setup and management with pre-built integrations for major sales channels, all while maintaining complete visibility over inventory through a real-time reporting dashboard.

Unlock the peace of mind that comes with a truly professional approach to fulfillment – contact a Shipfusion logistics expert for more information today.