Prime Multi-Channel Marketplaces for Promoting Worldwide

Promoting on an ecommerce platform like WooCommerce provides you the best quantity of management over your on-line retailer, advertising, product positioning, and different elements of operating a enterprise. 

However are you able to do extra to extend your world attain and interact with new markets who wouldn’t have another approach to discover your merchandise? That is how promoting on a number of marketplaces may help develop an ecommerce enterprise — they offer you entry to extra prospects in additional locations who would probably by no means discover your ecommerce retailer.

There are a number of prime on-line marketplaces which have a worldwide attain, and relying on your enterprise, it is best to take into account all of them earlier than deciding which of them can greatest advance your enterprise progress targets, with out compromising your autonomy.

How to decide on the best market

One of the best on-line marketplaces for multi-channel promoting embody those everybody is aware of, like Amazon and eBay. However there are a number of others that truly have comparable attain world wide, and are even larger in some cases. These embody Alibaba, Walmart Market, Etsy, and Newegg.

We’ll take an in-depth have a look at every of those so that you’ll have a transparent image of what every on-line market has to supply. 

Which elements of the world have interaction with every on-line market? How many individuals go to these platforms, and the way loyal are they? 

If you wish to attain new markets along with your merchandise and consider on-line marketplaces are one of the best avenue for this, that you must take into account a number of key elements:

  • Options: how every on-line market serves sellers, protects autonomy, and will increase income with out problem
  • Pricing: how a lot you’ll need to pay to make the most of every on-line market
  • Viewers: what types of individuals every on-line market appeals to most
  • Attain: What quantity of potential prospects from particular geographic areas that entry every market

Let’s check out every of those six prime multi-channel marketplaces.

Amazon homepage

1. Amazon

Amazon has come a great distance from its early days as a web based bookseller. It’s now about as shut as you may get to an everything-seller. However most of what’s bought on Amazon comes from different market sellers, together with ecommerce companies who wish to develop their attain to new audiences.


Amazon has been doing this for some time, and so they’ve discovered how one can make an ecommerce web site work, a lot so that the majority ecommerce shops need to have the ability to use most of the similar methods. With the various WooCommerce extensions at your disposal, you are able to do most of what Amazon does proper by yourself on-line retailer.

Listed below are one of the best options of Amazon Market:

  • World availability: arrange an account from nearly any nation on Earth
  • Telephone help in most nations, chat and electronic mail in the remainder
  • The power to set your personal costs
  • A platform to create your personal presents and promote them
  • Simple overview assortment, utilizing a system individuals are aware of
  • The power to construct your merchandise and retailer round key phrases to be present in engines like google
  • Efficiency metric monitoring akin to order defect charge and success cancel charges
  • Success by Amazon (FBA), which helps you to entry the Prime Badge and higher transport choices
  • Pre-set product web page layouts that take out the guesswork

Success by Amazon primarily means you ship your merchandise to Amazon, and so they retailer them of their warehouses. This does include a payment, however then you possibly can provide free two-day transport for Amazon Prime members, and Amazon takes care of printing labels, packaging, and all the opposite transport duties you’d count on.

Amazon FBA landing page

And customers can filter their searches so that they solely see merchandise bought by sellers who’ve the Prime Badge, providing you with an air of high quality and exclusivity.


Amazon is without doubt one of the costlier on-line marketplaces. They’ve an array of charges, not only one. 

First, you could select between the Particular person Plan and the Skilled Plan. With the Particular person Plan, you pay 99 cents for every sale you make. This method is healthier for sellers who’ve decrease on-line gross sales volumes. The Skilled Plan prices $39.99 per thirty days, and offers you limitless gross sales.

Subsequent, there’s a referral payment, which is just like the fee charges that each on-line market prices. It’s a % of your whole transaction, together with transport prices. The charges differ based mostly on product class. Most are between 8-15%, however they vary as excessive as 45% and as little as 3%. After that, there’s a success payment that’s based mostly on the dimensions and weight of the product being shipped. 

And, to be used of Amazon’s warehouses, there’s a storage payment based mostly once more on the dimensions of your merchandise. The storage charges triple through the October to December vacation season.

Is that every one? Truly, there could also be much more charges for sure conditions

Why would somebody wish to pay all these charges simply to promote on Amazon?

