Top eCommerce marketplaces & how to choose the best marketplace software

eCommerce marketplaces are now the global hubs of digital trade. Whether you’re a brand, retailer, or agency, the question isn’t if you should sell on marketplaces, it’s which ones to choose.

From Amazon Marketplace API to niche platforms, marketplaces open doors to millions of buyers worldwide. But with so many options, how do you know where to start, and more importantly, how to choose the best marketplace software to manage it all?

This guide explores the top 10 global eCommerce marketplaces every merchant should know and provides a step-by-step framework to select the right marketplace (and software) for your products.

Key takeaways

• eCommerce marketplaces are essential for scaling your online business.

• Top 10 global marketplaces attract the majority of consumer traffic.

• Success depends on understanding your ideal customers and their habits.

• The right marketplace software helps manage, scale, and automate operations.

What are eCommerce marketplaces?

An eCommerce marketplace is an online platform where multiple sellers list products for sale to a large audience. Think of them as the digital equivalent of grand bazaars, where global buyers and sellers connect instantly.

Marketplaces attract recurring traffic, reduce friction in buying, and provide sellers with built-in infrastructure such as secure payments, logistics solutions, and advertising tools.

Pro tip: Selling on marketplaces is not just about visibility, it’s about choosing the right mix of marketplaces and the right marketplace integration software to manage them efficiently.

The top 10 global eCommerce marketplaces

Here are the largest global marketplaces in terms of reach, traffic, and sales volume:

1. Amazon: Global leader, dominant across all categories.

2. eBay : Strong for resale, collectibles, and consumer goods.

3. Walmart Marketplace: Huge U.S. presence with growing international reach.

4. Alibaba / AliExpress: Strong in Asia, wholesale and B2C.

5. Rakuten: Popular in Asia with diverse product categories.

6. Etsy: Specialized in handmade, craft, and niche products.

7. Shopee: Leading Southeast Asia marketplace.

8. Bol: Dominant in the Benelux region.

9. Zalando: Europe’s go-to marketplace for fashion and lifestyle.

10. JD.com: One of China’s largest B2C platforms.

Each marketplace has unique features, customer bases, and fee structures. Your choice depends on your product type, audience, and regional goals.

Learn more about connecting to these platforms with Channable’s marketplace integrations.

The DACH marketplace region

Luis Schreiber, the founder of Unhooked Marketing, says that the DACH region (Germany, Austria, Switzerland) is one of the most attractive eCommerce regions but also the most regulated and unforgiving marketplace ecosystems in Europe. This section gives you a practical framework to choose marketplaces that fit your brand, margins, and operations instead of just “being everywhere”

DACH is not “just another region” and if you treat DACH like a copy-paste of your EU strategy, you pay for it in:

• blocked listings (compliance),
• broken margins (fees + returns + ads),
• damaged brand (wrong channels, wrong positioning).

Start from one question: “Where can we win, repeatedly, with our current capabilities?” Not “Where is the most traffic?”

Check out what Luis Schreiber, the founder of Unhooked Marketing, suggests as the best DACH marketplaces:

1. Amazon.de: Best for scalable assortments, brands ready to invest in content + ads + operations.

2. Otto.de: Best for home & living, fashion, lifestyle, electronics with solid brand and margins.

3. Galaxus.ch (Switzerland): Best for: Quality ranges in electronics, home, outdoor, lifestyle.

4. Kaufland.de: Best for price-competitive, broad ranges; marketplace-experienced sellers.

5. Zalando: Best for fashion & lifestyle brands that want awareness and brand control.

6. MediaMarkt: Best for brands that sell electronics or electronic related products.

7. Hornbach: Best for brands that sell DIY / household / garden related products

8. Ebay: Best for refurbished, used, outlet, auto parts, enthusiast niches.

How to choose the right marketplace

Choosing where to sell isn’t just about size, it’s about fit and audience. Here’s the process:

1. Understand your target audience

We spoke with the major players in the eCommerce marketplace industry and here's what Moritz Heller, eFly CEO & Founder has to say about understanding your audience. He mentions that the most crucial aspect is the precise alignment (the "fit") between your products, your brand, and the purchasing mentality of the marketplace's buyers.

• Understand Purchase Intent: Are customers buying on Platform A (e.g., Amazon) out of convenience and primarily driven by price, or are they deliberately seeking niche products, handmade goods, or specific fashion on Platform B (e.g., Etsy or Zalando)? A smaller, specialized marketplace where you are the leading supplier in your category ("Big Fish in a Small Pond") can be more profitable than a global giant where you get lost in the crowd.
• Brand Presence vs. Price: Some marketplaces offer more opportunities for branding and brand maintenance, while others focus almost exclusively on the lowest price. Your long-term success depends on whether you have to be a price warrior or if you can successfully establish your brand.

Build decisions on data, not assumptions, and use analytics, surveys, and competitor benchmarks.

2. Identify your ideal customer

Knowing your ideal customer prevents misalignment.
Example: Gap lost traction when targeting “trendy” buyers while its loyal customers preferred basic apparel.

3. Map customer shopping behavior

• Do they shop on broad platforms like Amazon?

• Or niche marketplaces like Etsy and Zalando?

This informs your multichannel strategy.

4. Compare Marketplace fees and costs

Moritz Heller, eFly CEO & Founder, mentions that before listing on any marketplace, a detailed margin calculation must be performed, taking into account all costs, not just the obvious ones.

• Analyze the Total Cost Structure: Account for product costs, commissions (transaction and listing fees), payment fees, fulfillment costs (storage and shipping), and particularly the marketplace's specific return rate.
• The Bottom Line: Seemingly high revenue is useless if the cost structure does not allow for a healthy return. Only platforms that enable a sustainable margin are the right ones for you.

Check out Channable’s marketplace repricer for Amazon and bol to optimize margins further.

5. Evaluate different marketplace tools

Our resident expert Moritz Heller also says that complete dependency on a single marketplace is the biggest risk in e-commerce.

• Rule Changes and Account Suspensions: Marketplaces are not partners; they are landlords. They can change their rules and algorithms at any time or suspend a seller's account, which can lead to immediate insolvency with a single-channel strategy.
• Strategic Diversification: A smart retailer chooses at least two or three strategic channels. This reduces dependency and allows you to serve different customer segments. Your own webshop should always be considered the anchor point and the ultimate "Plan B."

But marketplaces vary, make sure to choose platforms aligned with your growth goals.

Advantages of Marketplaces

• High visibility and built-in traffic/promotion

• Trust and credibility with buyers

• Advertising and promotional tools

• Hassle-free infrastructure (payments, hosting, logistics)

Disadvantages of Marketplaces

• Heavy competition

• Dependency on marketplace rules and policies

• Commission and fees that cut into margins

Why you need Marketplace software

When you start to scale, managing multiple channels manually is nearly impossible. The right marketplace software helps you:

• Sync inventory across platforms

• Automate ad campaigns

• Optimize product feeds

• Monitor performance in real-time

Channable Marketplace Integrations connects you with 2,500+ global channels, giving you one place to manage all your marketplace sales.

Your Marketplace journey starts here

There’s no one-size-fits-all answer when it comes to choosing the right eCommerce marketplaces. Success depends on understanding your customers, analyzing marketplace costs and features, and leveraging the right software to stay competitive.

With Channable’s marketplace integration, you can manage multiple marketplaces seamlessly, scale your business faster, and unlock new revenue opportunities.

Request a demo and see how Channable can power your marketplace strategy.