Selling Online in 2025? Here’s the Best Marketplace for Your Product

Marketplaces still dominate global e-commerce in 2025, and the winning channel for you depends on your product category, margin structure, and how you acquire customers—search (Amazon/eBay), social video (TikTok Shop), or regional powerhouses (Walmart U.S., Mercado Libre in LATAM, Shopee in SEA). Fees and rules are moving targets—Amazon added new cost levers, eBay nudged fees, Walmart rolled out aggressive new-seller incentives, TikTok Shop kept scaling fast, and Temu overhauled its U.S. model—so pick one primary marketplace and one regional or social “second home,” then integrate everything with a multichannel sync tool.

The Best Marketplace Platforms for Online Sellers in 2025

Depending on the methodology you prefer, online marketplaces capture well over half of global e-commerce; Euromonitor pegs the 2024 share at ~62% (USD $2.4T) with continued expansion into 2025. That’s where shoppers already are—and where ad tools, fulfillment rails, and returns policies are most mature.

Below, we break down the platforms by category fit, customer acquisition model, fees/fulfillment reality, and where they shine geographically.

1) Amazon: the default for search-led demand, wide categories, and FBA scale

Best for: Branded and unbranded goods where shoppers already search on Amazon; sellers who can model FBA economics.

Why it’s hot in 2025: Amazon’s marketplace flywheel (search intent + ads + Prime shipping) remains unmatched, with third-party seller services revenue growing ~11% YoY in Q2 2025 to $40.3B—a useful proxy for marketplace health.

What changed: Amazon added or tweaked several cost levers over 2024–2025—returns processing, storage surcharges, and low-inventory-level fees in certain regions, among others. Pan-EU sellers also face a low-inventory cost coverage fee if stock levels are too lean relative to demand. Translation: tighter inventory discipline and packaging compliance now move the margin needle.

When Amazon isn’t ideal: Hyper-custom/handmade goods (Etsy wins); near-commodity products with thin margins and heavy returns; sellers averse to policy complexity.

2) Walmart Marketplace (U.S.): the fastest-rising “second home” for Amazon sellers

Best for: U.S. mass-market assortments; brands that can meet Walmart’s shipping SLAs (DIY or WFS).

Why it’s hot in 2025: Walmart’s U.S. e-commerce posted double-digit growth again into FY25; the company explicitly credited third-party sellers for a 20% U.S. e-commerce lift in Q4 FY25. Marketplace momentum is reinforced by Walmart Fulfillment Services (WFS) and richer ad tools.

Fees & incentives now:

• No monthly fee; you pay category referral fees only when you sell.

• 2025 New-Seller Savings can reduce referral fees 30% on the first $50K GMV and 75% from $50K–$750K, plus credits for WFS and Walmart Connect. Holiday promos (e.g., zero referral fees on Toys and 50% off on Pets for part of peak 2025) sweeten the math for seasonal sellers.

• WFS now handles pick-pack-ship, customer service, and returns—crucial for Buy Box and speed expectations.

When Walmart wins: Overlap with Walmart’s core consumer; you want a second large U.S. channel without Amazon’s exact fee mix; you plan to lean on retail media (Walmart Connect) and WFS. Bonus: Walmart is expanding international marketplaces (Canada/Mexico/Chile) for cross-border sellers.

3) TikTok Shop: social-video commerce at scale

Best for: Fashion/beauty, impulse buys, creator-driven products, and anything with demo-worthy UGC; sellers who can run live shopping.

Why it’s hot in 2025: TikTok Shop’s GMV surged, with rapid EU/Mexico rollouts late 2024 fueling growth into 2025. U.S. adoption is real—~33% of Americans have tried TikTok Shop, and 84% of trial users call it “easy to use.”

Seller reality: You’re playing a content + conversion game (live + short video). TikTok provides a full merchant backend and Streamer Desktop for live selling. It’s less “set-and-forget” than Amazon/eBay—but viral reach can offset lower search intent.

Use when: You can feed the content machine (creators, live calendars), and your product benefits from demos, bundles, and limited-time offers.

4) eBay: recommerce, collectibles, parts, refurbished—and now a mild fee nudge

Best for: Pre-owned, collectible, refurbished, parts & accessories, category experts.