As a result of there are some built-in benefits and an enormous viewers. Nevertheless, additionally it is true that with your personal ecommerce web site, you don’t need to pay most of those charges. However, then it’s a must to handle your stock and your transport. 


Amazon is largest in america, having achieved nearly whole market saturation. 150 million Individuals have Prime Memberships — over 70% of adults. 

There are 197 million month-to-month lively customers of their app, and Amazon accounts for 56.7% of all retail ecommerce gross sales within the U.S. So in case your viewers is within the US, Amazon can attain them. 

Together with the U.S., they’ve about 310 million lively app customers world wide. So you possibly can attain the cell viewers, too.

Amazon’s viewers covers all demographics in North America, and in lots of different nations, and 66% of internet buyers usually start their looking on Amazon. 


After buying Souq in 2017, which was a Center Jap ecommerce market, Amazon turned the most important on-line vendor on the earth. They’re concentrated in North America, Europe, Asia, and the Center East. 

Amazon ships to over 130 nations, and a couple of.7 billion folks have shopped on Amazon. They get 2.72 billion distinctive month-to-month guests. 

So, as for measurement, you possibly can attain the largest world viewers with Amazon. Nevertheless, with nice measurement comes nice competitors, and Amazon additionally has the most important variety of on-line sellers. So it’s not essentially straightforward to get your merchandise observed.

eBay homepage

2. eBay

eBay started as a spot to promote used gadgets by means of bidding wars. Whereas they nonetheless provide that service, solely 12% of the merchandise bought on their web site are up for bid, and 80% of merchandise bought on eBay are new.

So it’s grow to be a web based market with a extra loyal group of consumers than one thing like Amazon. Extra customers could start their on-line purchasing expertise on Amazon, however lots of them end on eBay.


eBay is a real market. They promote no merchandise of their very own, so your solely competitors comes from different sellers, not the web market itself. Different options of eBay embody:

  • Concierge companies for bigger ecommerce manufacturers 
  • Vendor Hub, the dashboard from which you run your ecommerce enterprise on eBay, the place you possibly can publish and handle listings and orders, run gross sales and promotions, and so forth
  • Itemizing customization capabilities — greater than Amazon
  • The power to add movies associated to your merchandise
  • Reductions, coupons, and promotion capabilities, together with coupon codes
  • The choice to do volume-based pricing reductions
  • A subscriber possibility — you possibly can create advertising newsletters to prospects, give subscriber reductions, and construct extra buyer loyalty than with Amazon
  • The power to get product opinions
  • Delivery label printing
  • The choice to advertise your merchandise on Google Adverts and different on-line purchasing websites, in addition to with eBay Adverts
  • Superior analytics
  • Each day or weekly pay schedules


eBay’s pricing mannequin is easier than Amazon’s, however the charges are comparable in some methods.

First, there’s an insertion payment of 35 cents per itemizing, however the first 250 listings are free. In case you arrange an eBay retailer, you get much more free listings.

Then, you get charged a share of the gross sales value, which is 10% for many product classes, although it ranges from 2-12%. This contains all of the processing charges. If you wish to decrease your insertion charges, you should buy a month-to-month subscription. For greater quantity sellers, it is a sensible possibility. They’ve three selections, every of which include elevated advantages of promoting on the platform, and every of which prices much less in case you pay yearly versus month-to-month. The month-to-month prices are:

  • Fundamental: $24.95 per thirty days
  • Premium: $74.95 per thirty days
  • Anchor: $349.95 per thirty days


eBay appeals to hobbyists and what some name “fanatic consumers,” in addition to folks looking for a great deal. It does very well with electronics, their primary vendor at 16.4% of things bought on the web platform.

eBay additionally sells lots of clothes and accessories (16%), automotive (11%), well being and wonder (9%), and sports activities and out of doors tools. These 5 classes account for about 60% of what sells on eBay. However, that also leaves lots of room for different merchandise.

In response to edesk, 61% of eBay’s viewers is between 35-64 years previous, and 60% of them are male, not like Amazon’s close to 50/50 cut up. So your viewers contains tail finish Child Boomers, Gen-Xers, and a few Millennials. eBay doesn’t get as a lot site visitors from Gen-Z. 


