7 Best Platforms To Sell Online in 2024 (Selling Sites & Marketplaces)

Starting an online business can be life-changing. It offers the potential for extra income, greater freedom, and the opportunity to pursue something you’re passionate about. However, the journey isn’t always straightforward. One of the biggest challenges new entrepreneurs face is choosing the right platform to sell online.

With so many options available, each boasting different features and costs, it’s easy to feel lost and overwhelmed. You might be asking yourself:

Which platform is the easiest to use? How much will it cost me? Can I customize my store to reflect my brand? Will I have support if I run into issues?

Don’t worry; we’ve got you covered! In this guide, we’ll delve into the 7 best platforms to sell online in 2024, comparing their features, pricing, ease of use, and key considerations for beginner business owners like you.

Your Own Selling Site vs Marketplace: Which is Better for Selling Online?

One of the first decisions you’ll face is whether to create your own selling site or use an online marketplace. Each option has its pros and cons, and the best choice depends on your specific needs and goals.

Using an Online Marketplace

Using an online marketplace is like setting up shop in a busy mall. Platforms like Amazon or eBay offer access to a large customer base searching for products just like yours.

However, marketplaces come with challenges:

• Fees: Various fees can eat into your profits.
• Competition: You’re competing directly with other sellers on the same platform.
• Limited Control: Less ability to customize your store’s appearance and functionality.
• Policy Restrictions: Must adhere to strict marketplace policies.

Owning Your Online Store

On the other hand, if you want complete control over your business and are willing to invest time in managing your store, building your own online store is the way to go. Platforms like Shopify allow you to create a fully functional e-commerce site without needing advanced technical skills.

I remember when I first used Shopify; it was a game-changer. The platform’s intuitive interface made it easy for me to customize my store’s look and feel. I could choose colors, layouts, and add unique features that reflected my brand. It felt empowering to have full control over my online presence.

Benefits of Your Own Online Store:

• Brand Identity: Create a unique brand that customers will remember and recommend.
• Customization: Full control over the appearance and functionality of your store.
• Higher Profit Margins: Avoid extra fees charged by marketplaces, keeping more of your profits.
• Customer Relationships: Build direct relationships with your customers without marketplace interference.

Best Platforms To Sell Online: A Comparison Table

Platform	Product Types	Pricing	Limitations
Shopify	Physical and digital services	From $39/month	Extra costs for some apps
Amazon Marketplace	Mass-produced, popular brands	$0.99/item + fees or $39.99/month	High fees, strict policies, competition
eBay	Unique, vintage, used	Varies	Fees, fraud risks, competition
Etsy	Handmade, vintage craft supplies	$0.20/listing + fees	Saturation, strict policies for intl. sellers
Facebook Marketplace	Used, local services	Free (ads optional)	Scams, limited seller protection
Redbubble	Art prints, t-shirts, home decor	Free (fees based on earnings)	Competitive, lower profit margins
Cratejoy	Subscription boxes	From $24.99/month	Higher pricing, limited to subscriptions

Shopify

Shopify is one of the best platforms to sell online out there. What sets the platform apart from the online marketplaces mentioned on this list is the ability to build a fully functional ecommerce online store where you can sell almost anything.

5 Features to Sell Online (Marketplaces do not have)

Storefront Customization

Shopify allows you to fully customize your store’s design and functionality. Unlike marketplaces with limited customization, you control everything, from colors to layout. When I set up my store, I loved how easy it was to make it look exactly how I envisioned. For a truly unique storefront, consider our custom Shopify development to bring your vision to life

Built-in Payment Gateway

Shopify Payments, Shopify’s built-in payment gateway, lets you accept credit cards directly on your site without third-party fees. This feature simplifies the checkout process and cuts transaction costs. I found it convenient not to worry about integrating external payment systems.

Thousands of Apps

With Shopify, you can access thousands of apps to enhance your store’s functionality. Whether you need marketing tools, SEO enhancements, or customer service integrations, the Shopify App Store has it all. This variety helped me tailor my store to my specific needs.