Why it’s steady in 2025: eBay’s trust systems (authenticity checks in key categories) and global audience keep recommerce vibrant. Fee update: eBay introduced final value fee adjustments in most categories starting Feb 14, 2025 (up to +0.35%). Plan listings accordingly.

Use when: You want global reach for niches or used goods; you value auction tools; you’re building a store around parts, vintage, or collector communities.

5) Etsy: handmade, vintage, craft supplies—policy consistency is your friend

Best for: Handmade goods, vintage (20+ years), craft supplies, design-led micro-brands.

What to know in 2025: Etsy’s fees (listing, transaction, payment processing, Offsite Ads, etc.) remain the core P&L drivers; read the Fees & Payments policy before scaling. Etsy’s Q2 2025 results show mixed signals—revenue up but GMS down YoY—which usually means Etsy will keep pushing discovery features and ad placements to reignite demand.

Use when: Your differentiation is craftsmanship/story; you want a buyer base primed for one-of-a-kind products.

6) Temu (U.S. & Western markets): a wildcard that’s changing fast

Best for: Manufacturers and brands comfortable with platform-controlled pricing/ops; ultra-value SKUs.

Big 2025 change (U.S.): Tariffs & de minimis changes triggered a structural pivot—Temu stopped direct shipments from China to U.S. consumers and shifted to domestic sellers/fulfillment for U.S. orders. Separate guidance notes Temu’s program is tightly controlled, with no dropshipping, and platform influence over pricing/marketing/fulfillment standards. If you join, expect a different seller experience than Amazon/Walmart.

Use when: You can meet Temu’s operating playbook and want exposure to ultra-value demand curves; you’re flexible on margin for volume.

7) Mercado Libre (LATAM): the default in Latin America

Best for: Brands expanding into Brazil, Mexico, Argentina, etc.; categories from electronics and home to fashion.

Why it’s powerful in 2025: MELI’s commerce engine keeps compounding—Q2 2025 revenue up ~34% YoY, items sold +31%, and FX-neutral GMV growth in Brazil ~29% with market-share gains. Logistics and payments are integrated (Mercado Envios/Pago), and free-shipping thresholds in Brazil have been tuned to drive volume.

Use when: You need LATAM reach with first-party logistics and embedded fintech; you can localize catalog and after-sales.

8) Shopee (SEA & beyond): the Southeast Asia heavyweight

Best for: Sellers targeting SEA (plus Taiwan, parts of LATAM) with mobile-first commerce.

2025 trajectory: Shopee’s GMV up ~28% YoY to $29.8B in Q2 2025; core marketplace revenue (fees + ads) up ~46%. Shopee’s seller ad stack keeps improving, and live/social features deepen engagement.

Use when: You want SEA distribution, can play the ads + vouchers game, and will localize for shipping times and customer chat expectations.

9) Alibaba.com (B2B): wholesale pipeline, not DTC

Best for: Manufacturers/wholesalers seeking global B2B buyers, MOQs, and RFQs—not retail.

Why it matters: Alibaba.com reports 40M+ active business buyers and paid seller memberships (pricing varies by plan/region). 2025 also brought partnerships (e.g., Wix integration) to funnel SMBs into B2B storefronts more easily. This is a lead-gen + wholesale motion; margin and cash flow look very different from retail marketplaces.

Use when: You sell in bulk, offer customization, or want RFQs—less about cart conversion, more about pipeline.

10) Faire (B2B wholesale to indie retailers): U.S./Europe boutique reach

Best for: Brands selling wholesale to independent boutiques with net-terms and returns norms.

2025 notes: Faire keeps expanding in Europe and publishing category data for retailers; the pitch is consistent wholesale demand with net 60-style terms and platform-managed returns. If you’re a maker/brand that wants wholesale velocity (not retail to consumers), Faire is a pragmatic add.

Regional honorable mentions

• eBay UK & EU recommerce: Strong for fashion/vintage, with the 2025 fee tweak to watch.

• Target Plus (U.S.): Curated, invite-only; Shopify tie-up widens the seller funnel—useful for mid-market brands who want retailer halo without Walmart/Amazon scale.

2025 fee & policy currents (what to model)

• Amazon: Multiple 2024–25 tweaks—returns, storage, low-inventory fees (Pan-EU). Margins now hinge on staying in the “green zone” for inventory health and packaging.

