High Multi-Channel Marketplaces for Promoting Worldwide

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

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

There are a number of prime on-line marketplaces which have a world attain, and relying on your small business, you need to think about all of them earlier than deciding which of them can greatest advance your small business development targets, with out compromising your autonomy.

How to decide on the fitting market

The most effective 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 really have comparable attain world wide, and are even greater in some situations. 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 components of the world interact 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 imagine on-line marketplaces are the very best avenue for this, it’s essential think about a number of key components:

  • 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 kinds of individuals every on-line market appeals to most
  • Attain: What quantity of potential clients 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 an internet bookseller. It’s now about as shut as you may get to an everything-seller. However most of what’s offered on Amazon comes from different market sellers, together with ecommerce companies who wish to broaden their attain to new audiences.


Amazon has been doing this for some time, they usually’ve found out the right way to make an ecommerce web site work, a lot so that the majority ecommerce shops need to have the ability to use lots of the identical 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 here are the very best options of Amazon Market:

  • World availability: arrange an account from nearly any nation on Earth
  • Telephone help in most nations, chat and e mail in the remainder
  • The flexibility to set your individual costs
  • A platform to create your individual presents and promote them
  • Straightforward overview assortment, utilizing a system persons are accustomed to
  • The flexibility to construct your merchandise and retailer round key phrases to be present in search engines like google
  • Efficiency metric monitoring similar to order defect price and achievement cancel charges
  • Achievement by Amazon (FBA), which helps you to entry the Prime Badge and higher delivery choices
  • Pre-set product web page layouts that take out the guesswork

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

Amazon FBA landing page

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


Amazon is among the costlier on-line marketplaces. They’ve an array of charges, not only one. 

First, you need to 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 best for sellers who’ve decrease on-line gross sales volumes. The Skilled Plan prices $39.99 monthly, 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 complete transaction, together with delivery prices. The charges differ primarily based 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 achievement payment that’s primarily based on the scale and weight of the product being shipped. 

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

Is that each one? Truly, there could also be even more fees for certain situations

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 individual 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 delivery. 


Amazon is largest in the US, having achieved virtually complete market saturation. 150 million Americans 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 cellular viewers, too.

Amazon’s viewers covers all demographics in North America, and in lots of different nations, and 66% of web shoppers 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 this planet. They’re concentrated in North America, Europe, Asia, and the Center East. 

Amazon ships to over 130 countries, and a pair of.7 billion individuals have shopped on Amazon. They get 2.72 billion distinctive month-to-month guests. 

So, as for dimension, you possibly can attain the most important world viewers with Amazon. Nevertheless, with nice dimension 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 seen.

eBay homepage

2. eBay

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

So it’s turn into an internet 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 a lot 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 providers 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 on
  • Itemizing customization capabilities — greater than Amazon
  • The flexibility 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 and marketing newsletters to clients, give subscriber reductions, and construct extra buyer loyalty than with Amazon
  • The flexibility to get product critiques
  • Transport 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
  • Every day or weekly pay schedules


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

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

Then, you get charged a proportion of the gross sales worth, 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 purchase a month-to-month subscription. For increased quantity sellers, it is a sensible possibility. They’ve three decisions, every of which include elevated advantages of promoting on the platform, and every of which prices much less in the event you pay yearly versus month-to-month. The month-to-month prices are:

  • Fundamental: $24.95 monthly
  • Premium: $74.95 monthly
  • Anchor: $349.95 monthly


eBay appeals to hobbyists and what some call “fanatic consumers,” in addition to individuals looking for an excellent deal. It does very well with electronics, their primary vendor at 16.4% of items sold on the web platform.

eBay additionally sells a number of clothes and niknaks (16%), automotive (11%), well being and sweetness (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 a number of room for different merchandise.

According 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 vital 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 an excellent job of clarifying this, which is why you see vastly totally different numbers somewhere else. 

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

eBay at the moment will get about 885 million distinctive month-to-month guests. Per yr, about 135 million of these individuals 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 slightly 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 virtually 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 nearly 60% of the Chinese language ecommerce market, which implies that any ecommerce firm trying to broaden into China and close by Asian markets wants to contemplate leaping on Alibaba or one in every of its subsidiary platforms, similar 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 below its general umbrella, and every has its personal distinctive elements. For simplicity, we’re going to concentrate on Alibaba and AliExpress. However in the event you’re trying to broaden your attain into specific Asian nations, you’ll wish to look into their different platforms, which we’ll contact on extra in a second.