Lost Sales Recovery

Shopify’s abandoned cart recovery feature automatically emails customers who leave items in their cart, helping to recover lost sales. This feature increased my sales significantly by reminding customers to complete their purchases.

Responsive Support

Shopify offers round-the-clock support through live chat, email, and phone. This comprehensive support ensures you can get help anytime you need it, which is reassuring compared to the limited support on marketplaces.

Custom Domains and Branding

Shopify allows you to use your own custom domain name, giving your store a professional look and helping build your brand. When I branded my store, having a custom domain made it feel more legitimate and trustworthy.

Pricing & Fees

Shopify offers competitive pricing starting from $39 per month. For more detailed information, check out this Shopify pricing guide.

Customer Reviews

I have read many reviews of Shopify, and yes, many people love it. Here’s a snapshot of one customer’s experience with Shopify on G2, highlighting its features and usability.

Amazon Marketplace

Amazon Marketplace is another excellent option for selling products online. It’s especially great if you want to reach a massive audience quickly.

Key Amazon Marketplace Features:

• Amazon Marketplace gives you access to millions of customers worldwide. This means your products can be seen by a considerable number of potential buyers right away.
• With Fulfillment by Amazon (FBA), Amazon stores, packs, and ships your products for you. They even handle customer service and returns. This takes a lot of work off your plate and makes it easier to manage your business.
• Amazon also provides powerful tools to help you manage your inventory and orders. You can track your sales, update your listings, and see what’s selling well.
• Another great feature is Amazon’s advertising options. You can promote your products to reach even more customers. The platform offers insightful analytics to help you understand your sales and customer behavior.

Pricing & Fees

Amazon Marketplace has different pricing plans. You can choose between the Individual plan, which costs $0.99 per item sold, and the Professional plan, which costs $39.99 per month plus additional selling fees.

But that’s only a part of the picture. Based on my expertise, you’ll need to spend more money to make sales with Amazon than those starting fees. You’ll need extra tools like Jungle Scout or Helium to research and strategize, which costs a lot more.

Pros and Cons

Pros	Cons
Access to millions of global customers.	High fees and costs can add up quickly.
FBA handles storage, packing, and shipping.	Intense competition in most categories.
Robust inventory and order management tools.	Strict policies that require careful adherence.
High buyer trust in the Amazon brand.	Limited control over branding and customer experience.
Effective advertising options	Mass-produced focus and not ideal for unique items.

Reviews

Here’s a glimpse into a direct experience on Amazon Marketplace.

Is Amazon Marketplace suitable for selling online?

Amazon Marketplace is an ideal platform for selling online, especially for certain types of businesses:

• Established businesses: Those with existing products and brand recognition can leverage Amazon's massive customer base to expand their reach.
• High-volume sellers: Sellers with extensive inventories and high sales volumes can benefit from Amazon's fulfillment services (FBA) to streamline logistics.
• Private label sellers: Those who create and sell branded products can tap into Amazon's platform to reach a broader audience.
• Businesses seeking broad exposure: Amazon's vast marketplace offers unparalleled visibility and potential sales for various product categories.
• Sellers comfortable with competition: Those who are prepared to compete in a crowded marketplace with effective pricing and marketing strategies.

However, it might not be the best fit for new businesses with limited resources or those selling unique, handmade items. For such products, a platform like Etsy might be more suitable.

eBay

eBay is a versatile platform that is perfect for sellers of unique or used items and collectors. It offers flexible selling formats and access to a global customer base.

Key eBay Marketplace Features:

• eBay offers flexible selling options. You can choose to sell your items through auctions or at a fixed price. This flexibility lets you decide the best way to sell your products.
• One of the standout features is eBay’s global reach. With millions of users worldwide, your products can be seen by buyers from all over the world. This can significantly increase your chances of making sales.
• eBay also provides intuitive tools to help you manage your listings. You can easily track your sales, update your listings, and handle customer inquiries through the platform. The mobile app makes it convenient to manage your store on the go.
• Additionally, eBay offers secure transactions. Both buyers and sellers are protected, which helps build trust and ensures a safe shopping experience.