When researching ‘attain,’ it’s necessary to tell apart between web site guests and consumers. Not each web site reporting on the attain of the highest established marketplaces for multi-channel promoting does a great job of clarifying this, which is why you see vastly totally different numbers in other places. 

Plus, the ecommerce purchasing numbers modified dramatically after 2020, so any knowledge earlier than that could be very outdated. 

eBay presently will get about 885 million distinctive month-to-month guests. Per 12 months, about 135 million of those folks really purchase one thing on eBay. 

eBay is the third most downloaded ecommerce app within the US, behind Walmart and Amazon, and 60% of eBay’s consumers are within the UK and U.S., with Germany accounting for 15%. So, about three fourths of eBay’s viewers is in these three nations. 

As for sellers, it’s a barely totally different story. 28% of eBay sellers are within the U.S., and 25% are within the UK. 17% come from China, 16% from Germany, and three% from Australia. So you possibly can promote on eBay from nearly wherever, so long as you take note of the place a lot of the consumers are situated.

Alibaba homepage

3. Alibaba

Many entrepreneurs within the west are unfamiliar with this ecommerce big from China, based by Jack Ma. But it surely owns practically 60% of the Chinese language ecommerce market, which implies that any ecommerce firm trying to develop into China and close by Asian markets wants to contemplate leaping on Alibaba or one in all its subsidiary platforms, akin to AliExpress, Taobao, Lazada, or Tokopedia. Every of those serves totally different nations within the area. 


Presenting the options of Alibaba is tough as a result of it has so many various platforms underneath its total umbrella, and every has its personal distinctive elements. For simplicity, we’re going to deal with Alibaba and AliExpress. However in case you’re trying to develop your attain into explicit Asian nations, you’ll wish to look into their different platforms, which we’ll contact on extra in a second.

Alibaba is without doubt one of the greatest B2B ecommerce marketplaces. It allows you to purchase and promote wholesale merchandise from and to different companies. With Alibaba you possibly can:

  • Personal your prospects’ data, not like on Amazon
  • Use communication instruments to work together with consumers immediately
  • Entry CRM instruments and analytics
  • Translate to over 18 languages
  • Make customizations utilizing an API integration
  • Coordinate worldwide freight logistics
  • Obtain onboarding help for brand spanking new sellers
  • Entry product inspection and monitoring

Alibaba makes use of an RFQ (Request for Citation) course of for patrons to position orders, as a result of companies use Alibaba to purchase in bulk from producers and suppliers. So costs are usually not fastened. It will depend on portions, transport, and varied different elements. 

Sellers may earn three totally different scores: Gold, Verified, and Commerce Assurance, which guarantee consumers they’re getting merchandise from respected suppliers. 

AliExpress homepage

AliExpress is one in all many B2C ecommerce platforms underneath Alibaba’s world market. Like Amazon, sellers can promote particular person merchandise and ship them on to shoppers. It’s also possible to use AliExpress for dropshipping. And like Alibaba, it may be translated into over 18 languages. 

Some extra options:

  • Promoting for elevated product publicity
  • Settle for and convert 51 totally different currencies
  • 38 native fee channels to allow safe transactions
  • Customizable on-line storefronts
  • AliExpress College, an onboarding service to assist new sellers
  • A number of transport choices
  • Purchaser safety coverage for broken, faulty, or undelivered gadgets


Alibaba offers in a lot greater quantity than B2C ecommerce marketplaces, so its costs are greater as nicely. There are not any gross sales commissions charged by the location — simply an annual payment, the bottom of which is the Gold Provider Fundamental, at $1899 per 12 months.

AliExpress takes the method nearer to different B2C ecommerce platforms. It prices no annual payment, however as a substitute prices 5-8% commissions on every sale. 


If you wish to promote on-line in quantity to different companies, Alibaba is without doubt one of the greatest on-line marketplaces for you. Over 10 million consumers from greater than 190 nations buy wholesale from different companies by means of Alibaba. You’ll be able to deal immediately with producers, and also you’ll additionally discover exporters, brokers, buying and selling corporations, and wholesalers. 

The consumers could also be different wholesalers and producers utilizing your merchandise to make different merchandise. They may be sourcing brokers or B2C retailers. You should utilize Alibaba to create non-public label manufacturers. 