• eBay: Final value fee increases (≤ 0.35%) from Feb 14, 2025 in most categories.

• Walmart: No monthly fees; 2025 New-Seller Savings can slash referral fees dramatically + credits for WFS and Walmart Connect; added holiday referral promos in select categories.

• TikTok Shop: Rapid market launches in late 2024 (France, Italy, Germany, Mexico) fed Q1–Q2 2025 GMV; U.S. usage is broad among daily users. Be ready to invest in creators/live.

• Temu U.S.: Pivot to domestic sellers/fulfillment given tariffs; no dropshipping; tight operational control by the platform.

A practical chooser: what to sell where

• If your product is already searched for (commodity electronics, home, tools): start Amazon, add Walmart for U.S. coverage; consider eBay for refurbished/outlet.

• If your product is demo-friendly (beauty, apparel, gadgets): start TikTok Shop (live + creators), mirror bestsellers to Amazon/Walmart for search capture.

• If your product is handmade/vintage: Etsy first, with a carve-out to TikTok Shop for live demos and eBay for vintage overflow.

• If you’re expanding regionally:

  • LATAM: go Mercado Libre.

  • SEA: go Shopee (add Lazada if applicable).

• If wholesale/B2B is your model: Alibaba.com (global RFQs) and Faire (U.S./Europe indie retail).

2025 operating playbook

1. Pick one “engine” marketplace + one “edge” marketplace. Your engine is where you’re consistently profitable (Amazon or Mercado Libre or Shopee). Your edge is where you arbitrage attention (TikTok Shop) or tap a region (Walmart U.S., MELI LATAM). Keep catalog overlap tight to manage inventory.

2. Exploit platform promos intentionally. Walmart’s New-Seller Savings and seasonal referral-fee holidays on Toys/Pets can flip your channel margin for peak. Time listings to qualification windows.

3. Build a content flywheel for TikTok Shop. Live calendars + creator affiliates. TikTok’s adoption and high “ease of use” ratings mean a low friction front door for your brand—but only if you feed it.

4. Get ruthless on inventory/IP packaging for Amazon. Low-inventory penalties in parts of EU FBA and return-processing fees can eat your contribution unless your demand planning and packaging hit spec.

5. Localize for LATAM and SEA. MELI’s growth is anchored by logistics + payments and market-specific programs (e.g., Brazil shipping thresholds); Shopee’s ad/voucher stack is table stakes. Build local CS and returns policies before scaling.

6. Integrate tools to keep your sanity. Use marketplace connectors (e.g., Shopify’s Marketplace Integration guidance) to sync inventory/orders across Amazon, eBay, Etsy, Walmart—and pipe performance data to one dashboard.

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Risks & realities to factor in

• Policy volatility: Fee nudges (eBay), cost levers (Amazon), promo windows (Walmart), or macro shifts (Temu’s tariff-driven U.S. pivot) can change P&L quickly—build 10–15% buffer in channel margins.

• Ad spend creep: Marketplaces monetize via ads; Shopee’s core marketplace revenue growth shows heavier seller ad uptake; expect the same elsewhere.

• Operational overhead: Social commerce requires content; Amazon requires compliance excellence; cross-border requires returns logistics and local tax handling.

Quick reference: who’s best for what (2025)

• Amazon — search-led demand, Prime logistics, ads scale. Watch fees/returns/inventory policies.

• Walmart Marketplace — U.S. mass-market second pillar; strong new-seller incentives; WFS.

• TikTok Shop — live/social discovery; creator-led selling; fast adoption in U.S. and new EU/Mexico markets.

• eBay — recommerce & niche enthusiast categories; modest 2025 fee rise.

• Etsy — handmade/vintage/craft; fees clear but stackable; demand stabilizing after a tough 2024.

• Temu — ultra-value, platform-controlled operations; U.S. shift to domestic supply after tariff shock.

• Mercado Libre — LATAM default; strong 2025 growth, logistics + fintech ecosystem.

• Shopee — SEA default; GMV and marketplace revenue surging on ads/live features.

• Alibaba.com (B2B) — wholesale leads & RFQs; paid memberships; new SMB integrations.

• Faire (B2B wholesale) — indie retail distribution in U.S./Europe; expanded EU footprint and ongoing category intel.