Pricing & Fees

eBay’s pricing varies depending on the listing type and the final sale price. There are insertion and final value fees for listing items when your items sell. The costs can add up, but the exposure to a large audience can make it worthwhile.

Pros and Cons

Pros	Cons
Vast audience worldwide.	High competition in many categories.
Flexible selling formats for auctions and fixed prices.	Fees can be complex and add up.
Easy to start and manage.	Potential for fraud and scams.
Secure transactions.	Seller disputes can be complicated to resolve
Global reach to connect with buyers worldwide.	Limited control over branding.

Customer Reviews

This eBay review on Reddit offers insight into one user’s experience with its flexible selling formats and global reach.

Is eBay Marketplace best for selling online?

eBay Marketplace is a great option for selling online, particularly for:

• Individuals and small businesses: The platform is easy to use and offers a low barrier to entry for those starting with online selling.
• Sellers of unique or used items: eBay is a popular destination for buyers looking for collectibles, vintage items, antiques, and used goods.
• Buyers seeking deals or rare items: The auction format can lead to great deals, and the range of products often includes rare and hard-to-find items.
• Those comfortable with a DIY approach: eBay offers less hand-holding than other platforms, requiring sellers to manage their own listings and customer service.
• Sellers who want to reach a global audience: eBay's vast marketplace attracts buyers worldwide.

However, eBay might not be the best fit for brands seeking a highly curated image or sellers of high-volume mass-produced products. It’s also less suitable for those who need extensive seller support.

Further reading: Incredible eBay Alternatives for Smart Sellers

Etsy

Etsy is a unique online marketplace for artisans, crafters, and vintage sellers. It’s the go-to platform for creating handmade goods or selling unique items.

Key Etsy Marketplace Features:

• Niche audience. The audience on Etsy appreciates and seeks out unique, one-of-a-kind products.
• Customize your shop. You can create a personalized storefront that reflects your brand and style. Etsy’s easy-to-use tools help you set up and manage your shop effortlessly.
• Manage your listings and orders. You can track your sales, update your inventory, and handle customer inquiries all from one place. The platform supports secure transactions, ensuring both buyers and sellers feel safe.
• Marketing tools. You can use Etsy Ads to increase visibility and drive more traffic to your shop.

Pricing & Fees

Etsy charges $0.20 per listing, plus a 6.5% transaction fee and payment processing fees. While the costs can add up, the exposure to a niche audience can make it worthwhile.

Pros and Cons

Pros	Cons
Targeted audience for handmade and vintage items.	High competition in many categories.
Easy setup and management tools.	Listing and transaction fees can add up.
Customizable storefront.	Limited customization compared to standalone ecommerce platforms.
Supportive creative community.	Limited marketing control
Secure transactions.	Strict policies – international sellers can easily get banned.

Customer Reviews

Take a look at this review from an Etsy seller who shares their perspective on the platform’s niche focus.

And this is my honest first-hand experience review. I’ve personally built and managed an online store on Etsy. It’s straightforward to start and set up your shop there, which is a big plus.

However, its strict policies for international sellers are pretty discouraging.

The competition on Etsy is fierce, and it’s tough to stand out.

The market for vintage or niche items is saturated, and many sellers are flocking to Etsy, making it more competitive than ever.

One has to lean on direct traffic from other sources like social media to drive sales.

Additionally, international sellers can quickly get banned if they don’t follow the rules precisely, which can be frustrating.

It feels like you’re playing in someone else’s playground with strict rules.

Is Etsy Marketplace Suitable for selling online?

Etsy is an excellent platform for selling online, especially for:

• Artisans and crafters: Those who create handmade or custom-made items like jewelry, clothing, art, or home decor.
• Vintage sellers: Those who sell unique vintage items that are at least 20 years old.
• Craft supply sellers: Those who offer materials, tools, or patterns for DIY projects and crafts.
• Buyers seeking unique items: Those who appreciate handmade, vintage, or one-of-a-kind products that are not mass-produced.
• Small businesses and independent creators: Etsy offers a platform for small-scale sellers to reach a global audience without needing their own website.