Alibaba is among 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 clients’ info, not like on Amazon
  • Use communication instruments to work together with consumers instantly
  • 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 put orders, as a result of companies use Alibaba to purchase in bulk from producers and suppliers. So costs should not fastened. It will depend on portions, delivery, and varied different components. 

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

AliExpress homepage

AliExpress is one in every of many B2C ecommerce platforms below Alibaba’s world market. Like Amazon, sellers can promote particular person merchandise and ship them on to customers. You can even 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 delivery choices
  • Purchaser safety coverage for broken, faulty, or undelivered gadgets


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

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 among the greatest on-line marketplaces for you. Over 10 million buyers from greater than 190 nations buy wholesale from different companies by means of Alibaba. You’ll be able to deal instantly 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 personal label manufacturers. 


AliExpress targets most of the people and, like Amazon, sells absolutely anything, from clothes to instruments to dwelling 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 retailers on-line. Some consumers may be re-sellers who’re establishing dropshipping companies. 

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


Alibaba reaches dozens of nations and nearly a billion people

AliExpress and the opposite B2C platforms interact tens of millions of consumers from over 220 countries. They’re strongest in Asian nations. In China, the platform is Taobao. Lazada is the platform in Southeast Asian nations similar 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 properly towards the most important names, together with Amazon. 

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


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

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

Walmart Achievement Companies works very very like Achievement 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 cause to contemplate Walmart. They solely settle for sellers who’ve a document of earlier ecommerce success. This ensures that each one their sellers are respected and promote high quality merchandise. 


Not like Amazon, Walmart prices no charges for setup, listings, or subscriptions. They simply 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, they usually can supply their on-line market as an alternative choice to all of them. Walmart sells nearly every thing in-store, and their ecommerce counterpart does much more. Their viewers is anybody who retailers on-line. 


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

Walmart’s loyalty program at the moment 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 individuals to promote distinctive and handcrafted gadgets, not mass-produced merchandise. And for probably the most half, it retains that mission nonetheless right this moment. For ecommerce sellers, Etsy is the place to promote one-of-a-kind gadgets and specialised merchandise. 

Should you promote a set of merchandise and wish to draw individuals to your ecommerce retailer utilizing Etsy, use it to promote distinctive gadgets, after which comply with up later to attract them to your major retailer constructed on WooCommerce. 


Etsy has some options much like different platforms, similar to safe transactions, apps, e mail and a few telephone help, and the flexibility to customise your Etsy store. As well as, Etsy contains:

  • Automated 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 use to encourage different individuals to promote your stuff
  • A vendor e-newsletter and handbook
  • Entry to a neighborhood of different sellers

Etsy does have a fame of being a bit harder to show up in search for specific gadgets, and this motivates some to buy Etsy advertisements. You need 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 every thing. 

And, Etsy runs advertisements to your merchandise all around the web, principally utilizing show advertisements that includes images 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 end in a sale, you’ll pay an extra payment per sale.


Etsy’s viewers may be very distinct from the opposite prime marketplaces on-line. Etsy customers are in search of gadgets they will’t discover wherever else. They need stuff nobody else will personal. It’s a type of treasure looking. 

That is the place to promote distinctive gadgets that may earn you a fame 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, usually between ages 18 and 40. 

Their top-selling product classes are dwelling and residing, jewellery, craft provides, and instruments. They promote numerous 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 active users, about half their on-line gross sales go to the U.S., and virtually 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 clients extra simply on this on-line market than among the different extra generic ones on this record. 