AliExpress targets most people and, like Amazon, sells absolutely anything, from clothes to instruments to residence enchancment merchandise to electronics to magnificence merchandise. 

Within the nations the place AliExpress and different Alibaba B2C ecommerce platforms function, your target market contains nearly everybody who outlets on-line. Some consumers may be re-sellers who’re organising dropshipping companies. 

AliExpress sellers have to be situated in China, Russia, Spain, Italy, France, or Turkey.


Alibaba reaches dozens of nations and practically a billion folks

AliExpress and the opposite B2C platforms have interaction thousands and thousands of consumers from over 220 nations. They’re strongest in Asian nations. In China, the platform is Taobao. Lazada is the platform in Southeast Asian nations akin to Singapore, Thailand, Vietnam, Malaysia, and the Philippines. Tokopedia is the platform for Indonesia. 

Walmart Marketplace landing page

4. Walmart Market

Walmart started as a brick and mortar division retailer, not an ecommerce market. However round 2010, they started promoting on-line, and with a lot capital from their shops, Walmart has been in a position to rapidly ramp up its on-line promoting platform in order that it competes nicely in opposition to the largest names, together with Amazon. 

Nevertheless, Walmart Market has fewer sellers and for now, meaning much less competitors to get your merchandise observed. So you possibly can very probably get extra publicity on your merchandise on Walmart Market than Amazon. 


Whereas Walmart’s ecommerce platform has many similarities to Amazon, the variations are important. Listed below are the important thing options:

  • A stricter qualification course of for sellers — not simply anybody can arrange a retailer
  • The power to supply free two-day transport
  • Superior itemizing and analytics instruments
  • Safe checkout
  • Market stories
  • Buyer overview choices
  • Walmart advertisements that present extra product publicity
  • An current provide chain community already in place
  • Walmart Success Providers, which might retailer, pack, and ship your merchandise

Walmart Success Providers works very very like Success by Amazon. You ship your merchandise to Walmart’s warehouses. Then, when orders are positioned, they pack and ship your merchandise for you. 

Walmart fulfillment services

And that stricter qualification course of is an efficient purpose to contemplate Walmart. They solely settle for sellers who’ve a document of earlier ecommerce success. This ensures that every one their sellers are respected and promote high quality merchandise. 


In contrast to Amazon, Walmart prices no charges for setup, listings, or subscriptions. They only cost a payment per sale, which like different ecommerce websites varies by product class. The vary goes from 6-20%, however the nice majority or product charges are both 8% or 15%. 


Walmart advantages from having so many in-store customers, and so they can provide their on-line market as a substitute for all of them. Walmart sells nearly all the things in-store, and their ecommerce counterpart does much more. Their viewers is anybody who outlets on-line. 


Walmart Market will get about 410 million distinctive month-to-month guests, in accordance with one estimate, and it engages consumers from Africa, Canada, Central America, Mexico, India, China, and Chile, in addition to the U.S. and elements of Europe.

Walmart’s loyalty program presently has over ten million members. So these are individuals who have further incentive to buy at Walmart on-line. 

Etsy homepage

5. Etsy

Etsy started as a platform for folks to promote distinctive and handcrafted gadgets, not mass-produced merchandise. And for probably the most half, it retains that mission nonetheless at present. For ecommerce sellers, Etsy is the place to promote one-of-a-kind gadgets and specialised merchandise. 

In case you promote a set of merchandise and wish to draw folks to your ecommerce retailer utilizing Etsy, use it to promote distinctive gadgets, after which observe up later to attract them to your main retailer constructed on WooCommerce. 


Etsy has some options just like different platforms, akin to safe transactions, apps, electronic mail and a few cellphone help, and the flexibility to customise your Etsy store. As well as, Etsy contains:

  • Computerized deposits straight to your account
  • Discounted postage choices
  • An Etsy advertisements platform the place you possibly can pay to spice up visibility
  • Direct communication with consumers by means of the Vendor App
  • Vendor protections
  • An associates program you should utilize to encourage different folks to promote your stuff
  • A vendor publication and handbook
  • Entry to a group of different sellers

Etsy does have a popularity of being a bit tougher to indicate up in search for explicit gadgets, and this motivates some to buy Etsy advertisements. It’s a must to be very deliberate in the way you create product pages, together with the language and key phrases you utilize to explain your merchandise.


