A guide for merchants and entrepreneurs: reach, fees, and use cases of the most important marketplaces, as well as guidance on when running your own online store makes more financial sense.
Sales platforms continue to gain importance in the e-commerce ecosystem. They offer immediate reach, integrated checkout processes, and market analysis data, but also come with ongoing commissions and restrictions on brand presentation. This article analyzes 19 relevant platforms (local, global, niche), compares fee models and reach factors, and provides a pragmatic decision-making guide for online retailers.
Three criteria are crucial when selecting sales platforms: reach & target audience, cost structure (listing, transaction, and monthly fees), and operational aspects (shipping, returns, marketplace rules). Additionally, product category, margins, and brand strategy influence the choice of the right platform.
Below is a structured overview by type: large all-rounders, specialized marketplaces, local channels, and international platforms. For each type, we provide typical use cases, fee information, and strategic recommendations.
- Amazon – extremely high demand, strong conversion rates; fees: depending on the plan (Single/Pro: €0.99 per item vs. monthly subscription) plus sales commissions. Advantage: Prime buyers; disadvantage: fierce competition and strict guidelines.
- eBay – flexible for auction/fixed-price listings; fee model combines listing fees and sales commissions. Good for used, collectible, and specialty items.
- OTTO – strong position in the DACH region for fashion & lifestyle; access often via merchant programs and stricter formalities.
- Etsy – Focus on handmade and vintage items; clear target audience, transparent fees (listing fee + transaction commission ~6.5%); good for brands with storytelling potential.
- Avocadostore – sustainability-focused; membership fees + commission (example: sign-up fee, monthly fee, ~17% commission). Recommended for brands with a clear sustainability positioning.
- Bonanza – low listing costs, moderate commissions; practical for sellers with unique items looking for alternative reach.
- Vinted – secondhand clothing; low barriers to entry, buyer fee instead of seller commission.
- Facebook Marketplace – free listings, high local reach, integration with online stores possible.
- eBay Classifieds / Classifieds – free for many categories, good for large items to be picked up locally.
- Craigslist, Nextdoor, VarageSale – Focus on community/region. Low costs, but requires more effort in communication and transaction processing.
- AliExpress / Taobao – particularly relevant for mass-market goods and sourcing; varying fee structures, often high logistical complexity for cross-border sales.
- Mercado Libre, Flipkart, Rakuten – strong regional players (Latin America, India, Japan/U.S.); access can offer significant market opportunities but requires localization and compliance.
- MyDeal – an example of marketplaces focused on furniture and large items; fulfillment is often handled by the seller.
Fee models vary widely: listing fees, sales commissions, transaction fees, monthly subscriptions, and advertising expenses (inevitable marketing costs on platforms). A systematic comparison should consider the following metrics:
- Net margin per SKU after deducting all marketplace costs and shipping.
- Customer acquisition cost (CAC) via organic reach vs. paid listings.
- Return rate and associated costs (high for textiles, moderate for electronics).
Sample calculation (simplified scenario): Product price €50, marketplace commission 12%, shipping €5, return rate 8% (effective additional costs ~€4). Actual revenue is significantly lower than the list price—this factor determines whether a product remains profitable on platforms.
Building your own online store gives you control over brand presentation, customer data, and margins. Platforms, on the other hand, offer immediate traffic. A sustainable omnichannel strategy combines both:
- Launch phase: Use platforms to build reach and validate products.
- Scaling: Use customer data from platforms to promote your own store and encourage repeat purchases.
- Optimization: Use your own store for high-margin SKUs and platforms for items with high search demand.
Technically, integrations (e.g., listing synchronization, centralized fulfillment) simplify multichannel management. Also, be sure to consider legal requirements (legal notice, right of withdrawal, tax obligations) when selling across borders.
- Define your target customers and prioritize platforms accordingly.
- Calculate the contribution margin per channel (including returns, marketing, and fees).
- Test listings with a limited product range; measure conversion rates and customer acquisition costs (CAC).
- Scale successful SKUs to additional platforms while simultaneously building your own store infrastructure.
- Use platform data for SEO and product descriptions in your own store.
Marketplaces will remain a key sales channel in e-commerce in 2025. They lower barriers to market entry and provide valuable market data. In the long term, retailers will increase their resilience through a combination of marketplace presence and their own online store, which enables brand building and higher margins.
In the coming years, the platform landscape is expected to become increasingly specialized: platforms targeting specific demographics (e.g., sustainability, secondhand) will gain importance, while large all-rounders will intensify their focus on logistics and Prime-like services. Retailers should regularly review their channel strategy based on margin metrics and customer value.
If you’d like to evaluate launching your own online store as your next step, a practical trial period with an established e-commerce platform can be a good idea. Here you’ll find information on store creation and integrations.
- Which platform generates revenue the fastest? Major all-around platforms (Amazon, eBay) usually deliver the fastest demand, depending on the product category.
- When is it worth having your own store? With repeat customers, when margin optimization and brand building are priorities.
- How do I prioritize platforms? Based on contribution margin, customer fit, and operational complexity.
Stephan Dunger
Stephan Dunger is one of the brains behind the XONIC store system. He has been developing the platform together with the team since 2012 - from the database to the interfaces to the checkout.
A passionate programmer, technical mind and consultant at the same time: with his in-depth knowledge of store systems and e-commerce, Stephan combines the depth of a developer with an eye for the big picture. Together with the XONIC team, he shapes the technical direction, consistently thinks about functions from the retailer's perspective and advises on customized solutions.
The result is software with a face: customers don't get an anonymous provider, but a direct line to the people who develop XONIC. Pragmatic, fast and at eye level.