However, Etsy might not be the best fit for large-scale sellers of mass-produced items or businesses looking for extensive customization options. If you need a highly flexible platform, alternatives like Shopify may be better suited.

Facebook Marketplace

Facebook Marketplace is an excellent option for casual sellers and local businesses. It offers free listings and easy access to a large user base, making it highly convenient for sellers to start their online hustle.

Key Facebook Marketplace Features:

• Easy Access: Facebook Marketplace is integrated within Facebook so that you can reach a vast audience quickly.
• Free Listings: You can list your items for free, and the process is very straightforward. Just take some photos, write a description, set your price, and you’re good to go.
• Local Online Selling Site: It connects you with buyers in your area, which is ideal for selling items that are better suited for local pickup.
• Easy Communication: Buyers can message you directly through Facebook Messenger, making it convenient to answer questions and arrange sales.

Pricing & Fees

Facebook Marketplace is free to use. There are no listing fees, which makes it a cost-effective option for selling your items. However, if you want to boost your listings to reach more people, you can choose to pay for ads.

Pros and Cons

Pros	Cons
Large user base.	Less seller security and buyer protection.
Free listings with no cost to list items.	Risk of scams and fraud.
Local focus, connecting you with nearby buyers.	Mainly for local buyers and sellers, with limited shipping options.
Simple and user-friendly interface.	Limited customer support, with no dedicated service.
Convenient communication through Facebook Messenger.

Customer Reviews

Many users think that Facebook Marketplace is dying. However, based on my analysis and the latest update, Facebook is trying to renovate this feature. Here’s a review from a Facebook Marketplace user describing their experience with local selling and the platform’s features.

Is Facebook Marketplace best for selling online?

Facebook Marketplace is a good option for: 

• Casual sellers: Individuals looking to sell unwanted items or declutter their homes quickly.
• Local sellers: Those who prefer to sell items locally for pickup to avoid shipping hassles.
• Bargain hunters: Buyers seeking used or pre-owned items at lower prices than retail stores.
• Small businesses: Local businesses looking to reach a wider audience within their community.

However, it might not be the best fit for professional sellers who need advanced ecommerce features or detailed analytics. If you’re selling high-value or rare items, you might want to consider other platforms with more robust seller protection.

Redbubble

Redbubble is another option for selling online. It’s a popular print-on-demand marketplace, ideal for artists and designers. It allows you to showcase your artwork on various products without worrying about inventory or shipping.

Key Redbubble Features:

• A POD platform. Redbubble offers a platform where you can upload your designs, and they handle the printing, shipping, and customer service. This means you can focus solely on creating your art.
• Wide range of products available. Your designs can be printed on everything from t-shirts and hoodies to phone cases, stickers, and home decor. This variety helps you reach different types of customers.
• Marketing tools. You can use social media integrations to share your work and attract more buyers.
• Global reach. This allows your designs to be seen and purchased by people all over the world. This can significantly increase your potential sales.

Pricing & Fees

Redbubble is free to join and use. They take a base price for the products, and you set your markup. The final price includes Redbubble’s base price plus your markup. This makes it easy to understand how much you’ll earn from each sale.

Pros and Cons

Pros	Cons
No upfront costs or inventory management.	Competitive marketplace with many artists.
Wide range of products to showcase your designs.	Lower profit margins due to Redbubble’s base prices.
Global reach to attract buyers worldwide.	Limited control over the production process.
Easy to use for artists and designers.	Dependence on Redbubble for customer service.

Customer Reviews

Check out this review from a Redbubble artist on Reddit, highlighting their experience with the print-on-demand service.

Is Redbubble good for selling online?

Redbubble is well-suited for selling online, especially for:

• Artists and designers: Showcase your artwork on a wide range of products without the hassle of production or inventory management.
• Those seeking passive income: Earn money from your designs without actively managing orders or shipping.
• Niche creators: Reach specific audiences interested in your unique art style or niche designs.