Etsy has a quite simple pricing construction. They cost 20 cents per itemizing, and that itemizing stays lively for 4 months. Then, for every sale, you pay a 9.5% transaction and processing payment that features all the things. 

And, Etsy runs advertisements on your merchandise all around the web, principally utilizing show advertisements that includes photographs of your merchandise. You don’t have management over this and it prices nothing for you except the advert leads to a sale. For any advertisements that do lead to a sale, you’ll pay a further payment per sale.


Etsy’s viewers could be very distinct from the opposite prime marketplaces on-line. Etsy customers are on the lookout for gadgets they’ll’t discover wherever else. They need stuff nobody else will personal. It’s a type of treasure searching. 

That is the place to promote distinctive gadgets that may earn you a popularity as a creator, an artist, and an imaginative product designer who places time and creativity into every merchandise. 

grid of product types that do well on Etsy

The overwhelming majority of customers on Etsy are ladies, typically between ages 18 and 40. 

Their top-selling product classes are residence and residing, jewellery, craft provides, and instruments. They promote a lot of merchandise for weddings and bridal events. 


Etsy has a narrower attain than different prime marketplaces. Whereas they do attain over 200 nations and have 86 million lively customers, about half their on-line gross sales go to the U.S., and nearly all the remainder go to the UK, Germany, Canada, Australia, and France. 

Etsy additionally has a base of loyal customers, with 81% of purchases made by repeat consumers. So if Etsy’s viewers aligns along with your merchandise, you possibly can win loyal prospects extra simply on this on-line market than a few of the different extra generic ones on this checklist. 

Newegg homepage

6. Newegg

Newegg started as a tech-focused ecommerce market, and it continues to dominate that trade class. However, it has additionally expanded to a number of different classes and has grow to be one of many prime marketplaces for ecommerce companies to promote their merchandise. 


Newegg delivers actual advantages for its greatest sellers — those that pay for a month-to-month membership. The options for this market rely very a lot on which membership you select between their three choices of free, Skilled, or Enterprise. 

Like Walmart, Newegg requires sellers to get permitted earlier than they’ll use their ecommerce market, so this ensures a stage of high quality for the merchandise they promote. A few of their key options embody:

  • A educated and centered viewers
  • The choice to promote used and refurbished gadgets
  • The power to advertise merchandise on their web site, together with Sponsored Video Adverts
  • Devoted help
  • API integration
  • Superior product listings that may embody video and touchpoint imagery to assist prospects make good choices
  • Entry to Newegg Studios — they’ll really produce movies and photographs on your merchandise
  • Limitless product listings with the Enterprise membership
  • Publish-purchase electronic mail automation with the Enterprise membership
  • Reductions in case you use Newegg Success and the Newegg Delivery Label service
  • Rewards for sellers who value competitively 
  • A Premier Vendor Program that offers you entry to the largest spenders
  • The choice to promote on Newegg’s social accounts and promotional emails

Like Amazon and Walmart, Newegg has a success and transport label service, and when you have the stock for it, that’s a great possibility as a result of it’s going to reduce your prices. 

Newegg shipping service


There’s a free model, however the Skilled model at $29.95 per thirty days and the Enterprise membership at $99.95 per thirty days provide you with entry to one of the best options. 


Newegg’s viewers stays closely tech-focused and educated. You’ll discover extra early adopters right here than most different locations and, generally, a wealthier viewers. In contrast to Amazon, Walmart, and Alibaba, individuals who store on Newegg are inclined to have incomes of $75k per 12 months or greater. And their viewers is about 72% male and principally between 18-44. 

Apart from a wealth of electronics and equipment, Newegg additionally does nicely with residence cooking and home equipment, and is rising into sporting items classes. 

Newegg customers love to have a look at product specs, so this isn’t the platform to go mild on the small print. You wish to embody a lot of data in your product pages right here, and severely take into account together with movies. Thirty-two % of their customers are repeat prospects. 


Newegg has about 4 million lively prospects throughout Europe, South and North America, the Center East, and Asia Pacific. 