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 turn into 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 authorised earlier than they will use their ecommerce market, so this ensures a degree of high quality for the merchandise they promote. A few of their key options embody:

  • A educated and targeted viewers
  • The choice to promote used and refurbished gadgets
  • The flexibility 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 clients make good selections
  • Entry to Newegg Studios — they’ll really produce movies and images to your merchandise
  • Limitless product listings with the Enterprise membership
  • Publish-purchase e mail automation with the Enterprise membership
  • Reductions in the event you use Newegg Achievement and the Newegg Transport Label service
  • Rewards for sellers who worth competitively 
  • A Premier Vendor Program that offers you entry to the most important spenders
  • The choice to promote on Newegg’s social accounts and promotional emails

Like Amazon and Walmart, Newegg has a achievement and delivery label service, and if in case you have the stock for it, that’s an excellent possibility as a result of it can lower your prices. 

Newegg shipping service


There’s a free model, however the Skilled model at $29.95 monthly and the Enterprise membership at $99.95 monthly offer you entry to the very best options. 


Newegg’s viewers stays closely tech-focused and educated. You’ll discover extra early adopters right here than most different locations and, basically, a wealthier viewers. Not like Amazon, Walmart, and Alibaba, individuals who store on Newegg are inclined to have incomes of $75k per yr or increased. And their viewers is about 72% male and principally between 18-44. 

Apart from a wealth of electronics and equipment, Newegg additionally does properly with dwelling 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 gentle on the main points. You wish to embody numerous info in your product pages right here, and severely think about together with movies. Thirty-two percent of their shoppers are repeat clients. 


Newegg has about 4 million lively clients 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 in search of specific sorts of merchandise. Like Etsy, you possibly can acquire 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 fulfill your viewers the place they’re, in locations they’re already purchasing.

However when it comes right down to it, the easiest way to develop your on-line enterprise and keep full management is to start out your individual 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 seek out success, and your small business merely isn’t their major focus. So when potential consumers are scrolling by means of or trying to find 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 instrument like WooCommerce, you possibly can create a web site that helps customers discover what they’re in search of 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 fulfill their necessities for formatting, photos, design, categorization, and outline size. Which means that you could be not be capable of embody the entire info you’d like.

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

DVO suspension product page
Customized product web page from https://dvosuspension.com/

With WooCommerce, nevertheless, you possibly can create the precise form of retailer and product itemizing that you just’d like. Add numerous images and movies, embody dimension charts and ingredient lists, and customise your complete appear and feel to suit your model

3. Marketplaces take a proportion of gross sales

Third-party marketplaces take a lower of your on-line gross sales in trade for utilizing their platform. As you develop, this will 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 https://offermanwoodshop.com/

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 just’re in violation of these guidelines, they will take down your retailer, generally with out warning. That implies that you’ll out of the blue lose your income stream and probably the content material you’ve created.

However with WooCommerce, you’ve gotten full management and possession over your web site. You can even set up backups that save completely each aspect of your retailer, together with gross sales and buyer info. So if one thing ever goes improper, you possibly can rapidly get again up and working.

5. Marketplaces make advertising and marketing trickier

Whereas some third-party marketplaces present built-in advertising and marketing instruments, these can turn into limiting as you develop. Chances are you’ll not be capable of combine the instruments you’d like for promoting, e mail advertising and marketing, buyer relationship administration, SEO, and extra. It could even be trickier to compile buyer knowledge and successfully interact with these clients.

WooCommerce extensions

While you run a retailer with WooCommerce, you possibly can harness the facility of extensions to combine almost any advertising and marketing instrument you’d like. Don’t see the proper answer to your retailer? Rent a developer to create a customized integration. 

6. Marketplaces could make it more durable to adapt

As you develop your small business, you’ll possible must make vital modifications to accommodate extra gross sales. For instance, you would possibly wish to replace your delivery or advertising and marketing technique, settle for quite a lot of currencies, translate your content material into a number of languages, or combine with achievement or stock administration software program.

Third-party marketplaces could make it tough to make these kinds of modifications. They might not combine with the instruments you wish to use. Or maybe they received’t help you make the modifications it’s essential promote globally.

With WooCommerce, you possibly can settle for a whole lot of currencies, arrange delivery in any variety of methods, combine with numerous instruments, and customise your retailer any method that you just’d like as you develop. You can even select any internet hosting supplier crucial to supply the sources, instruments, and help wanted to accommodate a rise in site visitors.

When it comes right down to it, WooCommerce is the easiest way 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 info, stock ranges, pricing, and extra.

Able to get began? Open your storefront right this moment.