However, it might not be the best fit for those looking for higher profit margins or more control over product quality. If you want to have more control over your branding and production, you might consider other platforms like Shopify.

Cratejoy

Cratejoy is both a platform and a marketplace specifically designed for subscription box businesses.

Key Cratejoy Features:

• Subscription-focused tools: It provides tools for managing recurring billing, customer communication, and shipping logistics, making the entire process seamless.
• Customizable storefront: You can design your online store to reflect your brand and attract your target audience. Cratejoy also offers a marketplace where potential subscribers can discover your box, giving you additional exposure.
• Marketing and analytics: You can use marketing and analytics tools to improve your offerings and grow your subscriber base.
• Fulfillment integrations: Cratejoy integrates with various fulfillment partners, making it easy to manage your inventory and shipping. This ensures your subscribers receive their boxes on time, every time.

Technical Difficulty: Beginner to intermediate

Pricing & Fees

Cratejoy offers several pricing plans starting from $24.99 per month. The cost varies based on the features and support you need. While the investment can be significant, the specialized tools and potential for recurring revenue can make it worthwhile.

Pros and Cons

Pros	Cons
Specialized tools for subscription box businesses.	Higher pricing compared to general ecommerce platforms.
Customizable storefront to reflect your brand.	Limited to subscription-based businesses.
Access to Cratejoy’s marketplace for additional exposure.	Smaller user base compared to other platforms.
Integrated marketing and analytics tools.
Seamless integration with fulfillment partners.

Customer Reviews

This customer review of Cratejoy from G2 provides a look into their experience using Cratejoy for their subscription box business.

Is Cratejoy good for selling online?

Cratejoy is an ideal option for selling online, especially for:

• Subscription box businesses: Those who want to start or grow a subscription box service.
• Curators and creators: Those who want to curate unique products and experiences for their subscribers.
• Entrepreneurs seeking a niche market: Subscription boxes cater to specific interests and audiences.
• Businesses looking for an all-in-one solution: Cratejoy provides all the tools and features needed for a subscription box business in one place.

However, Cratejoy might not be the best fit for non-subscription businesses or those looking for the lowest-cost option. If you’re selling one-time purchase products, you might consider other platforms like Shopify.

Checklist To Quickly Identify The Best Platform

Choosing the right platform for your online store is crucial. Here’s a quick checklist to help you identify the best platform for your needs:

1. Define Your Product Type

• Are you selling physical goods, digital products, or services?
• Do you have a niche or specialized items (e.g., handmade, vintage, subscription boxes)?

2. Consider Your Technical Skills

• Are you comfortable with a bit of coding, or do you prefer a drag-and-drop interface?
• Do you need a platform that offers extensive support and resources for beginners?

3. Assess Your Budget

• How much will you spend on a monthly subscription or transaction fees?
• Do you need a platform with a free trial or a low-cost entry plan?

4. Think About Your Branding Needs

• Do you want complete control over the look and feel of your store?
• Do you need extensive customization options to reflect your brand?

5. Evaluate Customer Reach

• Do you want access to a built-in audience, or are you prepared to drive your own traffic?
• Are you looking to reach a global audience or focus on local customers?

6. Analyze Marketing and SEO Tools

• Does the platform offer built-in marketing tools, like email campaigns and social media integrations?
• How strong are the SEO features that help you rank higher in search results?

7. Review Payment and Shipping Options

• Does the platform support multiple payment gateways and currencies?
• Are the shipping options flexible and suitable for your product type?

8. Check for Support and Resources

• Is there 24/7 customer support available?
• Are there comprehensive guides, tutorials, and a supportive community to help you succeed?

9. Look at Scalability

• Can the platform grow with your business?
• Are there options to add more features or upgrade your plan as your business expands?

10. Read Reviews and Feedback

• What do other sellers say about their experience with the platform?
• Are there common complaints or issues that could affect your decision?

Conclusion

With this detailed guide to the best platforms to sell online, we hope you’re well-equipped to select the perfect e-commerce platform to launch and grow your online business. Choose wisely, and watch your online store thrive.