So it’s a smaller viewers, however one which spends extra and is on the lookout for explicit varieties of merchandise. Like Etsy, you possibly can achieve a stronger and extra devoted following right here than on the massive broad marketplaces. 

Why promote on WooCommerce as a part of your world technique

On-line marketplaces will be glorious gateways into the world of on-line promoting. They’re additionally an effective way to satisfy your viewers the place they’re, in locations they’re already purchasing.

However when it comes right down to it, one of the best ways to develop your on-line enterprise and keep full management is to start out your personal retailer with WooCommerce. Let’s check out just a few explanation why that is true:

1. Marketplaces promote competitor merchandise

Third-party marketplaces need all of their customers to search out success, and your enterprise merely isn’t their main focus. So when potential consumers are scrolling by means of or looking for merchandise, they’ll not solely see gadgets from rivals subsequent to yours, they could additionally get advertisements for these gadgets. 

With a market, it’s a lot simpler for customers to decide on a distinct enterprise over yours. However with a software like WooCommerce, you possibly can create an internet site that helps customers discover what they’re on the lookout for and seamlessly make a purchase order, with out distractions from different shops.

2. Marketplaces present restricted choices for design and performance

With on-line marketplaces, it’s a must to adapt your product listings to satisfy their necessities for formatting, photos, design, categorization, and outline size. Meaning that you could be not be capable to embody the entire data you’d like.

And because you’re working inside a set design template, you could not be capable to customise it to match your model. Your gadgets will look similar to everybody else’s. 

DVO suspension product page
Customized product web page from

With WooCommerce, nonetheless, you possibly can create the precise form of retailer and product itemizing that you simply’d like. Add a lot of photographs and movies, embody measurement charts and ingredient lists, and customise your complete feel and appear to suit your model

3. Marketplaces take a share of gross sales

Third-party marketplaces take a reduce of your on-line gross sales in alternate for utilizing their platform. As you develop, this could add up increasingly more. However WooCommerce doesn’t cost any charges for promoting on-line.

father's day card listing on the Offerman Woodshop website
Product web page from

4. Marketplaces restrict your management

While you promote on a third-party market, you’re topic to their guidelines and laws. In the event that they decide that you simply’re in violation of these guidelines, they’ll take down your retailer, typically with out warning. That implies that you’ll abruptly lose your income stream and probably the content material you’ve created.

However with WooCommerce, you’ve got full management and possession over your web site. It’s also possible to arrange backups that save completely each factor of your retailer, together with gross sales and buyer data. So if one thing ever goes incorrect, you possibly can rapidly get again up and operating.

5. Marketplaces make advertising trickier

Whereas some third-party marketplaces present built-in advertising instruments, these can grow to be limiting as you develop. You could not be capable to combine the instruments you’d like for promoting, electronic mail advertising, buyer relationship administration, search engine marketing, and extra. It might even be trickier to compile buyer knowledge and successfully have interaction with these prospects.

WooCommerce extensions

While you run a retailer with WooCommerce, you possibly can harness the energy of extensions to combine practically any advertising software you’d like. Don’t see the right answer on your retailer? Rent a developer to create a customized integration. 

6. Marketplaces could make it tougher to adapt

As you develop your enterprise, you’ll probably must make necessary adjustments to accommodate extra gross sales. For instance, you may wish to replace your transport or advertising technique, settle for a wide range of currencies, translate your content material into a number of languages, or combine with success or stock administration software program.

Third-party marketplaces could make it tough to make these types of adjustments. They could not combine with the instruments you wish to use. Or maybe they gained’t assist you to make the modifications that you must promote globally.

With WooCommerce, you possibly can settle for lots of of currencies, arrange transport in any variety of methods, combine with a lot of instruments, and customise your retailer any manner that you simply’d like as you develop. It’s also possible to select any internet hosting supplier needed to supply the sources, instruments, and help wanted to accommodate a rise in site visitors.

When it comes right down to it, WooCommerce is one of the best ways to construct and develop a profitable on-line retailer. You profit from a system that’s straightforward to make use of (no code required!), final flexibility, top-notch help, and full management.

Amazon FBA extension

And you’ll run your WooCommerce retailer proper alongside your third-party marketplaces, even integrating them to seamlessly to sync product data, stock ranges, pricing, and extra.

Able to get began? Open your storefront at present.

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